Post-pandemic companies and customers’ digital readiness: a diagnostic analysis based on the marketing 5.0 approach

Authors

DOI:

https://doi.org/10.18568/internext.v20i03.830

Keywords:

Digital Readiness, Digitalization, Digital Transformation, Marketing 5.0, Pandemic

Abstract

Objective: The aim of this study was to investigate the impacts of the pandemic on the digital readiness of companies and customers, based on the proposal suggested in Marketing 5.0. Method: A structured survey was conducted with 62 companies from the financial services (15), high-tech (6), automotive (8), retailing (15), healthcare (8), and hospitality industries (10). Main Results: Data analysis led to the development of perceptual maps showing digital readiness in two axes: company digital readiness and customer digital readiness. High-tech and financial services were in the omni quadrant (digitalized companies and customers), and retailing was in the onward quadrant (companies more digitalized than customers). Despite being in the omni quadrant, the automotive industry was close to the proposed organic model (customers more digitalized than companies). On the other hand, the healthcare and hospitality industries were further away from the proposal, which was the origin quadrant (customers and companies with little digitalization). Relevance / Originality: The article presents a simple digital readiness diagnostic model that can be easily applied and replicated by different types of companies. By applying it, companies can direct better efforts where they most need to develop digitally. Theoretical / Managerial Contributions: The article presents the digital advances that 62 companies from 6 different sectors achieved after the effects of the pandemic and directs management improvement actions for companies in these sectors, both for their structure and for their relationship with customers.

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Author Biography

Vitor Koki da Costa Nogami, Universidade Estadual de Maringá – Maringá (PR), Brasil.

Possui Doutorado em Administração com ênfase em Marketing pela Faculdade de Economia, Administração e Contabilidade (FEA) da Universidade de São Paulo (USP). Foi Pesquisador Visitante (Doutorado Sanduíche) na University of Illinois at Urbana-Champaign (UIUC). Possui Mestrado em Administração pela Universidade Estadual de Maringá (UEM), Especialização em Administração de Marketing e Propaganda pela Universidade Estadual de Londrina (UEL) e Graduação em Administração pela Universidade Estadual de Maringá (UEM). Ocupa o cargo de Coordenador de Educação e Empreendedorismo da Central Única das Favelas de São Paulo (CUFA-SP) realizando projetos na Favela de Paraisópolis. Leciona as disciplinas de Comportamento do Consumidor, Pesquisa de Marketing, Planejamento Estratégico de Marketing e Inovação no Mercado de Baixa Renda em diversos cursos de especialização e MBA's como Fundação Instituto de Administração (FIA), Saint Paul Escola de Negócios e Pontifícia Universidade Católica (PUC-PR). Possui artigos publicados em periódicos nacionais e internacionais, trabalhos apresentados em congressos nacionais e internacionais e é avaliador de artigos em congressos e periódicos nacionais e internacionais. Tem experiência na área de Administração, com ênfase em Marketing, Empreendedorismo, Inovação e Mercado de Baixa Renda

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Published

2025-09-02

How to Cite

Nogami, V. K. da C., & Senra, K. B. (2025). Post-pandemic companies and customers’ digital readiness: a diagnostic analysis based on the marketing 5.0 approach. Internext - International Business and Management Review , 20(03). https://doi.org/10.18568/internext.v20i03.830

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Vol. 20 No. 03 (2025)

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Article

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Copyright (c) 2025 Vitor Koki da Costa Nogami, Karin Borges Senra

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