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Comment les PME exportatrices ont adapté leur communication digitale pendant la crise sanitaire

Authors: Mayrhofer, Ulrike; Pereira PÜndrich, Aline; Deprince, Elodie;

Comment les PME exportatrices ont adapté leur communication digitale pendant la crise sanitaire

Abstract

Article publié dans The Conversation le 31 janvier 2022 : https://theconversation.com/comment-les-pme-exportatrices-ont-adapte-leur-communication-digitale-pendant-la-crise-sanitaire-175860; L’actualité récente montre que les PME sont particulièrement vulnérables face aux difficultés contextuelles. Compte tenu de l’ampleur de la crise sanitaire, il est nécessaire qu'elles informent au mieux leurs clients, fournisseurs et salariés des actions entreprises afin de préserver leurs activités et leurs relations d’affaires. Cette étude porte sur 74 PME qui réalisent plus de 50 % de leur chiffre d’affaires à l’export. Les résultats montrent que ces entreprises communiquent peu sur les actions menées face à la crise sanitaire. Les PME qui annoncent des mesures spécifiques sont orientées vers la continuité des activités et la sécurité des salariés, et plusieurs entreprises mettent en place des mesures innovantes liées à la pandémie. Notre recherche permet de proposer plusieurs recommandations pour améliorer leur utilisation des sites internet et des réseaux sociaux numériques en contexte de crise.

Keywords

pandémie, [SHS.GESTION]Humanities and Social Sciences/Business administration, PME, Covid-19, Communication de crise, export

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    This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
    Average
    influence
    This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
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popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
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influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
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