The “Smart” Paradigm in the Field of Communication and Identity Design in MSME'S

Abstract

This article seeks to study the “Smart” paradigm in the field of communication, embodied in the relationship between identity design and local economy in micro, small and medium-sized enterprises (MSME's). The methodology adopted from the model of Quivy and van Campenhoudt (2003), as a method for the construction of the communication model of the Digital Identity in Local Economy (DILE), proposes the construction of this procedure in three phases, namely rupture, construction and verification. It also presents the preliminary conclusions of the present study, which demonstrate that Servitization is a new path in the context of local consumption.