Applicability of QR Code in Italian Small and Medium Enterprises through empirical cases

The aim of this empirical study is to describe the current situation of the use of quick response (QR) code digital communications on mobile devices by small and medium enterprises operating in the business-to-consumer (B2C) and, more specifically, the business-to-business (B2B) domain. Based on this aim, the research questions investigated are as follows: first, are mobile marketing digital instruments affordable tools for small and medium enterprises (SMEs) in Italy? Is QR code technology a useful tool, and can it be applied by this type of enterprise, which dominates the economic fabric of Italy? Lastly, is QR code technology suitable for virtual enterprises and other forms of interfirm collaboration in Italy? As the first phase of a larger, on-going analysis, this phase research focuses on the industrial area of Brescia due to the predominance of SMEs operating in the B2C and B2B sectors