Value proposition can be an important source of competitive advantage for small and medium sized enterprises (SMEs). Unlike large companies which follow a rational and sequential process, developing a value proposition in an SME is instead a trial and error process. Therefore, those companies are experimenting with various options. The purpose of this paper was to identify the value strategies used by SMEs based on value dimensions and attributes and to find specific groups of SMEs with a similar market approach. We present a theoretical framework on customer value creation and customer value communication, followed by a quantitative research on 399 Romanian SMEs. We used a principal component analysis to reduce the number of choices and afterwards we ran a cluster analysis to identify the distinct groups of SMEs using specific value propositions. We found that there are three major strategic options based on customer experience, affordability and customization, and four distinct clusters: customer delight (A), multiple sources of differentiation (B), one-to-one marketing (C) and cost—effectiveness (D). Three groups use distinct value propositions—A focuses on customer experience, C on customization, D on affordability—while B mixes all of them.

In the 21st century, businesses and communicators have faced new challenges. In the era of modern technology, internationalization and globalization, marketing communication implements new tools, trends and opportunities. Internet and technological development have opened up the potential for two-way marketing communication and online as well as offline communications are required for companies.

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Internet of Things (IoT) technologies have started to impact society as a whole and have become a key enabler for sustainable development. The purpose of this paper is to examine the connection between IoT and sustainability providing a critical reflection on current literature. The research methodology consists of a literature review in the research field of IoT technologies and their beneficial impact in various sectors, such as sustainable urban development or farming. The aim is to provide an in-depth, detailed analysis on the various ways in which IoT can help with current global environmental issues and achieve sustainable development. The paper highlights the importance of IoT technologies in protecting the environment and emphasizes the need for all stakeholders to adapt such technologies nowadays and in the future. The main value of the current paper is to help enrich the literature on IoT technologies, sustainable development, and environmental protection. The Internet of Things (IoT) is believed to be one of the enabling paradigms of sustainable digital transformation and environmental protection (Salam, 2019). IoT is emerging as a powerful enabler in many application domains, such as water and energy management, environmental monitoring, health, smart cities, smart industry and supply chain management. This paper contributes to academic literature and business by revealing a possible link between sustainability and Internet of Things. This subject sparks interest among both marketers and researchers.

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