Systematic Review of New Trends of SMEs Marketing Strategy

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F21%3APU143346" target="_blank" >RIV/00216305:26510/21:PU143346 - isvavai.cz</a>
Result on the web
<a href="https://conferences.euba.sk/merkur/images/proceedings/merkur_2021.pdf" target="_blank" >https://conferences.euba.sk/merkur/images/proceedings/merkur_2021.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Systematic Review of New Trends of SMEs Marketing Strategy
Original language description
The new market environment due to the Covid-19 pandemic is affecting the performance of global SMEs. It is necessary for them to adapt their marketing strategy to the situation in order to increase their competitiveness in the global market. Since the beginning of the pandemic, SMEs have had to react to these circumstances and, as a result, the number of secondary sources related to this topic has increased. Data is obtained based on research of secondary sources, which are systematically and critically reviewed and compared. The aim is to provide an overview of current trends and to identify potential areas for further research on SMEs' approach to marketing strategy and its transformation due to threats and opportunities arising from the external environment. The findings give us a direction for further research and shows potential critical areas for SMEs competitiveness in the global marketplace.
Czech name
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Czech description
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Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Merkúr 2021 : Proceedings of the International Scientific Conference for PhD. Students and Young Scientists
ISBN
978-80-225-4909-7
ISSN
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e-ISSN
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Number of pages
10
Pages from-to
283-292
Publisher name
Vydavateľstvo EKONÓM, University of Economics in Bratislava
Place of publication
Bratislava, Slovak Republic
Event location
Faculty of Commerce, University of Economics in
Event date
Dec 10, 2021
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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