Marketing communication tools and their influence on marketing innovation: Evidence from Slovakian SMEs

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04130081%3A_____%2F21%3AN0000015" target="_blank" >RIV/04130081:_____/21:N0000015 - isvavai.cz</a>

Result on the web

<a href="https://www.sciendo.com/article/10.2478/mmcks-2021-0013" target="_blank" >https://www.sciendo.com/article/10.2478/mmcks-2021-0013</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.2478/mmcks-2021-0013" target="_blank" >10.2478/mmcks-2021-0013</a>

Result language

angličtina

Original language name

Marketing communication tools and their influence on marketing innovation: Evidence from Slovakian SMEs

Original language description

Due to lack of sources, SMEs face certain problems when applying innovative activities. Since marketing communication tools enable to perform innovative actions, SMEs' usage of such channels might provide solutions for them to overcome the barriers of making innovation. Thus, this paper investigates whether the usage of marketing communication tools by SMEs enables them to be innovative in marketing or not, and the research question is "Does the usage of marketing communication tools by SMEs improve their innovativeness in marketing?" This paper focuses on traditional and technology-enabled marketing communication tools, such as direct marketing, personal selling, online marketing, and advertising in social media. The researchers employ a random sampling method and then create an online internet-mediated questionnaire to collect data from 812 SMEs in Slovakia. The researchers have also performed Ordinal Logistic Regression analyses to fulfill the research aim. The results show that the usage of marketing communication tools by SMEs improves their innovative posture in marketing. The education level of firm executives and cultural factors in a specific nation might be the reasons for the findings of this research. Thus, the trainings and financial support provided by policymakers and collaboration of other institutions are beneficial for the growth of SMEs. This research analyzes traditional and technology-enabled marketing tools, and areas of marketing innovation in a broad perspective, including innovations in products/services, prices, distribution, promotion, people, processes, and visualization. Therefore, it differs from other studies and fills the research gap by making a significant value addition in related literature.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Publication year

2021

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Management and Marketing

ISSN

1842-0206

e-ISSN

2069-8887

Volume of the periodical

16

Issue of the periodical within the volume

3

Country of publishing house

PL - POLAND

Number of pages

18

Pages from-to

210-227

UT code for WoS article

000705022200003

EID of the result in the Scopus database

2-s2.0-85117967462