Auditing and Controlling as a Tool for SME Marketing Risk Management

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F21%3A%230000742" target="_blank" >RIV/04274644:_____/21:#0000742 - isvavai.cz</a>

Result on the web

<a href="https://mmi.fem.sumdu.edu.ua/en/journals/2021/1/225-235" target="_blank" >https://mmi.fem.sumdu.edu.ua/en/journals/2021/1/225-235</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.21272/mmi.2021.1-17" target="_blank" >10.21272/mmi.2021.1-17</a>

Result language

angličtina

Original language name

Auditing and Controlling as a Tool for SME Marketing Risk Management

Original language description

The current hyper-competitive environment, rapid marketing tools, and modern techniques provide many opportunities for small and medium-sized businesses. Such opportunities could bring much in the way of rewards both for the individual companies and the wider economy. However, there are many threats associated with these business environments which cannot be overlooked. Small and medium-sized businesses are a significant stabilizing economic power within the European Union. Therefore, it is not surprising that small and medium-sized businesses competitiveness and their long-term stability are vital factors for European cohesion and development. This research aims to analyze risk management within small and medium-sized businesses, identify critical risk factors, and develop risk management, which could be applied to small and medium-sized businesses. The authors analyzed risk management's consequences and explained the variables as follows: ROA, Auditing, Controlling Management, Marketing, and Corporate Culture. Based on the research findings, the goal was to increase their interaction effectiveness, focusing on small and medium-sized businesses long-term stability and competitiveness. For achieving these aims, the paper provides two research questions and designs three hypotheses. This research was conducted from 2017 to 2020 on sample n = 432 EU small and medium-sized businesses. The reached data were analyzed by statistical method and experimental «in practice» testing. Based on the result and its experimental testing, a marketing risk management model was designed, tested, and verified using practical methods. This model could be used for the identification and avoidance of potential risks when developing a marketing strategy. The findings reached should be used to advance research and similarly for practical use within the business sphere.

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

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2021

Confidentiality

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

Name of the periodical

Marketing and Management of Innovations

ISSN

2227-6718

e-ISSN

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Volume of the periodical

2021

Issue of the periodical within the volume

1

Country of publishing house

UA - UKRAINE

Number of pages

11

Pages from-to

225-235

UT code for WoS article

000659279400017

EID of the result in the Scopus database

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