THE DECISION CAUSE-MATRIX - A TOOL TO INCREASE EFFICIENCY IN THE CORPORATE COMMUNICATIONS OF SMES WITH A GEOGRAPHICALLY LIMITED BUSINESS AREA

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F19%3A43900763" target="_blank" >RIV/60076658:12510/19:43900763 - isvavai.cz</a>

Result on the web

<a href="http://ocs.ef.jcu.cz/files/site/INPROFORUM2020.pdf" target="_blank" >http://ocs.ef.jcu.cz/files/site/INPROFORUM2020.pdf</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

THE DECISION CAUSE-MATRIX - A TOOL TO INCREASE EFFICIENCY IN THE CORPORATE COMMUNICATIONS OF SMES WITH A GEOGRAPHICALLY LIMITED BUSINESS AREA

Original language description

Companies today have to survive in a market environment that is increasingly characterised by complexity, dynamism and competition. These are the consequences of globalisation, which ultimately leads to increasing competitive pressure. This growing pressure is particularly true for small and medium-sized enterprises (SMEs). They are exposed to the risk of being driven out of the market by large companies. SME are therefore faced with the challenge of increasing their competitiveness to stand their ground against large competitors. Marketing communication plays a key role here. Because without successfully addressing customers, it is not possible to generate vital sales. As a result of technical progress, corporate communication has a constantly growing range of instruments at its disposal. However, human and financial resources limit the use of possible communication channels. For SMEs, the necessity develops from it to provide a communication mix corresponding to their possibilities. The more efficiently this can be arranged, the larger is the contribution of the enterprise communication to the competitive ability of the enterprise. This paper shows that the Decision Causes Matrix is a suitable tool for identifying efficient communication channels. It is a further development of the Problem Causes Matrix, which is part of process management. When evaluating communication channels using the Decision Causes Matrix, the effect of a channel on the formation of the opinion of a target group is taken into account. At the same time, the factors of cost, personnel expenditure and wastage that must also be considered for the aspect of efficiency are taken into consideration. This consideration allows the creation of a communication mix optimally adapted to SMEs with a regionally limited business area

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2019

Confidentiality

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

Article name in the collection

Proceedings of the 13th International Scientific Conference INPROFORUM: 100 Years of the Koruna

ISBN

978-80-7394-776-7

ISSN

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e-ISSN

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Number of pages

7

Pages from-to

28-34

Publisher name

Jihočeská univerzita v Českých Budějovicích, Ekonomická fakulta

Place of publication

České Budějovice

Event location

České Budějovice

Event date

Nov 7, 2019

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

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