SMS Business Communication Tools - research design for individual efficiency assessment
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F22%3A43905555" target="_blank" >RIV/60076658:12510/22:43905555 - isvavai.cz</a>
Result on the web
<a href="http://omp.ef.jcu.cz/index.php/EF/catalog/book/79" target="_blank" >http://omp.ef.jcu.cz/index.php/EF/catalog/book/79</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
SMS Business Communication Tools - research design for individual efficiency assessment
Original language description
: SMEs have to assert themselves in a continuously more demanding environment. This is due to economic andsocial changes as well as technical progress. It places increasing demands on the communication behaviour ofcompanies. Large companies benefit from digital progress, use synergy effects, and interact with their target groups toan unprecedented extent. On the other hand, SMEs are faced with the problem of not being able to use all communicationpossibilities for themselves due to limited financial and human resources.The paper shows that this supposed handicap could be a competitive advantage. This assumption is based on thehypothesis that the media impact in sub-markets differs from that in supra-regional markets. A literature review supportsthis. At the same time, the study provides a methodological approach to verify the hypothesis by utilising large-scalesurveys in different regions.In order to achieve a competitive advantage, SMEs must be encouraged to put together a more efficientcommunication mix for their submarket than is possible for large companies based on known supraregional strategies.For this purpose, the paper provides the idea to develop further the concept of FLOW distance, which was developed insoftware development, and make it usable for marketing communication.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Studentská vědecká a odborná činnost 2022. Sborník vybraných příspěvků studentů Ekonomické fakulty Jihočeské univerzity v Českých Budějovicích
ISBN
978-80-7394-927-3
ISSN
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e-ISSN
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Number of pages
13
Pages from-to
189-201
Publisher name
Jihočeská univerzita v Českých Budějovicích, Ekonomická fakulta
Place of publication
České Budějovice
Event location
České Budějovice
Event date
Apr 21, 2022
Type of event by nationality
CST - Celostátní akce
UT code for WoS article
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