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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název periodika

Management and Marketing

ISSN

1842-0206

e-ISSN

2069-8887

Svazek periodika

16

Číslo periodika v rámci svazku

3

Stát vydavatele periodika

PL - Polská republika

Počet stran výsledku

18

Strana od-do

210-227

Kód UT WoS článku

000705022200003

EID výsledku v databázi Scopus

2-s2.0-85117967462