The innovative posture of SMEs depending on the usage of marketing tools

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04130081%3A_____%2F22%3AN0000007" target="_blank" >RIV/04130081:_____/22:N0000007 - isvavai.cz</a>

Výsledek na webu

<a href="https://scindeks.ceon.rs/Article.aspx?artid=1452-48642201073K" target="_blank" >https://scindeks.ceon.rs/Article.aspx?artid=1452-48642201073K</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.5937/sjm17-32902" target="_blank" >10.5937/sjm17-32902</a>

Jazyk výsledku

angličtina

Název v původním jazyce

The innovative posture of SMEs depending on the usage of marketing tools

Popis výsledku v původním jazyce

Although SMEs have quick adaptions to new trends, most of them suffer from having lack of financial and human resources. This fact has made those businesses disadvantaged in the usage of traditional marketing tools compared to their larger rivals. Information and communication technologies and the developments in technology-based platforms have also provided less costly but more innovative marketing options for SMEs to compete with their larger counterparts. In this regard, this research purposes of examining the impacts of the usage of traditional and technology-enabled marketing tools by SMEs on their innovativeness. In parallel with this selected purpose, the researchers have gained data from 812 SMEs in Slovakia by employing an online internet-mediated questionnaire. The researchers also apply Binary Logistic Regression Test to analyze the impacts of traditional and technology-enabled marketing tools on the innovativeness of SMEs. The results show that while usage of technology-enabled marketing channels positively affects the innovativeness of firms, the usage of traditional marketing channels by SMEs does not affect their innovativeness. Environmental, resource-related, and personal factors might be the reasons of these results.

Název v anglickém jazyce

The innovative posture of SMEs depending on the usage of marketing tools

Popis výsledku anglicky

Although SMEs have quick adaptions to new trends, most of them suffer from having lack of financial and human resources. This fact has made those businesses disadvantaged in the usage of traditional marketing tools compared to their larger rivals. Information and communication technologies and the developments in technology-based platforms have also provided less costly but more innovative marketing options for SMEs to compete with their larger counterparts. In this regard, this research purposes of examining the impacts of the usage of traditional and technology-enabled marketing tools by SMEs on their innovativeness. In parallel with this selected purpose, the researchers have gained data from 812 SMEs in Slovakia by employing an online internet-mediated questionnaire. The researchers also apply Binary Logistic Regression Test to analyze the impacts of traditional and technology-enabled marketing tools on the innovativeness of SMEs. The results show that while usage of technology-enabled marketing channels positively affects the innovativeness of firms, the usage of traditional marketing channels by SMEs does not affect their innovativeness. Environmental, resource-related, and personal factors might be the reasons of these results.

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

2022

Kód důvěrnosti údajů

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

Název periodika

Serbian Journal of Management

ISSN

1452-4864

e-ISSN

—

Svazek periodika

17

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

RS - Srbská republika

Počet stran výsledku

12

Strana od-do

73-84

Kód UT WoS článku

000819953800006

EID výsledku v databázi Scopus

2-s2.0-85129580036