Services Marketing as a Way of Ensuring the Small and Medium Enterprises Competitiveness in EU

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F16%3A00010621" target="_blank" >RIV/47813059:19520/16:00010621 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Services Marketing as a Way of Ensuring the Small and Medium Enterprises Competitiveness in EU

Popis výsledku v původním jazyce

This article aims to highlight the importance of the competitiveness of SMEs in the European Union. The attention is focused on the marketing tools use of SMEs in the area of services business. The theoretical part of the paper determinates the basic problem area as services marketing. The main objective of this paper was to characterize the marketing behaviour of small and medium enterprises in the services market within the elements of the marketing mix 4P with emphasis on ensuring their own competitiveness. The primary marketing research using the method of questioning was realized to ensure adequate data. 192 companies were involved in marketing survey, 66 % of micro companies up to 10 employees, 23 % of small companies up to 50 employees and 11 % of medium-sized companies up to 250 employees. Only 22 % of companies consider the change of product offerings in order to increase their competitiveness. The vast majority of surveyed companies (73 %) don´t consider price changes of se rvices and 78 % of companies don´t consider distribution strategy changes to improve the competiveness of their business. Micro, small and medium-sized companies extensively use the brand (company name), logo in communication with customers to differentiate from the competition.

Název v anglickém jazyce

Services Marketing as a Way of Ensuring the Small and Medium Enterprises Competitiveness in EU

Popis výsledku anglicky

This article aims to highlight the importance of the competitiveness of SMEs in the European Union. The attention is focused on the marketing tools use of SMEs in the area of services business. The theoretical part of the paper determinates the basic problem area as services marketing. The main objective of this paper was to characterize the marketing behaviour of small and medium enterprises in the services market within the elements of the marketing mix 4P with emphasis on ensuring their own competitiveness. The primary marketing research using the method of questioning was realized to ensure adequate data. 192 companies were involved in marketing survey, 66 % of micro companies up to 10 employees, 23 % of small companies up to 50 employees and 11 % of medium-sized companies up to 250 employees. Only 22 % of companies consider the change of product offerings in order to increase their competitiveness. The vast majority of surveyed companies (73 %) don´t consider price changes of se rvices and 78 % of companies don´t consider distribution strategy changes to improve the competiveness of their business. Micro, small and medium-sized companies extensively use the brand (company name), logo in communication with customers to differentiate from the competition.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2016

Kód důvěrnosti údajů

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

Název statě ve sborníku

Conference Proceedings 14th International Scientific Conference Economic Policy in the European

ISBN

978-80-7510-210-2

ISSN

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e-ISSN

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Počet stran výsledku

9

Strana od-do

434-442

Název nakladatele

SU Opava, OPF Karviná

Místo vydání

Karviná

Místo konání akce

Petrovice u Karviné

Datum konání akce

14. 9. 2016

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

000403638200046