SMS Business Communication Tools - research design for individual efficiency assessment

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

SMS Business Communication Tools - research design for individual efficiency assessment

Popis výsledku v původním jazyce

: 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.

Název v anglickém jazyce

SMS Business Communication Tools - research design for individual efficiency assessment

Popis výsledku anglicky

: 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.

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

2022

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

13

Strana od-do

189-201

Název nakladatele

Jihočeská univerzita v Českých Budějovicích, Ekonomická fakulta

Místo vydání

České Budějovice

Místo konání akce

České Budějovice

Datum konání akce

21. 4. 2022

Typ akce podle státní příslušnosti

CST - Celostátní akce

Kód UT WoS článku

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