The innovative posture of SMEs depending on the usage of marketing tools
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 d...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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University in Belgrade
2022-05-01
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| Series: | Serbian Journal of Management |
| Subjects: | |
| Online Access: | https://aseestant.ceon.rs/index.php/sjm/article/view/32902/19912 |
| _version_ | 1811235365016567808 |
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| author | Aleksandr Ključnikov Mehmet Civelek Soňa Chovanová Supeková |
| author_facet | Aleksandr Ključnikov Mehmet Civelek Soňa Chovanová Supeková |
| author_sort | Aleksandr Ključnikov |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-12T11:49:36Z |
| format | Article |
| id | doaj.art-9a16f66864b5433b934eab7aa6ed2af0 |
| institution | Directory Open Access Journal |
| issn | 1452-4864 2217-7159 |
| language | English |
| last_indexed | 2024-04-12T11:49:36Z |
| publishDate | 2022-05-01 |
| publisher | University in Belgrade |
| record_format | Article |
| series | Serbian Journal of Management |
| spelling | doaj.art-9a16f66864b5433b934eab7aa6ed2af02022-12-22T03:34:14ZengUniversity in BelgradeSerbian Journal of Management1452-48642217-71592022-05-01171738410.5937/sjm17-32902The innovative posture of SMEs depending on the usage of marketing toolsAleksandr Ključnikov0Mehmet Civelek1Soňa Chovanová Supeková2Institute of Entrepreneurship and Marketing, University of Entrepreneurship and Law, Michálkovická 1810/181, 710 00 Ostrava-Slezská Ostrava, Czech RepublicInstitute of Entrepreneurship and Marketing, University of Entrepreneurship and Law, Michálkovická 1810/181, 710 00 Ostrava-Slezská Ostrava, Czech RepublicFaculty of Economics and Business, Tematínska 10, 851 05 Bratislava, Slovak RepublicAlthough 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.https://aseestant.ceon.rs/index.php/sjm/article/view/32902/19912technology-enabled marketingsmesinnovationtraditional marketingdigital marketingsocial media |
| spellingShingle | Aleksandr Ključnikov Mehmet Civelek Soňa Chovanová Supeková The innovative posture of SMEs depending on the usage of marketing tools Serbian Journal of Management technology-enabled marketing smes innovation traditional marketing digital marketing social media |
| title | The innovative posture of SMEs depending on the usage of marketing tools |
| title_full | The innovative posture of SMEs depending on the usage of marketing tools |
| title_fullStr | The innovative posture of SMEs depending on the usage of marketing tools |
| title_full_unstemmed | The innovative posture of SMEs depending on the usage of marketing tools |
| title_short | The innovative posture of SMEs depending on the usage of marketing tools |
| title_sort | innovative posture of smes depending on the usage of marketing tools |
| topic | technology-enabled marketing smes innovation traditional marketing digital marketing social media |
| url | https://aseestant.ceon.rs/index.php/sjm/article/view/32902/19912 |
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