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2022, vol. 17, br. 1, str. 73-84
Inovativni položaj MSP u zavisnosti od upotrebe marketinških alata
aUniversity of Entrepreneurship and Law, Institute of Entrepreneurship and Marketing, Ostrava-Slezská Ostrava, Czech Republic
bFaculty of Economics and Business, Bratislava, Slovak Republic

e-adresam_civelek@windowslive.com
Projekat:
This research was supported by the project VEGA 1/0813/19 "Managing the development of innovative and start-up forms of businesses in international environment and verification of INMARK concept," which has received funding from the Ministry of Education, Science, Research and Sport of the Slovak Republic.

Sažetak
Iako se MSP brzo prilagođavaju novim trendovima, većina njih pati od nedostatka finansijskih i ljudskih resursa. Ova činjenica je stavila te kompanije u nepovoljniji položaj u pogledu korišćenja tradicionalnih marketinških alata u poređenju sa njihovim većim rivalima. Informacione i komunikacione tehnologije i razvoj platformi zasnovanih na tehnologiji takođe su obezbedile jeftinije, ali inovativnije marketinške opcije za MSP da se takmiče sa svojim većim kolegama. S tim u vezi, ovo istraživanje ima za cilj ispitivanje uticaja upotrebe tradicionalnih i tehnološki mogućih marketinških alata od strane MSP na njihovu inovativnost. Paralelno sa ovom odabranom svrhom, istraživači su dobili podatke od 812 malih i srednjih preduzeća u Slovačkoj koristeći onlajn upitnik posredovan putem interneta. Istraživači takođe primenjuju test binarne logističke regresije da analiziraju uticaje tradicionalnih i tehnološki omogućenih marketinških alata na inovativnost MSP. Rezultati pokazuju da, dok upotreba tehnološko omogućenih marketinških kanala pozitivno utiče na inovativnost preduzeća, upotreba tradicionalnih marketinških kanala od strane MSP ne utiče na njihovu inovativnost. Faktori životne sredine, resursi i lični faktori mogu biti razlozi ovih rezultata.
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O članku

jezik rada: engleski
vrsta rada: izvorni naučni članak
DOI: 10.5937/sjm17-32902
primljen: 25.02.2022.
prihvaćen: 20.03.2022.
objavljen u SCIndeksu: 15.04.2022.
metod recenzije: dvostruko anoniman
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