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2022, vol. 17, br. 1, str. 73-84
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Inovativni položaj MSP u zavisnosti od upotrebe marketinških alata
The innovative posture of SMEs depending on the usage of marketing tools
aUniversity of Entrepreneurship and Law, Institute of Entrepreneurship and Marketing, Ostrava-Slezská Ostrava, Czech Republic bFaculty of Economics and Business, Bratislava, Slovak Republic
e-adresa: m_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.
Abstract
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.
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