Relationship between Innovativeness  and Strategic Planning - empirical research

Tatjana Mamula; Sanja Popovic-Pantic

doi:10.5937/industrija43-8718

Tatjana Mamula "MASMI", Serbia and Management Department, University Metropolitan
Sanja Popovic-Pantic Institute Mihajlo Pupin

DOI: https://doi.org/10.5937/industrija43-8718

Keywords: Marketing innovation, Organizational innovation, Process innovation, Product innovation, Strategic planning, SMEs, Innovation,

Abstract

This paper discusses a research of the relationship between innovativeness and strategic planning in SMEs. In introduction part, the authors attempt to consider relevant findings about this specific relationship in the literature. The paper presents how the EU policy approaches the innovation management system within SMEs and where Serbia stands in catching up the process towards the EU in terms of innovativeness and competitiveness.The main research approach is to examine the relationship between innovativeness and strategic orientation, beginning with the existence of the four key strategic business documents: strategic, marketing plan, business plan and procedures, and innovation strategy documents. The last part is a discussion on the findings and considerations of the intensity of the relations among strategic orientations of the company expressed through presence of the key strategic documents and innovativeness and relations among the three most practiced types of innovation in representative sample of 150 Serbian small and medium enterprises (SMEs).The research has shown that there is positive correlation between strategic planning approach in marketing and firm’s innovativness but the intensity of the relationship depends on the type of the innovativness considered.

Author Biographies

Tatjana Mamula, "MASMI", Serbia and Management Department, University Metropolitan

Tatjana Mamula, PhD has been working as an assistant professor at the Metropolitan University, where she lectures on the marketing research, consumer behavior and brand management subjects. She received her PhD degree in organizational sciences. She has managed a large number of quantitative and qualitative research projects, as a director of marketing research company MASMI. During 2013, as a senior expert in EU Project “Integrated Innovation Support Programme”, she realized two innovative coaching sessions for 300 SMEs. Tatjana has more than 10 papers published in the national books of papers and three in the international books of papers. She has participated in numerous conferences in marketing, management, and branding as a presenter, trainer and coach. Tatjana is a member of several professional associations: ESOMAR (global association of marketing researchers), ICF (International Coaching Federation), Association of Business Women, Serbian Association of Managers, and others.

Sanja Popovic-Pantic, Institute Mihajlo Pupin

Sanja Popovic Pantic, PhD has published four papers in the international books of papers, one paper in the journal included in the SCI list in 2014. and one in the leading national scientific journal. She has more than 10 papers published in the national books of papers and two books in female entrepreneurship recognized as monographs : “From vulnerable to sustainable group” in 2007. and “Sustainability of female businesses”, in 2010. Her research interests are focused to the SME’s sector since she she has been engaged as SME expert in three leading EU funded project in the SME's innovativeness and competitiveness in Serbia. As being President of the Association of Business Women in Serbia for 15 years, special focus of Sanja Popovic Pantic is on female entrepreneurship in her research work as well. This was the area where she did her PhD thesis. Also, as a leading female entrepreneurship expert in Serbia, she was engaged in the UNWOMEN funded research project "Advancing Women's Economic and Social Rights in Serbia”. As to awards, she has been awarded by The International Alliance for Women in 2012. with the World of Difference 100 Award in the category of education for women’s start-ups and with the "PLANETA", delivered by the leading national magazine in entrepreneurship “Ekonometar”.

ompetition, Customers and Value Capture. Tatjana has more than 10 papers published in the national books of papers and three in the international books of papers. She has participated in numerous conferences in the area of marketing, management, and branding as a presenter, trainer and coach. Tatjana is a member of several professional associations: ESOMAR (global association of marketing researchers), ICF (International Coaching Federation), Association of Business Women, Serbian Association of Managers, and others.

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