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 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.
Ahmed, B. & Husain, S.T. (2014). E-marketing – A paradigm shift in the 21st century. Pp 186-189 in Patil, D.B, Bhakkad, D.D (eds). Redefining Management practices and marketing in modern age(2014). Dhule, Atharva publications.
Amirkhanpour, M., Vrontis, D., & Thrassou, A. (2014). Mobile marketing: a contemporary strategic perspective. International Journal of Technology Marketing 5, 9 (3), 252-269.
Belas, J., Amoah, J., Petráková, Z., Kliuchnikava, Y., & Bilan, Y. (2020). Selected Factors of SMEs Management in the Service Sector. Journal of Tourism and Services, 21(11), 129-146.
Cant, M.C., & Wiid, J.A. (2016). The use of traditional marketing tools by SMEs in an emerging economy: a South African perspective. Problems and perspectives in management, 14 (1), 64-70.
Du, J., Mickiewicz, T., & Douch, M. (2021). Individual and Institutional Ownership, Firm Age and Productivity. Journal of Competitiveness, 13 (1), 23–41.
European Commission, SBA fact sheet Czech Republic (2019), Retrieved from https://ec.europa.eu/docsroom/documents/38662/attachments/7/translations/en/renditions/native Accessed on: 11.05.2021
EU regional competitiveness index (2019), Retrieved from https://ec.europa.eu/regional_policy/sources/docgener/work/2019_03_rci2019.pdf Accessed on: 11.05.2021
Field, A. (2009). Discovering Statistics Using SPSS, Third Edition: Sage Publications
Fosso-Wamba, S., & Carter, L. (2014). Social media tools adoption and use by SMES: An empirical study. Journal of Organizational and End User Computing, 26 (2), 1–17.
Kallier, S.M. (2017). The focus of marketing communication efforts of smes within south Africa. Management & Marketing, 12 (1), 140-154.
Khan, A.A., Wang, M.Z., Ehsan, S., Nurunnabi, M., & Hashmi, M.H. (2019). Linking Sustainability-Oriented Marketing to Social Media and Web Atmospheric Cues. Sustainability, 11 (9), 2663.
Ključnikov, A., Mura, L., & Sklenár, D. (2019). Information security management in SMEs: factors of success. Entrepreneurship and Sustainability Issues, 6(4), 2081-2094.
Kotaskova, A., & Rozsa, Z. (2018). The impact of selected factors on the quality of business environment assessment in the Czech Republic and the Slovak Republic. International Journal of Entrepreneurial Knowledge, 6 (2), 71-80.
Kubickova, L., Kormanakova, M., Vesela, L., & Jelinkova, Z. (2021). The Implementation of Industry 4.0 Elements as a Tool Stimulating the Competitiveness of Engineering Enterprises. Journal of Competitiveness, 13 (1), 76–94.
Malesev, S., & Cherry, M. (2021). Digital and Social Media Marketing-Growing Market Share for Construction SMEs. Construction Economics and Building, 21 (1), 65-82.
Mura, L., & Kajzar, P. (2019). Small Businesses in Cultural Tourism in a Central European Country. Journal of Tourism and Services, 10 (19): 40-54.
Mura, L., (2020). Marketing Management of Family Businesses: Results of Empirical Study. International Journal of Entrepreneurial Knowledge, 8 (2), 56-66.
Nobre, H., & Silva, D. (2014). Social network marketing strategy and SME strategy benefits. Journal of Transnational Management, 19, 138–151.
Pateli, A., & Mikalef, P. (2017). Configurations Explaining Social Media's Impact on Innovation Performance. Configurations. In Proceedings of the Pacific Asia Conference on Information Systems, Langkawi, Malaysia, 16–20 July 2017.
Statista (2021), Digital Advertising, Retrieved from https://www.statista.com/outlook/dmo/digital-advertising/slovakia Accessed on: 11.05.2021
Taiminen, H.M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22 (4), 633-651.
Toth, Z. & Mura, L. (2014). Support for Small and Medium Enterprises in the Economic Crisis in Selected EU Countries. Hradec Economic Days 2014: Economic Development and Management of Regions, Pt V.Hradec Králové, Czech Republic, 424-429. Retrieved from https://uni.uhk.cz/hed/site/assets/files/1049/proceedings_2014_5.pdf
Wardati, N.K., & Mahendrawathi, E.R. (2019). The impact of social media usage on the sales process in small and medium enterprises (SMEs): A systematic literature review. Procedia Computer Science, 161, 976-983.
Zajkowski, R., & Domańska, A. (2019). Differences in perception of regional pro-entrepreneurial policy: does obtaining support change a prospect?. Oeconomia Copernicana, 10(2), 359-384.
Ziółkowska, M.J. (2021). Digital Transformation and Marketing Activities in Small and Medium-Sized Enterprises. Sustainability, 13 (5), 2512.
The Author wishes to submit the Work to SJM for publication. To enable SJM to publish the Work and to give effect to the parties’ intention set forth herein, they have agreed to cede the first right to publication and republication in the SJM Journal.
The Author hereby cedes to SJM, who accepts the cession, to the copyright in and to the paper.
The purpose of the cession is to enable SJM to publish the Work, as first publisher world-wide, and for republication in the SJM Journal, and to grant the right to others to publish the Work world-wide, for so long as such copyright subsists;
SJM shall be entitled to edit the work before publication, as it deems fit, subject to the Authors approval
The Author warrants to SJM that:
- the Author is the owner of the copyright in the Work, whether as author or as reassigned from the Author’s employee and that the Author is entitled to cede the copyright to SJM;
- the paper (or any of its part) is not submitted or accepted for publication in any other Journal;
- the Work is an original work created by the Author;
- the Author has not transferred, ceded, or assigned the copyright, or any part thereof, to any third party; or granted any third party a licence or other right to the copyright, which may affect or detract from the rights granted to SJM in terms of this agreement.
The Author hereby indemnifies the SJM as a body and its individual members, to the fullest extent permitted in law, against all or any claims which may arise consequent to the warranties set forth.
No monetary consideration shall be payable by SJM to the Author for the cession, but SJM shall clearly identify the Author as having produced the Work and ensure that due recognition is given to the Author in any publication of the Work.
Should SJM, in its sole discretion, elect not to publish the Work within 1 year after the date of this agreement, the cession shall lapse and be of no further effect. In such event the copyright shall revert to the Author and SJM shall not publish the Work, or any part thereof, without the Author’s prior written consent.