The Иновативни положај МСП у зависности од употребе маркетиншких алата
Sažetak
Иако се МСП брзо прилагођавају новим трендовима, већина њих пати од недостатка финансијских и људских ресурса. Ова чињеница је ставила те компаније у неповољнији положај у погледу коришћења традиционалних маркетиншких алата у поређењу са њиховим већим ривалима. Информационе и комуникационе технологије и развој платформи заснованих на технологији такође су обезбедиле јефтиније, али иновативније маркетиншке опције за МСП да се такмиче са својим већим колегама. С тим у вези, ово истраживање има за циљ испитивање утицаја употребе традиционалних и технолошки могућих маркетиншких алата од стране МСП на њихову иновативност. Паралелно са овом одабраном сврхом, истраживачи су добили податке од 812 малих и средњих предузећа у Словачкој користећи онлајн упитник посредован путем интернета. Истраживачи такође примењују тест бинарне логистичке регресије да анализирају утицаје традиционалних и технолошки омогућених маркетиншких алата на иновативност МСП. Резултати показују да, док употреба технолошко омогућених маркетиншких канала позитивно утиче на иновативност предузећа, употреба традиционалних маркетиншких канала од стране МСП не утиче на њихову иновативност. Фактори животне средине, ресурси и лични фактори могу бити разлози ових резултата.
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