Publication detail

Online technology and promotion tools in SMEs

BŘEČKOVÁ, P. KARAS, M.

Original Title

Online technology and promotion tools in SMEs

Type

journal article in Web of Science

Language

English

Original Abstract

Online technologies are currently the most dynamically developing industry, both in product creation and promotion. The study focuses on their incorporation into the SME (small and medium enterprises) segment, which comprises the most economically stable element of any European economy. This paper aims to identify and evaluate dependency in the area of online technologies and promotion tools use in small and medium enterprises (SMEs) related to company age and export involvement. Most research on SMEs focuses on external influences and factors, while this article reflects the internal environment of business entities, which is the source of this study’s originality. The hypotheses were validated by an empirical study of a sample of 743 respondents (companies and entrepreneurs, including family businesses). The research method was a combination of CATI and CASI, and the research tool was a structured questionnaire. To analyze the survey results, the Chi-square test of independence was applied. The key finding was validation of the dependence between the use of the online tools for manufacturing and promotion and the export focus of companies. Companies operating on foreign markets use a wider range of online tools for their business than companies focused on the domestic market. On the other hand, the presumed significant differences in the use of online tools between young businesses and companies long-term established on the market were not confirmed.

Keywords

enterprises, export, family business, online promotion

Authors

BŘEČKOVÁ, P.; KARAS, M.

Released

3. 10. 2020

Publisher

LLC “Consulting Publishing Company “Business Perspectives”

ISBN

1816-6326

Periodical

Innovative Marketing

Year of study

16

Number

3

State

Ukraine

Pages from

85

Pages to

97

Pages count

13

URL

Full text in the Digital Library

BibTex

@article{BUT168084,
  author="Pavla {Břečková} and Michal {Karas}",
  title="Online technology and promotion tools in SMEs",
  journal="Innovative Marketing",
  year="2020",
  volume="16",
  number="3",
  pages="85--97",
  doi="10.21511/im.16(3).2020.08",
  issn="1816-6326",
  url="https://businessperspectives.org/journals/innovative-marketing/issue-358/online-technology-and-promotion-tools-in-smes"
}