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BŘEČKOVÁ, P. KARAS, M.
Originální název
Online technology and promotion tools in SMEs
Typ
článek v časopise ve Web of Science, Jimp
Jazyk
angličtina
Originální abstrakt
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.
Klíčová slova
enterprises, export, family business, online promotion
Autoři
BŘEČKOVÁ, P.; KARAS, M.
Vydáno
3. 10. 2020
Nakladatel
LLC “Consulting Publishing Company “Business Perspectives”
ISSN
1816-6326
Periodikum
Innovative Marketing
Ročník
16
Číslo
3
Stát
Ukrajina
Strany od
85
Strany do
97
Strany počet
13
URL
https://businessperspectives.org/journals/innovative-marketing/issue-358/online-technology-and-promotion-tools-in-smes
Plný text v Digitální knihovně
http://hdl.handle.net/11012/196584
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" }