Online technology and promotion tools in SMEs

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dc.contributor.authorBřečková, Pavlacs
dc.contributor.authorKaras, Michalcs
dc.coverage.issue3cs
dc.coverage.volume16cs
dc.date.issued2020-10-03cs
dc.description.abstractOnline 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.en
dc.formattextcs
dc.format.extent85-97cs
dc.format.mimetypeapplication/pdfcs
dc.identifier.citationInnovative Marketing. 2020, vol. 16, issue 3, p. 85-97.en
dc.identifier.doi10.21511/im.16(3).2020.08cs
dc.identifier.issn1816-6326cs
dc.identifier.orcid0000-0001-8824-1594cs
dc.identifier.other168084cs
dc.identifier.researcheridC-1261-2018cs
dc.identifier.scopus55321000300cs
dc.identifier.urihttp://hdl.handle.net/11012/196584
dc.language.isoencs
dc.publisherLLC “Consulting Publishing Company “Business Perspectives”cs
dc.relation.ispartofInnovative Marketingcs
dc.relation.urihttps://businessperspectives.org/journals/innovative-marketing/issue-358/online-technology-and-promotion-tools-in-smescs
dc.rightsCreative Commons Attribution 4.0 Internationalcs
dc.rights.accessopenAccesscs
dc.rights.sherpahttp://www.sherpa.ac.uk/romeo/issn/1816-6326/cs
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/cs
dc.subjectenterprisesen
dc.subjectexporten
dc.subjectfamily businessen
dc.subjectonline promotionen
dc.titleOnline technology and promotion tools in SMEsen
dc.type.driverarticleen
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen
sync.item.dbidVAV-168084en
sync.item.dbtypeVAVen
sync.item.insts2025.02.03 15:43:15en
sync.item.modts2025.01.17 15:33:53en
thesis.grantorVysoké učení technické v Brně. Fakulta podnikatelská. Ústav financícs
thesis.grantorVysoké učení technické v Brně. . Vysoká škola finanční a správní, a.s.cs
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