An Empirical Investigation into SMEs’ Propensity to Expend Resources on Promotional Activities Within a Catching-Up Market

František Pollák (), Peter Markovič and Zuzana Dzilská
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František Pollák: Faculty of Corporate Strategy, Institute of Technology and Business in České Budějovice
Peter Markovič: University of Economics in Bratislava
Zuzana Dzilská: University of Economics in Bratislava

A chapter in New Challenges of the Global Economy for Business Management, 2025, pp 111-124 from Springer

Abstract: Abstract The issue of efficient use of corporate resources is more than topical in the time of accelerated digitization. The main goal of the study is to create a reference empirical base for broader research on accelerated digitization. Based on the current state of knowledge, the research problem is identified at the level of fact-finding, with a focus on the willingness of companies to invest in self-promotion. The research group included more than 2000 companies operating predominantly on the Central European market. The research sample consists of 102 entities that provided active feedback for the empirical analysis. There are several methods used to solve the research problem including the scientific (analysis and synthesis), mathematical and statistical methods (mainly Contingency tables, Pearson’s chi-square test, the Contingency coefficient and the Cramer coefficient V). The statistical analysis of the data did not confirm that the company size has a significant effect on the percentage share of the turnover that the enterprises are willing to invest in self-promotion. In the context of the market transformation, it will thus be necessary to find out how entities deal with the need for specialization in the digitalization of B2C interactions to maintain their competitiveness. The study thus creates a reference empirical base for broader research on accelerated digitization in the management of enterprises, especially applicable to enterprises operating in catch-up markets.

Keywords: Marketing communication; Promotion; Small and medium enterprises; Accelerated digitization; Central Europe (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-981-96-4116-1_7

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