IoT Technologies as Instruments for SMEs’ Innovation and Sustainable Growth

Andreea-Diana Suciu (Vodă), Andra Ioana Maria Tudor, Ioana Bianca Chițu, Lavinia Dovleac and Gabriel Brătucu
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Andreea-Diana Suciu (Vodă): Faculty of Economic Sciences and Business Administration, Transilvania University of Braşov, 500068 Braşov, Romania
Andra Ioana Maria Tudor: Faculty of Economic Sciences and Business Administration, Transilvania University of Braşov, 500068 Braşov, Romania
Ioana Bianca Chițu: Faculty of Economic Sciences and Business Administration, Transilvania University of Braşov, 500068 Braşov, Romania
Lavinia Dovleac: Faculty of Economic Sciences and Business Administration, Transilvania University of Braşov, 500068 Braşov, Romania
Gabriel Brătucu: Faculty of Economic Sciences and Business Administration, Transilvania University of Braşov, 500068 Braşov, Romania

Sustainability, 2021, vol. 13, issue 11, 1-17

Abstract: This paper studies specific aspects related to the adoption of Internet of Things (IoT) technologies and the impact they have on the sustainable growth of Small and Medium Enterprises (SMEs) in the Romanian IT industry. It was considered that digital marketing in general, and IoT in particular, have enormous potential for the aforementioned entities, and the acceptance and adoption of IoTs by companies in different sectors can significantly influence the way they operate, leading to sustainable growth. Primary data obtained from quantitative marketing research based on a questionnaire were analyzed. The results showed that although a large proportion of the Romanian IT industry SMEs use advanced marketing technologies, relatively few of those have integrated IoT solutions to date, mainly due to specific cost challenges. Nevertheless, the outcomes highlight that these companies are aware of the IoT’s benefits and place the adoption of such solutions among their priorities in order to achieve sustainable growth of their businesses. Based on the research results, the main proposal for the business environment is to design viable marketing programs for these companies, as well as to allocate resources for business development aimed at educating human resources to effectively address specific internal and external activities through IoT for sustainable development.

Keywords: sustainable growth; IoT; SME; digital marketing; IT industry in Romania (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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