Impact of Integrated Communication on Entrepreneurial Companies’ Financial Performance: A Developing Economy

Tamara Jovanov Marjanova (), Elenica Sofijanova, Ljupco Davcev and Riste Temjanovski
Additional contact information
Tamara Jovanov Marjanova: University “Goce Delcev”
Elenica Sofijanova: University “Goce Delcev”
Ljupco Davcev: University “Goce Delcev”
Riste Temjanovski: University “Goce Delcev”

A chapter in Financial Environment and Business Development, 2017, pp 29-41 from Springer

Abstract: Abstract Entrepreneurial companies as the basis for economic growth should be aware of the factors of influence on their financial success, so they can achieve proper allocation of scarce resources. This chapter presents the state of the art in the communication processes of entrepreneurial companies within an emerging economy and the impact of integrated communications on profitability. The research is a part of a project “Strengthening the business capacity of women entrepreneurs in Republic of Macedonia, as a developing country.” This chapter argues that usage of integrated communication leads to increased profitability. The method of quantitative and qualitative research is used through questionnaires and personal interviews with managers in the food industry. The data are processed with IBM SPSS19. Conclusions are based on descriptive and deductive statistics. The results show that the companies, regardless of the size, give priority to economic propaganda and sales promotion; they mostly use nonpersonal, mass media, mainly television; combination of several elements of the promotional mix, i.e., integrated communications affect profitability; and combination of media for promotion has impact on profitability. The conclusion suggests that implementation of integrated communication results in positive effect on the financial performance and increases the chances of investment in further development.

Keywords: Integrated communication; Entrepreneurship; Financial performance; Developing economy; Food industry (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-319-39919-5_3

Ordering information: This item can be ordered from
http://www.springer.com/9783319399195

DOI: 10.1007/978-3-319-39919-5_3

Access Statistics for this chapter

More chapters in Eurasian Studies in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().