Mehmet , , And Civelek, Aleksandr Ključnikov, Ľubomír Kmeco, Iveta Hamarneh
The Influences of the Usage of Marketing Communication Tools on Innovations of the Functional Areas of Businesses
Číslo: 4/2021
Periodikum: Acta Montanistica Slovaca
DOI: 10.46544/AMS.v26i4.08
Klíčová slova: Marketing communication tools, digital marketing, technologyenabled, traditional, SMEs, Slovakia, innovation, logistics, finance, human resources, process, management, supplier-customer relationships, mining industry
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potent strategy for businesses to increase their performances and
profitability in all sectors, including the mining industry. However,
there is a lack of studies concerning the usage of those channels and
their impacts on the innovativeness of functional areas of
businesses. Since innovativeness is a crucial ability for enterprises
to survive, focusing on this competency in functional areas
businesses might fulfill this research gap. In this regard, this paper
purposes of examining the influences of the usage of marketing
communication tools on innovations of those areas of businesses. In
line with this purpose, the researchers have created an online
interned mediated questionnaire and directed it to the randomly
selected 812 SMEs from Slovakia. To explore the effects of those
tools on functional areas of businesses, the researchers employ the
Ordinal Logistic Regression Test. The results from the analyses
vindicate the fact that when SMEs apply traditional and technologyenabled marketing communication tools, they become more
innovative in some activities, namely, marketing, logistics, finance,
human resources, processes, and management, except suppliercustomer relationships. While traditional marketing communication
tools positively impact businesses' innovations regarding a suppliercustomer relationship, the usage of technology-enabled marketing
communication tools does not create significant effects on
innovations in this relationship. The reason for that might be related
to the location of SMEs, the regional income gap in countries,
workload and competencies of workers and the Covid-19 pandemic.
The research also presents some policy implications to cope with
the negative outcomes of the above-mentioned reasons. This issue is
of great importance also for companies operating in the mining
industry. Thus, the findings represent a valuable platform of
knowledge for various business areas, such as mining.