In innovation management, it is crucial to know the incentives or factors that, in many cases, provide the fundamental drivers of earnings, competitive advantage and the sustainable growth of businesses while also measuring their effectiveness. The study deals with the evaluation of the efficiency of investments in innovations utilizing constant returns to scale models of small- and medium-sized industrial enterprises in Slovakia. It is industrial production that includes enterprises that are the creators of new products, the appliers of the latest knowledge of science, and the creators of innovations. The main objective of the study is to evaluate the effectiveness of invested finances in the innovation of small- and medium-sized production enterprises in Slovakia, as it is a very demanding and neglected role in management. The method to assess the efficacy that was used is called Data Envelopment Analysis. CCR-I also CCR-O models were run, where it was essential to determine the inputs and outputs. The indicators R&D expenditures and employee training costs were selected based on a detailed analysis of articles with similar issues. The final sample contained 132 manufacturing enterprises within industrial production that were classified according to the official Slovak categorization because of their relevance. We assessed the effectiveness of food producers, beverage manufacturers, textile and clothing manufacturers, manufacturers of rubber plastic products, metal manufacturers, PC, electronic and optical equipment manufacturers, machine and equipment manufacturers, and furniture manufacturers to identify the enterprises that own earnings drivers caused by innovation. It was detected that the most efficient units in the industrial production are the rubber plastic products manufacturers. The least effective units were found in beverage and furniture manufacturers.
Research background: Thanks to globalization, a number of new possibilities and available technological solutions have emerged, thus modernizing marketing communication activities and bringing a broad spectrum of business opportunities to the single European market which enterprises may use to their benefits. Changes are much more frequent than ever before. Therefore, it is important to search for innovative solutions which contribute to more effective fulfillment of goals, generate positive changes or increase value for customers and as a matter of fact, enhance innovative performance and business competitiveness. Purpose of the article: The paper deals with the presentation of eco-innovations in the business environment using creative tools of online marketing communication. Eco-innovations are a phenomenon which is present across all business activities and processes including marketing communication. The authors study such marketing activities of businesses which are part of corporate social responsibility, generate business growth and finally help to improve the global environment. The authors also present the partial results of their own quantitative marketing research in order to describe the application of SoLoMo marketing tools in the presentation of eco-innovations in the Slovak business environment. Methods: The authors prepared a standardized questionnaire on a sample of 300 Slovak businesses. To test the dependence or independence of the variables, a Chi-squared test and Fisher´s exact test were used. Findings & Value added: Despite the generally growing trend of the use of mod-ern online marketing tools, the research showed that Slovak businesses do not inform sufficiently about their eco-innovation activities, do not address all prospective target groups and do not make enough effort to enhance environmental awareness of the wider public. The results of the research will serve as basic information for the following specific studies, the main aim of which is to spread awareness among consumers and to eventually provide them with practical recommendations. In addition, the given theoretical part of the paper represents a valuable summary of information about the modern SoLoMo marketing concept while providing a detailed overview of other relevant research studies in the given field. Therefore, the paper portrays an overview of opportunities for the implementation of digital tools of marketing communication in small, medium-sized and large enterprises.
Research background: The global coronavirus crisis has become a household name across all segments of digital marketing communication. Whereas some brands primarily focused their communication on corporate social responsibility at that time (from March to May 2020). What and how the brands were communicated on social sites within the pandemic marketing communication can become a significant finding for the research into CSR or changes of digital behaviour of certain brands. Purpose of the article: The purpose of the paper is to analyse and subsequently compare the content of a relevant brand to be published on Facebook in the context of globalization and during the first COVID-19 outbreak. In the paper, the authors dealt with the McDonald’s and their communication and content to be published on Facebook within a specific time period (March to May 2020) in particular markets. Methods: The authors intended to analyse content and format papers that were published and subsequently analysed - content or format consistency is the essence of social sites communication. The quantitative part will consist of the content analysis of key words and at the same time, the size and economic power of the target audience and their reactions will be observed. The qualitative part will entail evaluation of communication, content and current communication. Findings & Value added: There is a question if and what a relevant brand communicated to their consumers and fans on social sites during the COVID-19 outbreak or the state of emergency, as being responsible and staying home was the most effective vaccine against the COVID-19 pandemic.
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