Systematic Review of New Trends of SMEs Marketing Strategy

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Date
2021-12-10
ORCID
Advisor
Referee
Mark
Journal Title
Journal ISSN
Volume Title
Publisher
Vydavateľstvo EKONÓM, University of Economics in Bratislava
Abstract
The new market environment due to the Covid-19 pandemic is affecting the performance of global SMEs. It is necessary for them to adapt their marketing strategy to the situation in order to increase their competitiveness in the global market. Since the beginning of the pandemic, SMEs have had to react to these circumstances and, as a result, the number of secondary sources related to this topic has increased. Data is obtained based on research of secondary sources, which are systematically and critically reviewed and compared. The aim is to provide an overview of current trends and to identify potential areas for further research on SMEs' approach to marketing strategy and its transformation due to threats and opportunities arising from the external environment. The findings give us a direction for further research and shows potential critical areas for SMEs competitiveness in the global marketplace.
Description
Citation
Merkúr 2021 : Proceedings of the International Scientific Conference for PhD. Students and Young Scientists. 2021, p. 283-292.
https://conferences.euba.sk/merkur/images/proceedings/merkur_2021.pdf
Document type
Peer-reviewed
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Published version
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Language of document
en
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Defence
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Document licence
Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
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