IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v11y2019i8p2302-d223528.html
   My bibliography  Save this article

Application of Cluster Analysis in Marketing Communications in Small and Medium-Sized Enterprises: An Empirical Study in the Slovak Republic

Author

Listed:
  • Lenka Ližbetinová

    (Faculty of Corporate Strategy, The Institute of Technology and Business in Ceske Budejovice, 370 01 Ceske Budejovice, Czech Republic)

  • Peter Štarchoň

    (Faculty of Multimedia Communications, Tomas Bata University in Zlín, 760 01 Zlín, Czech Republic)

  • Silvia Lorincová

    (Faculty of Wood Sciences and Technology, Technical University in Zvolen, 960 01 Zvolen, Slovakia)

  • Dagmar Weberová

    (Faculty of Multimedia Communications, Tomas Bata University in Zlín, 760 01 Zlín, Czech Republic)

  • Petr Průša

    (Jan Perner Transport Faculty, University of Pardubice, 532 10 Pardubice, Czech Republic)

Abstract

Creating an effective marketing strategy according to current trends is a key process needed to achieve sustainable growth that can result in attracting a great number of existing as well as potential customers. Moreover, an enterprise’s success is affected by the aforementioned process. The aim of the paper is to determine the clusters of small and medium-sized enterprises operating in the Slovak Republic and the use of marketing communication tools in the future. The research into marketing communications and customer relationship management (CRM) building in companies was carried out in Slovakia in the years 2017 and 2018. In total, 1,009 small and medium-sized enterprises from Slovakia participated in the research. Following a K-means clustering algorithm, three clusters were determined. Descriptive statistics, cluster analysis using K-means clustering, and an analysis of variance (ANOVA) were used to identify no statistically significant difference in terms of the size of enterprises.

Suggested Citation

  • Lenka Ližbetinová & Peter Štarchoň & Silvia Lorincová & Dagmar Weberová & Petr Průša, 2019. "Application of Cluster Analysis in Marketing Communications in Small and Medium-Sized Enterprises: An Empirical Study in the Slovak Republic," Sustainability, MDPI, vol. 11(8), pages 1-18, April.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:8:p:2302-:d:223528
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/11/8/2302/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/11/8/2302/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Radovan BAČÍK & Martin MUDRÍK & R bert ŠTEFKO & Sebastian KOT, 2016. "Analysis of Tourism Travel Trends after 2014," Journal of Advanced Research in Management, ASERS Publishing, vol. 7(1), pages 88-93.
    2. Azlan Amran & Say Keat Ooi & Riduan Toani Mydin & S. Susela Devi, 2015. "The Impact of Business Strategies on Online Sustainability Disclosures," Business Strategy and the Environment, Wiley Blackwell, vol. 24(6), pages 551-564, September.
    3. Susanne Arvidsson, 2010. "Communication of Corporate Social Responsibility: A Study of the Views of Management Teams in Large Companies," Journal of Business Ethics, Springer, vol. 96(3), pages 339-354, October.
    4. David Schüller & Vladimír Chalupský, 2012. "Marketing Communication Management of Higher Education Institutions," Acta Universitatis Bohemiae Meridionales, University of South Bohemia in Ceske Budejovice, vol. 15(2), pages 61-69.
    5. Cornett, Marcia Millon & Erhemjamts, Otgontsetseg & Tehranian, Hassan, 2019. "Competitive environment and innovation intensity," Global Finance Journal, Elsevier, vol. 41(C), pages 44-59.
    6. Shuaishuai Li & Suyang Han & Tiyan Shen, 2019. "How Can a Firm Innovate When Embedded in a Cluster?—Evidence from the Automobile Industrial Cluster in China," Sustainability, MDPI, vol. 11(7), pages 1-17, March.
    7. Jana Žuľová & Marek Švec & Adam Madleňák, 2018. "Personality Aspects Of The Employee And Their Exploration From The Gdpr Perspective," Central European Journal of Labour Law and Personnel Management, Labour Law Association, vol. 1(1).
    8. Martina Ferencova, 2012. "Investigating possibilities of using tools for promoting higher-education institutions in areas of e-communication," Journal of Applied Management and Investments, Department of Business Administration and Corporate Security, International Humanitarian University, vol. 1(2), pages 151-159.
    9. Frank Martin Belz & Julia Katharina Binder, 2017. "Sustainable Entrepreneurship: A Convergent Process Model," Business Strategy and the Environment, Wiley Blackwell, vol. 26(1), pages 1-17, January.
    10. Stoian, Maria-Cristina & Dimitratos, Pavlos & Plakoyiannaki, Emmanuella, 2018. "SME internationalization beyond exporting: A knowledge-based perspective across managers and advisers," Journal of World Business, Elsevier, vol. 53(5), pages 768-779.
    11. Ya‐Ching Lee, 2017. "Corporate Sustainable Development and Marketing Communications on Social Media: Fortune 500 Enterprises," Business Strategy and the Environment, Wiley Blackwell, vol. 26(5), pages 569-583, July.
    12. Johan Jansson & Jonas Nilsson & Frida Modig & Gabriella Hed Vall, 2017. "Commitment to Sustainability in Small and Medium‐Sized Enterprises: The Influence of Strategic Orientations and Management Values," Business Strategy and the Environment, Wiley Blackwell, vol. 26(1), pages 69-83, January.
    13. Kaplan, Andreas M., 2012. "If you love something, let it go mobile: Mobile marketing and mobile social media 4x4," Business Horizons, Elsevier, vol. 55(2), pages 129-139.
    14. Jamal El Baz & Issam Laguir & Magalie Marais & Raffaele Staglianò, 2016. "Influence of National Institutions on the Corporate Social Responsibility Practices of Small- and Medium-sized Enterprises in the Food-processing Industry: Differences Between France and Morocco," Post-Print hal-02011847, HAL.
    15. Jamal Baz & Issam Laguir & Magalie Marais & Raffaele Staglianò, 2016. "Influence of National Institutions on the Corporate Social Responsibility Practices of Small- and Medium-sized Enterprises in the Food-processing Industry: Differences Between France and Morocco," Journal of Business Ethics, Springer, vol. 134(1), pages 117-133, March.
    16. Priya Dhamija Gupta & Sonali Bhattacharya, 2016. "Impact of Knowledge Management Processes for Sustainability of Small Family Businesses: Evidences from the Brassware Sector of Moradabad (India)," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 15(04), pages 1-46, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Pavel Pelech, 2023. "Marketing Perspectives on Supply and Demand in the Sharing Economy: Who Are the Target Generations?," Central European Business Review, Prague University of Economics and Business, vol. 2023(3), pages 81-101.
    2. Jana Majerova & Wlodzimierz Sroka & Anna Krizanova & Lubica Gajanova & George Lazaroiu & Margareta Nadanyiova, 2020. "Sustainable Brand Management of Alimentary Goods," Sustainability, MDPI, vol. 12(2), pages 1-18, January.
    3. Jana Majerova & Lubica Gajanova & Margareta Nadanyiova & Anita Kolnhofer Derecskei, 2021. "Intrinsic Motivation Sources as Pillars of Sustainable Internal Marketing Communication in Turbulent Post-Pandemic Times," Sustainability, MDPI, vol. 13(16), pages 1-17, August.
    4. Anamaria-Cătălina Radu & Ivona Stoica (Răpan) & Aida Catanã & Andra-Victoria Radu & Monica-Lavinia Dan, 2021. "European Funds in Tourism Sustainability—A Case Study of Beneficiaries’ Satisfaction Regarding the Process of Accessing," Sustainability, MDPI, vol. 13(16), pages 1-13, August.
    5. Denisa Ewerth, Michele Girotto, 2021. "Motivaciones y barreras en la utilización de estrategias de e-marketing en pymes catalanas y el encaje del consumidor: el caso de la comarca del Alt Emporda," Revista CEA, Instituto Tecnológico Metropolitano, vol. 7(15), pages 1-34, September.
    6. Margareta Nadanyiova & Lubica Gajanova & Jana Majerova, 2020. "Green Marketing as a Part of the Socially Responsible Brand’s Communication from the Aspect of Generational Stratification," Sustainability, MDPI, vol. 12(17), pages 1-19, August.
    7. Nestor Shpak & Ihor Kulyniak & Maryana Gvozd & Jolita Vveinhardt & Natalia Horbal, 2021. "Formulation of Development Strategies for Regional Agricultural Resource Potential: The Ukrainian Case," Resources, MDPI, vol. 10(6), pages 1-30, June.
    8. Michal Lukáč & Katarína Stachová & Zdenko Stacho & Gabriela Pajtinková Bartáková & Katarína Gubíniová, 2021. "Potential of Marketing Communication as a Sustainability Tool in the Context of Castle Museums," Sustainability, MDPI, vol. 13(15), pages 1-16, July.
    9. Alzbeta Kucharcikova & Martin Miciak & Eva Malichova & Maria Durisova & Emese Tokarcikova, 2019. "The Motivation of Students at Universities as a Prerequisite of the Education’s Sustainability within the Business Value Generation Context," Sustainability, MDPI, vol. 11(20), pages 1-25, October.
    10. Anna Krizanova & George Lăzăroiu & Lubica Gajanova & Jana Kliestikova & Margareta Nadanyiova & Dominika Moravcikova, 2019. "The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment," Sustainability, MDPI, vol. 11(24), pages 1-19, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Laura Broccardo & Elisa Truant & Lèo‐Paul Dana, 2023. "The sustainability orientation in the wine industry: An analysis based on age as a driver," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1300-1313, May.
    2. Carla Gonzales-Gemio & Claudio Cruz-Cázares & Mary Jane Parmentier, 2020. "Responsible Innovation in SMEs: A Systematic Literature Review for a Conceptual Model," Sustainability, MDPI, vol. 12(24), pages 1-27, December.
    3. Salina P. Siddique & Nick Sciulli, 2018. "Sustainable development of small companies: Investors' perspectives," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1258-1271, December.
    4. Nadia Zahoor & Yong Kyu Lew, 2022. "Sustaining superior international performance: Strategic orientations and dynamic capability of environmentally concerned small‐ and medium‐sized enterprises," Business Strategy and the Environment, Wiley Blackwell, vol. 31(3), pages 1002-1017, March.
    5. Silvia Cantele & Chiara Leardini & Luca Piubello Orsini, 2023. "Impactful B Corps: A configurational approach of organizational factors leading to high sustainability performance," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1104-1120, May.
    6. Leon Guillén & Afcha Sergio & Chu Manuel, 2022. "Research on social responsibility of small and medium enterprises: a bibliometric analysis," Management Review Quarterly, Springer, vol. 72(3), pages 857-909, September.
    7. Hanne Knight & Mohamed Yacine Haddoud & Phil Megicks, 2022. "Determinants of corporate sustainability message sharing on social media: A configuration approach," Business Strategy and the Environment, Wiley Blackwell, vol. 31(2), pages 633-647, February.
    8. Jamali, Dima & Jain, Tanusree & Samara, Georges & Zoghbi, Edwina, 2020. "How institutions affect CSR practices in the Middle East and North Africa: A critical review," Journal of World Business, Elsevier, vol. 55(5).
    9. Jennie Cederholm Björklund, 2018. "Barriers to Sustainable Business Model Innovation in Swedish Agriculture," Journal of Entrepreneurship, Management and Innovation, Fundacja Upowszechniająca Wiedzę i Naukę "Cognitione", vol. 14(1), pages 65-90.
    10. Silvia Cantele & Silvia Vernizzi & Bettina Campedelli, 2020. "Untangling the Origins of Sustainable Commitment: New Insights on the Small vs. Large Firms’ Debate," Sustainability, MDPI, vol. 12(2), pages 1-12, January.
    11. Laura F. Sasse-Werhahn & Claudius Bachmann & André Habisch, 2020. "Managing Tensions in Corporate Sustainability Through a Practical Wisdom Lens," Journal of Business Ethics, Springer, vol. 163(1), pages 53-66, April.
    12. Claudia Patricia Maldonado-Erazo & José Álvarez-García & María de la Cruz del Río-Rama & Ronny Correa-Quezada, 2020. "Corporate Social Responsibility and Performance in SMEs: Scientific Coverage," Sustainability, MDPI, vol. 12(6), pages 1-26, March.
    13. Civera, Chiara & Cortese, Damiano & Mosca, Fabrizio & Murdock, Alex, 2020. "Paradoxes and strategies in social enterprises’ dual logics enactment: A csQCA between Italy and the United Kingdom," Journal of Business Research, Elsevier, vol. 115(C), pages 334-347.
    14. İbrahim Topal & Sima Nart & Cüneyt Akar & Alptekin Erkollar, 2020. "The effect of greenwashing on online consumer engagement: A comparative study in France, Germany, Turkey, and the United Kingdom," Business Strategy and the Environment, Wiley Blackwell, vol. 29(2), pages 465-480, February.
    15. Antonio Fabio Forgione & Issam Laguir & Raffaele Staglianò, 2020. "Effect of corporate social responsibility scores on bank efficiency: The moderating role of institutional context," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2094-2106, September.
    16. VASILE Gabriel Ionut & GOGLEA Alin Constantin & KORAY Sari Yavuz & IONITA (VISOIU) Carmen, 2020. "Human resources management in responsible small companies," Social-Economic Debates, Association for Entreprenorial Spirit Promotion, vol. 9(1), pages 1-8, April.
    17. Samara, Georges, 2021. "Family businesses in the Arab Middle East: What do we know and where should we go?," Journal of Family Business Strategy, Elsevier, vol. 12(3).
    18. Tai-Wei Chang & Yen-Li Yeh & Hung-Xin Li, 2020. "How to Shape an Organization’s Sustainable Green Management Performance: The Mediation Effect of Environmental Corporate Social Responsibility," Sustainability, MDPI, vol. 12(21), pages 1-19, November.
    19. Marina Dabić & Jane Maley & Leo-Paul Dana & Ivan Novak & Massimiliano M. Pellegrini & Andrea Caputo, 2020. "Pathways of SME internationalization: a bibliometric and systematic review," Small Business Economics, Springer, vol. 55(3), pages 705-725, October.
    20. Aurelien Portuese, 2020. "Beyond antitrust populism: Towards robust antitrust," Economic Affairs, Wiley Blackwell, vol. 40(2), pages 237-258, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:11:y:2019:i:8:p:2302-:d:223528. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.