ANALYSIS OF THE SMES INTERNATIONAL PROMOTION  FACTORS IN THE FUNCTION OF ENHANCING  ORGANISATIONAL RESILIENCE

Vapa Bojan; Vapa Tankosić Jelena

Authors

Vapa Bojan Faculty of Entrepreneurial Business and Real Estate Management, University Union-Nikola Tesla (SERBIA)
Vapa Tankosić Jelena Faculty of Economics and Engineering Management in Novi Sad, University Business Academy in Novi Sad (SERBIA)

Keywords:

promotion strategy, SMEs, international market, export, Serbia

Abstract

The choice of an adequate international promotion strategy is a key issue for every company that strives to perform business outside national borders. Due to the specifics of implementation and sensitivity of different segments of the international environments, the SMEs international market promotion strategy needs to be carefully planned in order to enhance organisational resilience, especially in terms of increasing international sales volume and international market share. The findings have shown that the Serbian SMEs need to improve quality of advertising, the ability to improve sales and direct marketing on the international market. The regression analysis has determined that quality advertising predicts international sales volume and international market share while the profitability of exports is influenced by the SMEs abil-ity to improve sales in the international markets. In order to achieve effective and efficient promotion and enhance organisational resilience in the future, SMEs should carefully plan their promotional activities on the international market implementing the adequate model of their promotion strategy.

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