The use of marketing innovations among SMEs

Abstract

Open innovations facilitate the process of group generation of ideas. An added value is the opportunity to better understand the expectations and preferences of current and potential buyers. The aim of this study is to identify the popularity of cooperation between innovative SMEs in the field of creating marketing innovations. Despite the rapidly changing environment of today’s companies, marketing innovations are still focused mainly on the needs of clients, and the concept of their openness concerns the cooperation with other entities in the area of creating and implementing new solutions with a marketing nature. Novelties on a global scale (in the area of marketing) are implemented extremely rarely. Traditional solutions in the area of marketing are usually expensive, so searching of innovative advertising forms becomes a common phenomenon. However, among innovative SMEs, only one in four companies undertakes the cooperation in the field of creating marketing innovations. Micro and medium-sized enterprises most often initiate and implement a business partnership. Effective cooperation takes time and regularity, as confirmed by the results, where systematic relations are established by more than 37% of enterprises, and multiple relations – 45%. Every stage of the innovation process is the purpose for undertaking mutual pro-innovation activities (50% of medium-sized companies). On the other hand, small and micro-companies focus their attention on the last two phases, i.e. the implementation of commercialization of innovations.

Keywords: marketing innovations, micro, small and medium-sized enterprises (SMEs), open innovations