Regional Policy and Regional Marketing at the Level of Small and Medium-sized Enterprises in Slovakia
Abstract
The article focuses on the characteristics of regional policy, regional development, regional marketing and regional marketing communication from a theoretical perspective. Subsequently, we characterize research that was realized in 2019 and included V4 countries - Slovakia, Poland, Hungary, Czech Republic, along with Serbia. Its aim was to characterize the main reasons of the failure of small and medium-sized enterprises and approach the current challenges of small and medium entrepreneurships, the main question we tried to answer was- How to prevent SMEs from failure? The activities related to the project led to the clarification of different aspects of business activities that can lead to successful and/or unsuccessful entrepreneurial activities. For the purpose of this article, we have selected eight research questions from Slovakia that are currently relevant to the topic of the article. We outline the main obstacles to business success in Slovakia, we characterize external factors that created business difficulties and three questions deal with marketing and marketing communication, because standing in a strong competitive environment requires, among other things, the ability to sell one´s business to customers. The aim of the article is to point out the factors that influence business and success in the market of small and medium enterprises in Slovakia.
Keywords
regional policy; regional marketing; marketing communication; small and medium business; economy
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University of Ss. Cyril and Methodius in Trnava, Slovakia Slovakia
https://orcid.org/0000-0002-3878-4176
University of Ss. Cyril and Methodius in Trnava, Slovakia Slovakia
https://orcid.org/0000-0003-2826-7463
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