Impact of integrated communication on entrepreneurial companies’ financial performance - A developing economy

Jovanov, Tamara and Sofijanova, Elenica and Davcev, Ljupco and Temjanovski, Riste (2017) Impact of integrated communication on entrepreneurial companies’ financial performance - A developing economy. Financial Environment and Business Development, 4. pp. 29-41. ISSN 2364-5067

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Entrepreneurial companies as the basis for economic growth should be aware of the factors of influence on their financial success, so they can achieve proper allocation of scarce resources. This paper presents the state of the art in the communication processes of entrepreneurial companies within an emerging economy and, the impact of integrated communications on profitability. The research is a part of a project: “Strengthening the business capacity of women entrepreneurs in Republic of Macedonia, as a developing country.” The paper argues that usage of integrated communication leads to increased profitability. The results show that the companies, regardless of the size, give priority to economic propaganda and sales promotion; they mostly use non-personal, mass media, mainly television; combination of several elements of the promotional mix, i.e. integrated communications affects profitability; combination of media for promotion has impact on profitability. The conclusion suggests that implementation of integrated communication results in positive effect on the financial performance and increases the chances of investment in further development. Keywords: Integrated Communication, Entrepreneurship, Financial Performance, Developing Economy, Food Industry

Item Type: Article
Additional Information: Document Information Accession Number: WOS:000407615400003 ISBN:978-3-319-39919-5; 978-3-319-39918-8 ISSN: 2364-5067 Other Information IDS Number: BI2AH Cited References in Web of Science Core Collection: 23
Subjects: Social Sciences > Economics and business
Divisions: Faculty of Economics
Depositing User: Tamara Jovanov
Date Deposited: 28 Nov 2016 11:48
Last Modified: 14 Aug 2018 10:36

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