Digitization of marketing channels in developing countries, as a step to create a sustainable economy

Arsova, Monika (2023) Digitization of marketing channels in developing countries, as a step to create a sustainable economy. In: Montenegrin International Conference on Economics and Business 2023, 25-27 May 2023, Budva. (In Press)

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Abstract

The length of marketing channels can be very different, which means they involve fewer or more organizations.
Each of them has a different degree of digitalization, which further has an impact on the entire process of
channeling goods and services. Developing countries are characterized by a low degree of digitization and
automation of processes, which also applies to the marketing channels themselves. This study includes the
results obtained from an online survey conducted on companies (constituents of marketing channels) from the
Republic of North Macedonia and the Republic of Serbia. The survey was conducted on 62 respondents,
including 57 from Macedonia and 5 from Serbia. The companies that participated in the survey were from
different sectors (Serbia - 5 companies in the transport and logistics sector; Macedonia - 23 transport and
logistics; 6 import/export; 9 wholesale and retail trade; 19 production). The largest representation is in the
transport and logistics sector, i.e. companies that take care of the movement of products from one place to
another. Regarding the markets in which the companies operate, the largest percentage of them, 68%, work on
the domestic and international markets, and only 13% on the domestic market. The need for greater digitization
of processes is especially expressed in companies that operate in foreign markets. The need to connect them,
and also speed up the processes is necessary. Regarding the traffic network, as many as 79% of respondents use
road transport, that is, they transport goods over land. Given that we are talking about countries that are outside
the EU, the need to cross and perform customs formalities exists and their detention at border crossings is
increasing. Hence, greater digitalization can visibly affect the reduction of that time. In fact, 55% of the
respondents give the answer that due to customs formalities they stay for more than 12 hours at the border.
Regarding the degree of their satisfaction with the digitization process within their organizations (32% are
satisfied; 14% are not satisfied, and 54% believe that more work should be done on it). The goals are to create
an equal, environmentally sustainable and healthy society and marketing channels help in that process. Smart
systems connected to the internet can systematically provide a unique opportunity to solve difficulties related
to long-term sustainability.

Keywords: digitalization; marketing channels; smart systems; opportunity

Item Type:	Conference or Workshop Item (Paper)
Subjects:	Social Sciences > Economics and business
Divisions:	Faculty of Economics
Depositing User:	Monika Arsova
Date Deposited:	09 Jun 2023 11:04
Last Modified:	09 Jun 2023 11:04
URI:	https://eprints.ugd.edu.mk/id/eprint/31892

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