Management of Innovations through Communications in Bulgarian SME

Proceedings of The 5th International Academic Conference on Research in Social Sciences

Year: 2022

DOI:

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Management of Innovations through Communications in Bulgarian SME

Yanica Dimitrova

 

ABSTRACT: 

In today’s highly unpredictable business environment, any organization that wants to increase its competitiveness must innovate. Understanding the importance of innovation is determined by the corporate culture and communications of the organization. They broadcast its messages to all stakeholder groups, facilitate the transfer of knowledge and information and support innovation. With the help of the Media Riches Theory and DART models, we could create effective communication programs to promote stakeholder innovation efforts and co-creation processes. The report presents an empirical study (survey with closed questions) of SMEs doing business in Bulgaria.

keywords: innovation, corporate culture, corporate communication, the Media Richness Theory, DART model.