Communication For Innovation in Bulgarian Small and Medium Enterprises

Proceedings of the 8th International Conference on Advanced Research in Social Sciences and Humanities, 2024

Year: 2024

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Communication For Innovation in Bulgarian Small And Medium Enterprises

Prof. Dr. Yanica Dimitrova

 

ABSTRACT:

Innovation is becoming an imperative for modern business organizations that want to increase the sustainability of their competitive performance. Communication about the importance of innovation is critical to minimizing stakeholder resistance to innovation endeavours and the perception of the need to implement them. Innovations are also directly related to the partnerships implemented by organizations, to corporate culture and knowledge management. Understanding the importance of professionally executed corporate communications is critical. The communication practices for promoting innovation activity are presented based on an empirical study among 350 Bulgarian enterprises. The study examines the ways of implementing communications in Bulgarian small and medium-sized enterprises and the relationship of corporate culture with the competitive performance of companies. Relevant conclusions and recommendations have been made.

keywords: corporate culture, integrated marketing communication, motivation, partnerships, stakeholders