Proceedings of the Third International Conference on Economic and Business Management (FEBM 2018)

Evaluation of Selected Risk Categories Related to Marketing Activities by SMEs in Case of Potential Cluster Cooperation

Authors
Katarina Haviernikova, Eva Ivanova
Corresponding Author
Katarina Haviernikova
Available Online December 2018.
DOI
10.2991/febm-18.2018.100How to use a DOI?
Keywords
Cluster; Small and medium sized enterprises; Risks; Evaluation; Marketing activities; Competition; Market; Quality; Production
Abstract

Small and medium sized enterprises (SMEs) represent the largest group of stakeholders in Slovak clusters. The connection of SMEs into cluster cooperation depends on the base of knowledge that the owners/managers in SMEs dispose. The results of this paper contribute to the widespread of these knowledge. The main aim of this paper is to evaluate which selected risks categories related to marketing activities are recognized by SMEs in case of potential cluster cooperation as the most risky. Evaluated were four risk categories: 1. Analysis of competition, 2. Market analysis, 3. Quality and 4. The production of clusters. We used the questionnaire method with a selection of respondents with experience or knowledge of cluster cooperation. The respondents’ answers were examined by dividing into two groups according: size category of SMEs and affiliation to the technological or tourism orientation of their activities. Further we used descriptive statistics and our hypotheses have been evaluated by corresponding statistical tests for analysis of variance. The findings showed the differences in evaluation of risk categories by SMEs depending on the type of their activities, not size category.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the Third International Conference on Economic and Business Management (FEBM 2018)
Series
Advances in Economics, Business and Management Research
Publication Date
December 2018
ISBN
978-94-6252-623-5
ISSN
2352-5428
DOI
10.2991/febm-18.2018.100How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Katarina Haviernikova
AU  - Eva Ivanova
PY  - 2018/12
DA  - 2018/12
TI  - Evaluation of Selected Risk Categories Related to Marketing Activities by SMEs in Case of Potential Cluster Cooperation
BT  - Proceedings of the Third International Conference on Economic and Business Management (FEBM 2018)
PB  - Atlantis Press
SP  - 433
EP  - 436
SN  - 2352-5428
UR  - https://doi.org/10.2991/febm-18.2018.100
DO  - 10.2991/febm-18.2018.100
ID  - Haviernikova2018/12
ER  -