SHS Web Conf.
Volume 115, 2021Current Problems of the Corporate Sector 2021
|Number of page(s)||8|
|Section||Current Managerial Trends in the Corporate Sector|
|Published online||14 July 2021|
Transformation of communication policy of Slovak companies
University of Economics in Bratislava, Faculty of Business Management, Dolnozemská cesta 1/b, 852 35 Bratislava, Slovakia
2 Institute of Technology and Business, Faculty of Corporate Strategy, Okružní 517/10, 37001 České Budějovice, Czech Republic
* Corresponding author: firstname.lastname@example.org
Innovation is a major accelerator of development. This is no different with regard to innovations in business management processes. The communication policy of business entities has been undergoing a transformation for more than two decades, where more and more emphasis is being placed on interactive forms of presentation, with which companies can better target selected markets. The aim of the study is to describe selected characteristics of the Slovak market in the light of the transformation from off-line to on-line. Through the analysis of secondary information sources, it is possible to state that on the Slovak market we record both a continuous increase in the share of social network use by companies, as well as an increase in expenditure on Internet promotion. The presented study maps the period until the outbreak of the COVID-19 pandemic, thus creating a reference framework for subsequent research into the effects of the pandemic on the communication activities of Slovak companies.
Key words: innovations / communication / Internet / Slovakia / competitiveness
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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