在COVID-19期间的技术和创业营销决策
Mohammad Rashed Hasan Polas1, Valliappan Raju1
1Center for Post Graduate Studies, Limkokwing University of Creative Technology, 63000 Cyberjaya, Malaysia.
概括
技术在COVID-19期间显著影响中小企业 (SMEs) 的营销决策. 创业热情在机会的识别和发展中起着调解作用,而不是利用.
科学领域:
- 商业和管理的管理.
- 企业家精神的创业精神
- 营销 营销 营销 营销 营销
背景情况:
- COVID-19大流行给中小企业 (SMEs) 带来了前所未有的挑战.
- 了解技术在危机期间塑造企业营销策略中的作用至关重要.
- 关于技术,企业家决策和激情等调解因素之间的复杂相互作用的研究有限.
研究的目的:
- 在COVID-19大流行期间调查技术对中小企业创业营销决策的影响.
- 检查创业热情在机会识别,开发,利用和营销决策之间的关系中的调解作用.
- 为在危机情况下的小企业提供人工智能的战略重要性的见解.
主要方法:
- 使用智能PLS (SEM) 的定量研究方法 3.0.0.
- 通过电子和邮件调查问卷收集来自孟加拉国127家中小企业的数据.
- 分析创业机会的识别,发展,利用,营销决策和创业热情之间的关系.
主要成果:
- 在创业机会的识别,发展和利用与营销决策之间发现了积极和显著的关系.
- 创业热情显著调解了机会识别与发展和营销决策之间的联系.
- 创业热情并不介绍机会利用和营销决策之间的关系.
结论:
- 在全球流行病期间,技术是中小企业创业营销决策的关键驱动力.
- 创业热情是利用机会的关键调解者,但其影响在机会利用的不同阶段有所不同.
- 研究结果为研究人员,教育工作者和从业人员提供了宝贵的见解,以利用技术和对中小企业弹性和增长的热情.
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