MARKETING SELF-DIAGNOSTIC TOOL FOR SMES - ASSUMPTIONS OF THE PROJECT

Abstrakt

Purpose: The aim of the author is to present methodological approaches used to study the socioeconomic sector of micro, small and medium-sized companies of plans for a experimental testing tool (Marketing self-diagnostic tool) constructed for the diagnosis and self-diagnosis of individual attitudes, knowledge, skills and needs in the field marketing of innovation and innovation in marketing MSME entrepreneurs. Methodology: The study was carried out using a triangulation approach to the methods, sources, researchers, cognitive perspectives. They took place in the framework of the project POKL: “The matrix for innovative entrepreneurship”, carried out by the Department of Applied Social Sciences, Silesian University of Technology. Implications: The project concerns the issue of marketing innovation and innovation in marketing in 6 dimensions: competencies, perception of environment, customer orientation, awareness of the created brand, processes and strategies, pro-innovative trends and actions. Originality / value: The project both in terms of methodology and substance is an innovative approach to the study of the socio-economic sector of micro, small and medium enterprises and the self-diagnosis in 6 dimensions: competence, perception of environment, customer orientation, awareness branding, processes and strategies, trends and pro-innovation activities.