IDEAS home Printed from https://ideas.repec.org/a/bjz/ajisjr/2398.html
   My bibliography  Save this article

The Role of Innovation and Branding on Enterprise Sales Growth in Transition Countries

Author

Listed:
  • Shaqir Elezaj
  • Vehbi Ramaj
  • Ramë Elezaj

Abstract

The aim of the study is to assess the role of innovation and branding on enterprise sales growth in transition countries with Kosovo being the case study for the research. The CEO of 300 business enterprises from diverse business sector were interviewed alongside other staff such as human resource managers, sales and marketing managers, and financial managers. The study revealed that service delivery, technology, business model, branding, and age of entrepreneur were significant factors. The result of the study indicates that innovation and branding have a significantly positive effect on enterprise sales growth. The research concluded by noting that brand awareness must constantly maintained through international product advertising and engaging in promotional activities to raise awareness of the product, so as to have a competitive chance of survival in the local and international market. Technological advancement should be welcomed as it forms the foundation of the initiation of innovation in business enterprises.

Suggested Citation

  • Shaqir Elezaj & Vehbi Ramaj & Ramë Elezaj, 2023. "The Role of Innovation and Branding on Enterprise Sales Growth in Transition Countries," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, May.
    • Handle: RePEc:bjz:ajisjr:2398
    DOI: https://doi.org/10.36941/ajis-2023-0065
    as

    Download full text from publisher

    File URL: https://www.richtmann.org/journal/index.php/ajis/article/view/13306
    Download Restriction: no
    File URL: https://www.richtmann.org/journal/index.php/ajis/article/view/13306/12895
    Download Restriction: no
    File URL: https://libkey.io/https://doi.org/10.36941/ajis-2023-0065?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Gogodze, Joseph, 2013. "Composite indicator ECAICI and positioning of Georgia’s innovative capacities in Europe-Central Asia Region," MPRA Paper 50892, University Library of Munich, Germany.
    2. Aralica Zoran & Račić Domagoj & Radić Dubravko, 2008. "Innovation Propensity in Croatian Enterprises: Results of a Community Innovation Survey," South East European Journal of Economics and Business, Sciendo, vol. 3(1), pages 77-88, April.
    3. Nawal Abdalla Adam & Ghadah Alarifi, 2021. "Innovation practices for survival of small and medium enterprises (SMEs) in the COVID-19 times: the role of external support," Journal of Innovation and Entrepreneurship, Springer, vol. 10(1), pages 1-22, December.
    4. Burim Gashi, 2020. "The Impact of Public Debt on the Economic Growth in South Eastern Europe: An Empirical Panel Investigation," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 2, pages 3-18.
    5. Mudambi, Ram & Treichel, Monica Zimmerman, 2005. "Cash crisis in newly public Internet-based firms: an empirical analysis," Journal of Business Venturing, Elsevier, vol. 20(4), pages 543-571, July.
    6. Sharma, Piyush & Davcik, Nebojsa S. & Pillai, Kishore Gopalakrishna, 2016. "Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance," Journal of Business Research, Elsevier, vol. 69(12), pages 5662-5669.
    7. Mahmutaj Lura Rexhepi & Krasniqi Besnik, 2020. "Innovation Types and Sales Growth in Small Firms: Evidence from Kosovo," South East European Journal of Economics and Business, Sciendo, vol. 15(1), pages 27-43, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Vehbi Ramaj & Anita Cucovic & Gezim Jusufi, 2022. "Innovation as a Success Key for Manufacturing SMEs: Empirical Insights from Kosovo," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 4, pages 113-127.
    2. Gezim Jusufi & Donat Rexha & Besime Ziberi, 2024. "Innovations and Entreprises Performance in Transition Countries, with Special Emphasis on Kosovo: CDM Model Approach," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 2, pages 77-91.
    3. Amoa-Gyarteng, Karikari & Eserifa, Oyin-Emi, 2024. "Innovation Strategy and SME Survival: The Role of Organizational Adaptability," EconStor Conference Papers 298864, ZBW - Leibniz Information Centre for Economics.
    4. Davcik, Nebojsa S. & Cardinali, Silvio & Sharma, Piyush & Cedrola, Elena, 2021. "Exploring the role of international R&D activities in the impact of technological and marketing capabilities on SMEs’ performance," Journal of Business Research, Elsevier, vol. 128(C), pages 650-660.
    5. Norbert Bajkó & Zsolt Fülöp & Kinga Nagyné Pércsi, 2022. "Changes in the Innovation- and Marketing-Habits of Family SMEs in the Foodstuffs Industry, Caused by the Coronavirus Pandemic in Hungary," Sustainability, MDPI, vol. 14(5), pages 1-17, March.
    6. Debadutta Panda & Rohit Bhardwaj & Tulika Sharma & Sriharsha Reddy, 2024. "Small and Medium Enterprises (SMEs) Navigating Through the Covid Pandemic in India: an Examination Through the Systems Approach," Systemic Practice and Action Research, Springer, vol. 37(4), pages 483-498, August.
    7. Sun, Wenbin & Price, Joseph & Ding, Yuan, 2019. "The longitudinal effects of internationalization on firm performance: The moderating role of marketing capability," Journal of Business Research, Elsevier, vol. 95(C), pages 326-337.
    8. Bouguerra, Abderaouf & Gölgeci, Ismail & Gligor, David M. & Tatoglu, Ekrem, 2021. "How do agile organizations contribute to environmental collaboration? Evidence from MNEs in Turkey," Journal of International Management, Elsevier, vol. 27(1).
    9. Ondřej Dvouletý, 2023. "A note on the effects of start-up competitions: experience from the Czech Business Plan Contest “Idea of the Year”," Journal of Innovation and Entrepreneurship, Springer, vol. 12(1), pages 1-12, December.
    10. Nardi, Vinicius Antonio Machado & Jardim, William Carvalho & Ladeira, Wagner Júnior & Santini, Fernando, 2020. "A meta-analysis of the relationship between customer participation and brand outcomes," Journal of Business Research, Elsevier, vol. 117(C), pages 450-460.
    11. Colombelli, Alessandra, 2014. "The Impact of Top Management Team Characteristics on Firms Growth," Department of Economics and Statistics Cognetti de Martiis LEI & BRICK - Laboratory of Economics of Innovation "Franco Momigliano", Bureau of Research in Innovation, Complexity and Knowledge, Collegio 201412, University of Turin.
    12. Paschal B. Nade, 2022. "Crafting Innovativeness for Graduate Entrepreneurship Development in East Africa: Are Graduates Innovators or Imitators?," Management & Economics Research Journal, Faculty of Economics, Commercial and Management Sciences, Ziane Achour University of Djelfa, vol. 4(2), pages 45-62, September.
    13. Woojin Yoon & Suyeon Kwon, 2023. "The Impact of Technological and Non-technological Innovative Activities on Technological Competitiveness," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 14(1), pages 1-19, March.
    14. Massimo G. Colombo & Benedetta Montanaro & Silvio Vismara, 2023. "What drives the valuation of entrepreneurial ventures? A map to navigate the literature and research directions," Small Business Economics, Springer, vol. 61(1), pages 59-84, June.
    15. Ji-Hoon Park & Ribin Seo, 2024. "A contingent value of bricolage strategy on SMEs’ organizational resilience: lessons from the COVID-19 pandemic," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
    16. Athiphat Muthitacharoen & Athiphat Muthitacharoen, 2023. "Digital Fiscal Stimulus and SMEs: Insights from Thailand's Half and Half Program," CESifo Working Paper Series 10711, CESifo.
    17. Siedschlag, Iulia & Meneto, Stefano & Tong Koecklin, Manuel, 2019. "Determinants of green innovations: Firm-level evidence," Papers WP643, Economic and Social Research Institute (ESRI).
    18. Potts Mark D & Affholter Joseph A & Harless Sydney, 2021. "Entrepreneurship Factors Among Developed Countries and Emerging Regions," South East European Journal of Economics and Business, Sciendo, vol. 16(2), pages 82-100, December.
    19. Chao Tu & Yingfang Shi, 2023. "Market-Incentive Environmental Regulation and the Quality of Corporate Innovation," Sustainability, MDPI, vol. 15(7), pages 1-17, March.
    20. Francesco Bogliacino & Giulio Perani & Mario Pianta & Stefano Supino, 2010. "Innovation and Development. The Evidence from Innovation Surveys," Working Papers of BETA 2010-13, Bureau d'Economie Théorique et Appliquée, UDS, Strasbourg.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bjz:ajisjr:2398. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Richtmann Publishing Ltd (email available below). General contact details of provider: https://www.richtmann.org/journal/index.php/ajis .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.