IDEAS home Printed from https://ideas.repec.org/a/ris/utmsje/0333.html
   My bibliography  Save this article

The Relationship Between Digital Transformation And Corporate Strategic Communications In Southern Eu Countries

Author

Listed:
  • Mucunska Palevska, Valentina

    (University of Tourism and Management in Skopje, Macedonia,)

  • Gjorgievski, Mijalce

    (University of Tourism and Management in Skopje, Macedonia,)

  • Stojcevski, Todor

    (School of Advanced Social Studies in Nova Gorica, Ljubljana, Slovenia.)

Abstract

The intensive technical-technological development and the Covid-19 pandemic have accelerated the digital transformation of communication agencies and corporate communication sectors. Until the outbreak of the pandemic, the professional and academic debate focused on new media and channels provided by digital technologies, for example: social media, the Internet or websites ( Duhé , 2017). In the current phrase digital technologies are extended in the context of models of digital technologies that can modify communication processes with stakeholders (Artur V, Page Society, 2021, Vaner , 2021). Accordingly, digital transformation in times of risky business turbulence in business is a priority focus of research interest because digital transformation produces changes that affect the productivity and economic sustainability of corporations. This paper investigates the relationship between COMTECHNA (digital technologies) and economic entities in Southern European countries, i.e. the degree of investment in digital transformation and the competitiveness of digital communications professionals in Russia. Macedonia and the impact on economic sustainability. Relevant data from 2021 was used for the analysis of the current situation. On the basis of the identified indicators, it was shown that economic entities do not invest enough in digital transformation, which results in a low level of competitiveness of digital communications professionals, and thus decreased productivity and unstable economic sustainability.

Suggested Citation

  • Mucunska Palevska, Valentina & Gjorgievski, Mijalce & Stojcevski, Todor, 2022. "The Relationship Between Digital Transformation And Corporate Strategic Communications In Southern Eu Countries," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 13(2), pages 191-203.
    • Handle: RePEc:ris:utmsje:0333
    as

    Download full text from publisher

    File URL: https://utmsjoe.mk/past-issues/2-uncategorised/49-vol-13-no-2
    File Function: Full text
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    digital transformation; business entities; digital communications professionals; business;
    All these keywords.

    JEL classification:

    • I24 - Health, Education, and Welfare - - Education - - - Education and Inequality
    • J29 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Other
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

    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:ris:utmsje:0333. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Assistant Professor. Dejan Nakovski, PhD (email available below). General contact details of provider: https://edirc.repec.org/data/feutmmk.html .

    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.