Long Term Growth of SME from ICT Competencies and Web Presentations
Name and surname of author:
Klára Antlová, Luboš Popelínský, Jindřich Tandler
information and communication strategy, small and medium-sized companies, data mining, web mining, marketing intelligence, competencies
DOI (& full text):
How to increase competitiveness of SMEs? How to improve Internet marketing strategy? Which competencies of employees are the most important for the long term company growth? How to educate the…more
How to increase competitiveness of SMEs? How to improve Internet marketing strategy? Which competencies of employees are the most important for the long term company growth? How to educate the employees? How to improve information and communication (ICT) using? The answers to these questions are examined in this article. In the last fifteen years the small and medium-sized companies have been searched by qualitative research. There have been defined seven main competencies which are connected with using ICT. The ICT competencies refer to a firm capacity to deploy their material and intangible resources, usually in combination with skills, to reach desired goals.These competencies have been associated with economic results and also with the companies´ web presentation. To solve this task, the authors used various data mining methods and web mining methods. The authors employed decision tree classifiers and association rules as well as class outlier detection methods and hierarchical cluster analysis. The main goal of this contribution is to explore the correspondence between ICT competencies of SME, their web presentation, long term growth and to characterize a successful company. This can help an organization to improve employee’s education and to develop all the competencies which are necessary for the successful implementation of ICT. During the long term research the data have been collected within thirty enterprises using multiple interviews. Some companies had developed significantly more ICT competencies than the others and these competencies help them to be more successful and competitive.