Innovative Digital Communication of Small and Medium Wine Companies in Czech Republic, Slovakia and Germany
Innovative Digital Communication of Small and Medium Wine Companies in Czech Republic, Slovakia and Germany

Author(s): Lucia Coskun, Branislav Mišota, Jozef Chajdiak
Subject(s): Politics / Political Sciences, Social Sciences, Economy
Published by: Vysoká škola ekonomická v Praze
Keywords: Digital communication mix; Digital marketing; Small and medium wine companies; Open innovation
Summary/Abstract: Purpose: The study analyses how small and medium wine companies in three European countries (Czech Republic, Slovakia and Germany) proceed when building innovative digital communication mix. The aim of the paper is to compare the differences between the countries and companies. We tried to draft the possibilities of the open innovation in the marketing communication mix using digital channels.Design/methodology/approach: To collect the data a questionnaire was used. The data from three European countries were collected: Czech Republic, Slovakia and Germany. The research joined 49 small and medium wine companies from more than 200 companies which were asked. At the sample of 49 companies differences between the countries were compared. Quantitative statistical research methods were used for the analysis. Findings: Small and medium wine companies use the possibilities of smart and mobile devices very seldom. Usage of e-commerce applications in the digital communication mix is underestimated as well. This relates mostly to Slovak wine companies.Research/practical implications: The paper drafts the open innovation usage possibilities of available software frameworks such as application programming interface (API) from the internet giants like Google for improvement of the digital marketing communication mix with minimal resources.Originality/value: The main contribution of this paper is the analysis of small and medium wine companies and possibilities in the digital communication mix as well as a draft of the usage of the open innovation in their digital communication.

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