THE INFLUENCE OF DIGITAL TECHNOLOGY ON THE MARKET PERFORMANCE OF SMES
THE INFLUENCE OF DIGITAL TECHNOLOGY ON THE MARKET PERFORMANCE OF SMES
Author(s): Zlatko Mešić, Aldin Brajić, Saliha BrajićSubject(s): Media studies, National Economy, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Internacionalna poslovno – informaciona akademija
Keywords: Digital Technologies; Market Share; Market Performance; Regression Analysis;
Summary/Abstract: Modern business environment is undergoing radical changes driven by rapid technological innovation, globalization and intense competition. Digital transformation, which is reflected through the application of technologies such as cloud computing, big data analytics, artificial intelligence and the Internet of Things, does not only change operational processes, but fundamentally transforms the way of market performance, positioning with clients and the achievement of company profitability. The aim of this paper is to empirically examine the influence of digital technology on the market performance of SMEs in Bosnia and Herzegovina. Examination of the attitudes of 61 managers showed that digital technologies significantly determine the market performance of SMEs. In addition to the theoretical-empirical coverage of the presented topics, the paper also contains a conceptual model as an instrument for optimizing digital transformation in order to improve the market performance of SMEs.
Journal: Zbornik radova Međunarodne naučne konferencije o digitalnoj ekonomiji DIEC
- Issue Year: 8/2025
- Issue No: 8
- Page Range: 113-122
- Page Count: 10
- Language: English
