Acta Univ. Agric. Silvic. Mendelianae Brun. 2010, 58, 183-188
Published online 2014-09-27

Method of evaluating the success of the small and medium-sized enterprises

Aleš Peprný1, Lea Kubíčková1, Patrik Rovný2

1Ústav marketingu a obchodu, Mendelova univerzita v Brně, 613 00 Brno, Česká republika
2Katedra marketingu, Slovenská poľnohospodárska univerzita v Nitre, Tr. A. Hlinku 2, 949 76 Nitra, Slovenská republika

At the time of increasing globalization and homogenization of the global markets, the development of information infrastructure technology and world market becomes accessible not only to large multinational companies but also for small and medium-sized enterprises (SMEs). This has resulted in increasing competition in the domestic market which domestic firms have to face. Therefore the pro­cess of internationalization of business is a step that allows businesses performing their activities in the domestic market to enter foreign markets and to exploit the opportunities and potential which these markets offer. The paper is focused on the draft of the method for quantification of the factors, which determine the success of the SMEs in foreign markets. In the proposed method the multidimensional assessment of indicators of success of SMEs in foreign markets are used, ie. not only the proportion of sales from exports is observed, but also the profitability of international activities in an absolute and in a relative rate. Other indicators of success are the satisfaction of the company management with international activities and the success of achieving defined targets for business activities in foreign markets. Evaluation is made up of both the objective and the subjective indicators of success. Among the objective indicators of success is included the intensity of international activities of SMEs, which is detected as the sum of revenues generated from international activities in relation to total sales company, the profitability of international activities, (ie. whether the foreign activities are profitable or not), and the relative profitability of international activities, where it is ascertained whether the foreign activities generate higher profit than the activities at the domestic market. The next subjective indicator of success is the success of objectives - it was found how many objectives related to operations in foreign markets has been achieved. Another indicator is the subjective satisfaction of the company management with existing activities on foreign markets. Overall performance on foreign markets of the company is quantified using an assessment of objective and subjective indicators of success. Using the defined evaluation it will be possible to determine which of the SMEs are more and which are less successful in foreign markets. Finally, this evaluation will be used for future research aimed at identifying characteristics affecting the success of SMEs in the foreign markets.


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