Abstract:

Human capital is widely recognized as a key factor for innovations and growth at both micro- and macro level. The implementation of substantial incentives for innovative and valuable ideas is one method for building an innovation culture in small and medium-sized businesses. Technological and non-technological innovations are based on a company's stockpile of knowledge. To be successful, new items require new marketing methods. Trainings done in firms or external sources can provide the information needed to make necessary modifications in marketing methods.

Utilizing results of a survey of 150 enterprises across southeastern Bulgaria the present study tests the hypothesis that continuing vocational training of human resources is positively related to firm's marketing innovations. The logistic regression models' output reveals a lack of such statistically significant link. Innovations in product design and packaging, product promotion strategies, and pricing methods appear to be positively related with aspects such as a company's strategic focus on innovations or entrepreneurial orientation rather than a learning-oriented culture. The results might be explained in light of the difficulties faced by the Bulgarian companies to find experienced providers of training tailored to their specific needs.

Keywords:

Business training, marketing innovation tools, entrepreneurial strategies.