The Role of Innovation and Branding on Enterprise Sales Growth in Transition Countries

Abstract

The aim of the study is to assess the role of innovation and branding on enterprise sales growth in transition countries with Kosovo being the case study for the research. The CEO of 300 business enterprises from diverse business sector were interviewed alongside other staff such as human resource managers, sales and marketing managers, and financial managers. The study revealed that service delivery, technology, business model, branding, and age of entrepreneur were significant factors. The result of the study indicates that innovation and branding have a significantly positive effect on enterprise sales growth. The research concluded by noting that brand awareness must constantly maintained through international product advertising and engaging in promotional activities to raise awareness of the product, so as to have a competitive chance of survival in the local and international market. Technological advancement should be welcomed as it forms the foundation of the initiation of innovation in business enterprises.

Received: 14 February 2023 / Accepted: 19 April 2023 / Published: 5 May 2023