COMMUNICATION FOR THE IMPORTANCE OF THE CREATION AND INTRODUCTION OF INNOVATION IN BULGARIAN SMALL AND MEDIUM ENTERPRISES

Innovation is becoming an imperative for modern business organizations that want to increase the sustainability of their competitive performance. Communication about the importance of innovation is critical to minimizing stakeholder resistance to innovation endeavors and the perception of the need to implement them. Innovations are also directly related to the partnerships implemented by organizations, corporate culture, and knowledge management. Understanding the importance of professionally executed corporate communications is critical. The communication practices for promoting innovation activity are presented based on an empirical study among 350 Bulgarian enterprises. The study examines how communications are implemented in Bulgarian small and medium-sized enterprises, the innovations they implement, and the relationship of corporate culture with company competitive performance. Relevant conclusions and recommendations have been made.