o:4740 ANALYSIS OF THE SMES INTERNATIONAL PROMOTION FACTORS IN THE FUNCTION OF ENHANCING ORGANISATIONAL RESILIENCE en Abstract: The choice of an adequate international promotion strategy is a key issue for every company that strives to perform business outside national borders. Due to the specifics of implementation and sensitivity of different segments of the international environments, the SMEs international market promotion strategy needs to be carefully planned in order to enhance organisational resilience, especially in terms of increasing international sales volume and international market share. The findings have shown that the Serbian SMEs need to improve quality of advertising, the ability to improve sales and direct marketing on the international market. The regression analysis has determined that quality advertising predicts international sales volume and international market share while the profitability of exports is influenced by the SMEs abil-ity to improve sales in the international markets. In order to achieve effective and efficient promotion and enhance organisational resilience in the future, SMEs should carefully plan their promotional activities on the international market implementing the adequate model of their promotion strategy. Keywords: promotion strategy, SMEs, international market, export, Serbia 2024-06-10T11:52:00.450Z 44 yes 46 Jelena Vapa Tankosić Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu 0000-0001-8062-1154 Bojan Vapa person 2022 application/pdf 470724 https://unilib.phaidrabg.rs/o:4740 no yes 16 70 92000001 2022 Journal of Entrepreneurship and Business Resilience (JEBR) 5 2 15 23 2022