ERP SYSTEM IMPLEMENTATION IN THE SMALL AND MEDIUM ENTERPRISES: EVIDENCE FROM THE REPUBLIC OF MOLDOVA

Enterprise processes and their effectiveness are an integral part of marketing activities within the framework of modern approaches to marketing. Business processes are becoming faster and more complex. Communications with customers and suppliers are shifting towards the use of modern information technologies. The control and management of such complicated and complex processes require the implementation of modern information systems allowing enterprises to successfully implement their marketing strategies. In turn, the achievement of all these and other fundamental goals for the functioning of the enterprise is impossible without the use of a full-scale automated enterprise management system. In this article, some features of the implementation and use of an ERP class system in the small and medium entreprises (SME) are considered. The research methodology is based on the analysis of activities for the implementation of the Symphony ERP system at five SMEs in the Republic of Moldova based on qualitative research (in-depth individual interviews with the managers of the companies). The study was conducted in January 2022. Key benefits of ERP using for marketing processes were analysed from perspectives of product information, customers relations, targeting, pricing, marketing campaign management, performance management, ROI and insights. The implementation of ERP on SME is most often associated with serious barriers suach as errors in preparation for implementation (uncertainty of goals, uncertainty of criteria for evaluating the effectiveness and depth of implementation), low level of formalization of business processes. The research shows the “Symphony” ERP system has been implemented in the above enterprises quite successfully due to the fact that this solution is specific and was developed from the very beginning for the auto service business. The developer of this program was the head of one of the companies, who actively promoted the implementation. Despite the rather high level of telecommunications development and high-speed Internet coverage, such integrated solutions are rarely used by SMEs in the Republic of Moldova. This is due to the high requirements for the qualification of personnel and management of enterprises, as well as the high cost of software and hardware components associated with the implementation of such systems.