An Analysis of Marketing Strategy in Small-and-Medium-sized Colombian Enterprises
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Redalyc
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| Natura: | Artículo científico |
| Lingua: | en |
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Universidad ICESI
2022
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| _version_ | 1876451336326742016 |
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| author | Mónica Franco-Ángel |
| author_facet | Mónica Franco-Ángel |
| contents | An Analysis of Marketing Strategy in Small-and-Medium-sized Colombian Enterprises Mónica Franco-Ángel Mariam Rabih Awad Urbano Administración y Contabilidad SMEs SMEs management marketing strategy dynamic capabilities marketing capabilities This study analyses the marketing strategy implemented in SMEs. A case study is carried out with eight Colombian manufacturing companies with more than ten years of creation and more than fifty employees. The results show that these companies do not follow traditional marketing models, nor do they have formal and structured processes. Instead, their marketing strategy is based on understanding their customers, with whom they have a close relationship, by developing innovative products that meet their needs, structuring their costs to offer a competitive price, and constantly communicating the value they generate to the market. This article concludes that these companies follow a marketing strategy that allows them to be sustainable and competitive with the available resources. 2022 artículo científico 0123-5923 https://www.redalyc.org/articulo.oa?id=21273974007 https://www.redalyc.org/journal/212/21273974007/ https://www.redalyc.org/journal/212/21273974007/html/ https://www.redalyc.org/journal/212/21273974007/21273974007.epub https://www.redalyc.org/journal/212/21273974007/movil 10.18046/j.estger.2022.165.5286 en http://www.redalyc.org/revista.oa?id=212 Estudios Gerenciales application/pdf Universidad ICESI Estudios Gerenciales (Colombia) Num.165 Vol.38 |
| format | Artículo científico |
| id | redalyc_21273974007 |
| institution | Redalyc |
| language | en |
| publishDate | 2022 |
| publisher | Universidad ICESI |
| spellingShingle | An Analysis of Marketing Strategy in Small-and-Medium-sized Colombian Enterprises Mónica Franco-Ángel Administración y Contabilidad SMEs SMEs management marketing strategy dynamic capabilities marketing capabilities An Analysis of Marketing Strategy in Small-and-Medium-sized Colombian Enterprises Mónica Franco-Ángel Mariam Rabih Awad Urbano Administración y Contabilidad SMEs SMEs management marketing strategy dynamic capabilities marketing capabilities This study analyses the marketing strategy implemented in SMEs. A case study is carried out with eight Colombian manufacturing companies with more than ten years of creation and more than fifty employees. The results show that these companies do not follow traditional marketing models, nor do they have formal and structured processes. Instead, their marketing strategy is based on understanding their customers, with whom they have a close relationship, by developing innovative products that meet their needs, structuring their costs to offer a competitive price, and constantly communicating the value they generate to the market. This article concludes that these companies follow a marketing strategy that allows them to be sustainable and competitive with the available resources. 2022 artículo científico 0123-5923 https://www.redalyc.org/articulo.oa?id=21273974007 https://www.redalyc.org/journal/212/21273974007/ https://www.redalyc.org/journal/212/21273974007/html/ https://www.redalyc.org/journal/212/21273974007/21273974007.epub https://www.redalyc.org/journal/212/21273974007/movil 10.18046/j.estger.2022.165.5286 en http://www.redalyc.org/revista.oa?id=212 Estudios Gerenciales application/pdf Universidad ICESI Estudios Gerenciales (Colombia) Num.165 Vol.38 |
| title | An Analysis of Marketing Strategy in Small-and-Medium-sized Colombian Enterprises |
| topic | Administración y Contabilidad SMEs SMEs management marketing strategy dynamic capabilities marketing capabilities |
| url | https://www.redalyc.org/articulo.oa?id=21273974007 https://www.redalyc.org/journal/212/21273974007/ https://www.redalyc.org/journal/212/21273974007/html/ https://www.redalyc.org/journal/212/21273974007/21273974007.epub https://www.redalyc.org/journal/212/21273974007/movil |