Marketing strategy and competitiveness: evidence from Colombian SMEs

Las estrategias de marketing y la competitividad: evidencia de las PYMES colombianas

dc.creatorMoreno-Gómez, Jorge
dc.creatorLondono, Juan Carlos
dc.creatorZapata Upegui, Luis Felipe
dc.date2023-05-12T21:53:09Z
dc.date2023-05-12T21:53:09Z
dc.date2023
dc.date.accessioned2023-10-03T20:09:03Z
dc.date.available2023-10-03T20:09:03Z
dc.identifierMoreno-Gómez, Jorge. (2023). Marketing strategy and competitiveness: Evidence from Colombian SMEs * Corresponding Author. TEC Empresarial. 17. 48-64. 10.18845/te.v17i2.6701.
dc.identifier1659-2395
dc.identifierhttps://hdl.handle.net/11323/10114
dc.identifier10.18845/te.v17i2.6701
dc.identifier1659-3359
dc.identifierCorporación Universidad de la Costa
dc.identifierREDICUC - Repositorio CUC
dc.identifierhttps://repositorio.cuc.edu.co/
dc.identifier.urihttps://repositorioslatinoamericanos.uchile.cl/handle/2250/9174556
dc.descriptionThis study evaluates how three distinct marketing strategies (i.e., marketing communication, marketing innovation, and marketing uniqueness) impact the competitiveness level of Colombian SMEs. We use a unique primary dataset drawn from the Global Competitiveness Project that includes information for 176 Colombian SMEs during 2019. We employ a regression model to test the proposed hypotheses highlighting the relevance of marketing innovation, uniqueness, and communication for SMEs' competitiveness. The findings reveal that Colombian SMEs are frequent users of marketing strategies. Results show that larger SMEs that use marketing strategies are more competitive than smaller ones. It was also found that strategic emphasis, which implies that SMEs work with one of the evaluated strategies, contributes to competitiveness. However, managers should consider the synergistic effects of using more than one strategy. The relevance of this study is to present a model that shows how larger SMEs can capitalize on different marketing strategies to consolidate their competitiveness level in the Colombian context.
dc.descriptionEste estudio evalúa cómo tres estrategias de marketing distintas (comunicación de marketing, innovación de marketing y singularidad de marketing) impactan el nivel de competitividad de las PYMES colombianas. Para ello, utilizamos un conjunto de datos primarios únicos extraídos del Proyecto de Competitividad Global (GCP: www. sme-gcp.org) que incluye información sobre 176 PYMES colombianas durante el 2019. Empleamos un modelo de regresión para probar las hipótesis propuestas para explicar la relevancia de la innovación en marketing, la singularidad y la comunicación en la competitividad de las PYMES colombianas. Contrariamente a lo esperado, las PYMES colombianas son usuarias frecuentes de estrategias de marketing. Los resultados evidenciaron que las PYMES de mayor tamaño que utilizan estrategias de marketing son más competitivas que las más pequeñas. Un directivo de una PYME que solo desarrolle una de las estrategias evaluadas puede contribuir a ganar competitividad en una de las estrategias evaluadas puede contribuir a ganar competitividad. Sin embargo, los gerentes deben considerar los efectos sinérgicos de usar más de una estrategia. La relevancia de este estudio se origina en el reconocimiento de que las PYMES de mayor tamaño tienen ventaja al utilizar estrategias de innovación para consolidarse en el contexto colombiano.
dc.format18 páginas
dc.formatapplication/pdf
dc.formatapplication/pdf
dc.languageeng
dc.publisherBusiness School, Instituto Tecnologico de Costa Rica
dc.publisherCosta Rica
dc.relationTec Empresarial
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dc.rights© 2023
dc.rightsAtribución 4.0 Internacional (CC BY 4.0)
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dc.sourcehttps://www.researchgate.net/publication/370466741_Marketing_strategy_and_competitiveness_Evidence_from_Colombian_SMEs_Corresponding_Author
dc.subjectMarketing communication
dc.subjectMarketing innovation
dc.subjectMarketing uniqueness
dc.subjectCompetitiveness
dc.subjectSMEs
dc.subjectColombia
dc.subjectComunicación de mercadeo
dc.subjectInnovación de mercadeo
dc.subjectSingularidad de mercadeo
dc.subjectCompetitividad
dc.subjectPymes
dc.titleMarketing strategy and competitiveness: evidence from Colombian SMEs
dc.titleLas estrategias de marketing y la competitividad: evidencia de las PYMES colombianas
dc.typeArtículo de revista
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