Marketing Strategy in MSMEs Facing the Covid-19 Pandemic

Gloria Leticia López-Salazar (), Rubén Molina-Sánchez () and Alejandra López-Salazar ()
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Gloria Leticia López-Salazar: Universidad de Guanajuato
Rubén Molina-Sánchez: Universidad de Guanajuato
Alejandra López-Salazar: Universidad de Guanajuato

Chapter Chapter 13 in Digital and Sustainable Transformations in a Post-COVID World, 2023, pp 329-345 from Springer

Abstract: Abstract Marketing strategies are of great relevance for the organization’s performance because of the relationship established between the company and the market, especially when the pandemic generated by COVID-19 has forced companies to change the ways of working to variations in customer purchasing behavior. The general objective of this study is to analyze the impact of the COVID-19 pandemic on the marketing strategies of MSMEs in the State of Guanajuato (Mexico). The study focuses on five specific goals. The sample size was 166 companies. The results show a great impact on the performance of MSMEs in terms of profitability, sales, and turnover. The data indicates that companies were resilient during the pandemic by implementing different digital marketing strategies to stay in the market. The willingness to change and adopt new forms of communication with the client is essential to achieving the company’s positioning.

Keywords: MSMEs; Covid+9; Digital marketing; Marketing strategy (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-16677-8_13

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DOI: 10.1007/978-3-031-16677-8_13

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