An Analysis of Marketing Strategy in Small-and-Medium-sized Colombian Enterprises

Mónica Franco-Ángel () and Mariam Rabih Awad Urbano ()

Estudios Gerenciales, 2022, vol. 38, issue 165, 493-506

Abstract: 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.

Keywords: marketing strategy; dynamic capabilities; marketing capabilities; SMEs management. (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.18046/j.estger.2022.165.5286

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:col:000129:020573

Access Statistics for this article

More articles in Estudios Gerenciales from Universidad Icesi Contact information at EDIRC.
Bibliographic data for series maintained by Coordinador ICESI ().