INBOUND MARKETING AS A COMPETITIVE STRATEGY FOR RETAIL TRADE OF MSMES IN THE MUNICIPALITY OF JUCHITEPEC, STATE OF MEXICO INBOUND MARKETING COMO ESTRATEGIA COMPETITIVA PARA EL COMERCIO DETALLISTA DE LAS MIPYMES EN EL MUNICIPIO DE JUCHITEPEC, ESTADO DE MEXICO

Omar Ernesto Teran Varela, Enrique Espinosa Ayala, Ofelia Marquez Molina, Pedro Abel Hernandez Garcia, Ruiz Gonzalez Edgar Isaac, Mariana Vergara Burgos and Mara Patricia Lara Sanchez

Revista Global de Negocios, 2018, vol. 6, issue 7, 87-97

Abstract: In the globalized world entrepreneurs bet by positioning themselves in markets. There is uncertainty in the survival of Micro and Small Enterprises (MIPYMES), which contribute approximately 48% of the countries' economy. They generate more than 80% of jobs, but present technological problems. According to the Information System of Mexican Companies (SIEM), the Municipality of Juchitepec, State of Mexico has 414 MIPYMES of which 22 are services, 391 are trade and 1 is industry. None of them have the technology hat allows them to be competitive. They do not invest in technological innovation. They prefer to survive to invest. Merchant ideas are good. Firms create and generate innovative proposals but prefer to survive rather than invest. The objective of the research is to generate strategies that allow the implementation of Inbound Marketing as a competitive strategy for MIPYMES in the tertiary sector of the municipality of Juchitepec, State of Mexico

Keywords: Inbound Marketing; Competitive Strategy; Retail Trade (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 M39 (search for similar items in EconPapers)
Date: 2018
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