Tourism as a Support in the Compiling of Data for SMES in the Process of Internationalization

Santos-Roldán Luna, Palacios-Florencio Beatriz and Berbel-Pineda Juan Manuel
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Santos-Roldán Luna: Universidad de Córdoba, Departamento de Estadística, Econometría, Investigación Operativa, Organización de Empresas y Economía Aplicada, Facultad de Derecho y C.C.Económicas y Empresariales, Córdoba, Spain
Berbel-Pineda Juan Manuel: University of Pablo de Olavide, Department of Business Organization and Marketing, Faculty of Business Studies, Carretera Utrera, Seville, Spain

Mediterranean Journal of Social Sciences, 2018, vol. 9, issue 2, 31-42

Abstract: Obtaining information is key to business success. However, to achieve this is generally costly (in both monetary and time terms). This is complicated even more for those firms which need information from foreign markets. Moreover, it has to be considered that information based on secondary data is not always available or easy to get, and that to attain it based on primary data requires a great effort. The aim of the present research is to show a procedure which helps SMEs to obtain this market-relevant information. To do so, a new methodology is used which enables these firms to know in broad terms how consumers of the different country-markets behave, as well as getting information related to the product's commercialization. A pilot experience has hence been used, whose target population is tourists in the city of Seville. A sampling session of the product was carried out, via which, and through a questionnaire, information was gathered concerning the countries of origin of the participants in this study. Its flavor is appreciated by the consumer in the four varieties considered, and in appearance, the product also has a very good acceptation. It is worth considering what is going to be the packaging for the product's commercialization and its labeling. The different varieties also have their markets and all of them should be adapted to the local tastes.

Keywords: Internationalization; Market Research; Small and Medium-Sized Firm; Network Theory; Tourist (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mjsosc:v:9:y:2018:i:2:p:31-42:n:3

DOI: 10.2478/mjss-2018-0023

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