Un análisis de la Estrategia de Mercadeo en Pequeñas y Medianas Empresas colombianas
DOI:
https://doi.org/10.18046/j.estger.2022.165.5286Palabras clave:
PYMES, estrategia de mercadeo, capacidades dinámicas, capacidades de mercadeo, gestión de PYMESResumen
Este estudio analiza la estrategia de mercadeo implementada en las PYMES, para esto, se adelanta un estudio de casos con ocho empresas manufactureras colombianas, con más de diez años de creación y más de cincuenta empleados. Los resultados evidencian que estas empresas no siguen los modelos tradicionales de mercadeo ni cuentan con procesos formales y estructurados. La estrategia de mercadeo obedece a comprender a sus clientes, con quienes tienen mucha cercanía, al desarrollo de productos innovadores que satisfagan las necesidades de los mismos, a la estructuración de sus costos para ofrecer un precio competitivo y a una comunicación constante del valor que generan al mercado. Se concluye que estas empresas siguen una estrategia de mercadeo que les permite su sostenibilidad y competitividad acorde con la disponibilidad de sus recursos.
Descargas
Referencias
Aksoy, H. (2017). How do innovation culture, marketing innovation, and product innovation affect the market performance of small and medium-sized enterprises (SMEs)? Technology in Society, 51, 133-141. https://doi.org/10.1016/j.techsoc.2017.08.005
Ayele, Y. Z. & Barabadi, A. (2019). Marketing management challenges - a nordic small and medium-size enterprises (SMEs) perspective. IEEE International Conference on Industrial Engineering and Engineering Management, 2019-December, 550-554. https://doi.org/10.1109/IEEM.2018.8607309
Barney, J., (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120. https://doi.org/10.1177/014920639101700108
Berg, B.L. & Lune, H. (2012). Qualitative research methods for the social sciences. New Jersey, NJ: Pearson Education Inc.
Bocconcelli, R., Cioppi, M., Fortezza, F., Francioni, B., Pagano, A., Savelli, E., & Splendiani, S. (2018). SMEs and marketing: a systematic literature review. International Journal of Management Reviews, 20(2), 227-254. https://doi.org/10.1111/ijmr.12128
Bodlaj, M., & Carter, B. (2022). Responsive and proactive market orientation in relation to SMEs' export venture performance: The mediating role of marketing capabilities. Journal of Business Research 138, 256-265. https://doi.org/10.1016/j.jbusres.2021.09.034
Bodlaj, M. & Rojšek, I. (2014). Marketing in small firms: The case of Slovenia. Economic and Business Review for Central and South-Eastern Europe, 16(2), 101-119. https://doi.org/10.15458/2335-4216.1274
Bretcu, A. (2014). Marketing controlling and price policy for Smes. Analele Universitatii 'Eftimie Murgu' Resita. Fascicola II. Studii Economice, 1(1)34-41.
Cacciolatti, L. & Lee, S. H. (2016). Revisiting the relationship between marketing capabilities and firm performance: the moderating role of market orientation, marketing strategy and organisational power. Journal of Business Research, 69(12), 5597-5610. https://doi.org/10.1016/j.jbusres.2016.03.067
Cao, G., Duan, Y., & El Banna, A. (2019). A dynamic capability view of marketing analytics: evidence from UK firms. Industrial Marketing Management, 76, 72-83. https://doi.org/10.1016/j.indmarman.2018.08.002
Cao, G., Tian, N., & Blankson, Ch. (2022). Big data, marketing analytics, and firm marketing capabilities. Journal of Computer Information Systems, 62(3), 442-451. https://doi.org/10.1080/08874417.2020.1842270
Candiya, G., Mpeera, J., Munene, J. & Akol, Ch. (2017). The relationship between access to finance and growth of SMEs in developing economies: Financial literacy as a moderator. Review of International Business and Strategy, 27(4), 520-538. https://doi.org/10.1108/RIBS-04-2017-0037
Chaithanapat, P., Punnakitikashem, P., Khin, N. CH., & Rakthin, S. (2022). Relationships among knowledge-oriented leadership, customer knowledge management, innovation quality and firm performance in SMEs. Journal of Innovation & Knowledge 7, 100162. https://doi.org/10.1016/j.jik.2022.100162
Dolan, R.J. (1997). Note on marketing strategy. Harvard business school Background note 598-061.
Esposito, A. (2013). Insights about integrated marketing communication in small and medium sized Italian enterprises. Business Systems Review, 2(1), 80-98. https://doi.org/10.7350/BSR.B08.2013
Falahat, M., Ramayah, T., Soto-Acosta, P. & Lee, Y. Y. (2020). SMEs internationalization: The role of product innovation, market intelligence, pricing and marketing communication capabilities as drivers of SMEs’ international performance. Technological Forecasting and Social Change, 152(1), 119908. https://doi.org/10.1016/j.techfore.2020.119908
Freeman, S. & Cavusgil, T. (2007). Toward a typology of commitment states among managers of born global firms: a study of accelerated internationalization. Journal of International Marketing, 15(4), 1-40. https://doi.org/10.1509/jimk.15.4.1
Franco-Ángel, M. & Urbano, D. (2016). Factores determinantes del dinamismo de las pequeñas y medianas empresas en Colombia. Revista de Ciencias Sociales, 22(1), 110-125.
Franco, M., Santos, M., Ramalho, I. & Nunes, C. (2014). An exploratory study of entrepreneurial marketing in SMEs: The role of the founder-entrepreneur. Journal of Small Business and Enterprise Development, 21(2), 265-283. https://doi.org/10.1108/JSBED-10-2012-0112
Gammoh, B.S., Koh, A.C., & Okoroafo, S.C. (2011). Consumer culture brand positioning strategies: An experimental investigation. Journal of Product & Brand Management, 20(1), 48-57. https://doi.org/10.1108/10610421111108012
Grant, R. B. (1991). A resource-based theory of competitive advantage: Implications for strategy formulation. California Management Review, 33(3), 114-135. https://doi.org/10.2307/41166664
Hanaysha, J.R., Al-Shaikh, M.E., Joghee, S., & Alzoubi, H.M. (2022). Impact of Innovation Capabilities on Business Sustainability in Small and Medium Enterprises. FIIB Business Review 11(1) 67-78. https://doi.org/10.1177/23197145211042232
Hassan, S.S., & Craft, S. (2012). Examining world market segmentation and brand positioning strategies. Journal of Consumer Marketing, 29(5), 344-356. https://doi.org/10.1108/07363761211247460
Hassen, Y. & Singh, A. (2020). The effect of market orientation on the performance of small and medium enterprises in case of Amhara Region, Ethiopia. Journal of New Business Ventures, 1(1-2) 92-109. https://doi.org/10.1177/2632962X20961051
Hofer, K.M., Niehoff-Hoeckner, L.M. & Totzek, D. (2019). Organizing and implementing export pricing: performance effects and moderating factors. Journal of International Marketing, 27(1) 74-94. https://doi.org/10.1177/1069031X18812718
Imran, M., Hamid, S., Aziz, A., & Ul Hameed, W. (2019). The contributing factors towards e-logistic customer satisfaction: a mediating role of information technology. Uncertain Supply Chain Management, 7(1), 63-72. https://doi.org/10.5267/j.uscm.2018.5.002
International Trade Centre (2015). SME Competitiveness Outlook 2015: Connect, Compete and Change for Inclusive Growth. Retrieved on April 20, 2022, from: Retrieved on April 20, 2022, from: https://www.tralac.org/images/docs/8340/sme-competitiveness-outlook-2015-connect-compete-change-for-inclusive-growth.pdf
Ioanid, A., Deselnicu, D. C. & Militaru, G. (2018). The impact of social networks on SMEs’ innovation potential. Procedia Manufacturing, 22(1) 936-941. https://doi.org/10.1016/j.promfg.2018.03.133
Joensuu-Salo, S., Sorama, K., Viljamaa, A., Varamäki, E. (2018). Firm performance among internationalized SMEs: The interplay of market orientation, marketing capability and digitalization. Administrative Sciences, 8(3), 31. https://doi.org/10.3390/admsci8030031
Jovanovic, I., Arsic, M. & Nikolic, D. (2018). Entrepreneurial personality traits and SMEs profitability in transition economy. Serbian Journal of Management, 13(1), 89-104. https://doi.org/10.5937/sjm13-13087
Kachouie, R., Mavondo, F., & Sands, S. (2018). Dynamic marketing capabilities view on creating market change. European Journal of Marketing, 52, (5/6) 1007-1036. https://doi.org/10.1108/EJM-10-2016-0588
Kajalo, S. & Lindblom, A. (2015). Market orientation, entrepreneurial orientation and business performance among small retailers. International Journal of Retail & Distribution Management, 43(7), 580-596. https://doi.org/10.1108/IJRDM-04-2014-0044
Kaszás, N., Péter, E., Keller, K. & Kovács, T. (2016). Boundless opportunities with definite limitations. EUROPE- Central European Journal of Tourism and Regional Development, 8(1), 5-20.
Katua, N. T. (2014). The Role of SMEs in Employment Creation and Economic Growth in Selected Countries. International Journal of Education and Research, 2(12), 461-472.
Keshari, P. (2021). Innovative marketing strategies for small and medium enterprises of Western Madhya Pradesh (India): An analytical study. SEDME (Small Enterprises Development, Management & Extension Journal) 47(2) 146-162. https://doi.org/10.1177/09708464211037455
King, N. (1994). The qualitative research interview. In: C. Cassel & G. Symon. (Eds.), Qualitative Methods in Organizational Research - A Practical Guide (pp. 14-36). London: Sage Publications.
Kotler, P., & Armstrong, G. (2017). Principles of marketing. Harlow, UK: Pearson Education.
Kumar, V., Sharma, A., Shah, R. & Rajan, B. (2013). Establishing profitable customer loyalty for multinational companies in the emerging economies: a conceptual framework. Journal of International Marketing, 21(1), 57-80. https://doi.org/10.1509/jim.12.0107
Kumar, V., Sunder, S. & Sharma, A. (2015). Leveraging distribution to maximize firm performance in emerging markets. Journal of Retailing, 91(4), 627-643. https://doi.org/10.1016/j.jretai.2014.08.005
Lavia, O. & Hiebl, M. (2015). Management accounting in small and medium-sized enterprises: current knowledge and avenues for further research. Journal of Management Accounting Research, 27(1), 81-119. https://doi.org/10.2308/jmar-50915
Leek, S., & Christodoulides, G. (2012). A framework of brand value in B2B markets: The contributing role of functional and emotional components. Industrial Marketing Management, 41(1), 106-144. https://doi.org/10.1016/j.indmarman.2011.11.009
Lobontiu, G. & Lobontiu, M. (2014). The owner-manager and the functional management of a small firm. Procedia - Social and Behavioral Sciences, 124(1) 552-561. https://doi.org/10.1016/j.sbspro.2014.02.519
Makkonen, H., Pohjola, M., Olkkonen, R., & Koponen, A. (2014). Dynamic capabilities and firm performance in a financial crisis. Journal of Business Research, 67(1), 2707-2719. https://doi.org/10.1016/J.JBUSRES.2013.03.020
Maldonado-Guzmán, G., Garza-Reyes, J. A., Pinzón-Castro, S. Y. & Kumar, V. (2019). Innovation capabilities and performance: are they truly linked in SMEs? International Journal of Innovation Science, 11(1), 48-62. https://doi.org/10.1108/IJIS-12-2017-0139
Masnita, Y., Yakub, A., Nugraha, A.T., & Riorini, S.V. (2019). Influence of government support, technology support and Islamic banking awareness on Islamic banking choice in Indonesia with moderating role of religiosity. International Journal of Innovation, Creativity and Change, 6(8), 46-66.
McCarthy, E. J. (1960). Basic Marketing: A Managerial Approach. Homewood, Ill: R. D. Irwin.
Miles, M.P., Gilmore, A., Harrigan, P., Lewis, G., & Sethna, Z. (2015). Exploring entrepreneurial marketing. Journal of Strategic Marketing, 23(2), 94-111. https://doi.org/10.1080/0965254X.2014.914069
Mu, J. (2015). Marketing capability, organizational adaptation and new product development performance. Industrial Marketing Management, 49(1), 151-166. https://doi.org/10.1016/j.indmarman.2015.05.00
Mujiya, M., Wijayanti, W.R., Dewi, W.R., Prayogo, A., Aulia, F.S., Utami, A.A. & Mustikasari, A. (2018). Formulating a marketing strategy of SME through a combination of 9ps of marketing mix and porter’s five forces: A case study. ACM International Conference Proceeding Series, 109-114. https://doi.org/10.1145/3226116.3226136
Nagle, T. T., & Müller, G. (2018). The strategy and tactics of pricing (6th ed.). New York, NY: Routledge.
Nasiri, G.R., Ghaffari, N., Davoudpour, H. (2015). Location-inventory and shipment decisions in an integrated distribution system: an efficient heuristic solution. European Journal of Industrial Engineering, 9(5), 613-637. https://doi.org/10.1504/EJIE.2015.071779.
Nugraha, A. T., & Hakimah, Y. (2019). Role of relational capabilities on the supply chain performance of Indonesian textile sector with moderating effect of technology adoption. International Journal of Supply Chain Management, 8(5), 509-522.
OECD, (2005). Oslo Manual: Guidelines for Collecting and Interpreting Innovation Data. Retrieved on January 12, 2022, from: Retrieved on January 12, 2022, from: https://www.oecd-ilibrary.org/docserver/9789264013100-n.pdf?expires=1651934155&id=id&accname=guest&checksum=E3D91C35DDCB7EA61A111980FE620BF7
Pham, T.S.H., Monkhouse, L.L, & Barnes, B.R. (2017). The influence of relational capability and marketing capabilities on the export performance of emerging market firms. International Marketing Review, 34(5), 606-628. https://doi.org/10.1108/IMR-07-2014-0235
Setia, P., Venkatesh, V., & Joglekar, S. (2013). Leveraging digital technologies: How information quality leads to localized capabilities and customer service performance. MIS Quarterly 37(2), 565-590. https://doi.org/10.25300/MISQ/2013/37.2.11.
Tan, Q., & Sousa, C.M.P. (2015). Leveraging marketing capabilities into competitive advantage and export performance. International Marketing Review, 32(1), 78-102. https://doi.org/10.1108/IMR-12-2013-0279
Teece, D.J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509-533. https://doi.org/10.1002/(SICI)1097-0266(199708)18:7<509::AID-SMJ882>3.0.CO;2-Z
Udokporo, C.K., Anosike, A., Lim, M., Nadeem, S.P., Garza-Reyes, J.A., & Ogbuka, C.P. (2020). Impact of lean, agile and green (LAG) on business competitiveness: an empirical study of fast-moving consumer goods businesses. Resources, Conservation and Recycling, 156, 1-10. https://doi.org/10.1016/j.resconrec.2020.104714
Um, K., & Kim, S. (2018). Collaboration and opportunism as mediators of the relationship between NPD project uncertainty and NPD project performance. International Journal of Project Management, 36(4), 659-672. https://doi.org/10.1016/j.ijproman.2018.01.006
Valeriu, C.C., Tudor, I.F. & Andrei, P. (2011). The premises of strategic marketing planning implementation within small and medium sized enterprises. Annals of the University of Oradea, Economic Science Series, 20(1), 730-735.
Valos, M.J., Maplestone, V.L., Polonsky, M., & Ewing, M. (2017). Integrating social media within an integrated marketing communication decision-making framework. Journal of Marketing Management, 33(17-18), 1522-1558. https://doi.org/10.1080/0267257X.2017.1410211
Verhoef, P.C., Leeflang, P.S.H., Reiner, J., Natter, M., Baker, W., Grinstein, A., Gustafsson, P., & Saunders, J. (2011). A cross-national investigation into the marketing department's influence within the firm: Toward initial empirical generalizations. Journal of International Marketing, 19(3), 59-86. https://doi.org/10.1509/jimk.19.3.59
Yin, R. (2009). Case study research: Design and methods. Thousand Oaks, CA: Sage Publication Inc.
Zulu-Chisanga, S., Boso, N., Adeola, O., & Oghazi, P. (2016). Investigating the path from innovativeness to financial performance: The roles of new product success, market responsiveness, and environment turbulence. Journal of Small Business Strategy, 26(1), 51-67.
Descargas
Publicado
Número
Sección
Licencia
Los autores de artículos serán responsables de los mismos, y por tal no comprometen los principios o políticas de la Universidad Icesi ni las del Comité Editorial de la revista Estudios Gerenciales. Los autores autorizan y aceptan la cesión de todos los derechos a la revista Estudios Gerenciales, tanto en su publicación impresa como electrónica. Luego de publicado el artículo, puede ser reproducido sin autorización, mencionando autor(es), título, año, volumen, número y rango de páginas de la publicación, y como fuente: Estudios Gerenciales (abstenerse de usar Revista Estudios Gerenciales).
Cómo citar
