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

Author

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  • Mónica Franco-Ángel
  • Mariam Rabih Awad Urbano

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.

Suggested Citation

  • Mónica Franco-Ángel & Mariam Rabih Awad Urbano, 2022. "An Analysis of Marketing Strategy in Small-and-Medium-sized Colombian Enterprises," Estudios Gerenciales, Universidad Icesi, vol. 38(165), pages 493-506, November.
    • Handle: RePEc:col:000129:020573
    DOI: 10.18046/j.estger.2022.165.5286
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    References listed on IDEAS

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    4. Aksoy, Hasan, 2017. "How do innovation culture, marketing innovation and product innovation affect the market performance of small and medium-sized enterprises (SMEs)?," Technology in Society, Elsevier, vol. 51(C), pages 133-141.
    5. Falahat, Mohammad & Ramayah, T. & Soto-Acosta, Pedro & Lee, Yan-Yin, 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, Elsevier, vol. 152(C).
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    More about this item

    Keywords

    marketing strategy; dynamic capabilities; marketing capabilities; SMEs management.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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