Resumen

MORENO-GOMEZ, Jorge; LONDONO, Juan Carlos  y  ZAPATA-UPEGUI, Luis Felipe. Marketing strategy and competitiveness: Evidence from Colombian SMEs. Tec Empre. [online]. 2023, vol.17, n.2, pp.48-64. ISSN 1659-3359.  http://dx.doi.org/10.18845/te.v17i2.6701.

This study evaluates how three distinct marketing strategies (i.e., marketing communication, marketing innovation, and marketing uniqueness) impact the competitiveness level of Colombian SMEs. We use a unique primary dataset drawn from the Global Competitiveness Project (GCP: www.sme-gcp.org) that includes information on 176 Colombian SMEs during 2019. We employ a regression model to test the proposed hypotheses to explain the relevance of marketing innovation, uniqueness, and communication in Colombian SME competitiveness. Contrary to expected, Colombian SMEs are frequent users of marketing strategies. Results evidenced that larger-sized SMEs that use marketing strategies are more competitive than smaller ones. An SME manager who only works in one of the evaluated strategies may contribute to gaining competitiveness. However, managers should consider the synergistic effects of using more than one strategy. The relevance of this study originates in the recognition that larger sized SMEs have an advantage using innovation strategies to consolidate in the Colombian context.

Palabras clave : marketing communication; marketing innovation; marketing uniqueness; competitiveness; SMES; Colombia.

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