<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1659-3359</journal-id>
<journal-title><![CDATA[Tec Empresarial]]></journal-title>
<abbrev-journal-title><![CDATA[Tec Empre.]]></abbrev-journal-title>
<issn>1659-3359</issn>
<publisher>
<publisher-name><![CDATA[Instituto Tecnológico de Costa Rica]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1659-33592023000200048</article-id>
<article-id pub-id-type="doi">10.18845/te.v17i2.6701</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Marketing strategy and competitiveness: Evidence from Colombian SMEs]]></article-title>
<article-title xml:lang="es"><![CDATA[Las estrategias de marketing y la competitividad: Evidencia de las PYMES Colombianas]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Moreno-Gómez]]></surname>
<given-names><![CDATA[Jorge]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Londoño]]></surname>
<given-names><![CDATA[Juan Carlos]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Zapata-Upegui]]></surname>
<given-names><![CDATA[Luis Felipe]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de la Costa Barranquilla Department of Business Studies ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Pontificia Universidad Javeriana Cali Organization Management Department ]]></institution>
<addr-line><![CDATA[Cali ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Instituto Tecnológico y de Estudios Superiores de Monterrey Management and Leadership Departament ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2023</year>
</pub-date>
<volume>17</volume>
<numero>2</numero>
<fpage>48</fpage>
<lpage>64</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_arttext&amp;pid=S1659-33592023000200048&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_abstract&amp;pid=S1659-33592023000200048&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_pdf&amp;pid=S1659-33592023000200048&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este estudio evalúa cómo tres estrategias de marketing distintas (comunicación de marketing, innovación de marketing y singularidad de marketing) impactan el nivel de competitividad de las PYMES colombianas. Para ello, utilizamos un conjunto de datos primarios únicos extraídos del Proyecto de Competitividad Global (GCP: www.sme-gcp.org) que incluye información sobre 176 PYMES colombianas durante el 2019. Empleamos un modelo de regresión para probar las hipótesis propuestas para explicar la relevancia de la innovación en marketing, la singularidad y la comunicación en la competitividad de las PYMES colombianas. Contrariamente a lo esperado, las PYMES colombianas son usuarias frecuentes de estrategias de marketing. Los resultados evidenciaron que las PYMES de mayor tamaño que utilizan estrategias de marketing son más competitivas que las más pequeñas. Un directivo de una PYME que solo desarrolle una de las estrategias evaluadas puede contribuir a ganar competitividad. Sin embargo, los gerentes deben considerar los efectos sinérgicos de usar más de una estrategia. La relevancia de este estudio se origina en el reconocimiento de que las PYMES de mayor tamaño tienen ventaja al utilizar estrategias de innovación para consolidarse en el contexto colombiano.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[marketing communication]]></kwd>
<kwd lng="en"><![CDATA[marketing innovation]]></kwd>
<kwd lng="en"><![CDATA[marketing uniqueness]]></kwd>
<kwd lng="en"><![CDATA[competitiveness]]></kwd>
<kwd lng="en"><![CDATA[SMES]]></kwd>
<kwd lng="en"><![CDATA[Colombia]]></kwd>
<kwd lng="es"><![CDATA[comunicación de marketing]]></kwd>
<kwd lng="es"><![CDATA[innovación de marketing]]></kwd>
<kwd lng="es"><![CDATA[singularidad de marketing]]></kwd>
<kwd lng="es"><![CDATA[competitividad]]></kwd>
<kwd lng="es"><![CDATA[SMES (PYMES)]]></kwd>
<kwd lng="es"><![CDATA[Colombia]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Aaker]]></surname>
<given-names><![CDATA[D.A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Measuring Brand Equity across Products and Markets]]></article-title>
<source><![CDATA[California Management Review]]></source>
<year>1996</year>
<volume>38</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>102-20</page-range></nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Acs]]></surname>
<given-names><![CDATA[Z. J.]]></given-names>
</name>
<name>
<surname><![CDATA[Audretsch]]></surname>
<given-names><![CDATA[D. B.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Innovation in large and small firms: an empirical analysis]]></article-title>
<source><![CDATA[The American Economic Review]]></source>
<year>1988</year>
<volume>78</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>678-90</page-range></nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Aghazadeh]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Strategic marketing management: Achieving superior business performance through intelligent marketing strategy]]></article-title>
<source><![CDATA[Procedia-Social and Behavioral Sciences]]></source>
<year>2015</year>
<volume>207</volume>
<page-range>125-34</page-range></nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ahmad]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Salleh]]></surname>
<given-names><![CDATA[S.M.]]></given-names>
</name>
<name>
<surname><![CDATA[Perumal]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Brand related capabilities and the process of integrated marketing communications (IMC): A Resource Based View (RBV)]]></article-title>
<source><![CDATA[Journal of Contemporary Research in Social Sciences]]></source>
<year>2019</year>
<volume>1</volume>
<numero>6</numero>
<issue>6</issue>
<page-range>136-50</page-range></nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ahmadjian]]></surname>
<given-names><![CDATA[C.L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Comparative Institutional analysis and institutional complexity]]></article-title>
<source><![CDATA[Journal of Management Studies]]></source>
<year>2016</year>
<volume>53</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>12-27</page-range></nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Al-Surmi]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Cao]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Duan]]></surname>
<given-names><![CDATA[Y.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The impact of aligning business, IT, and marketing strategies on firm performance]]></article-title>
<source><![CDATA[Industrial Marketing Management]]></source>
<year>2020</year>
<volume>84</volume>
<page-range>39-49</page-range></nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Alauddin]]></surname>
<given-names><![CDATA[M. D.]]></given-names>
</name>
<name>
<surname><![CDATA[Chowdhury]]></surname>
<given-names><![CDATA[M. M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Small and medium enterprise in Bangladesh-Prospects and challenges]]></article-title>
<source><![CDATA[Global Journal of Management and Business Research]]></source>
<year>2015</year>
<volume>15</volume>
<numero>7</numero>
<issue>7</issue>
<page-range>1-11</page-range></nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Anabila]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Integrated marketing communications, brand equity, and business performance in micro-finance institutions: An emerging market perspective]]></article-title>
<source><![CDATA[Journal of Marketing Communications]]></source>
<year>2020</year>
<volume>26</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>229-42</page-range></nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Astuti]]></surname>
<given-names><![CDATA[R.D.]]></given-names>
</name>
<name>
<surname><![CDATA[Afiff]]></surname>
<given-names><![CDATA[A.Z.]]></given-names>
</name>
<name>
<surname><![CDATA[Balqiah]]></surname>
<given-names><![CDATA[E.T.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Entrepreneurial marketing and marketing strategies of SMEs on marketing performance: an empirical analysis of fit]]></article-title>
<source><![CDATA[Pertanika Journal Social Science and Humanities]]></source>
<year>2018</year>
<volume>26</volume>
<page-range>39-54</page-range></nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Barney]]></surname>
<given-names><![CDATA[J.B.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Firm resources and sustained competitive advantage]]></article-title>
<source><![CDATA[Journal of Management]]></source>
<year>1991</year>
<volume>17</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>99-120</page-range></nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Barney]]></surname>
<given-names><![CDATA[J.B.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Is the resource-based &#8220;view&#8221; a useful perspective for strategic management research?]]></article-title>
<source><![CDATA[Academy of Management Review]]></source>
<year>2001</year>
<volume>26</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>41-56</page-range></nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Benazzouz]]></surname>
<given-names><![CDATA[N.M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Entrepreneurial orientation and Innovation Intensity: A synthetic literature review]]></article-title>
<source><![CDATA[International Entrepreneurship Review]]></source>
<year>2019</year>
<volume>5</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>23-36</page-range></nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bhat]]></surname>
<given-names><![CDATA[S.A.]]></given-names>
</name>
<name>
<surname><![CDATA[Darzi]]></surname>
<given-names><![CDATA[M.A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Customer relationship management: An approach to competitive advantage in the banking sector by exploring the mediational role of loyalty]]></article-title>
<source><![CDATA[International Journal of Bank Marketing]]></source>
<year>2016</year>
<volume>34</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>388-410</page-range></nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Blombäck]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Botero]]></surname>
<given-names><![CDATA[I.C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Reputational capital in family firms: Understanding uniqueness from the stakeholder point of view]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Poutziouris]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Smyrnios]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
<name>
<surname><![CDATA[Goel]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<source><![CDATA[Handbook of Research on Family Business]]></source>
<year>2013</year>
<edition>Second</edition>
<publisher-name><![CDATA[Edward Elgar Publishing]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bobillo]]></surname>
<given-names><![CDATA[A.M.]]></given-names>
</name>
<name>
<surname><![CDATA[Sanz]]></surname>
<given-names><![CDATA[J.R.]]></given-names>
</name>
<name>
<surname><![CDATA[Gaite]]></surname>
<given-names><![CDATA[F.T.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Innovation investment, competitiveness, and performance in industrial firms]]></article-title>
<source><![CDATA[Thunderbird International Business Review]]></source>
<year>2006</year>
<volume>48</volume>
<numero>6</numero>
<issue>6</issue>
<page-range>867-90</page-range></nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bocconcelli]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Cioppi]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Fortezza]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<name>
<surname><![CDATA[Francioni]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Pagano]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Savelli]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Splendiani]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[SMEs and marketing: a systematic literature review]]></article-title>
<source><![CDATA[International Journal of Management Reviews]]></source>
<year>2018</year>
<volume>20</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>227-54</page-range></nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Boisen]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Terlouw]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
<name>
<surname><![CDATA[Groote]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Couwenberg]]></surname>
<given-names><![CDATA[O.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Reframing place promotion, place marketing, and place branding - moving beyond conceptual confusion]]></article-title>
<source><![CDATA[Cities]]></source>
<year>2018</year>
<volume>80</volume>
<page-range>4-11</page-range></nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Blanco-Callejo]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[de Pablos-Heredero]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Co-innovation at Mercadona: A radically different and unique innovation model in the retail sector]]></article-title>
<source><![CDATA[Journal of Business and Retail Management Research]]></source>
<year>2019</year>
<volume>13</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>326-41</page-range></nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cant]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Challenges faced by SMEs in South Africa: Are marketing skills needed?]]></article-title>
<source><![CDATA[International Business &amp; Economics Research Journal]]></source>
<year>2012</year>
<volume>11</volume>
<numero>10</numero>
<issue>10</issue>
<page-range>1107-16</page-range></nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cantwell]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Innovation and competitiveness]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Fagerberg]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Mowery]]></surname>
<given-names><![CDATA[D. C.]]></given-names>
</name>
</person-group>
<source><![CDATA[The Oxford Handbook of Innovation]]></source>
<year>2005</year>
<page-range>543-67</page-range><publisher-name><![CDATA[Oxford Academic]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B21">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Chang-Muñoz]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Mercado-Caruso]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
<name>
<surname><![CDATA[Gazabon]]></surname>
<given-names><![CDATA[D.O.]]></given-names>
</name>
<name>
<surname><![CDATA[Segarra-Oña]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Osorio]]></surname>
<given-names><![CDATA[S.N.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Product or process innovation? The dilemma for exporting SMEs in emerging economies: the case of the Colombian Caribbean]]></article-title>
<source><![CDATA[Procedia Computer Science]]></source>
<year>2022</year>
<volume>198</volume>
<page-range>620-5</page-range></nlm-citation>
</ref>
<ref id="B22">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Chiambaretto]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Dumez]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The role of bundling in firms' marketing strategies: a synthesis]]></article-title>
<source><![CDATA[Recherche et Applications en Marketing]]></source>
<year>2012</year>
<volume>27</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>91-105</page-range></nlm-citation>
</ref>
<ref id="B23">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Dash]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Kiefer]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
<name>
<surname><![CDATA[Paul]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention]]></article-title>
<source><![CDATA[Journal of Business Research]]></source>
<year>2021</year>
<volume>122</volume>
<page-range>608-20</page-range></nlm-citation>
</ref>
<ref id="B24">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Davis]]></surname>
<given-names><![CDATA[P.E.]]></given-names>
</name>
<name>
<surname><![CDATA[Bendickson]]></surname>
<given-names><![CDATA[J.S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Strategic antecedents of innovation: Variance between small and large firms]]></article-title>
<source><![CDATA[Journal of Small Business Management]]></source>
<year>2021</year>
<volume>59</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>47-72</page-range></nlm-citation>
</ref>
<ref id="B25">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Douglas]]></surname>
<given-names><![CDATA[T.J.]]></given-names>
</name>
<name>
<surname><![CDATA[Ryman]]></surname>
<given-names><![CDATA[J.A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Understanding competitive advantage in the general hospital industry: evaluating strategic competencies]]></article-title>
<source><![CDATA[Strategic Management Journal]]></source>
<year>2003</year>
<volume>24</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>333-47</page-range></nlm-citation>
</ref>
<ref id="B26">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[El-Sayed]]></surname>
<given-names><![CDATA[A.M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The interrelationship between niche marketing and competitiveness]]></article-title>
<source><![CDATA[International Design Journal]]></source>
<year>2022</year>
<volume>12</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>65-78</page-range></nlm-citation>
</ref>
<ref id="B27">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Falát]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
<name>
<surname><![CDATA[Holub&#269;ík]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The influence of marketing communication on financial situation of the company-a case from automobile industry]]></article-title>
<source><![CDATA[Procedia Engineering]]></source>
<year>2017</year>
<volume>192</volume>
<page-range>148-53</page-range></nlm-citation>
</ref>
<ref id="B28">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Finoti]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
<name>
<surname><![CDATA[Didonet]]></surname>
<given-names><![CDATA[S.R.]]></given-names>
</name>
<name>
<surname><![CDATA[Toaldo]]></surname>
<given-names><![CDATA[A.M.]]></given-names>
</name>
<name>
<surname><![CDATA[Martins]]></surname>
<given-names><![CDATA[S.R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The role of the marketing strategy process in the innovativeness-performance relationship of SMEs]]></article-title>
<source><![CDATA[Marketing Intelligence and Planning]]></source>
<year>2017</year>
<volume>35</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>298-315</page-range></nlm-citation>
</ref>
<ref id="B29">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Flatten]]></surname>
<given-names><![CDATA[T.C.]]></given-names>
</name>
<name>
<surname><![CDATA[Engelen]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Moller]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Brettel]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[How entrepreneurial firms profit from pricing capabilities: an examination of technology-based ventures]]></article-title>
<source><![CDATA[Entrepreneurship Theory and Practice]]></source>
<year>2015</year>
<volume>39</volume>
<numero>5</numero>
<issue>5</issue>
<page-range>1111-36</page-range></nlm-citation>
</ref>
<ref id="B30">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Franco-Ángel]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Urbano]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Caracterización de las pymes colombianas y de sus fundadores: un análisis desde dos regiones del país]]></article-title>
<source><![CDATA[Estudios Gerenciales]]></source>
<year>2019</year>
<volume>35</volume>
<numero>150</numero>
<issue>150</issue>
<page-range>81-91</page-range></nlm-citation>
</ref>
<ref id="B31">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Grant]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Butler]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Orr]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Murray]]></surname>
<given-names><![CDATA[P.A.]]></given-names>
</name>
</person-group>
<source><![CDATA[Contemporary strategic management: An Australasian perspective]]></source>
<year>2014</year>
<publisher-name><![CDATA[John Wiley &amp; Sons Australia, Ltd]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B32">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Greene]]></surname>
<given-names><![CDATA[W.]]></given-names>
</name>
</person-group>
<source><![CDATA[Econometric Analysis]]></source>
<year>2003</year>
<publisher-name><![CDATA[Pearson Education]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B33">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Griffith]]></surname>
<given-names><![CDATA[D.A.]]></given-names>
</name>
<name>
<surname><![CDATA[Dean]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Yalcinkaya]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Building and leveraging competence exploitation and exploration for firm new product success]]></article-title>
<source><![CDATA[Industrial Marketing Management]]></source>
<year>2021</year>
<volume>97</volume>
<page-range>233-44</page-range></nlm-citation>
</ref>
<ref id="B34">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Haar]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[O'Kane]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Daellenbach]]></surname>
<given-names><![CDATA[U.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[High performance work systems and innovation in New Zealand SMEs: testing firm size and competitive environment effects]]></article-title>
<source><![CDATA[The International Journal of Human Resource Management]]></source>
<year>2022</year>
<volume>33</volume>
<numero>16</numero>
<issue>16</issue>
<page-range>3324-52</page-range></nlm-citation>
</ref>
<ref id="B35">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hamari]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Huttunen]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<source><![CDATA[The role of marketing communications in an innovation commercialization process of a start-up company]]></source>
<year>2016</year>
<publisher-name><![CDATA[Business School Oulu University Finland]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B36">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Horowitz]]></surname>
<given-names><![CDATA[W.A.]]></given-names>
</name>
<name>
<surname><![CDATA[Lai]]></surname>
<given-names><![CDATA[E.L.C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Patent Length and the Rate of Innovation]]></article-title>
<source><![CDATA[International Economic Review]]></source>
<year>1996</year>
<volume>37</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>785-99</page-range></nlm-citation>
</ref>
<ref id="B37">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ibrahim]]></surname>
<given-names><![CDATA[E.B.]]></given-names>
</name>
<name>
<surname><![CDATA[Harrison]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The impact of internal, external, and competitor factors on marketing strategy performance]]></article-title>
<source><![CDATA[Journal of Strategic Marketing]]></source>
<year>2020</year>
<volume>28</volume>
<numero>7</numero>
<issue>7</issue>
<page-range>639-58</page-range></nlm-citation>
</ref>
<ref id="B38">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Jasin]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[How the role of online and viral marketing and competitiveness ability on business performance of SMEs]]></article-title>
<source><![CDATA[Journal of Information Systems and Management]]></source>
<year>2022</year>
<volume>1</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>28-35</page-range></nlm-citation>
</ref>
<ref id="B39">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Josephson]]></surname>
<given-names><![CDATA[B.W.]]></given-names>
</name>
<name>
<surname><![CDATA[Jean]]></surname>
<given-names><![CDATA[L.J.]]></given-names>
</name>
<name>
<surname><![CDATA[Babu]]></surname>
<given-names><![CDATA[J.M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Strategic marketing ambidexterity: antecedents and financial consequences]]></article-title>
<source><![CDATA[Journal of the Academy of Marketing Science]]></source>
<year>2016</year>
<volume>44</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>539-54</page-range></nlm-citation>
</ref>
<ref id="B40">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kamboj]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Rahman]]></surname>
<given-names><![CDATA[Z.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Market orientation, marketing capabilities and sustainable innovation: The mediating role of sustainable consumption and competitive advantage]]></article-title>
<source><![CDATA[Management Research Review]]></source>
<year>2017</year>
<volume>40</volume>
<numero>6</numero>
<issue>6</issue>
<page-range>698-724</page-range></nlm-citation>
</ref>
<ref id="B41">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Khan]]></surname>
<given-names><![CDATA[E.A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[An investigation of marketing capabilities of informal microenterprises]]></article-title>
<source><![CDATA[International Journal of Sociology and Social Policy]]></source>
<year>2017</year>
<volume>37</volume>
<numero>3/4</numero>
<issue>3/4</issue>
<page-range>186-202</page-range></nlm-citation>
</ref>
<ref id="B42">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Khan]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
<name>
<surname><![CDATA[Khan]]></surname>
<given-names><![CDATA[Z.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The efficacy of marketing skills and market responsiveness in marketing performance of emerging market exporting firms in advanced markets: The moderating role of competitive intensity]]></article-title>
<source><![CDATA[International Business Review]]></source>
<year>2021</year>
<volume>30</volume>
<numero>6</numero>
<issue>6</issue>
<page-range>101860</page-range></nlm-citation>
</ref>
<ref id="B43">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Keller]]></surname>
<given-names><![CDATA[K.L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Unlocking the power of integrated marketing communications: How integrated is your IMC Program?]]></article-title>
<source><![CDATA[Journal of Advertising]]></source>
<year>2016</year>
<volume>45</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>286-301</page-range></nlm-citation>
</ref>
<ref id="B44">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kozlenkova]]></surname>
<given-names><![CDATA[I.V.]]></given-names>
</name>
<name>
<surname><![CDATA[Samaha]]></surname>
<given-names><![CDATA[S.A.]]></given-names>
</name>
<name>
<surname><![CDATA[Palmatier]]></surname>
<given-names><![CDATA[R.W.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Resource-based theory in marketing]]></article-title>
<source><![CDATA[Journal of the Academy of Marketing Science]]></source>
<year>2014</year>
<volume>42</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>1-21</page-range></nlm-citation>
</ref>
<ref id="B45">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lafuente]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Vaillant]]></surname>
<given-names><![CDATA[Y.]]></given-names>
</name>
<name>
<surname><![CDATA[Moreno-Gómez]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Transition in-and-out of exporting and its impact on employment growth]]></article-title>
<source><![CDATA[International Journal of Emerging Markets]]></source>
<year>2018</year>
<volume>13</volume>
<numero>6</numero>
<issue>6</issue>
<page-range>1907-27</page-range></nlm-citation>
</ref>
<ref id="B46">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lafuente]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Szerb]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
<name>
<surname><![CDATA[Rideg]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A system dynamics approach for assessing SMEs' competitiveness]]></article-title>
<source><![CDATA[Journal of Small Business and Enterprise Development]]></source>
<year>2020</year>
<volume>27</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>555-78</page-range></nlm-citation>
</ref>
<ref id="B47">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lahtinen]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
<name>
<surname><![CDATA[Dietrich]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Rundle-Thiele]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context]]></article-title>
<source><![CDATA[Journal of Social Marketing]]></source>
<year>2020</year>
<volume>10</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>357-75</page-range></nlm-citation>
</ref>
<ref id="B48">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Laing]]></surname>
<given-names><![CDATA[G. K.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Seismic measurement of management accounting innovations: using the scale of innovation intensity]]></article-title>
<source><![CDATA[Management Accounting Frontiers]]></source>
<year>2018</year>
<volume>1</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>3-14</page-range></nlm-citation>
</ref>
<ref id="B49">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Londono]]></surname>
<given-names><![CDATA[J.C.]]></given-names>
</name>
<name>
<surname><![CDATA[Wilson]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Osorio-Tinoco]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Understanding the entrepreneurial intentions of youth: A PLS multi-group and FIMIX analysis using the model of goal-directed behavior]]></article-title>
<source><![CDATA[Journal of Entrepreneurship in Emerging Economies]]></source>
<year>2020</year>
<volume>13</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>301-26</page-range></nlm-citation>
</ref>
<ref id="B50">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Luxton]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Reid]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Mavondo]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Integrated marketing communication capability and brand performance]]></article-title>
<source><![CDATA[Journal of Advertising]]></source>
<year>2015</year>
<volume>44</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>37-46</page-range></nlm-citation>
</ref>
<ref id="B51">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mainardes]]></surname>
<given-names><![CDATA[E.W.]]></given-names>
</name>
<name>
<surname><![CDATA[Rosa]]></surname>
<given-names><![CDATA[C.A.D.M.]]></given-names>
</name>
<name>
<surname><![CDATA[Nossa]]></surname>
<given-names><![CDATA[S.N.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Omnichannel strategy and customer loyalty in banking]]></article-title>
<source><![CDATA[International Journal of Bank Marketing]]></source>
<year>2020</year>
<volume>38</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>799-822</page-range></nlm-citation>
</ref>
<ref id="B52">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Striedinger-Meléndez]]></surname>
<given-names><![CDATA[M.P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[El marketing digital transforma la gestión de Pymes en Colombia]]></article-title>
<source><![CDATA[Cuadernos Latinoamericanos de Administración]]></source>
<year>2018</year>
<volume>14</volume>
<numero>27</numero>
<issue>27</issue>
</nlm-citation>
</ref>
<ref id="B53">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Möller]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
<name>
<surname><![CDATA[Halinen]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Clearing the paradigmatic fog-how to move forward in business marketing research]]></article-title>
<source><![CDATA[Industrial Marketing Management]]></source>
<year>2022</year>
<volume>102</volume>
<page-range>280-300</page-range></nlm-citation>
</ref>
<ref id="B54">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mohiuddin]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Liu]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
<name>
<surname><![CDATA[Jayawardhena]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Dey]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Impact of market orientation on firm's customer-based performance: The moderating role of employee orientation]]></article-title>
<source><![CDATA[Journal of Marketing Management]]></source>
<year>2019</year>
<volume>35</volume>
<numero>7-8</numero>
<issue>7-8</issue>
<page-range>662-92</page-range></nlm-citation>
</ref>
<ref id="B55">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Moldovan]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Steinhart]]></surname>
<given-names><![CDATA[Y.]]></given-names>
</name>
<name>
<surname><![CDATA[Ofen]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Share and scare&#8221;: Solving the communication dilemma of early adopters with a high need for uniqueness]]></article-title>
<source><![CDATA[Journal of Consumer Psychology]]></source>
<year>2014</year>
<volume>25</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>1-14</page-range></nlm-citation>
</ref>
<ref id="B56">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Moreno-Gómez]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Lafuente]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Analysis of competitiveness in Colombian family businesses]]></article-title>
<source><![CDATA[Competitiveness Review: An International Business Journal]]></source>
<year>2020</year>
<volume>30</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>339-54</page-range></nlm-citation>
</ref>
<ref id="B57">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Moreno-Gómez]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Escandón-Barboza]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Moreno-Charris]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Zapata-Upegui]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Analysis of the role of process innovation on export propensity in KIBS and non-KIBS firms in Colombia]]></article-title>
<source><![CDATA[Competitiveness Review: An International Business Journal]]></source>
<year>2020</year>
<volume>31</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>497-512</page-range></nlm-citation>
</ref>
<ref id="B58">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Moreno-Gómez]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Gómez-Betancourt]]></surname>
<given-names><![CDATA[G.E.]]></given-names>
</name>
<name>
<surname><![CDATA[Betancourt Ramírez]]></surname>
<given-names><![CDATA[J.B.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Board of director in the family business and its impact on socioemotional wealth]]></article-title>
<source><![CDATA[Revista Espacios]]></source>
<year>2016</year>
<volume>37</volume>
<numero>8</numero>
<issue>8</issue>
<page-range>6-14</page-range></nlm-citation>
</ref>
<ref id="B59">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Naidoo]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy]]></article-title>
<source><![CDATA[Industrial Marketing Management]]></source>
<year>2010</year>
<volume>39</volume>
<numero>8</numero>
<issue>8</issue>
<page-range>1311-20</page-range></nlm-citation>
</ref>
<ref id="B60">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Narasimha]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Organizational knowledge, human resource management, and sustained competitive advantage: Toward a framework]]></article-title>
<source><![CDATA[Competitiveness Review: An International Business Journal]]></source>
<year>2000</year>
<volume>10</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>123-35</page-range></nlm-citation>
</ref>
<ref id="B61">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Nieto]]></surname>
<given-names><![CDATA[M.J.]]></given-names>
</name>
<name>
<surname><![CDATA[Santamaría]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Technological collaboration: bridging the innovation gap between small and large firms]]></article-title>
<source><![CDATA[Journal of Small Business Management]]></source>
<year>2010</year>
<volume>48</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>44-69</page-range></nlm-citation>
</ref>
<ref id="B62">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ottosson]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Kindström]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Exploring proactive niche market strategies in the steel industry: Activities and implications]]></article-title>
<source><![CDATA[Industrial Marketing Management]]></source>
<year>2016</year>
<volume>55</volume>
<page-range>119-30</page-range></nlm-citation>
</ref>
<ref id="B63">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Park]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Jun]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Lee]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Lee]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Customer orientation or employee orientation: Which matters more? The moderating role of firm size]]></article-title>
<source><![CDATA[Journal of Business &amp; Industrial Marketing]]></source>
<year>2018</year>
<volume>33</volume>
<numero>7</numero>
<issue>7</issue>
<page-range>1001-11</page-range></nlm-citation>
</ref>
<ref id="B64">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Pekovic]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Rolland]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Quality standards and export activities: Do firm size and market destination matter?]]></article-title>
<source><![CDATA[The Journal of High Technology Management Research]]></source>
<year>2016</year>
<volume>27</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>110-8</page-range></nlm-citation>
</ref>
<ref id="B65">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Priem]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Butler]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Is the resource-based 'view' a useful perspective for strategic management research?]]></article-title>
<source><![CDATA[Academy of Management Review]]></source>
<year>2001</year>
<volume>26</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>22-40</page-range></nlm-citation>
</ref>
<ref id="B66">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Purchase]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Volery]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Marketing innovation: a systematic review]]></article-title>
<source><![CDATA[Journal of Marketing Management]]></source>
<year>2020</year>
<volume>36</volume>
<numero>9-10</numero>
<issue>9-10</issue>
<page-range>763-93</page-range></nlm-citation>
</ref>
<ref id="B67">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Rambe]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Social media marketing and business competitiveness: evidence from South African tourism SMMEs]]></article-title>
<source><![CDATA[Problems and Perspectives in Management]]></source>
<year>2017</year>
<volume>15</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>411-23</page-range></nlm-citation>
</ref>
<ref id="B68">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Revilla&#8208;Camacho]]></surname>
<given-names><![CDATA[M.Á.]]></given-names>
</name>
<name>
<surname><![CDATA[Palacios&#8208;Florencio]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Garzón]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Prado&#8208;Román]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Marketing capabilities and innovation. How do they affect the financial results of hotels?]]></article-title>
<source><![CDATA[Psychology &amp; Marketing]]></source>
<year>2020</year>
<volume>37</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>506-18</page-range></nlm-citation>
</ref>
<ref id="B69">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Restrepo-Morales]]></surname>
<given-names><![CDATA[J.A.]]></given-names>
</name>
<name>
<surname><![CDATA[Loaiza]]></surname>
<given-names><![CDATA[O.L.]]></given-names>
</name>
<name>
<surname><![CDATA[Vanegas]]></surname>
<given-names><![CDATA[J.G.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Determinants of innovation: A multivariate analysis in Colombian micro, small and medium-sized enterprises]]></article-title>
<source><![CDATA[Journal of Economics, Finance and Administrative Science]]></source>
<year>2019</year>
<volume>24</volume>
<numero>47</numero>
<issue>47</issue>
<page-range>97-112</page-range></nlm-citation>
</ref>
<ref id="B70">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Rezvani]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Fathollahzadeh]]></surname>
<given-names><![CDATA[Z.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The impact of entrepreneurial marketing on innovative marketing performance in small-and medium-sized companies]]></article-title>
<source><![CDATA[Journal of Strategic Marketing]]></source>
<year>2020</year>
<volume>28</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>136-48</page-range></nlm-citation>
</ref>
<ref id="B71">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Rosenbusch]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
<name>
<surname><![CDATA[Brinckmann]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Bausch]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Is innovation always beneficial? A meta-analysis of the relationship between innovation and performance in SMEs]]></article-title>
<source><![CDATA[Journal of business Venturing]]></source>
<year>2011</year>
<volume>26</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>441-57</page-range></nlm-citation>
</ref>
<ref id="B72">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Schmitt]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Experiential marketing]]></article-title>
<source><![CDATA[Journal of Marketing Management]]></source>
<year>1999</year>
<volume>15</volume>
<numero>1-3</numero>
<issue>1-3</issue>
<page-range>53-67</page-range></nlm-citation>
</ref>
<ref id="B73">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Song]]></surname>
<given-names><![CDATA[C. E.]]></given-names>
</name>
<name>
<surname><![CDATA[Sela]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Phone and self: how smartphone use increases the preference for uniqueness]]></article-title>
<source><![CDATA[Journal of Marketing Research]]></source>
<year>2022</year>
</nlm-citation>
</ref>
<ref id="B74">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Tan]]></surname>
<given-names><![CDATA[Q.]]></given-names>
</name>
<name>
<surname><![CDATA[Sousa]]></surname>
<given-names><![CDATA[C.M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Leveraging marketing capabilities into competitive advantage and export performance]]></article-title>
<source><![CDATA[International Marketing Review]]></source>
<year>2015</year>
<volume>32</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>78-102</page-range></nlm-citation>
</ref>
<ref id="B75">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Tang]]></surname>
<given-names><![CDATA[Y.]]></given-names>
</name>
<name>
<surname><![CDATA[Wang]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Zhang]]></surname>
<given-names><![CDATA[Y.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Marketing and business performance of construction SMEs in China]]></article-title>
<source><![CDATA[Journal of Business &amp; Industrial Marketing]]></source>
<year>2007</year>
<volume>22</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>118-25</page-range></nlm-citation>
</ref>
<ref id="B76">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Timoumi]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Gangwar]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Mantrala]]></surname>
<given-names><![CDATA[M. K.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Cross-channel effects of omnichannel retail marketing strategies: A review of extant data-driven research]]></article-title>
<source><![CDATA[Journal of Retailing]]></source>
<year>2022</year>
<volume>98</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>133-51</page-range></nlm-citation>
</ref>
<ref id="B77">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Trischler]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Pervan]]></surname>
<given-names><![CDATA[S.J.]]></given-names>
</name>
<name>
<surname><![CDATA[Kelly]]></surname>
<given-names><![CDATA[S.J.]]></given-names>
</name>
<name>
<surname><![CDATA[Scott]]></surname>
<given-names><![CDATA[D.R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The value of codesign: The effect of customer involvement in service design teams]]></article-title>
<source><![CDATA[Journal of Service Research]]></source>
<year>2018</year>
<volume>21</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>75-100</page-range></nlm-citation>
</ref>
<ref id="B78">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ungerman]]></surname>
<given-names><![CDATA[O.]]></given-names>
</name>
<name>
<surname><![CDATA[Dedkova]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Gurinova]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The impact of marketing innovation on the competitiveness of enterprises in the context of industry 4.0]]></article-title>
<source><![CDATA[Journal of Competitiveness]]></source>
<year>2018</year>
<volume>10</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>132-48</page-range></nlm-citation>
</ref>
<ref id="B79">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Valaei]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
<name>
<surname><![CDATA[Rezaei]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Bressolles]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Dent]]></surname>
<given-names><![CDATA[M.M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Indispensable components of creativity, innovation, and FMCG companies' competitive performance: a resource-based view (RBV) of the firm]]></article-title>
<source><![CDATA[Asia-Pacific Journal of Business Administration]]></source>
<year>2022</year>
<volume>14</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>1-26</page-range></nlm-citation>
</ref>
<ref id="B80">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vásquez]]></surname>
<given-names><![CDATA[G.A.N.]]></given-names>
</name>
<name>
<surname><![CDATA[Escamilla]]></surname>
<given-names><![CDATA[E.M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Best practice in the use of social networks marketing strategy as in SMEs]]></article-title>
<source><![CDATA[Procedia-Social and Behavioral Sciences]]></source>
<year>2014</year>
<volume>148</volume>
<page-range>533-42</page-range></nlm-citation>
</ref>
<ref id="B81">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Verhoef]]></surname>
<given-names><![CDATA[P.C.]]></given-names>
</name>
<name>
<surname><![CDATA[Kannan]]></surname>
<given-names><![CDATA[P.K.]]></given-names>
</name>
<name>
<surname><![CDATA[Inman]]></surname>
<given-names><![CDATA[J.J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[From multi-channel retailing to omni-channel retailing. Introduction to the special issue on multi-channel retailing]]></article-title>
<source><![CDATA[Journal of Retailing]]></source>
<year>2015</year>
<volume>91</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>174-81</page-range></nlm-citation>
</ref>
<ref id="B82">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vorhies]]></surname>
<given-names><![CDATA[D.W.]]></given-names>
</name>
<name>
<surname><![CDATA[Morgan]]></surname>
<given-names><![CDATA[N.A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Benchmarking marketing capabilities for sustainable competitive advantage]]></article-title>
<source><![CDATA[Journal of Marketing]]></source>
<year>2005</year>
<volume>69</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>80-94</page-range></nlm-citation>
</ref>
<ref id="B83">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Yacob]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Erida]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Machpuddin]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Alamsyah]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A model for the business performance of micro, small and medium enterprises: Perspective of social commerce and the uniqueness of resource capability in Indonesia]]></article-title>
<source><![CDATA[Management Science Letters]]></source>
<year>2021</year>
<volume>1</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>101-10</page-range></nlm-citation>
</ref>
<ref id="B84">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Wernerfelt]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A resource&#8208;based view of the firm]]></article-title>
<source><![CDATA[Strategic Management Journal]]></source>
<year>1984</year>
<volume>5</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>171-80</page-range></nlm-citation>
</ref>
<ref id="B85">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Zanello]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Fu]]></surname>
<given-names><![CDATA[X.]]></given-names>
</name>
<name>
<surname><![CDATA[Mohnen]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Ventresca]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The creation and diffusion of innovation in developing countries: A systematic literature review]]></article-title>
<source><![CDATA[Journal of Economic Surveys]]></source>
<year>2016</year>
<volume>30</volume>
<numero>5</numero>
<issue>5</issue>
<page-range>884-912</page-range></nlm-citation>
</ref>
</ref-list>
</back>
</article>
