Abstract

BAYONA, Ledy Gómez; BERNAL, Olga Vélez; GRAJALES MONTOYA, Nancy Estela  and  BARRIENTOS CUELLAR, Oswaldo. MARKETING STRATEGIES IN SMALL AND MEDIUM-SIZED FAMILY BUSINESSES TO BE COMPETITIVE IN COLOMBIA. Tend. [online]. 2024, vol.25, n.1, pp.244-268.  Epub Nov 10, 2023. ISSN 0124-8693.  https://doi.org/10.22267/rtend.242501.248.

The problems of family businesses have been widely investigated worldwide, given their importance in the economic and social development of countries. This article seeks to show that marketing strategies in small and medium-sized family businesses allow them to achieve competitive positioning in global markets. The research method is descriptive in nature, based on a literature review, documentary and interpretive, using the PRISMA and Vosviewer tools, as a search strategy in the main databases such as Google Scholar, Redalyc, Scopus and SciELO. The results of this study indicate that, among all these problems, management, generational change, and marketing turn out to be the most critical since the sustainability of its growth over time and, therefore, its contribution to the economic and social development of a country. The study presents as a value proposition, some actions that allow entrepreneurs to continue their businesses.

JEL: D21, F66, J12, J21, K36, M31.

Keywords : management; company; strategy; marketing; PYMES.

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