Abstract

HERNANDEZ GIRON, José de la Paz; DOMINGUEZ HERNANDEZ, María Luisa  and  DE ITA CASTILLO, Diana. Ventaja competitiva sostenible en pequeñas y medianas empresas hoteleras del sur de México. Pensam. gest. [online]. 2008, n.25, pp.161-177. ISSN 1657-6276.

The object of this work is to analyze how the sustainable competitive advantage (SCA) is obtained by the SME's through their entrepreneurial and marketing capabilities and the organizational innovation. 49 hotel managers were surveyed in the states of Oaxaca and Puebla. In the results the marketing capability is strongly related to the organizational innovation and the SCA. In the hotel business there is a big interaction with consumers and they become a critical source of information in order to innovate which is reflected in the SCA. In this kind of businesses the consumers value the intangible actions that are provided by the marketing capabilities.

Keywords : Sustainable competitive advantage; entrepreneurial capability; marketing capability; innovation.

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