Resumen

SANCHEZ-GUTIERREZ, José; VAZQUEZ-AVILA, Guillermo  y  MEJIA-TREJO, Juan. MARKETING AND ELEMENTA INFLUENCING THE COMPETITIVENESS OF COMMERCIAL MICRO, SMALL AND MEDIUM-SIZED ENTERPRISES IN GUADALAJARA, MEXICO. Innovar [online]. 2017, vol.27, n.65, pp.93-106. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v27n65.65064.

Worldwide, micro, small and medium-sized enterprises face a survival challenge and try to carry out practices that grant a superior creation of value for customers in their search for competitive advantages. In that sense, this work is aimed at defining the correlation between the key factors in marketing that impact the competitiveness of retail (clothing) micro, small and medium-sized enterprises in Guadalajara, Mexico. For this, 380 surveys were applied to executives or managers of companies, intending to measure the interrelation of variables by means of structural equations.

Palabras clave : Marketing; marketing strategies; competitiveness; micro; small and medium-sized enterprises and retail sector.

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