Resumo

FRANCO-ANGEL, Mónica  e  AWAD URBANO, Mariam Rabih. An Analysis of Marketing Strategy in Small-and-Medium-sized Colombian Enterprises. estud.gerenc. [online]. 2022, vol.38, n.165, pp.493-506.  Epub 13-Dez-2022. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2022.165.5286.

This study analyses the marketing strategy implemented in SMEs. A case study is carried out with eight Colombian manufacturing companies with more than ten years of creation and more than fifty employees. The results show that these companies do not follow traditional marketing models, nor do they have formal and structured processes. Instead, their marketing strategy is based on understanding their customers, with whom they have a close relationship, by developing innovative products that meet their needs, structuring their costs to offer a competitive price, and constantly communicating the value they generate to the market. This article concludes that these companies follow a marketing strategy that allows them to be sustainable and competitive with the available resources. JEL classification: M30; M31.

Palavras-chave : SMEs; marketing strategy; dynamic capabilities; marketing capabilities; SMEs management.

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