<?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>0121-5051</journal-id>
<journal-title><![CDATA[Innovar]]></journal-title>
<abbrev-journal-title><![CDATA[Innovar]]></abbrev-journal-title>
<issn>0121-5051</issn>
<publisher>
<publisher-name><![CDATA[Facultad de Ciencias Económicas. Universidad Nacional de Colombia.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0121-50512017000300093</article-id>
<article-id pub-id-type="doi">10.15446/innovar.v27n65.65064</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La mercadotecnia y los elementos que influyen en la competitividad de las mipymes comerciales en Guadalajara, México]]></article-title>
<article-title xml:lang="en"><![CDATA[MARKETING AND ELEMENTA INFLUENCING THE COMPETITIVENESS OF COMMERCIAL MICRO, SMALL AND MEDIUM-SIZED ENTERPRISES IN GUADALAJARA, MEXICO]]></article-title>
<article-title xml:lang="pt"><![CDATA[O MARKETING E OS ELEMENTOS QUE INFLUENCIAM NA COMPETITIVIDADE DAS MPMES COMERCIAIS EM GUADALAJARA, MÉXICO]]></article-title>
<article-title xml:lang="fr"><![CDATA[LE MARKETING ET LES ÉLÉMENTS QUI INFLUENT SUR LA COMPÉTI-TIVITÉ DES MICRO, PETITES ET MOYENNES ENTREPRISES COMMER-CIALES À GUADALAJARA, AU MEXIQUE]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sánchez-Gutiérrez]]></surname>
<given-names><![CDATA[José]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vázquez-Ávila]]></surname>
<given-names><![CDATA[Guillermo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mejía-Trejo]]></surname>
<given-names><![CDATA[Juan]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guadalajara  ]]></institution>
<addr-line><![CDATA[Guadalajara ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Guadalajara  ]]></institution>
<addr-line><![CDATA[Guadalajara ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Guadalajara  ]]></institution>
<addr-line><![CDATA[Guadalajara ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2017</year>
</pub-date>
<volume>27</volume>
<numero>65</numero>
<fpage>93</fpage>
<lpage>106</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0121-50512017000300093&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0121-50512017000300093&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0121-50512017000300093&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Mundialmente, las mipymes enfrentan el reto de sobrevivir y tratan de realizar actividades que otorguen la creación de valor superior al cliente en la búsqueda de ventajas competitivas. En ese sentido, este trabajo tiene como propósito definir la correlación que existe entre los factores clave de la mercadotecnia, que impactan en la competitividad de las mipymes del comercio al menudeo (prendas de vestir) de Guadalajara, con la aplicación de 380 encuestas a directivos o gerentes de las empresas y con el uso de ecuaciones estructurales para medir la interrelación de las variables.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT 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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO No mundo inteiro, as MPMEs enfrentam o desafio de sobreviver e tentam realizar atividades que outorguem a criação de valor superior ao cliente na busca de vantagens competitivas. Nesse sentido, este trabalho tem como objetivo definir a correlação que existe entre os fatores fundamentais do marketing, que impactam na competitividade das MPMEs do comércio varejista (roupas de vestir) de Guadalajara, com a aplicação de 380 pesquisas a diretores ou gerentes das empresas e com o uso de equações estruturais para medir a inter-relação das variáveis.]]></p></abstract>
<abstract abstract-type="short" xml:lang="fr"><p><![CDATA[RÉSUMÉ À l'échelle mondiale, les micro, petites et moyennes entreprises affrontent le défi de survivre et essayent d'effectuer des activités qui im-pliquent la création d'une valeur supérieure au client en quête d'un avan-tage concurrentiel. En ce sens-là, cet article vise à définir la corrélation entre les facteurs clé du marketing qui ont un impact sur la compétitivité des micro, petites et moyennes entreprises du commerce de détail (vête-ments) à Guadalajara, avec l'application de 380 enquêtes avec des diri-geants ou gérants des entreprises au moyen d'équations structurelles pour mesurer l'interaction des variables.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[estrategias de marketing]]></kwd>
<kwd lng="es"><![CDATA[competitividad]]></kwd>
<kwd lng="es"><![CDATA[mipymes y sector de comercio al detalle]]></kwd>
<kwd lng="en"><![CDATA[Marketing]]></kwd>
<kwd lng="en"><![CDATA[marketing strategies]]></kwd>
<kwd lng="en"><![CDATA[competitiveness]]></kwd>
<kwd lng="en"><![CDATA[micro]]></kwd>
<kwd lng="en"><![CDATA[small and medium-sized enterprises and retail sector]]></kwd>
<kwd lng="pt"><![CDATA[competitividade]]></kwd>
<kwd lng="pt"><![CDATA[estratégias de marketing]]></kwd>
<kwd lng="pt"><![CDATA[marketing]]></kwd>
<kwd lng="pt"><![CDATA[MPMEs]]></kwd>
<kwd lng="pt"><![CDATA[setor de comércio varejista]]></kwd>
<kwd lng="fr"><![CDATA[marketing]]></kwd>
<kwd lng="fr"><![CDATA[stratégies de marketing]]></kwd>
<kwd lng="fr"><![CDATA[compétitivité]]></kwd>
<kwd lng="fr"><![CDATA[micro]]></kwd>
<kwd lng="fr"><![CDATA[pe-tites et moyennes entreprises]]></kwd>
<kwd lng="fr"><![CDATA[secteur du commerce de détail]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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