<?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>0123-5923</journal-id>
<journal-title><![CDATA[Estudios Gerenciales]]></journal-title>
<abbrev-journal-title><![CDATA[estud.gerenc.]]></abbrev-journal-title>
<issn>0123-5923</issn>
<publisher>
<publisher-name><![CDATA[Universidad Icesi]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0123-59232022000400493</article-id>
<article-id pub-id-type="doi">10.18046/j.estger.2022.165.5286</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[An Analysis of Marketing Strategy in Small-and-Medium-sized Colombian Enterprises]]></article-title>
<article-title xml:lang="es"><![CDATA[Un análisis de la Estrategia de Mercadeo en Pequeñas y Medianas Empresas colombianas]]></article-title>
<article-title xml:lang="pt"><![CDATA[Uma análise da estratégia de marketing em pequenas e médias empresas colombianas]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Franco-Ángel]]></surname>
<given-names><![CDATA[Mónica]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Awad Urbano]]></surname>
<given-names><![CDATA[Mariam Rabih]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Icesi University  ]]></institution>
<addr-line><![CDATA[Cali ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,University of London  ]]></institution>
<addr-line><![CDATA[London ]]></addr-line>
<country>United Kingdom</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<volume>38</volume>
<numero>165</numero>
<fpage>493</fpage>
<lpage>506</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0123-59232022000400493&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0123-59232022000400493&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0123-59232022000400493&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este estudio analiza la estrategia de mercadeo implementada en las PYMES, para esto, se adelanta un estudio de casos con ocho empresas manufactureras colombianas, con más de diez años de creación y más de cincuenta empleados. Los resultados evidencian que estas empresas no siguen los modelos tradicionales de mercadeo ni cuentan con procesos formales y estructurados. La estrategia de mercadeo obedece a comprender a sus clientes, con quienes tienen mucha cercanía, al desarrollo de productos innovadores que satisfagan las necesidades de los mismos, a la estructuración de sus costos para ofrecer un precio competitivo y a una comunicación constante del valor que generan al mercado. Se concluye que estas empresas siguen una estrategia de mercadeo que les permite su sostenibilidad y competitividad acorde con la disponibilidad de sus recursos.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Este estudo analisa a estratégia de marketing implementada nas PMEs, por isso, foi realizado um estudo de caso com oito empresas manufatureiras colombianas, com mais de dez anos de criação e mais de cinquenta funcionários. Os resultados mostram que essas empresas não seguem os modelos tradicionais de marketing sem ter processos formais e estruturados. A estratégia de marketing deve-se a conhecer a seus clientes, com os quais está muito próximo, desenvolver produtos inovadores que atendam suas necessidades, estruturar seus custos para oferecer um preço competitivo e comunicação constante do valor que produz ao mercado. Conclui-se que estas empresas seguem uma estratégia de marketing que permite a sua sustentabilidade e competitividade de acordo com a disponibilidade dos seus recursos.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[SMEs]]></kwd>
<kwd lng="en"><![CDATA[marketing strategy]]></kwd>
<kwd lng="en"><![CDATA[dynamic capabilities]]></kwd>
<kwd lng="en"><![CDATA[marketing capabilities]]></kwd>
<kwd lng="en"><![CDATA[SMEs management]]></kwd>
<kwd lng="es"><![CDATA[PYMES]]></kwd>
<kwd lng="es"><![CDATA[estrategia de mercadeo]]></kwd>
<kwd lng="es"><![CDATA[capacidades dinámicas]]></kwd>
<kwd lng="es"><![CDATA[capacidades de mercadeo]]></kwd>
<kwd lng="es"><![CDATA[gestión de PYMES]]></kwd>
<kwd lng="pt"><![CDATA[PME]]></kwd>
<kwd lng="pt"><![CDATA[estratégia de marketing]]></kwd>
<kwd lng="pt"><![CDATA[capacidades dinâmicas]]></kwd>
<kwd lng="pt"><![CDATA[capacidades de marketing]]></kwd>
<kwd lng="pt"><![CDATA[Gestão de PME]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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