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Análisis evaluativo a los procesos de marketing en la internacionalización de las pequenas y medianas empresas de alimentos de Medellín

Author

Listed:
  • Samuel David Cepeda Palacio

Abstract

El presente artículo tiene por objetivo analizar las estrategias de marketing empleadas por las pequenas y medianas empresas (pymes) de alimentos de la ciudad de Medellín (Colombia) en sus procesos de internacionalización, con el fin de dar cuenta del contexto encontrado por tales companías al expandir sus operaciones a los mercados extranjeros. Por medio de una metodología con aproximación evaluativa se presenta una investigación de corte cualitativo, la cual, a través de la aproximación a los ejes de análisis requeridos (insumos, procesos y productos), logra desarrollar un sistema de 4 categorías emergentes que muestran la realidad del proceso de incursión, los recursos disponibles, los obstáculos y los problemas de información enfrentados por dichas empresas al internacionalizarse.

Suggested Citation

  • Samuel David Cepeda Palacio, 2017. "Análisis evaluativo a los procesos de marketing en la internacionalización de las pequenas y medianas empresas de alimentos de Medellín," Estudios Gerenciales, Universidad Icesi, vol. 33(144), pages 271-280, August.
    • Handle: RePEc:col:000129:015803
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    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/2555
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    More about this item

    Keywords

    Internacionalización; Marketing internacional; Pymes;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

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