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Estrategias de mercadeo en pequeñas y medianas empresas de familia para ser competitivas en Colombia

Author

Listed:
  • Gómez Bayona, Ledy

    (Universidad de San Buenaventura)

  • Vélez Bernal, Olga Inés

    (Institución Universitaria Marco Fidel Suárez)

  • Grajales Montoya, Nancy Estela

    (Universidad de San Buenaventura)

  • Barrientos Cuellar, Oswaldo

    (Universidad de San Buenaventura)

Abstract

Las problemáticas de las empresas de familia vienen siendo investigadas ampliamente a nivel mundial, dada su importancia en el desarrollo económico y social de los países. El presente artículo busca evidenciar que las estrategias de mercadeo en pequeñas y medianas empresas de familia, les permiten un posicionamiento competitivo en los mercados a nivel global. El método de investigación es de carácter descriptivo, a partir de una revisión de literatura, documental e interpretativo, utilizando las herramientas PRISMA y Vosviewer, como estrategia de búsqueda en las principales bases de datos como Google Scholar, Redalyc, Scopus y SciELO. Los resultados de este estudio indican que, entre todas estas problemáticas, la gestión, el relevo generacional y el marketing, resultan ser las más críticas, puesto que de ellas depende la sostenibilidad de su crecimiento en el tiempo y, por tanto, su aporte al desarrollo económico y social de un país. El estudio presenta como propuesta de valor, algunas acciones que permiten a los empresarios darles continuidad a sus negocios.

Suggested Citation

  • Gómez Bayona, Ledy & Vélez Bernal, Olga Inés & Grajales Montoya, Nancy Estela & Barrientos Cuellar, Oswaldo, 2024. "Estrategias de mercadeo en pequeñas y medianas empresas de familia para ser competitivas en Colombia," Revista Tendencias, Universidad de Narino, vol. 25(1), pages 244-268, January.
    • Handle: RePEc:col:000520:021065
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    References listed on IDEAS

    as
    1. Melquicedec Lozano Posso & David Urbano, 2008. "La Vinculación De Descendientes A La Empresa Familiar. Un Estudio De Casos Colombianos," Estudios Gerenciales, Universidad Icesi, December.
    2. Paula Andrea Molina Parra & Sergio Botero Botero & Alexandra Montoya Restrepo, 2017. "Estudios de rendimiento en las empresas de familia. Una nueva perspectiva," Estudios Gerenciales, Universidad Icesi, vol. 33(142), pages 76-86, March.
    3. Wittaya Charupongsopon & Wilert Puriwat, 2017. "The Influence of Entrepreneurial Orientation and Family Business’s Resources and Capabilities on Ìarketing Performances," European Research Studies Journal, European Research Studies Journal, vol. 0(2A), pages 150-163.
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    More about this item

    Keywords

    gestión; empresa; estrategia; marketing; PYMES;
    All these keywords.

    JEL classification:

    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
    • F66 - International Economics - - Economic Impacts of Globalization - - - Labor
    • J12 - Labor and Demographic Economics - - Demographic Economics - - - Marriage; Marital Dissolution; Family Structure
    • J21 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Labor Force and Employment, Size, and Structure
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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