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Inbound Marketing As A Competitive Strategy For Retail Trade Of Msmes In The Municipality Of Juchitepec, State Of Mexico Inbound Marketing Como Estrategia Competitiva Para El Comercio Detallista De Las Mipymes En El Municipio De Juchitepec, Estado De Mexico

Author

Listed:
  • Omar Ernesto Teran Varela
  • Enrique Espinosa Ayala
  • Ofelia Marquez Molina
  • Pedro Abel Hernandez Garcia
  • Edgar Isaac, Ruiz Gonzalez
  • Mariana Vergara Burgos
  • Mara Patricia Lara Sanchez

Abstract

In the globalized world entrepreneurs bet by positioning themselves in markets. There is uncertainty in the survival of Micro and Small Enterprises (MIPYMES), which contribute approximately 48% of the countries' economy. They generate more than 80% of jobs, but present technological problems. According to the Information System of Mexican Companies (SIEM), the Municipality of Juchitepec, State of Mexico has 414 MIPYMES of which 22 are services, 391 are trade and 1 is industry. None of them have the technology hat allows them to be competitive. They do not invest in technological innovation. They prefer to survive to invest. Merchant ideas are good. Firms create and generate innovative proposals but prefer to survive rather than invest. The objective of the research is to generate strategies that allow the implementation of Inbound Marketing as a competitive strategy for MIPYMES in the tertiary sector of the municipality of Juchitepec, State of Mexico

Suggested Citation

  • Omar Ernesto Teran Varela & Enrique Espinosa Ayala & Ofelia Marquez Molina & Pedro Abel Hernandez Garcia & Edgar Isaac, Ruiz Gonzalez & Mariana Vergara Burgos & Mara Patricia Lara Sanchez, 2018. "Inbound Marketing As A Competitive Strategy For Retail Trade Of Msmes In The Municipality Of Juchitepec, State Of Mexico Inbound Marketing Como Estrategia Competitiva Para El Comercio Detallista De La," Revista Global de Negocios, The Institute for Business and Finance Research, vol. 6(7), pages 87-97.
    • Handle: RePEc:ibf:rgnego:v:6:y:2018:i:7:p:87-97
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    More about this item

    Keywords

    Inbound Marketing; Competitive Strategy; Retail Trade;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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