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  • Estrella Ramón, Antonia Mª


    (Universidad de Almería (España))

  • Jiménez Castillo, David


    (Universidad de Almería (España))

  • Ruiz Real, José Luis


    (Universidad de Almería (España))

  • Sánchez Pérez, Manuel


    (Universidad de Almería (España))

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    Esta investigación trata de examinar si las empresas con distinto nivel de intensidad exportadora se diferencian respecto de los elementos competitivos que sustentan su competitividad en el mercado exterior, así como respecto de las estrategias de marketing que implementan en su actividad comercial internacional. Para ello, se examina una muestra de pymes pertenecientes a un clúster agroindustrial competitivo a nivel internacional. Los resultados revelan diferencias estratégicas específicas en varios aspectos competitivos vinculados al marketing, que permiten ofrecer una serie de implicaciones y recomendaciones para fomentar el desarrollo y la expansión internacional de economías locales. / This research examines whether firms with different levels of export intensity differ with respect to the competitive elements that sustain their competitiveness in foreign markets, as well as on marketing strategies implemented in their commercial activity abroad. To this end, we examine a sample of SMEs belonging to a competitive agrifood industry cluster worldwide. The results show specific strategic differences in several competitive aspects linked to marketing that allow us to suggest some implications and recommendations to encourage the development and international expansion of local economies.

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    Article provided by Academia Europea de Dirección y Economía de la Empresa (AEDEM) in its journal Investigaciones Europeas de Dirección y Economía de la Empresa.

    Volume (Year): 18 (2012)
    Issue (Month): 1 ()
    Pages: 87-99

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    Handle: RePEc:idi:jiedee:v:18:y:2012:i:1:p:87-99
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