Estrategias de marketing para la internacionalización de PYMES comerciales de Riohacha (Colombia)
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Fecha
2020
Autores
Pedraza R., Carlos
Cantillo C., Nair
García G., Jesús
Paz M., Annherys
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Editor
Editorial Espacios
Resumen
La investigación tuvo como objetivo analizar las estrategias de marketing para la internacionalización de
PYMES comercializables de Riohacha, utilizando el paradigma cuantitativo, con investigación de tipo
descriptiva, diseño no experimental, transversal de campo. La población fueron las PYMES comerciales
de Riohacha, conformada por 119 empresas comerciales de bienes y servicios. Los resultados indican
que las PYMES están aplicando estrategias con las cuales puedan posicionarse en el mercado local y
llegar al internacional. Concluyendo que las estrategias de marketing utilizadas por las empresas
contribuyen a potencializar sus productos o servicios, impulsándolas al crecimiento y a tener ventajas
competitivas.
The research aimed to analyze marketing strategies for the internationalization of commercial SMEs in Riohacha, using the quantitative paradigm, with descriptive research, non-experimental design, and cross-sectional field. The population was the commercial SMEs of Riohacha, conformed by 119 commercial companies of goods and services. The results indicate that SMEs are applying strategies with which they can position themselves in the local market and reach the international market. Concluding that the marketing strategies used by companies, contribute to potentiate their products or services, driving them to growth and to have competitive advantages.
The research aimed to analyze marketing strategies for the internationalization of commercial SMEs in Riohacha, using the quantitative paradigm, with descriptive research, non-experimental design, and cross-sectional field. The population was the commercial SMEs of Riohacha, conformed by 119 commercial companies of goods and services. The results indicate that SMEs are applying strategies with which they can position themselves in the local market and reach the international market. Concluding that the marketing strategies used by companies, contribute to potentiate their products or services, driving them to growth and to have competitive advantages.
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Palabras clave
Estrategia de marketing, Internacionalización, Marketing, PYMES, Marketing strategy, Internationalization, SMEs
