Estrategias comerciales desde la perspectiva "outside-in” en marketing en las mipymes del sector comercial y de servicios en Puebla ante la pandemia provocada por el covid- 19
DOI:
https://doi.org/10.24054/face.v22i3.1451Palabras clave:
Marketing, ouside in, mipymes, commercial y de serviciosResumen
La investigación examina cómo las Micro, Pequeñas y Medianas Empresas (Mipymes) en la Ciudad de Puebla afrontaron la crisis del Covid-19 desde una perspectiva de marketing comercial. Se enfoca en las acciones tomadas por empresarios y dueños de estas unidades económicas. El estudio, de carácter cuantitativo y transversal, analiza cómo las Mipymes se adaptaron a la crisis, sin intervención directa del investigador. Se recopiló información de 32 Mipymes seleccionadas aleatoriamente, considerando las restricciones de seguridad y distanciamiento social. Se concentra en los sectores comercial y de servicios según la Clasificación Nacional de Actividades Económicas (SCIAN) 2018. Se examinan los Factores del Marketing Estratégico outside-in desde una perspectiva teórica, encontrando que las Mipymes implementaron estrategias de marketing de manera empírica, especialmente mediante tecnologías de la información y comunicación como redes sociales y WhatsApp, así como acciones offline como el teléfono convencional y la atención personalizada al cliente. Se identificaron diferencias en la percepción sobre la implementación de estrategias de marketing entre micro, pequeñas y medianas empresas. Los resultados sugieren que los empresarios perciben de manera variada el grado de implementación y desempeño de estas estrategias.
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