Commercial strategies from an 'outside-in' perspective in marketing in micro, small, and medium-sized enterprises (MSMEs) in the commercial and service sectors in Puebla in response to the COVID-19 pandemic
DOI:
https://doi.org/10.24054/face.v22i3.1451Keywords:
Marketing, ouside in, mipymes, commercial y de serviciosAbstract
The research examines how Micro, Small, and Medium Enterprises (MSMEs) in the city of Puebla faced the Covid-19 crisis from a commercial marketing perspective. It focuses on the actions taken by entrepreneurs and owners of these economic units. The study, quantitative and cross-sectional in nature, analyzes how MSMEs adapted to the crisis without direct intervention from the researcher. Information was collected from 32 MSMEs randomly selected, considering safety and social distancing restrictions. It focuses on the commercial and service sectors according to the National Classification of Economic Activities (SCIAN) 2018. The Factors of Strategic Marketing outside-in are examined from a theoretical perspective, finding that MSMEs implemented marketing strategies empirically, especially through information and communication technologies such as social media and WhatsApp, as well as offline actions such as conventional phone calls and personalized customer service. Differences in perception regarding the implementation of marketing strategies among micro, small, and medium-sized enterprises were identified. The results suggest that entrepreneurs perceive the degree of implementation and performance of these strategies variably.
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