We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
ESTRATEGIAS DE MERCADOTECNIA EN LAS MIPYMES DEL SECTOR SERVICIOS EN PUEBLA, MÉXICO.
- Authors
Domínguez Hernández, Carlos Ernesto; Larios Gómez, Emigdio
- Abstract
This is a conclusive, quantitative and descriptive research. It is also cross-sectional and nonexperimental. The survey technique was used for data collection, and it was applied in person (faceto-face) and virtually (Google Form) to MSMEs in the service sector in the city of Puebla. That is, to entrepreneurs/managers/owners of dry cleaners, laundromats, economic restaurants, restaurants, medical offices, beauty-spa clinics, esthetics and gyms located in the city of Puebla. The objective of this study was to identify the marketing factors that determine the success of MSMEs in the service sector in the city of Puebla from the perspective of the businessman, in order to provide information for decision making in the company. A closed questionnaire composed of 23 items was applied to 200 study subjects. The present research reveals and confirms important data that are seen in the development and competitive life of the MSMEs of Puebla, which is reflected in each state of Mexico with its variants, it should be taken into account the respective variables that influence the formation and education of entrepreneurs, their academic training, government, universities, idiosyncrasies of the community and lifestyles. The conditions in which the entrepreneur or businessman starts his business or enterprise have relevant value. The form and the values that the director of the microenterprise possesses will be determinant for the success of the same. Competitiveness is managed by pressures to succeed as there is also the comfort zone and vision of the business in globalization. This last point must be emphasized if the company wishes to increase profits and improve its quality of life.
- Subjects
PUEBLA de Zaragoza (Mexico); PUEBLA (Mexico : State); MEXICO; BUSINESSPEOPLE; BUSINESS enterprises; SERVICE industries; MEDICAL offices; DRY cleaning industry; ECONOMIC structure
- Publication
Revista de Administraçãao da UNIMEP, 2022, Vol 19, Issue 9, p188
- ISSN
1679-5350
- Publication type
Article