Desempeño exportador, orientación al mercado y estrategias de adaptación de pequeñas y medianas empresas
Resumen
Los procesos de internacionalización de las pequeñas y medianas empresas han sido ampliamente estudiados en el campo de los negocios internacionales, sin embargo, no se ha profundizado en el efecto de las estrategias de mercadeo en el proceso de expansión internacional de estas compañías. Este artículo pretende analizarla relación entre las estrategias de adaptación y estandarización, la orientación al mercado y el desempeño internacional. Para esto, se usó una metodología cuantitativa,en la cual se analizaron 70 Pymes colombianas con actividades internacionales. Los datos se procesaron usando análisis bi-variados en busca de relaciones entre las tres variables parte del estudio. Los resultados indican que no existe una relación entre la adaptación de la mezcla de mercado y el desempeño exportador de las Pymes colombianas; explicando como la heterogeneidad de los mercados, las circunstancias específicas de la industria y los factores de la compañía pueden afectar la selección y el éxito de una estrategia de adaptación de la mezcla de mercado.Citas
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