Entrepreneurial marketing and business performance: an econometric analysis of SMEs in the tertiary sector of Mexico

  • José Carlos Rodríguez
  • Mario Gómez
  • Alma Lucero Ortiz
Palabras clave: marketing empresarial, orientación a la toma de riesgo, orientado a la innovación, proactividad, modelo de regresión logit

Resumen

Esta investigación tiene como objetivo conocer cómo el marketing empresarial (EM) puede afectar el rendimiento empresarial en pequeñas y medianas empresas (PYMEs) del sector terciario en México. El estudio analiza cómo estas empresas pueden estudiar la importancia del EM para participar efectivamente en el mercado. EM, sin embargo, involucra una orientación de toma de riesgos (RTO), orientación a la innovación (IO) y proactividad (PRO). Para evaluar la relación entre EM y el desempeño empresarial en el caso de México, se estima un modelo de regresión logit utilizando los datos del año 2018. Los resultados sugieren que RTO e IO tienen un efecto positivo en el desempeño empresarial, mientras que PRO no tiene ninguna influencia sobre el desempeño empresarial en el caso de México. Una explicación de este resultado sugiere que las empresas en este país se encuentran en una etapa de crecimiento y, por
lo tanto, aún están aprendiendo cómo responder a los desafíos impuestos por un entorno altamente cambiante.

Biografía del autor

José Carlos Rodríguez

Profesor-Investigador. Instituto de Investigaciones Económicas y Empresariales. Universidad Michoacana
de San Nicolás de Hidalgo.

Mario Gómez

Profesor-Investigador. Instituto de Investigaciones Económicas y Empresariales. Universidad Michoacana
de San Nicolás de Hidalgo

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Publicado
2019-09-06