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

Autores/as

  • José Carlos Rodríguez Chávez
  • Mario Gómez Instituto de Investigaciones Económicas y Empresariales
  • Alma Lucero Ortiz Instituto de Investigaciones Económicas y Empresariales

DOI:

https://doi.org/10.33110/rnee.v14i1.176

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 empre-sarial (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 efectiva-mente 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 desempe-ño 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/a

José Carlos Rodríguez Chávez

Profesor Investigador del Instituto de Investigaciones Económicas y Empresariales

Mario Gómez, Instituto de Investigaciones Económicas y Empresariales

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

Alma Lucero Ortiz, Instituto de Investigaciones Económicas y Empresariales

Maestra en Ciencias en Negocios Internacionales por la Universidad Michoacana de San Nicolás de Hidalgo.

Citas

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2021-06-22