Marketing estratégico en las Pyme de la industria panificadora de la ciudad de Barranquilla

The complexity of the markets causes organizations to carry out actions aimed at reducing risk and uncertainty and maximizing competitiveness. For this reason, the objective of the research sought to analyze strategic marketing in the SMEs of the bakery industry in the city of Barranquilla. This study epistemologically is circumscribed within the quantitative paradigm, descriptive type, non-experimental, transectional and field design. To obtain information, the survey was used as a technique through a Likert-type questionnaire with 24 items on an ordinal scale, validated by 3 experts in the area. Reliability was determined using the Cronbach's Alpha method, obtaining a reliable result of 0.93. The instrument was applied to the managers of 42 SMEs under study. The results showed a poor compliance with the strategic process, a situation that hinders the competitiveness and sustainability of these organizations in the market. The execution of actions that allow an effective development of this process is recommended to achieve sustainable competitive advantages over time.

• Autores: Echeverri Echeverri, Carlos
• Tipo de recurso: Trabajo de grado de pregrado
• Fecha de publicación: 2020
• Institución: Corporación Universidad de la Costa
• Repositorio: REDICUC - Repositorio CUC
• Idioma: spa
• OAI Identifier: oai:repositorio.cuc.edu.co:11323/6489
• Acceso en línea: https://hdl.handle.net/11323/6489; https://repositorio.cuc.edu.co/
• Palabra clave: Strategic marketing; Strategic; Strategic process; Marketing estratégico; Estrategia; Proceso estratégico
• Rights: openAccess
• License: Attribution-NonCommercial-ShareAlike 4.0 International