Sustainable competitive advantage in small and medium hotel companies of South Mexico
The object of this work is to analyze how the sustainable competitiveadvantage (SCA) is obtained by the SME’s through their entrepreneurialand marketing capabilities and the organizational innovation. 49 hotelmanagers were surveyed in the states of Oaxaca and Puebla. In theresults the marketing capa...
- Autores:
-
José De La Paz Hernández Girón
María Luisa Domínguez Hernández
Diana Castillo
- Tipo de recurso:
- Fecha de publicación:
- 2011
- Institución:
- Universidad del Norte
- Repositorio:
- Repositorio Uninorte
- Idioma:
- spa
- OAI Identifier:
- oai:manglar.uninorte.edu.co:10584/4783
- Acceso en línea:
- http://rcientificas.uninorte.edu.co/index.php/pensamiento/article/view/3455
http://hdl.handle.net/10584/4783
- Palabra clave:
- Rights
- License
- http://purl.org/coar/access_right/c_abf2
| Summary: | The object of this work is to analyze how the sustainable competitiveadvantage (SCA) is obtained by the SME’s through their entrepreneurialand marketing capabilities and the organizational innovation. 49 hotelmanagers were surveyed in the states of Oaxaca and Puebla. In theresults the marketing capability is strongly related to the organizationalinnovation and the SCA. In the hotel business there is a big interactionwith consumers and they become a critical source of information in orderto innovate which is reflected in the SCA. In this kind of businesses theconsumers value the intangible actions that are provided by the marketingcapabilities. |
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