Desempeño exportador, orientación al mercado y estrategias de adaptación de pequeñas y medianas empresas

  • Ana Maria Parente-Laverde
  • Juan Lucas Macias
Palabras clave: desempeño exportador, orientación al mercado, adaptación de la mezcla de mercado, pequeñas y medianas empresas, Colombia.

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.

Biografía del autor/a

Ana Maria Parente-Laverde
PhD (c), Universidad EAFIT; Msc in Strategic International Marketing, University of Glasgow; Magister en Negocios internacionales, Universidad EAFIT; Negociadora Internacional, Universidad EAFIT. Docente de la Universidad de Medellín-Colombia. E-mail: amparente@udem.edu.co. ORCID: 0000-0003-0459-4291
Juan Lucas Macias
Magister en Administración. Universidad EAFIT; Negociador internacional, Universidad EAFIT; Docente de la Universidad de Medellín – Colombia. E-mail: lmaciasf@udem.edu.co. ORCID: 0000-0002-8485-5967

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Publicado
2020-07-23
Cómo citar
Parente-Laverde, A. M., & Macias, J. L. (2020). Desempeño exportador, orientación al mercado y estrategias de adaptación de pequeñas y medianas empresas. Revista Venezolana De Gerencia, 25(91), 920-937. https://doi.org/10.37960/rvg.v25i91.33174
Sección
EN LA MIRA: Agronegocios, innovaciones e infraestructura organizacional