The Competitiveness of Marketing in the SME of the Commercial and Services Sector In Latin America: Comparative Mexico-Brazil-Colombia

Abstract

This is an empirical research studio, conclusive-quantitative approach of a transversal and non-experimental, based on a survey with three samples integrated by Micro and Small Enterprises (MSE) of Celaya (Guanajuato) in Mexico, of Piracicaba (São Paulo) in Brazil and of Bogota in Colombia. Each sample was for convenience of 14 companies for each country. The objective was identify the differences in the value of the Technology marketing knowledge to through the tacit and explicit transfer of knowledge and the conversion of knowledge for market competitiveness. It was found that the MSE of three countries, almost always share the same characteristics, the most outstanding from the empirical management and without sector expertise to be competitive from a marketing perspective, since the lack of of strategic plans or programs in this discipline, makes them disappear or have problems in their marketing and positioning processes.