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Volume 2, Issue 2 – January – June – 2018
RINOE®
Journal-Macroeconomics
and Monetary economy
ISSN-On line: IN PROCESS
ISSN-On line: 2524-2040
RINOE-Taiwan
Chief Editor
RAMOS-ESCAMILLA, María. PhD
Senior Editor
SERRUDO-GONZALES, Javier. BsC
Senior Editorial Assistant
ROSALES-BORBOR, Eleana. BsC
SORIANO-VELASCO, Jesús. BsC
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PERALTA-CASTRO, Enrique. MsC
Executive Editor
VARGAS-DELGADO, Oscar. PhD
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LUNA-SOTO, Vladimir. PhD
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REYES-VILLAO, Angélica. BsC
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RAMOS-ARANCIBIA Alejandra. BsC
DÍAZ-OCAMPO Javier. BsC
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ANGELES - CASTRO, Gerardo. PhD
University of Kent
BUJARI - ALLI, Ali. PhD
Instituto Politécnico Nacional
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Universidad Complutense de Madrid
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Universidad de Santiago de Compostela
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Amity University
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Universidad de Santiago de Compostela
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Universidad Rey Juan Carlos III
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Universidad de Zaragoza
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University of California
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Johann Wolfgang Goethe Universität
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Universidad Autónoma de Occidente
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Instituto de Investigaciones Económicas – UNAM
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Instituto Politécnico Nacional
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Universidad Nacional Autónoma de México
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Universidad Nacional Autónoma de México
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Universidad Michoacana de San Nicolás de Hidalgo
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Colegio de Postgraduados
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Instituto Politécnico Nacional
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Universidad de Celaya
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Instituto Politécnico Nacional
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Universidad Nacional Autónoma de México
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Universidad Autónoma de Tlaxcala
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Universidad Autónoma de Chapingo
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Universidad Autónoma de Tlaxcala
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Universidad Autónoma Metropolitana
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Instituto Politécnico Nacional
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Universidad Autónoma Metropolitana
TREJO - GARCÍA, José Carlos. PhD
Instituto Politécnico Nacional
MANJARREZ - LÓPEZ, Juan Carlos. PhD
El Colegio de Tlaxcala
MARTÍNEZ - SÁNCHEZ, José Francisco. PhD
Instituto Politécnico Nacional
COTA - YAÑEZ, María del Rosario. PhD
Universidad de Guadalajara
MARTÍNEZ - GARCÍA, Miguel Ángel. PhD
Instituto Politécnico Nacional
GAVIRA - DURÓN, Nora. PhD
Instituto Politécnico Nacional
BECERRIL - TORRES, Osvaldo U. PhD
Universidad Autónoma del Estado de México
CAPRARO - RODRÍGUEZ, Santiago Gabriel Manuel. PhD
Universidad Nacional Autónoma de México
ISLAS - RIVERA, Víctor Manuel. PhD
Instituto Politécnico Nacional
OLIVO - ESTRADA, José Ramón. PhD
Instituto Pedagógico de Estudios de Posgrado
RUIZ - MARTINEZ, Julio César. PhD
Instituto Politécnico Nacional
PÉREZ - SOTO, Francisco. PhD
Colegio de Postgraduados
SALDAÑA - CARRO, Cesar. PhD
Colegio de Tlaxcala
GARCÍA - ROJAS, Jesús Alberto. PhD
Universidad de Puebla
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The works must be unpublished and refer to topics of General aggregative models: Marxian, Sraffian,
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Capital, Investment, Capacity, Production, Employment, Unemployment, Wages, Aggregate Factor
income distribution, Forecasting and Simulation; Prices, Business fluctuations, and Cycles: Price level,
Inflation, Deflation, Business fluctuations, Cycles, Forecasting and Simulation; Money and interest rates:
Demand for money, Monetary standards and regimes, Government and the monetary system,
Determination of interest rates, Term structure of interest Rates, Financial markets and the
Macroeconomy, Forecasting and Simulation; Monetary policy, Central banking, and the Supply of
Money and Credit: Money supply, Credit, Money multipliers, Monetary policy, Deposit insurance.
Central banks and their policies; Macroeconomic-Aspects of public finance, Macroeconomic policy and
general Outlook: Policy objectives, Policy designs and consistency, Policy coordination, Fiscal policy,
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monetary or stabilization policy, Incomes policy, Price policy, Studies of particular policy episodes,
General Outlook and conditions and other topics related to Social Sciences.
Presentation of th Content
As a first article we present, Organizational Climate Diagnosis in MSMEs. Case: Guanajuato
capital by ACOSTA-CASTILLO, María Guadalupe de Lourdes, CALDERA-GONZÁLEZ, Diana del
Consuelo and ZÁRATE-NEGRETE, Laura Elena with adscription at Instituto Tecnológico Superior de
Guanajuato and Universidad de Guanajuato, in the next article Development of an associative and
predictive model to identify the main factors that affect the survival of SMEs in the commerce sector at
the national level by LINO-GAMIÑO, Juan, LÓPEZ-SOSA, Víctor Hugo, LÓPEZ-JIMÉNEZ Sergio
and SALAZAR-ARAUJO, José, with adscription at Universidad de Colima, in the next article
Comparative study between open and closed businesses on the importance attached to the quality, price
and bargaining power of suppliers of mses in San Pedro Cholula, Puebla by LOZADA-LECHUGA,
Jorge, ORTIZ-CARRANCO, Araceli, RAMIREZ-ROSAS, José and MOLINA-GAYOSSO, Eduardo,
in the next article Mix marketing mix as a strategy to increase competitiveness and market positioning
service companies by RUIZ-BARCENAS, Lilia, MACIAS-SALINAS, Silvia and SANTOS-OLVERA,
Orlando Karin with adscription at Instituto Tecnológico Superior de Salvatierra and Universidad del
Centro del Bajío.
Content
Article
Page
Organizational Climate Diagnosis in MSMEs. Case: Guanajuato capital
ACOSTA-CASTILLO, María Guadalupe de Lourdes, CALDERA-GONZÁLEZ, Diana del
Consuelo and ZÁRATE-NEGRETE, Laura Elena
Instituto Tecnológico Superior de Guanajuato
Universidad de Guanajuato
1-6
Development of an associative and predictive model to identify the main factors that
affect the survival of SMEs in the commerce sector at the national level
LINO-GAMIÑO, Juan, LÓPEZ-SOSA, Víctor Hugo, LÓPEZ-JIMÉNEZ Sergio and
SALAZAR-ARAUJO, José
Universidad de Colima
7-12
Comparative study between open and closed businesses on the importance attached to
the quality, price and bargaining power of suppliers of mses in San Pedro Cholula,
Puebla
LOZADA-LECHUGA, Jorge, ORTIZ-CARRANCO, Araceli, RAMIREZ-ROSAS, José
and MOLINA-GAYOSSO, Eduardo
13-19
Mix marketing mix as a strategy to increase competitiveness and market positioning
service companies
RUIZ-BARCENAS, Lilia, MACIAS-SALINAS, Silvia and SANTOS-OLVERA, Orlando
Karin
Instituto Tecnológico Superior de Salvatierra
Universidad del Centro del Bajío
20-29
1
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 1-6
Organizational Climate Diagnosis in MSMEs. Case: Guanajuato capital
Diagnóstico de Clima Organizacional en MIPYME. Caso: Guanajuato capital
ACOSTA-CASTILLO, María Guadalupe de Lourdes*†, CALDERA-GONZÁLEZ, Diana del Consuelo
and ZÁRATE-NEGRETE, Laura Elena
Instituto Tecnológico Superior de Guanajuato
Universidad de Guanajuato
ID 1st Author: María Guadalupe de Lourdes, Acosta-Castillo
ID 1st Coauthor: Diana del Consuelo, Caldera-Gonzáles
ID 2nd Coauthor: Laura Elena, Zárate-Negrete
Received January 7, 2018; Accepted June 15, 2018
Abstract
Currently, the study of micro, small and medium
enterprises (MSMEs) have Become Relevant around the
world, Given the Importance of These Organizations for
the economy and development of the country clubs. The
factors That These allow companies to survive, strength,
and grow, Have Been Investigated In This basis. The
purpose of this study is to diagnose the organizational
climate in a sample of 30 MSMEs located at Guanajuato,
Mexico, in order to determine perception patterns from
Collaborators Regarding improvement areas. This
research is quantitative, non-experimental and descriptive.
The main results show the simplification of the
organizational climate dimensions 11 by a principal
component analysis (PCA), in order to Obtain two
components can be Visualized That two dimensions in a
plane. The main components separate the MSMEs in four
quadrants positive or negative impact With, According the
variables selected.
Organizational climate, MSMEs, Guanajuato,
Diagnosis
Resumen
Actualmente, el estudio de las Micro, pequeñas y
medianas empresas (Mipymes) en el mundo ha cobrado
relevancia, dada la importancia de estas organizaciones en
la economía y desarrollo de los países. A este respecto, se
ha indagado respecto a los factores que permiten que estas
empresas sobrevivan, se fortalezcan y crezcan. En esta
investigación se realizará un diagnóstico de clima
organizacional en una muestra de 30 Mipymes en el estado
de Guanajuato, México, para determinar patrones de
percepción de los propios colaboradores respecto a áreas
de mejora. Esta investigación es de tipo cuantitativo, corte
no experimental y con alcance descriptivo. Los resultados
muestran que las 11 dimensiones de clima organizacional
presentadas pueden ser simplificadas por medio de un
análisis de componentes principales (ACP), para obtener
dos componentes que pueden ser visualizados en un plano
con dos dimensiones. Los componentes principales
obtenidos separan a las Mipymes analizadas en cuatro
cuadrantes donde se pueden observar aquellas empresas
que se encuentran afectadas de manera positiva o negativa
por las variables seleccionadas en los componentes.
Clima organizacional, Mipymes, Guanajuato,
Diagnóstico
Citation: ACOSTA-CASTILLO, María Guadalupe de Lourdes, CALDERA-GONZÁLEZ, Diana del Consuelo and
ZÁRATE-NEGRETE, Laura Elena. Organizational Climate Diagnosis in MSMEs. Case: Guanajuato capital. RINOE Journal-
Macroeconomics and monetary economy.2018.2-2:1-6.
* Correspondence to Author (email: macosta@itesg.edu.mx)
† Researcher contributing first author.
© RINOE Journal – Taiwan www.rinoe.org/taiwan
2
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 1-6
ACOSTA-CASTILLO, María Guadalupe de Lourdes, CALDERA-
GONZÁLEZ, Diana del Consuelo and ZÁRATE-NEGRETE, Laura Elena. Organizational Climate Diagnosis in MSMEs. Case: Guanajuato
capital. RINOE Journal- Macroeconomics and monetary economy.2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
Introduction
The organizational environment is understood as
"the set of permanent features describing an
organization, distinguish it from another and
influences the behavior of individuals who
form" (Dessler, 1993, p. 181).
Diagnosis of organizational climate
seeks to recognize how employees perceive their
own work environment. This perception is
relevant, since it generates positive or negative
attitudes toward work.
Following Pattern, Sahuí & Pérez (2013),
most organizational climate studies have been
directed to the study and analysis of large
corporations, without paying attention to small
and medium-sized enterprises, however, its
importance in the development of countries.
Therefore, it becomes essential to
identify the perception collaborators regarding
their work environment is essential in order to
improve aspects that are not working well from
their own perspective. This is done from a
particular organization: Micro, Small and
Medium Enterprise (MSME)
Objective
The aim of this paper is to diagnose
organizational climate in MSMEs in the state
capital of Guanajuato based on eleven
dimensions, which can identify patterns of
perception regarding areas for improvement.
The research question is: What
dimensions of organizational climate of MSMEs
state of Guanajuato can be strengthened to
improve the working environment of its
employees?
Theoretical bases
Organizational climate
So far, there is no consensus on a single
definition of organizational climate as it is a
multidimensional construct which involved the
general environment, the organization and the
individual himself (Gómez, 2004).
On the other hand, the study of
organizational climate has been linked to several
variables such as organizational culture (Ostroff,
Kinicki & Tamkins, 2003), job satisfaction
(Vaca, Vaca & Quintero, 2015) and university
management (Segredo, 2011), among other.
For this research the definition of
organizational climate will be taken "as a set of
perceptions of individuals regarding their
internal working environment" (Hernandez
Mendez & Contreras, 2012, p. 231).
Following Sandoval (2004), the climate
is made up of all people working within the
organization, making it a better performance in
order to become more competitive.
As mentioned initially, there are several
factors that affect the organizational climate. for
this investigation eleven elected. Next, a
definition of each is presented.
Dimensional analysis
1. Teamwork: It is the union and collaboration
of people to achieve a common goal.
2. Autonomy refers to freedom individually
with employees to, in its sole discretion,
make decisions and take responsibility.
3. Leadership (boss-subordinate relationship):
Set of skills that allow boss positively
influence subordinates, making them share
ideals and objectives voluntarily.
4. Workplace: place of a person within the
organizational structure, which implies a set
of tasks and responsibilities that the
employee must perform.
5. ergonomic environment: Refers to
environmental conditions, tools and tasks
that allow the proper development of the
activities within a workplace.
6. Tasks: Set of activities that the employee
must perform according to their position.
Generally, these are predetermined
according to their job.
7. Quality of life: It has to do with the
conditions that allow the worker to have a
satisfying, healthy and fulfilling experience.
8. Identity and sense of belonging: This is the
personal feeling that individuals have
regarding the identification with the goals
and values of the organization, and how they
are seen as part of it. It is when the
individual feels an integral part of the
organization.
3
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 1-6
ACOSTA-CASTILLO, María Guadalupe de Lourdes, CALDERA-
GONZÁLEZ, Diana del Consuelo and ZÁRATE-NEGRETE, Laura Elena. Organizational Climate Diagnosis in MSMEs. Case: Guanajuato
capital. RINOE Journal- Macroeconomics and monetary economy.2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
9. Service-Care: A set of interrelated activities
provided by a server to a user, so that it
achieves its purpose. It is expected that the
service and care is always provided with
quality.
10. Recognition: When employees know that
their work and effort are taken into account
and valued by the organization.
11. Interpersonal relationships: The result of the
interaction of employees within the
organization.
Figure 1 Dimensions analysis organizational
environment. Own source.
MSMEs
In Mexico there are 5'078,735 economic units
(INEGI, 2018), of which 99.8% are considered
MSMEs, ie they are generating 52% of gross
domestic product (GDP) and 72% of
employment (CONDUSEF, 2018).
These companies contribute significantly
to the generation of gross domestic product
(GDP) in most countries. In addition, they are
credited with the economic development of
nations, constant job creation (Filion, Cisneros
& Mejia, 2011).
In Mexico there are 99.8% Mipymes
(INEGI, 2018), this percentage 97.6% are micro
and account for 75.4% of total employed
personnel, followed by small businesses with
2.0% and 13.5% and medians representing 0.4 %
and 11.1%, respectively (INEGI, 2015a), ie the
employed population is concentrated in the jobs
generated by micro and this is alarming because
based on the "life expectancy business" study of
INEGI (2015b) it is concluded that 4 out of 10
micro die during the first year of life, in addition
to SMMEs tend to generate jobs with less
favorable conditions compared to large
enterprises, ie, they pay lower wages and offer
less job security ( Romero, 2006), this study is
the importance of MSMEs.
In the capital of Guanajuato, the 99.17%
are MSMEs (INEGI, 2018) having 83% of
economic units with less than 5 workers (SEIEG,
2018).
Methodology
This research is quantitative, non-experimental
and descriptive scope court.
An incidental sample 30 Mipymes
located in the capital of Guanajuato, to which
were applied the instrument called
"Organizational Climate Diagnosis" (Boiler &
Zarate 2017) was selected.
Initially a Principal Component Analysis
(PCA) was performed to obtain a simple
representation of the 11 elements of
organizational climate represented by 55
variables included in the data collection
instrument mentioned. The objective of the ACP
seeks to transform the original variables into
new variables unrelated, which are called
principal components and represent a linear
combination of the original variables. The ACP
is an exploratory technique to lower the
dimension of the observations to display and
observe a trend or pattern on them (Grimm &
Yarnold, 2000).
Figure 1 shows the percentage of
variance for the first 10 principal components
found where one can see that there is a dominant
main component, which captures a large portion
of the information.
1.Trabajo en equipo
1.Autonomía1.Liderazgo (relación jefe-subordinado)
1.Puesto de trabajo1.Ambiente ergonómico
1.Tareas
1.Calidad de vida1.Identidad y sentido de pertenencia
1.Servicio-Atención
1.Reconocimiento1.Relaciones interpersonales
4
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 1-6
ACOSTA-CASTILLO, María Guadalupe de Lourdes, CALDERA-
GONZÁLEZ, Diana del Consuelo and ZÁRATE-NEGRETE, Laura Elena. Organizational Climate Diagnosis in MSMEs. Case: Guanajuato
capital. RINOE Journal- Macroeconomics and monetary economy.2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
Graphic 1 Percentage of variance for the first 10 principal
components.
Source: self made
The ideal case is to select the smallest
number of key variables that capture the greatest
amount of variance. For analysis were selected
the first two principal components, the sum of
variances represents about 25% of the total
variance. This lets you visualize the observations
on a two-dimensional space.
After selecting the number of main
components, these must be interpreted defining
the coefficients obtained. A high coefficient of a
main component of a variable indicates a high
correlation between that variable and the main
component, helping the separation of data in the
dimensions of each component (Afifi, May &
Clark, 2011).
Table 1 shows the coefficients for the
two main components which are underlined
those more positive and negative value.
One goal in the ACP is to identify the
(positive and negative) higher numerical values,
since these are the most contribution in the
transformation of variables.
Thus, according to an interpretation of
the variables more weight is proposed.
Variable
principal
component 1 Main Component 2
Teamwork
TE_1 -1.23E-01 0.052447029
TE_2 -1.62E-01 -0.181793637
TE_3 -1.07E-01 -0.045058642
TE_4 -4.41E-02 -0.183815392
TE_5 -3.51E-02 -0.004119069
Autonomy
A_1 7.02E-02 -0.098710065
A_1.1 2.54E-02 -0.197977005
A_2 7.71E-02 -0.032199527
A_3 -1.27E-02 -0.11301544
A_4 9.19E-03 0.012097894
TO 5 -2.36E-01 0.066860966
Leadership
L_1 -4.98E-02 -0.040719425
L_2 -2.62E-01 0.090192125
L_3 -6.45E-02 -0.078878503
L_4 -2.10E-01 -0.008591057
L_5 -2.25E-01 0.136962648
Job
PT_1 -1.75E-01 0.167621984
PT_2 -6.68E-02 0.116184358
PT_3 -8.11E-02 0.074734687
PT_5 -2.67E-01 0.116446439
ergonomic environment
AE_1 -1.99E-01 0.16456629
AE_2 -2.46E-01 0.071037862
AE_3 -2.18E-01 0.006150582
AE_4 -7.24E-02 -0.222722727
AE_5 -5.90E-02 -0.061923022
Chores
T_1 -2.40E-01 -0.082289596
T_2 -2.04E-01 0.107922551
T_3 -5.22E-02 0.051981617
T_4 1.18E-01 0.195663632
T_5 1.38E-02 0.134686622
Quality of life
CV_1 -1.51E-01 0.121744461
CV_2 -1.03E-01 0.029474639
CV_3 -3.93E-02 -0.162286631
CV_4 -6.61E-02 -0.264103684
CV_5 -4.34E-02 -0.075247222
Identity and sense of belonging
isp_1 -2.28E-01 -0.02405612
isp_2 -3.33E-02 -0.056555348
isp_3 -6.03E-02 -0.100069564
ISP_4 -1.12E-01 -0.131581259
ISP_5 -4.30E-02 -0.118466931
Attention service
ST_1 1.22E-02 -0.205567765
ST_2 -6.10E-02 -0.143681309
ST_3 -7.33E-02 -0.147242533
ST_4 -1.72E-01 0.022925842
ST_5 -1.19E-01 -0.136134305
Recognition
R_1 -4.07E-02 -0.194960223
R_2 -1.20E-01 -0.216109523
R_3 5.34E-02 -0.212963479
R_4 1.79E-05 0.011588287
R_5 -7.40E-03 -0.271729337
Relationships
RI_1 -1.73E-01 -0.251642734
RI_2 -1.26E-01 0.034864605
RI_3 -2.49E-01 0.16789325
RI_4 -1.04E-02 0.003010475
RI_5 -1.72E-01 -0.198156298
Table 1 Correlation coefficients for two main
components.
Source: self made
5
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 1-6
ACOSTA-CASTILLO, María Guadalupe de Lourdes, CALDERA-
GONZÁLEZ, Diana del Consuelo and ZÁRATE-NEGRETE, Laura Elena. Organizational Climate Diagnosis in MSMEs. Case: Guanajuato
capital. RINOE Journal- Macroeconomics and monetary economy.2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
Results
With the completion of the ACP, the variables
that showed a greater influence on the first two
components were found. According to the
coefficients found in the first principal
component variables that offer higher ratios are
positive and negative elements related tasks,
autonomy, leadership and workplace.
For the second component, the
coefficients more positive and negative focus on
tasks, interpersonal relations, ergonomic
environment and quality of life. Based on the
above, the first principal component may relate
to internal factors of the organization and the
second component to external factors.
In Figure 2 the elements of the sample
according to the first two principal components
are shown. The horizontal axis represents the
plane first main component and the vertical axis
to the second.
Figure 2 Representation of elements in the sample into
two main components.
Own source
According to the analysis, in the first
quadrant of the plane following the clockwise
organizations that have positive levels of internal
and external factors would be located. Therefore,
in the second quadrant organizations with
positive levels of internal factors and external
factors negative levels they would be found.
In the third quadrant organizations with
negative levels of internal and external factors
they would be located, while the fourth quadrant
would be organizations with negative levels of
internal factors, but positive values of external
factors.
Conclusions
According to Salazar, Guerrero, Machado &
Cañedo (2009) achieve a better organizational
climate in business is essential and important, as
it allows an increase in labor productivity, in
addition to working in a friendly and efficient
environment for workers.
The present investigation provides a
diagnosis by the ACP, finding that organizations
located in the fourth quadrant (Figure 2)
represent those with largest area of opportunity,
because the variable values of internal and
external components obtained 11 organizational
climate dimensions are in negative impact
coefficients. These organizations could focus on
improving these variables in order to improve
their organizational climate and have a positive
impact. Furthermore, the ACP made greater
coverage obtained in the percentage of variance
by increasing the sample size and the number of
components selected.
Finally, it is necessary to emphasize the
importance of such research, because as
discussed Pattern, Arguelles & Ake (2012):
Organizational climate research in
MSMEs are quality indicators that allow to have
information useful support for strategic planning
and decision making. These studies enable the
development of plans and programs of change
and organizational development that include
improvements in working conditions, behaviors
and satisfaction with work. (P. 11)
References
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Practical multivariate analysis. CRC Press.
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Diagnóstico de Clima Organizacional.
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p/usuario-inteligente/educacion-financiera/492-
pymes
6
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 1-6
ACOSTA-CASTILLO, María Guadalupe de Lourdes, CALDERA-
GONZÁLEZ, Diana del Consuelo and ZÁRATE-NEGRETE, Laura Elena. Organizational Climate Diagnosis in MSMEs. Case: Guanajuato
capital. RINOE Journal- Macroeconomics and monetary economy.2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
Dessler, G. (1993). Organización y
Administración. México: Prentice Hall
Interamericana.
Filion, L., Cisneros, L. & Mejía-Morelos, J.
(Ed.). (2011). Administración de PYMES.
Primera edición. México: Pearson Educación.
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la teoría de respuesta al ITEM, Acta Colombiana
de Psicología, 11, 97-113.
Grimm, L. G., & Yarnold, P. R. (2000). Reading
and understanding MORE multivariate
statistics. American Psychological Association.
Hernández, S. R., Méndez, V. S., & Contreras,
S. R. (2014). Construcción de un instrumento
para medir el clima organizacional en función
del modelo de los valores en competencia.
Contaduría y administración, 59(1), 229-257.
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(INEGI). (2015b). Esperanza de vida de los
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http://www.inegi.org.mx/saladeprensa/boletines
/2015/especiales/especiales2015_02_38.pdf
Instituto Nacional de Estadística y Geografía
(INEGI). (2018). Directorio Estadístico
Nacional de Unidades Económicas (DENUE).
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http://www.beta.inegi.org.mx/app/mapa/denue/
default.aspx
Instituto Nacional de Estadística y Geografía.
(2015a). Encuesta Nacional sobre
Productividad y Competitividad de las Micro,
Pequeñas y Medianas Empresas (ENAPROCE).
Recuperado de:
http://www.inegi.org.mx/saladeprensa/boletines
/2016/especiales/especiales2016_07_02.pdf
Ostroff, C., Kinicki, A. J., & Tamkins, M. M.
(2003). Organizational culture and climate.
Handbook of psychology, 565-593.
Patrón R.G., Argüelles, L.A. & Aké, A. (2012).
Metodología para estudios de clima
organizacional en las Mipymes. Revista
Iberoamericana para la Investigación y el
Desarrollo Educativo, 08, 1-13.
Patrón R.G., Sahuí J.A. & Pérez, C.A. (2013).
Estudios de clima organizacional y satisfacción
laboral: propuesta para promover el cambio y la
innovación de las Pequeñas y Medianas
Empresas. Revista Iberoamericana para la
Investigación y el Desarrollo Educativo, 10, 1-
9.
Romero, I. (2006). Las pymes en la economía
global; Hacia una estrategia de fomento
empresarial. Problemas del Desarrollo, 37
(146), 31-50.
Saavedra, M. & Hernández, Y. (2008).
Caracterización e importancia de las Mipymes
en Latinoamérica: Un estudio comparativo.
Actualidad Contable, 11(17), 122-134.
Salazar J.G., Guerrero, J.C., Machad, Y.B. &
Cañedo, R. (2009). Clima y cultura
organizacional: dos componentes esenciales en
la productividad laboral. ACIMED, 20(4), 67-75.
Sandoval, M.C. (2004). Concepto y dimensiones
del clima organizacional. Hitos de Ciencias
Económico Administrativas, 27, 78-82.
Segredo, A. M. (2011). La gestión universitaria
y el clima organizacional. Revista Cubana De
Educación Médica Superior, 25(2), 164-177.
Sistema Estatal de Información Estadística y
Geografía del estado de (SEIEG). (2018).
Sistema de Indicadores; Informalidad laboral.
Recuperado de:
http://seieg.iplaneg.net/seieg/index/clasificacion
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Vaca, C. A. M., Vaca, L. O. M., & Quintero, J.
N. (2015). El clima organizacional y la
satisfacción laboral: un análisis cuantitativo
riguroso de su relación. AD-minister, (26), 5-15.
7
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 7-12
Development of an associative and predictive model to identify the main factors that
affect the survival of SMEs in the commerce sector at the national level
Desarrollo de un modelo asociativo y predictivo para identificar los principales
factores que afectan la supervivencia de las PYME en el sector del comercio a nivel
nacional
LINO-GAMIÑO, Juan*†, LÓPEZ-SOSA, Víctor Hugo, LÓPEZ-JIMÉNEZ Sergio and SALAZAR-
ARAUJO, José
Facultad de Contabilidad y Administración de Tecomán, Carr. Colima-Manzanillo Km 40, Col. La Estación, Tecomán, Col.
CP 28100.
Facultad de Contabilidad y Administración de Colima, Universidad de Colima, Av. Universidad 33, Colima, Col. CP 28040.
Facultad de Contabilidad y Administración de Tecomán, Carr. Colima-Manzanillo Km 40, Col. La Estación, Tecomán, Col.
CP 28100.
Facultad de Contabilidad y Administración de Colima, Universidad de Colima, Av. Universidad 33, Colima, Col. CP 28040.
Universidad Simón Bolívar, Carrera 59 No. 59-65, Barranquilla, Colombia.
ID 1st Author: Juan Lino-Gamiño
ID 1st Coauthor: Vícor Hugo, López-Sosa
ID 2nd Coauthor: Sergio, López-Jiménez
ID 3rd Coauthor: José, Salazar-Araujo
Received January 07, 2018; Accepted June 15, 2018
Abstract
In Mexico, Small and Medium Enterprises (SMEs) are an
important segment of the country's economy. Franco &
Somohano (2010), describe them as the generators of
employment and the role they play as generators of wealth.
An analysis of the trade sector at a national level is considered as
a delimitation, using the INEGI databases as a source and the
following variables are contemplated: Total Employed
Personnel, Total Paid Personnel, Total Gross Production, Total
Investment, Total Assets Assets, Total of Expenses, Total
Income; of the "Economic Censuses" (INEGI, 2004), (INEGI,
2009) and (INEGI, 2014). The methodology to be used is mixed;
quantitative in the statistical analysis of data and qualitative in
the description and interpretation of results so that the user of
statistical and financial information can make decisions that help
avoid the death of a SME, based on criteria, theories and
appropriate recommendations to the commerce sector at the
national level.
SMEs, Death, Analysis, Competitiveness, Strategy
Resumen
En México, las Pequeñas y Medianas Empresas (SMEs), son un
importante segmento dentro de la economía del país. Franco y
Somohano (2010) las describen como las generadoras de empleo
y del papel que juegan como generadoras de riqueza. Se
contempla un análisis del sector comercio a nivel nacional como
delimitación, tomando como fuente las bases de datos del INEGI
y se contemplan las siguientes variables: Personal Ocupado
Total, Personal Remunerado Total, Producción Bruta Total,
Inversión Total, Acervo Total de Activos, Total de Gastos, Total
de Ingresos; de los “Censos Económicos" (INEGI, 2004),
(INEGI, 2009) y (INEGI, 2014). La metodología a utilizar es
mixta; cuantitativa en el análisis estadístico de los datos y
cualitativa en la descripción e interpretación de los resultados
para que el usuario de la información estadística y financiera
pueda tomar decisiones que ayuden a evitar la muerte de una
SMEs, con base en criterios, teorías y recomendaciones
apropiadas al sector comercio a nivel nacional.
SMEs, Defunción, Análisis, Competitividad, Estrategia
Citation: LINO-GAMIÑO, Juan, LÓPEZ-SOSA, Víctor Hugo, LÓPEZ-JIMÉNEZ Sergio and SALAZAR-ARAUJO, José. Development of an associative and predictive model to identify the main factors that affect the survival of SMEs in the
commerce sector at the national level. RINOE Journal- Macroeconomics and monetary economy.2018.2-2: 7-12.
* Correspondence to Author (email: jlino@ucol.mx)
† Researcher contributing first author.
© RINOE Journal – Taiwan www.rinoe.org/taiwan
8
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 7-12
LINO-GAMIÑO, Juan, LÓPEZ-SOSA, Víctor Hugo, LÓPEZ-JIMÉNEZ
Sergio and SALAZAR-ARAUJO, José. Development of an associative and predictive model to identify the main factors that affect the survival
of SMEs in the commerce sector at the national level. RINOE Journal-
Macroeconomics and monetary economy.2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
Introduction
In Mexico, Small and Medium Enterprises
(SMEs) are an important segment of the
country's economy, Franco and Somohano
(2010), describe SMEs as the generators of
employment and the role they play as generators
of wealth. At the same time, they are classified
into two small and medium-sized companies:
family businesses and non-family businesses.
The Mexican Government has increased
its support to SMEs since 2004. The Ministry of
Economy of Mexico with the help of the
Mexican government creates different types of
programs for SMEs that need to improve their
participation in the domestic market and also for
the international market. The size of SMEs is
classified by the number of employees they have
(Table 1). The main sectors are manufacturing,
commerce and services (Muñoz, Gasca, and
Valtierra, 2014).
Table 1 Category of SMEs
Source: Own with support from the Ministry of Economy
This research work will only consider the
analysis of the trade sector at the national level
as a delimitation, taking into account the
variables: Total Employed Personnel, Total Paid
Personnel, Total Gross Production, Total
Investment, Total Assets Assets, Total
Expenses, Total Income ; of the databases
provided by the National Institute of Statistics
and Geography "Censos Económicos" (INEGI,
2004), (INEGI, 2009) and (INEGI, 2014).
This sector has 48.3% (2,042,642) of the
businesses that exist within the national territory,
38.3% (4,686,548 million pesos) of expenses
originate in this sector, 32.4% (5,592,086
million pesos) is the income that originates , and
has 26.6% (6,389,648 employed persons) of all
the personnel employed in our country
"Economic Censuses" (INEGI, 2018).
According to data from INEGI (2012),
from an analysis that was obtained in the
universe of micro, small and medium
enterprises, the proportion of births at the
national level was 28.3% and the proportion of
deaths of 22.0%, which represents that of each
100 existing establishments, between April 2009
and May 2012, so that every 100 there are 6 more
establishments, which means that there is a 6.2%
growth rate in a period of 37 months.
On the other hand, today, SMEs suffer
important changes, but they also become easily
extinguished due to their way of operating,
Contreras and Juárez (2013) in their research
comments that are the welfare and job
satisfaction factors that are related to
organizational development.
In addition, the effect of leadership styles
on the well-being of subordinates and their
relationship to job performance, Dunham-Taylor
(2000) ensures that as soon as they manage to
inspire and motivate workers, which makes it
possible for them to find him meaning to their
work and meaning to what they do Sparks and
Schenk (2001) focus on psychological capital
that is defined as a positive state of development
characterized by four variables: 1) self-efficacy,
2) optimism, 3) hope, and 4) resilience (Luthan,
Youssef and Avolio, 2007).
Other authors such is the case of Morales
et al. (2015), assure in their research that the
organizational, productivity and
competitiveness aspects were found in
organizational structure, intellectual capital and
administrative processes as possible critical
factors of the structural aspects of an entity.
Likewise, the quality of products or services,
differentiation from competition, research and
development of these are the fundamental
components of the productivity of SMEs.
As mentioned by Morales et al. (2015),
Ferrano and Stumpo (2010), the production or
development of the SMEs is mainly linked to the
domestic market, so a significant part of the
population and the economy of the region
depends to a large extent on its activity; also cites
Martínez (2013), who mentions that SMEs that,
due to their small scale and limited knowledge
of the domestic sphere, are not considered to be
able to take advantage of the opportunities
offered by international markets.
9
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 7-12
LINO-GAMIÑO, Juan, LÓPEZ-SOSA, Víctor Hugo, LÓPEZ-JIMÉNEZ
Sergio and SALAZAR-ARAUJO, José. Development of an associative and predictive model to identify the main factors that affect the survival
of SMEs in the commerce sector at the national level. RINOE Journal-
Macroeconomics and monetary economy.2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
But now in the XXI century globalization
brings new opportunities and companies have a
different way that day by day is reflected in the
new ways of marketing their products, where
even then the big companies are the most
benefited.
Due to the above, the causes attributable
to the disappearance of SMEs are the lack of
specialization, high costs of raw materials, more
demanding payment conditions, proportionally
larger inventories, difficulty in obtaining
financing and little or no knowledge of the
current fiscal regulations. inefficient workforce
due to lack of education and training to the same.
Methodology to be developed
It starts under the premise of being a Mixed
investigation; Quantitative in the statistical
analysis of hard data from the INEGI databases
(2004, 2009 and 2017) using a correlational
analysis regarding the variables: Total
Employed Personnel, Total Paid Personnel,
Total Gross Production, Total Investment, Total
Acquis of Assets, Total Expenses, Total Income
and Qualitative. In the description and
interpretation of the results so that the user of
statistical and financial information can make
decisions that help avoid the death of an SME,
based on criteria, theories and recommendations
appropriate to the trade sector at a national level.
Objective of the investigation
Determine the variables and their correlation that
allow observing or projecting the possible death
of the SMEs based on the historical factors
provided by the INEGI, as a source of reliable
information in Mexico; so, entrepreneurs have
enough information to be able to avoid it.
Research question
In what way do the variables influence: -the total
investment, -the gross total production, -the
employed personnel, -the salaries, -the expenses,
-the income, -the stocks and -the fixed assets in
the death of an SMEs ?
Analysis from the regression
According to data from INEGI (2012), it
assures that approximately 28.3% are born
at the national level and 22.0% of every 100
micro, small and medium enterprises die,
which represented a growth of 6.2% in a
period between 2009 and 2012 37 months.
SMEs suffer important changes, but they
become easily extinguished due to the way
they operate; Welfare and job satisfaction
are one of those factors (Contreras and
Juárez, 2013).
Casas and Urrego (2012), affirm that the
global trend of globalization has reformed the
different processes of the companies, not only
the productive models, but also the other areas of
the organizations. The Information and
Communication Technologies (ICT), have
allowed to optimize process, innovate in the
provision of services and modify the
management of organizations around the same
technology.
Figure 1 shows the births and deaths of
establishments by sector of activity in a period
of 37 months, which shows that the trade sector
reason for research is an important sector in the
Mexican economy.
Graph 1 Percentage of births and deaths of establishments
by sector in a period of 37 months.
Source: INEGI (2018)
Figure 2 shows, based on the INEGI
census, according to the time classification, how
much is the percentage of companies that live
and how much is the percentage of companies
that die.
10
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 7-12
LINO-GAMIÑO, Juan, LÓPEZ-SOSA, Víctor Hugo, LÓPEZ-JIMÉNEZ
Sergio and SALAZAR-ARAUJO, José. Development of an associative and predictive model to identify the main factors that affect the survival
of SMEs in the commerce sector at the national level. RINOE Journal-
Macroeconomics and monetary economy.2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
Figure 1 Percentage of births and deaths of establishments
in a period of 37 months
Source: INEGI (2018)
Graph 2 shows the percentage of birth
and deaths of establishment by stratum of
personnel employed in the same period.
Graph 2 Percentage of births and deaths of establishments
by stratum of employed personnel in a period of 37 months
Source: INEGI (2018)
The statistical analysis shows that there is a great
linear correlation between the dependent
variable Economic Unit and the dependent
variables: Total Employed Personnel, Total Paid
Personnel, Total Gross Production, Total
Investment, Total Assets Assets, Total
Expenses, Total Income, that it is clear that the
variables considered by the INEGI have to do
with the operation of an entity, as shown in Table
2:
Table 2 Matriz de correlaciones
Source: Own, with data support from INEGI and SPSS v
22.
Next, the analysis of each of the variables
will be captured and a precise interpretation of
what it means for an SME is given.:
This correlation matrix clearly shows
that the combination of economic unit vs.
employed personnel has a high degree of
correlation .990, which indicates that in an SME
this variable has an important relationship, since
a company cannot operate and generate wealth
without this element, they cannot subsist one
from the other, although the employed personnel
can be remunerated or not, as it is the case of the
owners and partners.
While the economic unit vs salaried
personnel has a high correlation of .998, what
differentiates it from the contrast against the
employed personnel, since it involves all
personnel who obtain a salary or salary for their
services provided to the company in a manner
subordinate.
Economic unit vs gross production, it
has a .999 correlation, which indicates that a
company that does not produce, market or
provide its services can not subsist, it is the
reason to live of an SMEs, every productive
company generating wealth should generate its
income based on the preparation of their
products, purchase and sale of products already
manufactured and services.
Economic unit vs. total investment, it
has a .991 correlation against the dependent
variable which means that without the
investment that is to say the resources, the
working capital of a company, can not exist and
survive because it is a valuable asset that must
be deal with moderation and spend with certain
provisional guidelines framed in an intelligent
and conservative planning or spending program
without leaving aside the business opportunities
that arise locally, nationally or globally.
Economic unit vs. stocks, these have
.170 correlation, which indicates that currently
companies do not need to have abundant
inventories, on the contrary, they must adopt
productive systemic thinking to help decision-
making; the slender production suggests as
opportunities for continuous improvement,
through the elimination of waste from the
production process, since there are processes
that do not add value to the product.
11
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 7-12
LINO-GAMIÑO, Juan, LÓPEZ-SOSA, Víctor Hugo, LÓPEZ-JIMÉNEZ
Sergio and SALAZAR-ARAUJO, José. Development of an associative and predictive model to identify the main factors that affect the survival
of SMEs in the commerce sector at the national level. RINOE Journal-
Macroeconomics and monetary economy.2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
For example, Toyota and Honda have
shown over the last few years, that any
competitive advantage is temporary and must
undergo constant adaptation process by all
members of the value network and if this applies
to large companies, to The SMEs is not the
exception because in this globalized world and
to be competitive it is better to adapt to the new
conditions that the market is having (Morales,
Rojas, Flores, Tejeida and Hernández, 2014).
Economic unit vs total assets, has a .998
correlation as well as paid staff, which indicates
that the assets that the company has are and must
be necessary to generate wealth to this, these
assets can be tangible or intangible but
nowadays are of great importance for the
survival of an SMEs, because the lack of these
leads to the early death of the company, should
be kept at the forefront and with the technology
that encourages the correct accompaniment in
this globalization, as a company that looks over
the past due to technological advances is a
company that signs its death sentence.
Economic unit vs total assets, has a .998
correlation as well as paid staff, which indicates
that the assets that the company has are and must
be necessary to generate wealth to this, these
assets can be tangible or intangible but
nowadays are of great importance for the
survival of an SMEs, because the lack of these
leads to the early death of the company, should
be kept at the forefront and with the technology
that encourages the correct accompaniment in
this globalization, as a company that looks over
the past due to technological advances is a
company that signs its death sentence.
Economic unit vs total income, have a
high degree of correlation .986, which indicates
that SMEs are able to obtain sufficient income to
keep them in the market as long as they meet
each of the above as their highest priority. To
reach this income it is necessary to keep in mind
the staff, the investment, the stocks, the assets
and the wisdom to spend wisely always bearing
in mind the planning, as a consequence, by
maximizing the resources and spending the
income generated by the activity with prudence.
Sample of it we can observe in the
following sheet:
Results
It should be noted that the correlation
information shows the present research work
shows very explicitly the behavior of each one
with respect to the dependent variable, because
the correlation in the majority is very high which
indicates that they are concepts that must be
present in the perspective of an entrepreneur of
an SMEs, if they want to remain in force and
with a healthy company. On the other hand, the
only variable that did not have a higher
correlation was inventories (inventories), which
shows that it is not necessary to have them if you
dedicate yourself to trade, obviously you must
have inventories, but you can also opt for the
lean production methodology , in its
conceptualization where it is assumed that it is
not necessary to have extensive inventories and
processes that do not contribute anything to the
good or service.
Conclusions
The survival of the SMEs is the country should
be considered a clear indicator for the economy
and competitiveness of the country and not be
seen as just another indicator for government
agencies, acting around them with
accompaniment, planning and support during the
first stages of his life should be a relevant factor
for all involved, this would draw a road map and
success in which the economy would detonate
and generate the spaces required for the growth
of regions, municipalities, states and the country
itself.
It is clear that the indicators and their
relationships propose lines of action to be
considered in the short and medium term, which
is why it is necessary to implement a road map
with paths and cuts that allow the flight
requirements to be adjusted, classifying them by
business area.
References
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LINO-GAMIÑO, Juan, LÓPEZ-SOSA, Víctor Hugo, LÓPEZ-JIMÉNEZ
Sergio and SALAZAR-ARAUJO, José. Development of an associative and predictive model to identify the main factors that affect the survival
of SMEs in the commerce sector at the national level. RINOE Journal-
Macroeconomics and monetary economy.2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
Comercio, E. (2013, diciembre 18). Debe
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13
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 13-19
Comparative study between open and closed businesses on the importance attached
to the quality, price and bargaining power of suppliers of mses in San Pedro Cholula,
Puebla
Estudio comparativo entre empresas abiertas y cerradas sobre la importancia que
se otorga a la calidad, el precio y el poder de negociación de los proveedores de MSES
en San Pedro Cholula, Puebla
LOZADA-LECHUGA, Jorge*†, ORTIZ-CARRANCO, Araceli, RAMIREZ-ROSAS, José and
MOLINA-GAYOSSO, Eduardo
ID 1st Author: Jorge, Lozada-Lechuga
ID 1st Coauthor: Araceli, Ortiz-Carranco
ID 2nd Coauthor: José, Ramirez-Rosas
ID 3rd Coauthor: Eduardo, Molina Gayosso
Received January 7, 2018; Accepted June 15, 2018
Abstract
A Comparative Study Between open and closed
companies on the Importance Assigned to the quality,
price and bargaining power of the suppliers of small
business in San Pedro Cholula, Puebla. The objective of
esta paper is to conduct a comparative study Between open
and closed companies to determine the Importance
Assigned to the quality, price and bargaining power of the
suppliers of small business in the closing of These entities
in the municipality of San Pedro Cholula, Puebla.
This work presents a descriptive study with a quantitative
approach, with the characteristic of being mixed; Which in
a questionnaire designed by the Latin American
Administration and Business Network (RELAyN) was
used, Which is part of an annual investigation Consisting
of four steps to collect the data. Subsequently, the basic
statistics and an ANOVA Were Calculated analysis was
performed to determine the Variable With the greatest
impact on the SMEs. The main contribution of this paper
is the determination of quality as the Variable With The
most statistically significant Differences Between the
open and closed companies of San Pedro, Cholula.
Small business, Supply, Quality, Price, Bargaining
power
Resumen
El objetivo de este trabajo es realizar un estudio
comparativo entre las empresas abiertas y cerradas para
determinar el impacto de las variables precio, calidad y
poder de negociación dependientes de los proveedores en
MyPEs y que pueden representar un factor determinante
para el cierre de estas entidades en el municipio de San
Pedro Cholula, Puebla. Este trabajo presenta un estudio
descriptivo con un enfoque cuantitativo, con la
característica de ser mixto; en el que se utilizó un
cuestionario diseñado por la Red Latinoamericana de
Administración y Negocios (RELAyN), el cual forma
parte de una investigación anual que consta de cuatro
pasos para recopilar los datos. Posteriormente, se
calcularon los estadísticos básicos y se realizó un análisis
ANOVA para determinar la variable de mayor impacto en
las MyPEs. La principal contribución de este artículo, es
la determinación de la calidad como la variable que más
diferencias estadísticamente significativas presentó entre
las empresas abiertas y cerradas, de San Pedro, Cholula.
MyPEs, proveedores, calidad, precio, poder
negociación
Citation: LOZADA-LECHUGA, Jorge, ORTIZ-CARRANCO, Araceli, RAMIREZ-ROSAS, José and MOLINA-
GAYOSSO, Eduardo. Comparative study between open and closed businesses on the importance attached to the quality, price
and bargaining power of suppliers of mses in San Pedro Cholula, Puebla. RINOE Journal- Macroeconomics and monetary
economy. 2018.2-2:13-19.
* Correspondence to Author (email: jorge.lozada@uppuebla.edu.mx)
† Researcher contributing first author.
© RINOE Journal – Taiwan www.rinoe.org/taiwan
14
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 13-19
LOZADA-LECHUGA, Jorge, ORTIZ-CARRANCO, Araceli, RAMIREZ-
ROSAS, José and MOLINA-GAYOSSO, Eduardo. Comparative study between
open and closed businesses on the importance attached to the quality, price and
bargaining power of suppliers of mses in San Pedro Cholula, Puebla. RINOE
Journal- Macroeconomics and monetary economy. 2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
Introduction
A problem with the survival of MSEs is taking
to achieve successful financing, growth options
or strategies to position themselves in a market
decisions. From the foregoing, it is considered
important to study the first link in the supply
chain to microentrepreneurs reduce uncertainty
about three determinants in the performance of a
supplier, such as price, quality and bargaining
power aspects.
The aim of this research is to determine
the differentiated influence managers assigned
MyPEs open and closed businesses variables for
money and bargaining power of suppliers.
Through the processing of the
information obtained from questionnaires
managers of open MyPEs and which have
ceased to operate, performing tests descriptive
statistics such as basic statistical and ANOVA
comparison of means was performed to
differentiate effect of each variable to determine
the influence that each of these would have on
the survival of a business.
This paper consists of five parts, the
first the theoretical framework of research,
where the terms of quality, price and bargaining
power defined develops.
In the second part of the research
methodology which has in turn four steps
outlined for detailed results.
In the third part the research model
based on the questionnaire taken from Relayn
describes the variables quality, price and
bargaining power were selected.
In the fourth statistical analysis, mean
comparison of data from the instrument that was
applied in the municipality of San Pedro
Cholula, Puebla develops.
Finally the results of research
highlighting the variables that most influence the
survival of MSEs in the municipality of San
Pedro Cholula, Puebla described.
Theoretical framework.
The concept of quality is a concept that has
different definitions depending on the context in
which you are, well, this concept has evolved
over time.
Currently, according to the ISO 9000:
2015 which refers to "Quality Management
Systems. Principles and vocabulary "stipulates
that quality is the degree to which a set of
inherent characteristics meet the requirements.
During the twentieth century there
were several important contributions to the
quality from the statistical process control to
strategic quality management in the nineties.
Today, in the twenty-first century
entrepreneurs must be prepared for change in
industries and the different ways in which
customers can receive quality, we can mention
that in force internationally is the ISO 9001.
From the perspective of Marketing
Mix as defined price:
Amount money you are willing to pay
consumers or users to achieve the use,
possession or consumption of a product or
service. (Soriano, C. 1991).
Following (Soriano, C. 1991) states
that the purpose of this element is to ensure a
level of price for the product or service reaches
predetermined marketing goals and also said that
the price can be used strategically to any (s) of
the following objectives:
Attack the competition, increase
profitability, market segment, among others.
On the other hand, Ortega (2008) says
that there are four categories in classifying
providers are divided into: manufacturers,
distributors, independent and importers.
By manufacturers usually their prices
are low except be further from the company,
many retailers purchased through vendors or
independent representative company that
manages catalogs of different companies.
Known distributors for purchases at
large scales handle a higher price than
manufacturers, but the shipping price is low due
to the volume purchased.
Independents tend to get at fairs,
offering their products to the general public
resulting in exclusive designs and much depends
on the added value that is put to them.
15
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 13-19
LOZADA-LECHUGA, Jorge, ORTIZ-CARRANCO, Araceli, RAMIREZ-
ROSAS, José and MOLINA-GAYOSSO, Eduardo. Comparative study between
open and closed businesses on the importance attached to the quality, price and
bargaining power of suppliers of mses in San Pedro Cholula, Puebla. RINOE
Journal- Macroeconomics and monetary economy. 2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
Finally importing most of their prices
exceed the budget becoming a high cost for
companies and thus to the final consumer.
Also, some authors state that the power
of acquisition by companies to their suppliers is
focused this price and the bargaining power they
might have to gain a competitive advantage.
In addition to this, it is appropriate to
define the concept of power and bargaining
power. The power is to have and implement this
capability to deal with a situation. Power has a
strong social aspect, it is always perceived,
either by oneself or by others. Actually, rather
than having it is able to show that we can get to
use that power because we have the capacity.
(Sanchez G, 2012).
With regard to bargaining power, as
discussed (V Parra, 2010) in agreement (Avila
M., 2008) negotiation "is a process in which two
or more people exchange ideas with the intention
of changing their relationships and reach an
agreement to satisfy mutual needs."
Now, referring to the bargaining power
of suppliers, it can be defined as follows:
According to Michael Porter
(Thompson A., 2008)and model of the 5
competitive forces, must be an important force is
the suppliers of raw materials, parts, components
or other resources and inputs. Following Porter
says that the strength or weakness of the
supplier-seller relationships depend on two
factors:
1) If the main suppliers wield sufficient
bargaining power to influence the terms and
conditions of the offer on their behalf
2) The nature and extent of the supplier-vendor
industry collaboration.
The bargaining power of a supplier is a
competitive factor and is stronger when:
Industry members incur high costs when
changing providers.
There are few suppliers of a particular input.
A provider has a different input.
The supplier bargaining power is
weaker when:
The paper provides a commodity available
with many suppliers at market price.
Costs to change providers are low.
There are good substitutes or new inputs
appear.
In another order of ideas to study the
MSEs, material inputs can be very different
given the variety of ways that these businesses
can take. A company that initiates requires
products and services such as raw materials,
components, insurance, communication
services, etc. (Lopez, A., Ramos, D., Torre, I.,
2009).
Thus, decisions regarding the selection
of suppliers is no longer subject to those offering
the lowest price and the best quality of materials
or services offered, as other criteria such as
delivery, flexibility, reliability and service have
already taken an important place from the
current competitive challenge. Therefore,
choose the best suppliers, it is a multi-criteria
decision and strategic impact (Sarache, 2004).
Dickson (1966)pioneered research on
relevant criteria in the selection of suppliers, this
author identified and analyzed the importance of
23 criteria, concluding that quality was the most
important criterion. Also, Ho, Xu and Dey
(2010) reached the same result as above and
further concluded that deliveries are on time and
good historical performance of the organization
second; it is worth noting that the price is not
listed as one of the main criteria, however, ranks
No. 6.
Mauleón (2006) explains that there are
variables that affect the relationship between
company and supplier in order to build a
conceptual framework for measuring the quality
of the relationship between companies and
suppliers regarding the price offered, these
variables can be from factors internal or external
Del Rio (2009) that in the end these variables
directly affect the quality of price between
company and supplier.
16
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 13-19
LOZADA-LECHUGA, Jorge, ORTIZ-CARRANCO, Araceli, RAMIREZ-
ROSAS, José and MOLINA-GAYOSSO, Eduardo. Comparative study between
open and closed businesses on the importance attached to the quality, price and
bargaining power of suppliers of mses in San Pedro Cholula, Puebla. RINOE
Journal- Macroeconomics and monetary economy. 2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
Satisfaction is an aspect that allows
companies to constantly seek their suppliers, ie
while companies experience success in their
joint activities with time to experience such a
degree of satisfaction to reach compatibility
between one and the other.
Commitment is also a fundamental
part organizations constantly seeking a stable
relationship and the willingness to make
sacrifices to keep the relationship will be linked
to compliance with organizational goals between
company and supplier.
Coordination emphasizes the
perception of the company with the supplier to
do so against any extra ordinary circumstances,
the ability that companies have that conception
see your provider as an ally.
Specific aspects should be aligned with
the previous variable ie business objectives must
be aligned collectively to achieve the goals set
by both parties.
A dependency which an exchange
relationship between the company with the
supplier is defined in order to achieve the
objectives must exist.
Moreover formalization restricts
behavior of participants in the supply chain.
Companies and suppliers know what to expect
from each other in the future therefore is
expected to increase formalization reduce the
potential for conflicts especially in the area of
price.
Continuity gives certainty by
companies for their suppliers to maintain
strategic alliances as defined above allows the
level of prices does not affect both the supply
chain, these partnerships must provide certainty
that in the future must be met fully to continue
the company's supplier relationship.
Derived from these features Ortega
(2008) states that it is looking for an economic
provider but rather comes to looking for a
provider that offers more to do with the price so
that in this way companies can compete and gain
an advantage over competitors not only .
Turn the River (2009) explains that a
company spends on average two-thirds of the
budget with suppliers making common in most
organizations but if it can reduce cost benefits of
the entities will be higher.
On the other hand Mauleón (2006)
concludes that there are prices that depend on the
amount and duration in time collaboration
between company and supplier leading to
organizations such as Small and Medium
Enterprises (MSEs) could not compete with
large corporations since they would have no
bargaining power for their operations.
Ortega (2008) says that there are four
categories in classifying providers are divided
into: manufacturers, distributors, independent
and importers.
By manufacturers usually their prices
are low except be further from the company,
many retailers purchased through vendors or
independent representative company that
manages catalogs of different companies.
Known distributors for purchases at
large scales handle a higher price than
manufacturers, but the shipping price is low due
to the volume purchased.
Independents tend to get at fairs,
offering their products to the general public
resulting in exclusive designs and much depends
on the added value that is put to them.
Finally importing most of their prices
exceed the budget becoming a high cost for
companies and thus to the final consumer.
Methodology
To address this section refer to a project
proposed by the Latin American Network of
Business Administration (RELAyN) design,
which is part of an annual survey based on
questionnaires given to entrepreneurs is done,
the results are in Posada, Aguilar and Peña (
2016) and Pena Aguilar and Posada (2017).
Step 1.
Each questionnaire will be applied by
students to managers who run a MyPE who is
currently acting as firms that have ceased
operations.
17
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 13-19
LOZADA-LECHUGA, Jorge, ORTIZ-CARRANCO, Araceli, RAMIREZ-
ROSAS, José and MOLINA-GAYOSSO, Eduardo. Comparative study between
open and closed businesses on the importance attached to the quality, price and
bargaining power of suppliers of mses in San Pedro Cholula, Puebla. RINOE
Journal- Macroeconomics and monetary economy. 2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
Step 2.
Foliar questionnaires so that possible
traceability of each instrument.
Step 3.
Enable students to apply the
methodology questionnaires included in Posada,
Aguilar and Peña (2016), Aguilar, Posada and
Peña (2016) and Pena Aguilar and Posada
(2017).
Step 4.
Validate that students delivered
according to the specifications established by the
Academic Committee.
- The researcher reviewed every questionnaire
upon receipt to verify that it is consistent and
valid, then captures the observations in the
validation platform.
- The researcher sends questionnaires physically
technical committee correctly identified folders.
Analysis model
Based on the questionnaire taken from Relayn
the study variables analyzed in this study were
selected, which correspond to responses section
27, which correspond to aspects transactions
with suppliers to MSEs of San Pedro Cholula,
such as it is shown in figure 1.
27) Suppliers
27th most important thing for
me is a provider is to give me
the best price
5 4 3 two one
27b The most important thing
for me is the quality provider
of your product or service.
5 4 3 two one
27f My suppliers have a very
strong negotiating power over
the company.
5 4 3 two one
Table 1 operational aspects with suppliers (RELAYN,
2017)
Analysis of the Study
Instrument Design
The sample consists of companies for the
municipality of San Pedro Cholula, Puebla. a
random statistical sampling, with a confidence
level of 95% and a maximum error of 5% was
calculated.
It was performed a selection of items
based on model systems analysis and qualitative
study in 2017 by RELAyN; applied to a universe
of XX companies in operations.
Definition of the population
Inclusion criteria
- The participant must be a director (a) of MSEs.
- The director (a) is the person who makes most
of the decisions.
- A MSEs is at least 2 people and a maximum of
50 (30 if only commercial).
Data Collection
Data collection was conducted through
questionnaires acting enterprise application was
made by supporting students in the Polytechnic
University of Puebla, in a period spanning
February 2017 to April respectively. The results
are captured in a database designed by Relayn.
Methodology to develop
According to CISM (2010), la company must
submit an innovative character in its production
processes and in selecting its suppliers according
to the needs of its customer base. And
incorporate technology and quality in production
processes, invest in new equipment and train
personnel to handle them. the questionnaire
items related to the corresponding providers
Township MSEs were selected variables,
especially those related to the price, Negotiation
and Quality for the realization of this study.
Definition of variables
- Price.
18
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 13-19
LOZADA-LECHUGA, Jorge, ORTIZ-CARRANCO, Araceli, RAMIREZ-
ROSAS, José and MOLINA-GAYOSSO, Eduardo. Comparative study between
open and closed businesses on the importance attached to the quality, price and
bargaining power of suppliers of mses in San Pedro Cholula, Puebla. RINOE
Journal- Macroeconomics and monetary economy. 2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
MSEs under study are highly
dependent on specific variations in local
markets, since the small size of the company
there is a greater closeness to the customer and
can meet your needs in a timely manner. The
price of the products or services offered is an
important to generate loyalty in their customers
and attract potential customers factor.
- Negotiation.
According to Araya (2006), andNo
agreement negotiating the characteristics of
cooperation are defined in order to avoid future
conflicts, but also because during the process,
managers of MSEs are known, and may arise
convinced that the ally will have a correct
behavior both in formalizing the agreement, as
when executed, creating a sense of mutual trust
which translates to a lower likelihood of
opportunistic behavior.
- Quality.
The quality factor is present in
competitive companies, today customers are
inclined to products or services quality and
culture of customer service is important, where
quality management customer oriented becomes
important, planning in commitment, which turns
out to be a key factor for competitive success.
Results.
Based on various previous studies (Araya 2006,
2007 and Araiza Velarde Diaz and de la Garza,
2007) has found that there are several obstacles
to the survival of businesses. Some of the issues
that are of great importance in the study of the
causes that accompany success and closing of
MSEs and are in the field of suppliers are price,
quality and negotiation.
In Figure 1 the results of the means of
each variable under study grouped based on
open companies and closed companies are
presented. the average of responses for each is
calculated using an arithmetic, median, mode
and standard deviation average.
Figure 1 Results of average Source: Authors.
Table 1The level of importance that the
manager gives to factors related to the price,
quality and trading company, on a scale from 1
to 5 analyzed (1 = no / not applicable and 5 =
strongly agree) confronting open and closed
businesses. The test results of one-way ANOVA,
significant differences reveal 5% in the case of
variable quality (p = 0.00049). However, there
were no significant differences for the variables
price negotiation when compared between open
and closed businesses. This indicates that the
most successful companies attach greater
importance to factors related to the quality of my
suppliers, but not in aspects of price and trading.
var
iab
les
Pro
m.e
n
emp
.
op
en
Pro
m.
In
emp
.
clo
sed
No
. R
esp
.
Em
p.o
pen
No
. R
esp
.
Em
pr.
clo
sed
Des
v.
Est
. O
pen
emp
Des
v.
Est
. E
mp
clo
sed
.
Price 4.32 4.23 285 133 0.91 0.91
Negotiation 3.42 3.25 285 129 1.28 1.61
Quality 4.52 4.23 285 133 0.57 0.86
Table 2 Levels of importance
Source: Authors.
Acknowledgement
We thank the Polytechnic University of Puebla
the support and sponsorship for the realization of
this study.
Conclusions
The present research was to analyze the
relationship between the variables associated
with providers MSEs in the municipality of San
Pedro Cholula, specifically those related to
price, quality and negotiation of suppliers.
33.23.43.63.84
4.24.44.6Calidad
PrecioNegociación
Efecto de las variables dependientes de proveedores en el éxito de MyPEs
abiertas cerradas
19
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 13-19
LOZADA-LECHUGA, Jorge, ORTIZ-CARRANCO, Araceli, RAMIREZ-
ROSAS, José and MOLINA-GAYOSSO, Eduardo. Comparative study between
open and closed businesses on the importance attached to the quality, price and
bargaining power of suppliers of mses in San Pedro Cholula, Puebla. RINOE
Journal- Macroeconomics and monetary economy. 2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
In the present study statistically
significant variable in quality between open and
closed businesses differences. However, no
statistically significant differences for the
variables of price and negotiations between open
and closed businesses found.
Statistical analysis of hypothesis
testing by unidimensional ANOVA applied to
the data indicates that a variable of great impact
for the directors of MSEs is the quality of the
product or raw material suppliers provide them,
which affects the quality of products or services
offered. Therefore, this quality factor providers
is very important in business stability and to
minimize the risk of closure.
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sistémico de la micro y pequeña empresa en
México. Pearson Educación.
Peña, N., Aguilar, O., & Posada, R. (2017).
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pequeña empresa. comparativo entre empresas
activas e inactivas en México y
Colombia. Ciudad de México: Pearson
Educación.
Sánchez G, C. P. (3 de julio de 2012). Revista de
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de 2018, de http://contaduriapublica.org.mx/el-
poder-de-la-negociacion-y-el-poder-en-la-
negociacion/
Sarache W. (2004). La estrategia de Producción:
Una aproximación al nuevo paradigma en
investigación en manufactura. Medellín,
Colombia. ISSN: 0120-341X
Soriano, C. (1991). El marketing mix:
conceptos, estrategias y aplicaciones. Ediciones
Díaz de Santos, S.A. ISBN: 84-87189-70-9
Thompson A., S. A. (2008). Administración
Estratégica Teoría y Casos (Decimoquinta ed.).
México: Mc Graw Hill. Recuperado el 21 de
mayo de 2018
20
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 20-29
Mix marketing mix as a strategy to increase competitiveness and market positioning
service companies
Mezclar el mix de marketing como estrategia para aumentar la competitividad y
posicionar el mercado en las empresas
RUIZ-BARCENAS, Lilia*†, MACIAS-SALINAS, Silvia and SANTOS-OLVERA, Orlando Karin
Instituto Tecnológico Superior de Salvatierra. Manuel Gómez Morín No. 300.Col. Janicho. C.P. 38933. Salvatierra, Gto.
México
Universidad del Centro del Bajío. Antonio García Cubas No. 704. Col. Fovissste, C.P. 38010. Celaya,
Gto. México
ID 1st Author: Lilia, Ruiz-Barcenas
ID 1st Coauthor: Silvia Macias-Salinas
ID 2nd Coauthor: Orlando Karin, Santos-Olvera
Received January 7, 2018; Accepted June 15, 2018
Abstract
Through an exploratory study with a mixed approach,
scope and descriptive cross-sectional design, This research
was Carried out in the context of the service companies
established in Salvatierra, Guanajuato. and Their
Communities, Achieving the objective Stated That Consist
of presenting sufficient evidence to appreciate the
relationship Between the variables subject to study (Mix
of Marketing Mix, Competitiveness and Market
Positioning). To carry out this research, it was Necessary
to carry out a thorough consultation on the subject and the
evolution of the application of the 4Ps (Mix of Marketing
Mix) in the Organizations Until arriving at the analysis of
the 4Vs through the documentary analysis of the 4Cs.
Field information was Collected Directly from the
entrepreneurs, through the application of a research
instrument Consisting of 34 items and structured Likert
scale the ACCORDING TO. The study subject is made up
of 66 companies dedicated to offering salvage services.
The analysis of the results is presented numerically and to
close up commercial, a series of Recommendations is
added With the intention of contributing to more
competitive companies Having With greater market
positioning to reduce Their early disappearance.
Marketing mix, Competitiveness, Positioning, Market,
Services
Resumen
A través de un estudio exploratorio con enfoque mixto,
alcance descriptivo y diseño transversal se llevó a cabo la
presente investigación en el contexto de las empresas de
servicios establecidas en Salvatierra, Gto. y sus
comunidades, lográndose el objetivo planteado que
consiste en presentar evidencia suficiente para apreciar la
relación entre las variables sujetas a estudio (Mezcla del
Marketing Mix, Competitividad y Posicionamiento de
mercado). Para llevar a cabo la presente investigación fue
necesario realizar una consulta exhaustiva sobre la
temática y la evolución de la aplicación de las 4Ps (Mezcla
de Marketing Mix) en las organizaciones hasta llegar al
análisis de las 4Vs pasando por el análisis documental de
las 4Cs. Se recopiló información de campo directamente
de los empresarios, a través de la aplicación de un
instrumento de investigación conformado por 34 ítems y
estructurado de acuerdo con la escala de Likert. El sujeto
de estudio está conformado por 66 empresas
salvaterrenses dedicadas a ofrecer servicios. El análisis de
los resultados se presenta de manera numérica y para
concluir se agrega una serie de recomendaciones con la
intención de contribuir a tener empresas más competitivas
y con mayor posicionamiento de mercado para disminuir
su desaparición temprana.
Marketing mix, Competitividad, Posicionamiento,
Mercado, servicios
Citation: RUIZ-BARCENAS, Lilia, MACIAS-SALINAS, Silvia and SANTOS-OLVERA, Orlando Karin. Prognosis of the
monetary base of Mexico. Mix marketing mix as a strategy to increase competitiveness and market positioning service
companies. RINOE Journal- Macroeconomics and monetary economy. 2018.2-2:20-29.
* Correspondence to Author (email: liruiz@itess.edu.mx)
† Researcher contributing first author.
© RINOE Journal – Taiwan www.rinoe.org/taiwan
21
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 20-29
RUIZ-BARCENAS, Lilia, MACIAS-SALINAS, Silvia and SANTOS-OLVERA, Orlando Karin. Prognosis of the monetary base of Mexico.
Mix marketing mix as a strategy to increase competitiveness and market
positioning service companies. RINOE Journal- Macroeconomics and
monetary economy. 2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
Introduction
In the age of information where they are
immersed organizations, not just an intangible
product of high quality and required by the
customer, it is necessary to differentiate and
manage to be the first option in the preferences.
Therefore, accomplish this service speaking the
picture is further complicated because the
characteristics of an intangible product
characteristics make it difficult to achieve
competitiveness and differentiation of services.
Therefore, in the environment of globalized
markets, the marketing mix has become a
management and first-order function and is
inclined to a philosophy of service according to
the tastes of users and the company is concerned
about increasing satisfaction, which translates
same value.
So then, it is important that service
organizations consider as a starting point the
needs, desires or problem that the consumer
attempts to resolve the purchase or acquisition of
a service. The premise behind this research is
precisely the multifaceted combination of
elements that organizations use to satisfy
customers and achieve increase their
competitiveness and market positioning, while
offering intangible products suited to the needs
of the target market, provide personalized care
based quality, image conscious as an
organization care about the whole process of
service delivery, set prices according to
economic possibilities of its target market,
communicating with advertising purchase
locations and conditions thereof,
To carry out this investigation, it was first
asked about the background that marked the
evolution in the application of the marketing mix
Mix in organizations, so that 3 phases were
identified in the evolution of it. This survey
based on literature sources start with the analysis
of the application of the 4Ps, until the analysis of
4Vs, including the analysis of 4Cs finally detail
the marketing mix applied to services thereof
comprising seven elements. With a clearly
identified target will be continued with the
theoretical analysis of concepts such as
competitiveness and market positioning for this
post complement the study with field research in
companies subject to study.
He was then carried out to determine the
size of the sample and proceeded to the
collection of information by applying a
questionnaire to managers or administrators of
organizations subject to study as a key decision-
organizational business decisions service.
Equally important was the analysis of the
information collected, same numerical evidence
showing the relationship between the variables
subject to study and shown in the results section.
To conclude that the positive impact of the
application of the marketing mix Mix
competitiveness and market positioning is
inferred, accepting the research hypothesis
raised and widely fulfilling the objective
established research,
Problem
The salvaterrenses entities like most Mexican
companies suffer from similar problems, only if
we talk about small and medium-sized
organizations the problem is on a smaller scale.
To name a few; you have problems with internal
control not only to make decisions, but to correct
the lack of indicator systems and assessments
that enable them to identify in a timely manner
if it is meeting the goals and objectives, there are
too vertical hierarchies, so that decisions are
centralized. They also have problems of low
competitiveness, underfunded, little or no
planning, poor customer service and a very
vulnerable reputation with its public, for being
communities where word of mouth
communication predominates, the reputation of
a business can destroy it in a moment. Added to
the above, it must service companies often do not
train their staff do not plan their sales or markets,
or objective, just care about making momentary
sales. This may work in the short term but does
not make them efficient and competitive and fail
position in customer preference and eventually
disappear early.
Another major problems salvaterrenses
companies is the lack of advice on the
implementation of the TICS that is new in the
business world, as we have companies applying
business models of years past and this causes
companies to be less efficient and less
competitive. In addition, many do not have well-
defined mission, vision and know your target
and where they go as an organization.
22
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 20-29
RUIZ-BARCENAS, Lilia, MACIAS-SALINAS, Silvia and SANTOS-OLVERA, Orlando Karin. Prognosis of the monetary base of Mexico.
Mix marketing mix as a strategy to increase competitiveness and market
positioning service companies. RINOE Journal- Macroeconomics and
monetary economy. 2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
In addition to the above, there are service
companies where the philosophy of the
employer itself limits competitiveness, market
positioning and growth of your organization, it
dominates its decisions ignorance, mistrust and
a limited judgment and conditioned to accept
help and professional advice.
It seems that employers go unnoticed that
currently companies that do not use marketing
strategies to make themselves known and to
position lose visibility in the market and lose
customers, because the application of marketing
not only creates needs, also facilitates interaction
due that people no longer just go to stores to buy
what they recommend, query and reporting, so
achieve grab the attention is only the first step.
Therefore, it is important to note that companies
need to be competitive, to maintain profitability
and market position, otherwise it will fail.
Fischer & Mirror (2011)Warn that
initially in Mexico industries facing shortages
will not find easy the task of marketing, because
although executives remain on the idea: Why
spend money on marketing if we can produce
everything sold ?, the reality is that the real
problem is to sell products, not produce them;
however this principle is something you do not
understand organizations. Moreover,
competition between organizations is intense in
tangible and intangible domestic products, so
companies must be vigilant to implement
marketing programs that are aligned to the
changes occurring worldwide.
It is important to note that 94% of
companies established in Salvatierra fall within
the classification criterion presents NAFINSA
(2017) companies in small and medium where
usually the owner has a preparation of technical
level and who for organizational purposes serves
as the administrator and sadly at the end of the
day the only thing that gives you satisfaction is
to achieve sales, leaving aside channeling efforts
towards increasing their market position and
strive to be a more competitive company and
achieve sustained. In addition to the above,
Research Questions
Are the marketing mix variables influencing
competitiveness and market positioning
service companies established in the
municipality of Salvatierra and their
communities?
How the application of marketing mix
strategies impelled increased
competitiveness and market positioning of
companies established in Salvatierra Gto.
and their communities?
General Purpose
Argumentatively describe the relationship
between the implementation of strategies
Marketing Mix and competitiveness of service
companies established in the municipality of
Salvatierra, Gto.
Specific objectives
Diagnose the current situation that exists
within companies salvaterrenses services
through the analysis of information
collected through a questionnaire.
Check whether the application of marketing
mix strategies applied by companies affects
their competitiveness and market
positioning.
Rationale
The present study will provide relevant
information on the application of marketing mix
strategies to generate competitive advantage in
organizations thus contributing to reduce early
disappearance of them. Similarly, the numerical
analysis of the information collected in the field
research, where the incidence of the
implementation of marketing strategies on
competitiveness and market positioning is
displayed is provided. With this, reliable and
supportable basis are provided for entrepreneurs
to make the decision to invest in the
implementation of new marketing strategies that
provide benefits such as increased
competitiveness and achieve increased its
customer base by generating higher profits in the
short and long term.
Implementing actions based on the mix
of marketing mix will allow inclusion, proximity
to customers, greater awareness of the services
offered by the company, have always updated
tastes information and customer preferences,
know in detail the needs and desires most
pressing of users, etc ..
23
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 20-29
RUIZ-BARCENAS, Lilia, MACIAS-SALINAS, Silvia and SANTOS-OLVERA, Orlando Karin. Prognosis of the monetary base of Mexico.
Mix marketing mix as a strategy to increase competitiveness and market
positioning service companies. RINOE Journal- Macroeconomics and
monetary economy. 2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
This in order to restructure if the business
model currently applied to achieve greater
market share and promote the growth of the
organization is necessary.
In short, and with the intention of
highlighting the impact this study, it is possible
to mention that in applying marketing strategies
the company image will be enhanced, internal
(employees) customers will promulgating a
positive image of the organization, all those
requiring the services will be better informed of
the main competitive advantage of the company,
users will know the different alternatives of
services offered and payment options that the
company, so the chances of getting loyal
customers will increase. Also, increase your
sales and thus their revenues, companies will
have higher performance and lifetime as an
organization will increase its permanence in the
market.
Scopes
The study is exploratory and descriptive, and
through the inductive method analysis of the
marketing mix with a focus on joint research is
done, to make conclusions documentary
information on the subject and numerical
analysis of information obtained directly from
considered context study of the companies
involved in the investigation. the marketing mix,
under the approach of considering this set of
operational means as ways of serving the
customer is analyzed.
As a subject of study were considered to
66 service companies established in Salvatierra,
Guanajuato. and used as a structured instrument
with 34 items and observing the Likert scale
from 1 to 5 questionnaire, where 1 is strongly
disagree and 5 strongly agree. It is important to
note that the service companies that are
established in the context of the study are mostly
small and medium-sized and have very specific
characteristics to be considered to carry out a
study of them.
Review of Literature
Mix Marketing Mix
With arguments Baker (2003)The need to
recognize the limits of the impact of marketing
strategies on competitiveness and market
positioning, because if wrongly dimensioned the
scope and benefits credibility is lost in its
application, is highlighted on the contrary if
plans objectively what can itself and can not be
achieved with arguments well grounded in
research, considering the unique conditions of
companies and their environment will be
achieved not only a temporary advantage, if not
permanent longer. He points out that what
should companies do is to identify generic
patterns in the process of market developments
that give guidance on how they can think and
thus appropriate frame for developing marketing
strategy questions.
Considering investigations Fischer &
Mirror (2011)Disclose that marketing activities
contribute directly to the sale of the products of
an organization, creating opportunities for
innovations in them, allowing fully meet the
changing needs of consumers, which the
company will be reflected in higher profits.
Externally the results of these activities
contribute to the welfare and survival of an entire
economy through the purchase of raw materials,
new hires employees and attracting more capital.
Seen from a philosophical stance dyes Kotler &
Keller (2009)Describe the marketing mix as an
attitude, an attitude and a way to bring business-
customer relationships. Orient four approaches:
production, product sales and marketing. In turn
it is shaped by the actors and forces that affect its
ability to develop and maintain successful
relationships and transactions with its target
market, which is divided into micro environment
and macro environment.
Baby & Londoño (2008), Say the use of
the 4 P's (Price, Product, Place and Promotion)
proposed by McCarthy in the late 1950s, has
managed to stay until today. It is seen as a
process of planning and executing for the
product, price, promotion and distribution of
ideas, goods and services by creating satisfaction
of the particular objectives and other
organizations, in an exchange relationship.
24
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 20-29
RUIZ-BARCENAS, Lilia, MACIAS-SALINAS, Silvia and SANTOS-OLVERA, Orlando Karin. Prognosis of the monetary base of Mexico.
Mix marketing mix as a strategy to increase competitiveness and market
positioning service companies. RINOE Journal- Macroeconomics and
monetary economy. 2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
In 1967 Philip Kotler defines the model
of the 4Ps: Product, Price, Place and Promotion.
In this approach, a positioning strategy was to
find answers to 4 key questions: What product
throw? At what price? What market? What
communication?
4Cs in marketing
Over time the basics (4Ps) have been the
cornerstone of any successful strategy.
However, en 1990 Robert LauterbornHe raised
the concept of the 4Cs grounds that are more
adjusted to reality. This approach gives about
180 degrees. What was once the product is
focused on the customer. What was once the
price now gives more importance to cost. What
was once the distribution (square) now takes into
account the convenience and promote instead
must know how to communicate. 4C marketing,
intended to generate dialogue with the customer,
saying that this is more than a product receiver.
The 4Vs in the new digital marketing mix
The new digital marketing mix according to
Kotler and Armstrong (2012) is constantly
evolving, so much so that the 4Cs have already
switched to the 4Vs and in this the most
important new marketing is to deliver value and
always present when the market needs it . Below
are the 4Vs:
1. Customer product and customer validity
The product not only must be customer
focused in general. One product line must be
valid or related to different targets (public).
You have to plan big but think about the
detail.
2. The cost price itself, but now your
customers also ask you VALUE
Now what do you think your customers
would say if you ask them how much they are
willing to pay for your services or products?
Depending on the target people are more aware
of the value of things or services. Therefore they
are become more demanding. On the other hand,
the competition is getting tougher time there is
to offer a differential value that makes your
customers will choose you over the competition
3. Distribution of convenience and now the
VIRTUAL PLACE
The online world is becoming more and
more everyday. It is already inherent in the daily
lives of people. In fact any purchase you want to
do, you may have previously informed of the
product from a web. Not to mention that
probably end up being buying online. In other
words, the store comes to you, no need to move
you from home to buy whatever you want. You
could say that the physical store is secondary
4. Promotion of communication, now it is
virality
We must not only know how to
communicate by offering value to your audience
and bidirectional and interactive way, what we
call Communication 2.0. We also have to think
one step ahead. It should be considered that the
user would like very much what you tell, so that
they can spread on their own, share and
recommend doing an effect of "Virality". Thus
the content you offer spreads in the online
environment reaching more people
exponentially.
Marketing mix applied to utilities
Service firms establish their positions through
traditional activities of the marketing mix mix.
However, because services differ from tangible
products often require additional marketing
approaches.
The mixture marketing mix needed to be
modified and adapted to services because the
marketing mix best known in the literature is
referred to the combination of 4 variables, better
known as the 4Ps and are widely used in
marketing of tangible assets. To apply the
marketing mix Mix in services add three
additional elements forming a combination of
seven elements thereof which are: product,
place, price, promotion, people, process and
physical evidence (Kotler, 2012).
On the other hand, considering the
Fischer, Mirror, Stanton, Walker, & Etzel
authors (2007) the following statements are
presented:
Product
25
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 20-29
RUIZ-BARCENAS, Lilia, MACIAS-SALINAS, Silvia and SANTOS-OLVERA, Orlando Karin. Prognosis of the monetary base of Mexico.
Mix marketing mix as a strategy to increase competitiveness and market
positioning service companies. RINOE Journal- Macroeconomics and
monetary economy. 2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
They argue that product development
refers to the precise terms of what the customer
needs, so they may occur immediately or as a
result of innovation in product development is
important elements such as market requirements
phase product life-cycle management, the
organization stage (introduction, growth,
maturity, decline), financing conditions,
expected benefits of investment (can apply a
cost-benefit analysis) is located.
Price
You can conceptualize price allocation as a set
of activities related to purchasing make an
impact on customers, which in turn must
conform to three needs: customers, organization
and market.
Square
Distribution refers to bases in which way a
product reaches the consumer is established;
These exchanges are between wholesalers and
retailers, plus it is important to care for materials
handling, transport conditions, storage to help
the product to maintain an optimal price, in the
best place and the shortest time.
Promotion
In the words of Fischer et al (2007) described the
promotion as a set of activities aimed at raising
awareness of the product to the consumer, must
persuade customers to acquire items that meet
their needs. Besides the promotion it is not
limited to the mass media, including brochures,
gifts and samples to name a few. It is necessary
to combine promotion strategies to achieve the
objectives, including sales promotion,
advertising, public relations, etc.
Moreover as mentioned Kotler and
Armstrong (2012) there are presented below 3
elements added to the mixture of marketing mix
of the 4 Ps.
People
As intangibility and inseparability of the person
who provides are key features on services, staff
is a key factor in differentiating them and to
achieve this it is necessary that employees
perform their work in an efficient manner.
Processes
There is great consistency in the provision of
services, therefore it is necessary for companies
to deal with Logar differentiation processes
implemented to provide the service. When we
talk about processes in service organizations, it
refers to mechanisms or routines that continue to
perform the service and that somehow influence
the quality.
Physical evidence
Moreover Kotler and Armstrong (2012) refer to
physical evidence as local, accessories, color,
goods associated with the service, physical
context and not physical, etc .. In general refer to
anything that might help shape perceptions that
customers have service.
From the above we can summarize that
internally the company must provide the
conditions for effective processes and must be
based on the design of the organization and its
planning and control.
Market positioning
According to Kotlerand Armstrong (2003),
positioning in the market means making a
product to occupy a clear, distinctive and
desirable place in the minds of target consumers,
relative to competing products. Likewise, they
note that to help achieve market positioning
service companies was first recommended to
carry out the determination of the target market
and make market segmentation.
Competitiveness
Porter (1990)It stresses that microeconomic and
macroeconomic dimensions is complemented in
the same, which in turn are conditioned by
elements affecting its environment. On the other
hand it warns that it is possible to understand
competitiveness as the ability to increase or
sustain their market shares, therefore the two
terms are related.
The same Sunol (2006) thus finds that the
elements grouped in the diamond of competitive
advantage (factor conditions, demand
conditions, strategy, structure and rivalry of
companies, related and supporting industries)
26
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 20-29
RUIZ-BARCENAS, Lilia, MACIAS-SALINAS, Silvia and SANTOS-OLVERA, Orlando Karin. Prognosis of the monetary base of Mexico.
Mix marketing mix as a strategy to increase competitiveness and market
positioning service companies. RINOE Journal- Macroeconomics and
monetary economy. 2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
Porter observed from a analytical
perspective, indicate that firms establish
linkages with buyers, suppliers and other
organizations, either as there are common
features or related, or, complementarily
interests.
Importance of the implementation of
marketing strategies
According to Kotler & Armstrong claims
(2003), companies that adopt and apply strategic
marketing have increased their market
orientation. However, they require information
about customers, competitors and markets,
examining the information obtained from an
integrated business perspective capable of
generating value to customers and maintain
mutually satisfying relationships with them. On
the other hand, they point out that marketing
today means creating customer value and
establishing profitable relationships with
consumers and users by inference to the
implementation of the 4 Vs.
Characteristics of service companies
Considering the information Kotler and
Armstrong (2003) background characteristics
that are specific services are:
1. Intangibility. They are not objects, are the
result of a certain process
2. Inseparability. All at once, most delos
services are produced and consumed
simultaneously.
3. Heterogeneity. Hard to always provide the
same quality. Each service is unique.
4. Expiration. Services can not be stored in an
inventory, if not sold, they are lost.
Methodology
To carry out this study, it was first necessary to
define the generalities of research, to post it
conduct a comprehensive review on the subject
in literature sources to substantiate the issue.
Then we regard to study method is presented and
mentions that is a mixed approach cross design
and exploratory and descriptive scope.
Then it was necessary to determine a
representative sample of all service
organizations established in Salvatierra,
Guanajuato. to proceed to gather information
directly from employers and a numerical
analysis that would translate the results and
conclusions.
Determination of the sample
With information obtained in December 2017 at
the website of the Mexican Business Information
System (SIEM), it must be in the context of
study have 4406 registered organizations.
However, only 38% represents service
companies, therefore we have 1674 companies
that make up the universe.
To determine the companies subject to
study, the formula for determining the sample
for finite total of utilities stocks was applied,
considering a universe of 1,674 organizations,
90% confidence level and a margin of error of
10%, remaining sample formed by 65 companies
under study.
Application of the formula
n= Z^2 p. q. N
_____________ (1)
Ne^2 + z^2 p.q
(1.65)^2 X (.5) (1- 0.5) x 1 674
______________________________
(1 674) (.1)^2 + 1.65^2 x (.5) (1 -0.50)
1 139.36 = 1 139.36
_________ _________ = 65.40
16.74 + .6806 = 17.4206
n = 65
When performing the collection of
information was applied as the sole criterion for
exclusion to organizations that were resistant to
provide the requested information and as an
inclusion criterion to all those that are part of the
universe and that closeness and comfort
researcher obtaining facilitated of the
information.
Variables
Dependent variables
Competitiveness
27
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 20-29
RUIZ-BARCENAS, Lilia, MACIAS-SALINAS, Silvia and SANTOS-OLVERA, Orlando Karin. Prognosis of the monetary base of Mexico.
Mix marketing mix as a strategy to increase competitiveness and market
positioning service companies. RINOE Journal- Macroeconomics and
monetary economy. 2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
Market positioning
Independent variables
Mix marketing mix (Price, Product, Place
and Promotion, People, Process, Physical
Evidence).
Hypothesis Approach
Hi. Service companies applying marketing mix
strategies, are more competitive and more
market positioning companies.
Ho. There is insufficient evidence to state that
the application of marketing mix strategies
affects the competitiveness and market
positioning service companies.
Research Instrument
The instruments used for collecting information
were unstructured observation and
implementation of a structured according to the
Likert scale questionnaire. The instrument
consists of 34 items that inferred indicators the
above variables and the response options being 1
to 5. where 1 strongly disagree and 5 strongly
agree, while 2 makes inference disagreement,
the 3 neither agree nor disagree and 4 agreement.
Results
In general, according to field research may then
present evidence numerical analysis of the
information collected.
Regarding the items that refer to the
product must be 85% of the companies surveyed
if they have a brand, logo or slogan that
distinguishes them to offer their products,
however, 91% does not apply innovation
constantly and 87% have not developed new
services in the last year.
Regarding the analysis of competition
and the perception of managers 81% say they are
not always the first to introduce new products to
market and consider fully agree that there are
distinguished by the quality of care to clients at
that competitors are positioned quickly.
94% mentioned that their biggest
concern is short term and dealing with daily sell
you need to cover their costs. 90% mentioned
that they can not consider the needs of customers
because making a change requires investment,
however, when trying to perform simple
modifications are required immediately, but this
represents only 19% of the time.
80% mentioned that often is not possible
to improve the price of competition because they
are unaware or because it represents a cost and
sacrifice profits that allow them to survive.
However, 91% mentioned that if they change in
price according to the amount of services
purchased by customers. 54% also mentioned
that apply pricing strategies considering the
method of payment (cash or credit).
Regarding the distribution is that 86% of
companies mention that if they consider
important to introduce innovation in your
organization, but it is very complicated and
expensive, however agree that if they strive to
comply in a timely manner.
As for how it influences promoting
competitiveness and market positioning has to
be 31% of the companies surveyed mentioned
that leverage communication tools at their
disposal to promote their products, however,
86% say they have no responsible for monitoring
the results of the promotion strategies of service.
Similarly, 88% say they do not record the
benefits generated after conducting an
advertising campaign, but say if they perceive
changes and a slight increase in sales the first
few days, however, they have not basing with
numeric data .
57% of companies mentioned that
performs traditional media advertising such as
flyers, cardboard and tarps outside the
establishment and early days if customers have
increased. Regarding the above 73% say they
direct their advertising and promotion to the
public and not specifically to the target market
and 60% say they do not know whether
advertising reaches its market segments.
28
Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 20-29
RUIZ-BARCENAS, Lilia, MACIAS-SALINAS, Silvia and SANTOS-OLVERA, Orlando Karin. Prognosis of the monetary base of Mexico.
Mix marketing mix as a strategy to increase competitiveness and market
positioning service companies. RINOE Journal- Macroeconomics and
monetary economy. 2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
As for the element of the marketing mix
mix called "personal" information on training
addressed to the service provider staff and 88%
mentioned that they were only given training
upon entering the company was gathered. 82% it
considered important for the competitiveness of
the company to employees and care about the
care they provide.
Regarding the process it was questioned
whether there is variation in the way the service
is provided. 25% mentioned that the usual
routine is always the same and 94% indicates
that no innovations are made by the scarcity of
financial resources.
Regarding the last element of the
marketing mix mix (physical evidence) we have
that 97% of managers mentioned fully agree that
it is important the image as a company have to
society, however, only 27% They deal to
generate an image to draw the attention of public
and worry about taking care of the external
environment.
Conclusions
According to the information provided by
managers and after conducting an exhaustive
review of the literature addressing the issue
presented here, it can be said that companies
salvaterrenses hotel-business models where the
main concern is sales, not dimensioned in
perspective the importance of implementing
marketing strategies to achieve greater
competitiveness and market positioning. In
short, by the above and according to information
from field research it was possible to know the
strategies that companies apply and verify that
those organizations that have more time to
market and customers easily identified are
implementing strategies mix marketing mix.
Reciprocally the objective described at
the beginning of the investigation and the
hypothesis was reached is accepted as service
companies that apply the marketing mix
strategies are businesses more competitive by
associating this term with their stay in the market
because analysis numerical proves it.
Furthermore, arguments can appreciate the
relationship between the application of
marketing mix strategies with the market
positioning service companies are presented.
Evidence that companies implement
strategies salvaterrenses services if the
marketing mix mix was found, however, in the
words of the managers themselves are
complicated to follow, therefore, this is an area
of opportunity.
Similarly, considering the information
reflected in the results and in the preceding
paragraphs, there is evidence to say that service
companies subject to study require more than
just the application of the strategies of traditional
marketing mix oriented outside, it is advisable to
apply the three elements that complement the
mix of marketing mix because it service
companies (personnel, processes, physical
evidence) and guide all internal actions to the
outside, besides giving appropriate follow-up to
have long-term results.
Equally important, you should always
keep in mind that the main strength of service
companies must be in its workforce (employees)
especially in personnel who have direct contact
with the customer, so that channeled all work
efforts as a team to provide customer
satisfaction.
It is also recommended to incorporate
innovation in processes, guiding the approach to
long-term results in decision-making, a detailed
analysis of the cost-effectiveness of marketing
strategies and accept that a competitive and high
ranking company in the market in addition to
generating high yields, allow you to have a
company with organizational resilience willing
to face the adversities of competition and intone.
Finally we conclude by recommending
companies that seek to make services
salvaterrenses service differentiation generating
a competitive advantage in the quality and
attention, increase service productivity with
well-trained staff creating and offering value to
the customer without excluding the excellent
service in the same service offered.
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Article Journal-Macroeconomics and Monetary Economy June 2018 Vol.2 No.2 20-29
RUIZ-BARCENAS, Lilia, MACIAS-SALINAS, Silvia and SANTOS-OLVERA, Orlando Karin. Prognosis of the monetary base of Mexico.
Mix marketing mix as a strategy to increase competitiveness and market
positioning service companies. RINOE Journal- Macroeconomics and
monetary economy. 2018
ISSN-On line: 2524-2040
RINOE® All rights reserved.
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ACOSTA-CASTILLO, María Guadalupe de Lourdes,
CALDERA-GONZÁLEZ, Diana del Consuelo and
ZÁRATE-NEGRETE, Laura Elena
Instituto Tecnológico Superior de Guanajuato
Universidad de Guanajuato
“Development of an associative and predictive model to
identify the main factors that affect the survival of SMEs in
the commerce sector at the national level”
LINO-GAMIÑO, Juan, LÓPEZ-SOSA, Víctor Hugo,
LÓPEZ-JIMÉNEZ Sergio and SALAZAR-ARAUJO,
José
Universidad de Colima
“Comparative study between open and closed businesses on
the importance attached to the quality, price and bargaining
power of suppliers of mses in San Pedro Cholula, Puebla”
LOZADA-LECHUGA, Jorge, ORTIZ-CARRANCO,
Araceli, RAMIREZ-ROSAS, José and MOLINA-
GAYOSSO, Eduardo
“Mix marketing mix as a strategy to increase competitiveness
and market positioning service companies”
RUIZ-BARCENAS, Lilia, MACIAS-SALINAS, Silvia
and SANTOS-OLVERA, Orlando Karin
Instituto Tecnológico Superior de Salvatierra
Universidad del Centro del Bajío
Journal-General Economics
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