Sustainable competitive advantage in small and medium hotel companies of South Mexico

Abstract

The object of this work is to analyze how the sustainable competitive
advantage (SCA) is obtained by the SME’s through their entrepreneurial
and marketing capabilities and the organizational innovation. 49 hotel
managers were surveyed in the states of Oaxaca and Puebla. In the
results the marketing capability is strongly related to the organizational
innovation and the SCA. In the hotel business there is a big interaction
with consumers and they become a critical source of information in order
to innovate which is reflected in the SCA. In this kind of businesses the
consumers value the intangible actions that are provided by the marketing
capabilities.