Marketing management: a competitiveness contribution to small enterprises in the services sector in Medellin, Colombia

Abstract

Within the context of the distinct changes caused by the globalization phenomenon,

there is a strong competitive rivalry in several economic sectors.

Small companies face real obstacles in order to be competitive.

This paper studies the marketing management process contribution to the

small service companies’ competitiveness in order to explore its concept

from an economic perspective through the theory of resources and capabilities.

This paper has a quantitative focus in which the deductive method is

used in the outcome interpretation phase and theoretical construction.

The services offer in Medellín sometimes meet effectively the needs and

likes of a more increasing and demanding market, which leads to a marketing

associated problem.