Purpose: To analyze marketing and digital marketing activities implemented by three companies of Río Bravo (Tamaulipas, Mexico) that are leaders in their industries. Being companies that over time have reached a solid position in the local market and the last five years have extended their market influence in the cross-border region of northern Tamaulipas and Lower Rio Grande Valley. Approach/Methodology/Design: The study is exploratory with an explanatory scope, implemented a mixed-methodological approach, and developed an analytical framework based on triangulation precepts. As research techniques, we conducted a questionnaire (validated by experts), semi-structured interviews, and a web quality analysis tool to examine more than fifty search engine optimization parameters. Findings: Marketing is conceived and applied in a segmented way, often as just advertising, and seen as something to improvise and thus reducing its potential benefits in market expansion. However, investing and implementing digital marketing tools benefits business expansion and market growth. To optimize results is urgent training managers in digital marketing, mainly in handling social networks and implement continuous performance assessment using web analytics tools. Practical Implications: From the results, the paper draws up a set of recommendations to each company analyzed that may help to improve decision-making in marketing practices. The study also contributes to filling the gap in the scientific literature. Originality/Value: This research is novel because of its mixed methodological approach based on different techniques that together offer an analysis based on the criterion of analytical and casuistic triangulation. Beyond the traditional focus on marketing, this work approaches cross-border marketing with an emphasis on the digital aspect. The selection case provides additional value because there is no previous study at this level.
Este estudio plantea un análisis descriptivo sobre la influencia de la pandemia por COVID-19, medida a través de las variables disminución de la esperanza de vida, reducción de los ingresos, disminución del personal ocupado y acceso al financiamiento sobre el desarrollo de las MiPymes de cinco estados del norte de México: Tamaulipas, Nuevo León, Coahuila, Durango y Chihuahua.
La información base se tomó de los resultados propuestos por el INEGI 2021 mediante el Estudio sobre la Demografía de los Negocios en México.
Se observa diferencia entre los estados respecto de las variables usadas para el estudio, sin embargo, es apreciable uniformidad en el desarrollo empresarial. Se deben reforzar en nuestro país la creación de políticas públicas que se adapten al contexto en el que se desempeñan las empresas para desarrollar mecanismos que permitan el acceso a fuentes de financiamiento y programas de capacitación que fortalezcan a las MiPymes.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.