ICPM 2022 · 2023
Marketing strategies implemented by micro, small and medium enterprises in violent and insecure environments, Guerrero, Mexico.
Guerrero was located as one of the most violent states in the Mexican Republic, with a population of 3,533,251 people [14], insecurity and violence affected the business sector, increasing expenses to protect themselves, reducing business profits and hindering plans for investment. The objective of this research was to analyze the marketing strategies implemented by MIPyME when they find themselves in violent and insecure environments. Based on the bibliographic and contextual review, the research methodology was structured, and 13 in-depth interviews were applied to businessmen from the municipalities of Chilpancingo and Chilapa Guerrero, Mexico in the month of August 2020, considering three research subtopics: Characteristics of micro, small and medium enterprises, their problems, and their marketing strategies in violent and insecure environments. The results obtained indicate that violence and insecurity have affected the owners of MIPyME. However, they have adapted to the environment of violence and insecurity, designing strategies aimed at the use of social networks and technologies that help promote their businesses.