Social practices in MSMEs in Bogotá and the region, supported by social marketing criteria, to strengthen competitiveness

DOI:  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.13597

Article Sidebar

PDF (Español (España)) HTML (Español (España)) XML (Español (España))

Published: Jun 4, 2024
Issue: Vol. 26 No. 47 (2024)
Section Scientific and technological research article


Keywords: msmes social marketing commercial marketing social responsibility consumer behavior

Main Article Content

Authors

  Freddy Urrea Urrea
Servicio Nacional de Aprendizaje
  Reina Helena Rodríguez Hernández
Servicio Nacional de Aprendizaje

Abstract

In the global context, large companies perform social marketing practices based on pre-established criteria or
reference points, enhancing their capabilities in the market. In this same sense, challenges arise for msmes, which must incorporate them and make them visible to achieve competitiveness. Objective: to identify social practices
in six for-profit and non-profit msmes to determine if these fall within the criteria or reference points of social marketing. Methodology: was situated in the socio-critical paradigm with a qualitative approach, supported by a cases studies, documented through a bibliographic review, a focus group, and semi-structured interviews. Key findings: observe practices aimed at social development, environmental care, and responsible consumption that
fall within the pre-established categories. Likewise, the practices are performed intuitively; these would be more useful if msmes had a background in social marketing and its value for strengthening the business image and obtaining benefits within the market. Conclusions: is relevant to make social practices visible and qualify msmes
in social marketing to enhance their programs from the business planning perspective.

Author Biography

Reina Helena Rodríguez Hernández, Servicio Nacional de Aprendizaje

Funcionaria pública. Instructora Investigadora, Servicio Nacional de Aprendizaje – SENA (Bogotá, Colombia). 

How to Cite
Urrea Urrea, F., & Rodríguez Hernández, R. H. (2024). Social practices in MSMEs in Bogotá and the region, supported by social marketing criteria, to strengthen competitiveness. Revista Universidad Y Empresa, 26(47), 1–34. https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.13597
References

Almestahiri, R., Rundle-Thiele, S., Parkinson, J., & Arli, D. (2017). The use of the major components

of social marketing: A systematic review of tobacco cessation programs. Social Marketing Quarterly, 23(3), 232-248. https://doi.org/10.1177/1524500417704813

Andreansen, A. (2002). Marketing social marketing in the social change marketplace. Journal of Public Policy & Marketing, 21(1), 3-13. https://doi.org/10.1509/jppm.21.1.3.17602

Andreasen, A. R. (2012). Rethinking the relationship between social/nonprofit marketing and commercial marketing. Journal of Public Policy & Marketing, 31(1), 36-41. https://doi.org/10.1509/jppm.09.035

Aranda, L. E. (2019). Estrategias de marketing social implementadas en sectores industriales: una revisión sistemática de la literatura científica de los últimos 10 años de 2008-2018 [Trabajo de pregrado, Universidad Privada del Norte, Trujillo, Perú]. https://hdl.handle.net/11537/29338

Basil, D.Z., Diaz-Meneses, G., & Basil, M. D. (2019). Social marketing in action. En Autores, Social marketing in action. Springer Texts in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-13020-6_30

Beiras, A., Cantera Espinosa, L. M., & Casasanta García, A. L. (2017). La construcción de una metodología feminista cualitativa de enfoque narrativo-crítico. Psicoperspectivas. Individuo y Sociedad, 16(2), 54-65. https://dx.doi.org/10.5027/psicoperspectivas-Vol16-Issue2-fulltext-

Sandoval Casilimas, C. A. (1996). Investigación cualitativa. Instituto Colombiano para el Fomento de la Educación Superior – icfes.

Chetty, S. (1996). The case study method for research in small-and medium-sized firms. International Small Business Journal, 15(1), 73-85. https://doi.org/10.1177/0266242696151005

Deshpande, S. (2019). Social marketing’s strengths, weaknesses, opportunities, and threats (swot): A commentary. Social Marketing Quarterly, 25(4), 231-242. https://doi.org/10.1177/1524500419881770

Dietrich, T. (2017). Segmentation in Social Marketing: Five Steps to Success. En T. Dietrich, S. Rundle-Thiele, & K. Kubacki (Eds.), Segmentation in social marketing (pp. 77-92). Springer. https://doi.org/10.1007/978-981-10-1835-0_6

Domegan, C. (2008). Social marketing: implications for contemporary marketing practices classification scheme. Journal of Business & Industrial Marketing, 23(2), 135-141. https://doi.org/10.1108/08858620810850254

French, J., & Russell-Bennett, R. (2015), A hierarchical model of social marketing. Journal of Social Marketing, 5(2), 139-159. https://doi.org/10.1108/JSOCM-06-2014-0042

Green, K. M., Crawford, B. A., Williamson, K. A., & DeWan, A. A. (2019). A meta-analysis of social marketing campaigns to improve global conservation outcomes. Social Marketing Quarterly, 25(1), 69-87. https://doi.org/10.1177/1524500418824258

Greenfield, S., & Veríssimo, D. (2019). To what extent is social marketing used in demand reduction campaigns for illegal wildlife products? Insights from elephant ivory and rhino horn. Social Marketing Quarterly, 25(1), 40-54. https://doi.org/10.1177/1524500418813543

Hasan, K. (2016). Social marketing and social Business. En S. S. Andaleeb, & K. Hasan (Eds.), Strategic Marketing Management in Asia (pp. 475-509). Emerald Group Publishing Limited. https://doi.org/10.1108/978-1-78635-746-520161017

Hernández Sampieri, R., Fernández Collado, C., & Baptista Lucio, P. (2014). Metodología de la investigación. McGraw-Hill.

Hitt, M., Black, J., & Porter, L. (2006). Administración. Pearson Educación.

Hopwood, T., & Merritt, R. (2011). Big pocket guide to using social marketing for behaviour change. National Social Marketing Centre. https://www.thensmc.com/sites/default/files/Big_pocket_guide_2011.pdf

Kotler, P. (2022). The battle between commercial marketing and social marketing. Social Marketing Quarterly, 28(4), 325-331. https://doi.org/10.1177/15245004221136334

Kubacki, K., Rundle-Thiele, S., Pang, B., Carins, J., Parkinson, J., Fujihira, H., & Ronto, R. (2017). An umbrella review of the use of segmentation in social marketing interventions. En T. Dietrich, S. Rundle-Thiele, & K. Kubacki (Eds.), Segmentation in social marketing (pp. 9-23). Springer. https://doi.org/10.1007/978-981-10-1835-0_2

Linaldi-Gutiérrez, L. L., Campos-Gómez, J. L., & Priego-Álvarez, H. R. (2021). Estrategias de marketing en promoción y prevención de la hipertensión arterial. Una revisión sistemática. Salud & Vida Sipanense, 8(2), 57-67. https://doi.org/10.26495/svs.v8i2.1968

Martínez Escareño, I. M., Casillas Rancurello, M. F., Núñez Alfaro, C. M., González Galindo, A. D., Aguilera Valdez, A. E., & Portales, L. (2018). Influencia del marketing social y prácticas de rse en la intención de compra de los millennials. Universidad & Empresa, 20(35), 251-280. https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.6034

Organización Internacional de Normalización. (2010). Guía de responsabilidad social (iso 26000). https://americalatinagenera.org/wp-content/uploads/2014/09/U4ISO26000.pdf

Ramos, J., & Periáñez, I. (2003). Delimitación del marketing con causa o marketing social corporativo mediante el análisis de empresas que realizan acciones de responsabilidad social. Cuadernos de Gestión, 3(1-2), 65-82. https://doi.org/10.5295/cdg.19199jr

Saunders, S.G., Barrington, D.J., & Sridharan, S. (2015). Redefining social marketing: beyond behavioural change. Journal of Social Marketing, 5(2), 160-168. https://doi.org/10.1108/JSOCM-03-2014-0021

Tweneboah-Koduah, E. Y., & Coffie, I. S. (2022). Social distancing, hand washing and handshaking behaviour during and beyond coronavirus pandemic: A social marketing perspective. Social Marketing Quarterly, 28(4), 288-306. https://doi.org/10.1177/15245004221134208

Urrea-Urrea, F. (2021). Límites entre marketing social y marketing con causa para la clasificación de prácticas de responsabilidad social empresarial. En V. V. A. A., ceincet-rediies,

Realidades en investigación científica y académica (pp. 442-470). eidec. https://doi.org/10.34893/fpmb-6c30

Yin, R. K. (1989). Case study research: Design and methods (Vol. 5). SAGE Publications.

Query Statistics

Downloads

Download data is not yet available.
Publcation metrics

0




 

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Los autores conservan los derechos de autor y garantizan a la revista el derecho de ser la primera publicación del trabajo al igual que licenciado bajo una Creative Commons Attribution License que permite a otros compartir el trabajo con un reconocimiento de la autoría del trabajo y la publicación inicial en esta revista.