Innovation in marketing: strengthening the competitiveness of Mipymes in the city of Estelí

Abstract

This paper addresses the micro, small and medium-sized enterprises (Mipyme for its Spanish acronym) problems concerning the implementation of science, technology, and innovation (CTI) in their processes of marketing goods and services. This paper researches a topic of interest “Innovation in marketing.” It presents a general conceptualization, data from studies carried out in different Mipymes in Estelí. These studies reflect the need for strengthening small business competitiveness, strategies, and innovation. The author’s experience with this topic is taken into account to present a proposal for actions to strengthen the competitiveness of these companies. The methodology consisted of a bibliographic review of scientific articles, master and bachelor thesis on the foundations of CTI and innovation in marketing and studies at the national and local level in different Mipymes. The subscribed databases of the UNAN-Managua were consulted, for instance, the Central American repository of the CNU, scientific journal of FAREM Estelí, and Google Scholar among others. The results show the lack of environmental studies, marketing strategies, product assortment, market positioning, brand design, inadequate premises, product and service differentiation, digital marketing, poor customer care, lack of trade organization, among others. It is recommended to address actions to solve these problems to strengthen their business processes. Action can be done through innovations in marketing, continue to join efforts through the articulation of diverse entities such as the state, companies, and universities identifying latent needs and visualizing new perspectives of analysis of the problem.