| Título: |
The panorama of integrated marketing communication policies and the managemeng of CSR in mexican SME’S El panorama de las políticas de comunicación integral y gestión de la RSC en las PYMES mexicanas The panorama of integrated marketing communication policies and the managemeng of CSR in mexican SME’S |
| Autores: |
Carrillo, Maria-Victoria; Universidad de Extremadura Tato, Juan Luis; Universidad de Extremadura Garcia, Maria; Universidad de Extremadura |
| Fecha: | 2013-01-28 |
| Publicador: | Intangible capital |
| Fuente: |
 |
| Tipo: |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
| Tema: |
SME’s, Mexico, Integrated Marketing Communication, Strategic CSR M300 PYMES, México, Comunicación Integral, RSC estratégica M300 SME’s, Mexico, Integrated Marketing Communication, Strategic CSR M300 |
| Descripción: |
Purpose: In this paper we study Integrated Marketing Communication policies and the management of image and CSR in a sample of three Mexican states SME’s.Design/methodology/approach: It is designed a research with a panel of 105 SME’s from Jalisco, Colima and Nayarit states (México) and a questionnaire was applied to them. A group of variables were selected for this study to apply a hierarchical conglomerate clustering technique to conclude how many groups of SME’s we have. Subsequently, to know their differences, CATPCA (Categorical of Principal Components Analysis) was performed to group the variables into factors. With these results, MANOVA analysis was performed to explain differences between the groups formed in the cluster analysis.Findings and Originality/value: Through the cluster analysis three groups have been given. The factors that explain these differences between groups reveal that as much interest for stakeholders in relationship with basic performances of businesses (clients, suppliers, employees, partner), more interest for basic communication. On the other hand, businesses with more interest for CSR communication show more relations with banks as strategic stakeholders.Research Limitations/implications: The study is focused on three Mexican states, so the results cannot be generalized. This work is a descriptive study to show the SME,s panorama in Mexico, being not possible to extract causality relations.Originality/value: This is a study about SME’s, being this group of companies the most numerous around the world. It is studied practices of Integrated Marketing Communication policies and it is done a quantitative analysis to describe the panorama of a SME’s Mexican sample. Objeto: En este trabajo se estudian las prácticas de comunicación integral (Comunicación comercial, interna, corporativa) de una muestra de PYMES de tres estados mexicanos.Diseño/metodología/enfoque: Se diseñó una investigación a través de un panel de 105 PYMES de los estados de Jalisco, Colima y Nayarit (México) y se aplicó un cuestionario. Con las variables seleccionadas para este estudio se realizó un análisis cluster de conglomerados jerárquicos, para saber el número de grupos en que las PYMES encuestadas se agruparon. Posteriormente, para poder conocer sus diferencias, se realizó un análisis CATPCA (Análisis de componentes principales categórico) para resumir las variables en factores. Con estos resultados se llevó a cabo un análisis MANOVA que mostrase diferencias entre los grupos formados en el análisis cluster.Aportaciones y resultados: A través del análisis cluster se obtuvieron tres grupos de PYMES. Los factores que explican estas diferencias entre los grupos revelan que a mayor interés por los stakeholders relacionados con los aspectos básicos del funcionamiento de la empresa (clientes, proveedores, empleados, socios), más interés por una comunicación básica. Por otra parte, las empresas con mayor interés por las acciones de comunicación vinculadas a la RSC presentan mayor vinculación con los bancos como stakeholders estratégicos.Limitaciones: El estudio se encuadra en el ámbito de tres estados mexicanos y por tanto, los datos no son generalizables. El trabajo es un estudio exploratorio que nos aproxima a la realidad de las PYMES de México, no se pueden, por tanto, extraer relaciones de causalidad a partir de estos datos.Originalidad / Valor añadido: Se aporta un estudio sobre PYMES mexicanas, colectivo que representa el mayor número de empresas del mundo. Se aborda el estudio de las prácticas de comunicación integral y se realizó un análisis estadístico cuantitativo para describir el panorama de las prácticas de una muestra de empresas de México. Purpose: In this paper we study Integrated Marketing Communication policies and the management of image and CSR in a sample of three Mexican states SME’s.Design/methodology/approach: It is designed a research with a panel of 105 SME’s from Jalisco, Colima and Nayarit states (México) and a questionnaire was applied to them. A group of variables were selected for this study to apply a hierarchical conglomerate clustering technique to conclude how many groups of SME’s we have. Subsequently, to know their differences, CATPCA (Categorical of Principal Components Analysis) was performed to group the variables into factors. With these results, MANOVA analysis was performed to explain differences between the groups formed in the cluster analysis.Findings and Originality/value: Through the cluster analysis three groups have been given. The factors that explain these differences between groups reveal that as much interest for stakeholders in relationship with basic performances of businesses (clients, suppliers, employees, partner), more interest for basic communication. On the other hand, businesses with more interest for CSR communication show more relations with banks as strategic stakeholders.Research Limitations/implications: The study is focused on three Mexican states, so the results cannot be generalized. This work is a descriptive study to show the SME,s panorama in Mexico, being not possible to extract causality relations.Originality/value: This is a study about SME’s, being this group of companies the most numerous around the world. It is studied practices of Integrated Marketing Communication policies and it is done a quantitative analysis to describe the panorama of a SME’s Mexican sample. |
| Idioma: | Inglés |