INTERNATIONAL MARKETING STRATEGIES IN EXPORTING COMPANIES IN PERU: A SYSTEMATIC REVIEW
##plugins.themes.bootstrap3.article.main##
Abstract
At this stage of the economic recovery in which exporting companies in Latin America and the Caribbean are resuming their activities after the contraction of COVID-19 worldwide, it is necessary to identify the practices that were effective and the current barriers to achieve international expansion in the company. In addition, the marketing strategy is the pillar to provide value to customers. The objectives of the article are to identify the key elements in marketing strategies and to know the main successful practices that were implemented and the challenges in marketing strategies in exporting companies in Peru. Method/s a systematic review was carried out according to the PRISMA strategy of the theses published in the RENATI repository about marketing strategies in exporting companies in Peru, analyzing with an observation sheet according to the objective, methodology, results, conclusions, recommendations which was interpreted according to the qualitative approach revealing the categories with the Spss program version 23 Result/s In the main results of the published theses the potentialities of exporting mypes is their takeoff in use of digital marketing strategies, employment of marketing mix strategies and the environment through state policies such as financing funds to innovate and market contribute directly and the challenges is to generate added value. And the theses are from the area of Administration and International Business with centralism of private universities in the variables of export (31%), marketing strategies (27%) and international performance with 15%.
##plugins.themes.bootstrap3.article.details##
How to Cite

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
openAccess
Abhishek, B., Nirma, J., Achint, N., Vijay, P., Amit, S., & Charles, J. (2023). Investigating the revised international marketing strategies during COVID-19 based on resources and capabilities of the firms: A mixed method approach. Journal of Business Research, 58, 1-13. https://doi.org/10.1016/j.jbusres.2023.113662
Acosta, A. (2017). Marketing Internacional. Bogota: Fundación Universitaria del Área Andina. https://core.ac.uk/download/pdf/326424054.pdf
Arksey, H., & O'Malley, L. (s.f.). Scoping studies: towards a methodological framework. International Journal of Social Research Methodology, 8(1), 19-32. https://doi.org/10.1080/1364557032000119616
Banco Central de Reserva. (2015-2020). Síntesis de Actividad Económica. Superintendencia Nacional de Aduanas y Administración Tributaria.
Barrientos, P. (2009). El marketing en el Perú y la globalización. Semestre Económico, 12(23), 59-75. http://www.scielo.org.co/scielo.php?script=sci_arttext&pid=S0120-63462009000100004
Barrientos, P. (2011). El clúster en la estrategia de marketing internacional. Semestre Económico, 14(28), 49-66. http://www.scielo.org.co/scielo.php?script=sci_arttext&pid=S0120-63462011000100004
Camara de Comercio e Industria de Arequipa. (2022). Indicadores Econômicos enero 2023. https://www.camara-arequipa.org.pe/public/archivos/economicos/INDICADORES%20ECONOMICOS%20ENERO%202023.pdf
CEPAL. (2020). Informe Especial Covid-19. Comisión Económica para América Latina y el Caribe. https://repositorio.cepal.org/server/api/core/bitstreams/82414c93-33bf-4a64-af1e-b26e28e1437e/content
Coronel, D., Arias, K., & Díaz, J. (2022). El marketing internacional como proceso de internacionalización de MiPymes de la provincia de El Oro. Polo del Conocimiento, 7(1), 1590-1603. https://doi.org/ 10.23857/pc.v7i1.3565
Daza, L., & Vokoun, M. (2020). El mundo antes y después del co-vid-19. Reflexiones intelectuales sobre la política, la diploma-cia y las relaciones internacionales. Salamanca, Estocolmo: Instituto Europeo de Estudios Internacionales. https://www.ieeiweb.eu/wp-content/uploads/2020/06/GLGardini_Covid19IR_Full_book_FINAL_ESP3_0.pdf
Garcia, R. (2015). Casos de Marketing Internacional. Madrid: ESIC.
Haraway, D. (2004). Gênero para um dicionário marxista: A política sexual de uma palavra. Cadernos Pagu, 22, 201-246.
Hayashi, C. R. M. (2013). Apontamentos sobre a coleta de dados em estudos bibliométricos e cientométricos. Filosofia e Educação, 5(2), 89-102.
INEI. (2023). Evolucion de las exportaciones e importaciones. Instituto Nacional de estadística e Informática . https://m.inei.gob.pe/media/MenuRecursivo/boletines/informe_comercio_exterior.pdf
Ilayda, I. (2021). The relevance of international marketing strategy to emerging-market exporting firms: from a systematic review towards a conceptual framework. International Marketing Review, 38(2), 205-248. https://doi.org/10.1108/IMR-02-2020-0017
Kotler, P. (2003). Marketing Insights from A to Z. New Jersey: John Wiley & Sons Limited.
Leonidou, L. (2004). An analysis of the Barriers Hindering small business Export Development. 42(3), 279-302. http://www.scielo.org.co/scielo.php?script=sci_nlinks&ref=000167&pid=S0120-8160201300020000400042&lng=en
Levac, D., Colquhoun, H., & O’Brien, K. (2010). Scoping studies: advancing the methodology. Implementation Science, 5-69.
Manchado, R., Tamames, S., López, M., Mohedano, L., & Veiga, J. (2009). Revisiones Sistemáticas Exploratorias. Medicina y Seguridad del Trabajo, 55(216), 12-19. http://scielo.isciii.es/scielo.php?script=sci_arttext&pid=S0465-546X2009000300002&lng=es&tlng=es
Mitra, D., & Golder, P. (2002). Whose culture matters: Near-markets knowledge and its impact on foreign market entry timing. Journal of Marketing Research, Vol. 39(3) 350-365. https://doi.org/10.1509/jmkr.39.3.350.191
Montenegro, A. (2020). El comercio Internacional y la crisis del Covid-19: una mirada a latinoamerica Internacional. Hojas del Bosque(11), 70-81. https://revistas.unbosque.edu.co/index.php/HEB/article/view/3007/2901
Mora, A., & Acevedo, E. (2017). Revisión sistemática de literatura sobre la internacionalización de la empresa PYME en Colombia. Revista Espacios, 38(39), 1-110. https://www.revistaespacios.com/a17v38n39/a17v38n39p10.pdf
Redondo, M., & et al. (2019). Fundamentos del marketing internacional. Colombia: Fundación Universitaria del Área Andina.
Roldán, J. (2021). Pontificia Universidad Católica Valparaiso. Impacto post-pandemia: ¿Hacia una nueva globalización?: https://www.pucv.cl/pucv/noticias/destacadas/impacto-post-pandemia-hacia-una-nueva-globalizacion
Shrader, R. (2001). Collaboration and performance in foreign markets: The case of young high-technology manufacturing firms. Academy of Management Journal, Vol.44(1) 45-60. https://doi.org/10.2307/3069336
Tugores, J. (2005). Economía internacional . Madrid : McGraw Hill