Estrategias de comunicación aplicadas a PYMES entre los años 2016 y 2021: Una revisión de literatura

Abstract

The present work of systematic literature review aimed to determine what is the current state of knowledge about the communication strategies applied in SMEs from the scientific publications during the last five years that appeared in the indexed journals, for this they were defined criteria to be followed such as the search for articles within certified search engines, in order to fulfill our objective. In the first search, 40 articles were collected, which were filtered to obtain the required articles (n = 30). A mixed approach was used: quantitative and qualitative, to be able to analyze the collected articles and find categories in them. The quantitative analysis showed the bias of criteria, languages  and countries, highlighting Colombia with the largest amount of research, it was also identified that all the articles are indexed in Scielo. The qualitative analysis allows to analyze three criteria: communication tools, ICT and internal and external influences. It is concluded that communication strategies are little studied or only segments of it are analyzed; however, it is known that communication strategies are being applied to a limited extent within SMEs.