Pymes como modelo económico en la creación de estrategias de comunicación

  1. Hoyos Zavala, Alfredo Eduardo 1
  2. Lasso de la Vega González, Carmen 1
  1. 1 Universidad de Cádiz

    Universidad de Cádiz

    Cádiz, España


Retos: Revista de Ciencias de la Administración y Economía

ISSN: 1390-8618 1390-6291

Year of publication: 2017

Issue Title: (abril-septiembre)

Volume: 7

Issue: 13

Pages: 59-74

Type: Article

DOI: 10.17163/RET.N13.2017.04 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Retos: Revista de Ciencias de la Administración y Economía


At present where the market is saturated by different companies in the world, the corporate image is vital and essential for the proper positioning of a brand or service in the world of business SMEs (small and medium enterprises) element. The corporate image is how customers perceive as a business, which is what defines the success or failure of it. The creation of the corporate image must be one of the first steps for an employer to organize or start a business, not only in small and medium enterprises business but in all types of marketing products or services, the picture is absolutely everything what the customer perceives in the first instance. The corporate image of a company is nothing more than a way to firmly express the brand, is the opportunity for any company to differentiate itself from the competition. This image conveys the fundamental values such as consumer confidence in the client can forge business relationship. Consumers relate very large chains and positioned with professionalism, seriousness and tranquility, therefore for SMEs is challenging companies to achieve position in this competitive market. Gradually these companies build their solid and consistent corporate identity, which does get a bit position themselves in the minds of consumers. Corporate image depends on the type of clients that captures and of course the first impression you give the company, which is essential if you want to be different and stand out from the competition.

Bibliographic References

  • Pymes, sectores económicos, comportamiento organizacional