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Abstract:
This paper investigates how SMEs face changing environmental conditions. During the investigation, companies were identified that coincide with the strategies given by professors Miles and Snow (1978). In this way, it can be affirmed that only one third of the service SMEs in Jalapa, Veracruz, are explorers, able to dare to know the opportunities that the market offers, the wishes of their clients, technology and innovations. Traditional companies or defenders (more than 67%), recognize in advertising a good way to meet their customers are not willing to invest in advertising campaigns, or distribution staff or software to control their inventories or sales, are organizations inflexible, most of them family members, who rarely innovate their products and technology. Most of its products are quality, have identity and recognition among their neighbors and acquaintances, the price and its policy is based on sales volumes and payments, do not consider costs or profit margins. The reactive companies are new (4 years) are confused with conservative, inconsistent responses and reflect the intuition of the owner and ignorance of the market.
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