Co-operation as a Marketing Strategy in Mexico's SMEs: An Empirical Evidence

Abstract

Co-operation between organisations is a marketing strategy that grows in a market characterised by high rates of globalisation and competitiveness. This is why co-operation allows SMEs to obtain greater benefits than they could achieve by working individually, since it facilitates the interchange of experience, information, and knowledge among workers. Hence, this paper's objective is to analyse the co-operation rate inside 'Aguascalientes', an SME. The empirical analysis was carried out with a sample of 300 SMEs that had 5-250 workers. The resulting data showed that reduction on purchase costs; financial performance, and innovation have a significant positive influence on co-operation between different organisations.