Sustainable dymanic marketing capabilities is small and medium-sized enterprises: A comparison between Mexico and Spain

Abstract

This research proposes a comparative analysis of the factors that integrate the dynamic capabilities of sustainable marketing in micro and small enterprises in the commercial and service sector between Mexico and Spain. This comparison seeks to provide empirical evidence to understand how MSMEs face current challenges, how they adopt sustainable practices and how they configure their marketing strategies according to the external and internal environment. This is a quantitative, descriptive and cross-sectional research, with 634 businessmen and businesswomen surveyed online. The findings show that micro and small companies in Spain have greater dynamic sustainable marketing capabilities in most of the factors evaluated, especially in innovation, technology and data analysis. Mexico stands out in value co-creation and environmental perception. The differences are statistically significant according to the Mann-Whitney U test.