<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0186-1042</journal-id>
<journal-title><![CDATA[Contaduría y administración]]></journal-title>
<abbrev-journal-title><![CDATA[Contad. Adm]]></abbrev-journal-title>
<issn>0186-1042</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0186-10422020000100111</article-id>
<article-id pub-id-type="doi">10.22201/fca.24488410e.2018.2037</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Marke forces, competitive strategies and small business performance: Evidence from Mexico`s low-income market]]></article-title>
<article-title xml:lang="es"><![CDATA[Fuerzas de mercado, estrategias competitivas y desempeño de pequeños negocios: evidencias del mercado de bajos ingresos en México]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Granados Echegoyen]]></surname>
<given-names><![CDATA[Hugo Ernesto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Coronado]]></surname>
<given-names><![CDATA[Semei]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Toledo López]]></surname>
<given-names><![CDATA[Arcelia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto Politécnico Nacional  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Guadalajara  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2020</year>
</pub-date>
<volume>65</volume>
<numero>1</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0186-10422020000100111&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0186-10422020000100111&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0186-10422020000100111&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract In Southeast Mexico, low-income entrepreneurs run their small businesses in a local market to earn their daily income. The aim of this study is to analyze the effect of market forces on generic competitive strategies and small business performance. It analyzes (1) which generic strategy has the greater effect on small business performance, (2) which market force is the one with greater effect, and (3) how market forces influence the relationship of competitive strategies on small business performance. Findings suggest that a differentiation strategy has a greater effect on performance than cost leadership; however, a hybrid strategy works better.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen En el sureste de México, los pequeños negocios son dirigidos por emprendedores de bajos ingresos, quienes operan estos negocios en un mercado local para obtener un ingreso diario. Este estudio analiza el efecto de las fuerzas del mercado sobre las estrategias competitivas genéricas y el desempeño de los pequeños negocios. Se analiza (1) qué estrategia tiene el mayor efecto en el desempeño de los pequeños negocios, (2) cual es la fuerza de mercado más representativa, y (3) cómo estas fuerzas de mercado influyen en la relación entre el desempeño y la estrategia competitiva. Los resultados sugieren que la estrategia de diferenciación es la que tiene el mayor efecto sobre el desempeño, pero que una combinación de ambas estrategias competitivas tiene mejores resultados en el desempeño para este tipo de contextos.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Competitive strategies]]></kwd>
<kwd lng="en"><![CDATA[Small business]]></kwd>
<kwd lng="en"><![CDATA[Performance]]></kwd>
<kwd lng="en"><![CDATA[Market forces]]></kwd>
<kwd lng="en"><![CDATA[D22]]></kwd>
<kwd lng="en"><![CDATA[L60]]></kwd>
<kwd lng="en"><![CDATA[L25]]></kwd>
<kwd lng="en"><![CDATA[L10]]></kwd>
<kwd lng="en"><![CDATA[M10]]></kwd>
<kwd lng="es"><![CDATA[Estrategias competitivas]]></kwd>
<kwd lng="es"><![CDATA[Pequeños negocios]]></kwd>
<kwd lng="es"><![CDATA[Desempeño]]></kwd>
<kwd lng="es"><![CDATA[Fuerzas del mercado]]></kwd>
<kwd lng="es"><![CDATA[D22]]></kwd>
<kwd lng="es"><![CDATA[L60]]></kwd>
<kwd lng="es"><![CDATA[L25]]></kwd>
<kwd lng="es"><![CDATA[L10]]></kwd>
<kwd lng="es"><![CDATA[M10]]></kwd>
</kwd-group>
</article-meta>
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