Market expansion and business growth from the perspective of resources and capabilities: The case of a micro-enterprise

This paper has the purpose to determine and to analyze the internal and externa variables to consider in the design and formulation of strategies to be implemented by the small enterprise the D-Ksa aimed to expand organizational capabilities from the perspective business growth based on market expansion. This study intends to answer the question, why, the participation in different promotional events and activities aimed to position the branding in the regional market, do not target to achieve more points of sale in the state of Jalisco? The hypothesis formulated assumes that strategic alliances will increase the share and participation in the market. The strategic alliances will give the resources and capabilities required to carry out the business activities to growth and expand the market share.