The differentiation of competitive strategy and its effects on performance

Abstract

The objective of the study was to determine empirically how the generic differentiation strategy influences the performance of small and medium-sized enterprises. An instrument of 35 items was applied to 175 SMEs of the retail trade sector, of the Centro municipality of the state of Tabasco, for this purpose the method of the explanatory positivist paradigm was used, with an empirical research design, non-experimental, cross-sectional. The data were analyzed through inferential statistics, with a linear regression test, whose empirical results show the existence of a strong positive and significant relationship between the differentiation strategy and the performance of the companies.