Consumo rápido: mercados globales y derechos socioeconómicos de las MiPYMES
Palabras clave:
Consumo rápido, mercados globales, MiPYMES
Resumen
En un contexto global dominado por el hiperconsumo y la obsolescencia programada, se analizan implicaciones jurídicas y económicas del consumo sobre las MiPYMES del sector comercial. A partir de un enfoque sociojurídico y una metodología cualitativa basada en un cuestionario semiestructurado aplicado a 60 MiPYMES, se evidencia que las tendencias efímeras del mercado profundizan las brechas en adaptación tecnológica y financiera, refuerzan la concentración del poder corporativo, precarizan el trabajo y fomentan modelos productivos ambiental y socialmente insostenibles. En conclusión, se propone avanzar hacia políticas públicas que equilibren el crecimiento del mercado con la protección de los actores más vulnerables, promoviendo la sostenibilidad empresarial y garantizando su papel en el desarrollo local y la justicia económica en sociedades globalizadas.
Citas
Abramovich, N., and Vasiliu, A. (2023). Sustainability as fairness: A Rawlsian framework linking intergenerational equity and the sustainable development goals (SDGs) with business practices. Sustainable Development, 31(3), 1328–1342. https://doi.org/10.1002/SD.2451
Baena, R., Vergara, J., and Barreiro, F. (2024). Challenges in implementing free software in small and medium-sized enterprises in the city of Montería: a case study. Bulletin of Electrical Engineering and Informatics, 13(1), 586–597. https://doi.org/10.11591/EEI.V13I1.6710
Bauman, Z. (2007). Vida de consumo. Polity Press Ltd., Cambridge.
Bellucci, C., Lavarda, R. A. B., and Floriani, D. E. (2023). Open strategizing and accelerated internationalization process in different contexts. Journal of Strategy and Management, 16(2), 189–210. https://doi.org/10.1108/JSMA-10-2021-0207
Bisschop, R., Willstrand, O., & Rosengren, M. (2020). Handling lithium-ion batteries in electric vehicles: Preventing and recovering from hazardous events. Fire Technology, 56(6), 2671–2694. https://doi.org/10.1007/s10694-020-01038-1
Botsman, R., and Rogers, R. (2010). Simultaneous Release What’s Mine Is Yours The Rise of Collaborative Consumption. Tantor Audio. https://tantor-marketing-assets.s3.amazonaws.com/sellsheets/1920_MineIsYours.pdf
Choi, Y. S., and Moon, J. (2025). Fairness and equity in South African competition law: A new direction. Journal of African Law, 1–17. https://doi.org/10.1017/S0021855325100624
Corona, J. L. (2018). Investigación cualitativa: Fundamentos epistemológicos, teóricos y metodológicos. Vivat Academia. Revista de Comunicación., 144, 69–76. https://doi.org/https://doi.org/10.15178/va.2018.144.69-76
Dung, L. T., and Hoang, T. (2024). Businesses model innovation: a key role in the internationalisation of SMEs in the era of digitalisation. Journal of Innovation and Entrepreneurship, 13(1), 1–18. https://doi.org/10.1186/S13731-024-00391-7
Edison, H., Smørsgård, N. M., Wang, X., & Abrahamsson, P. (2018). Lean internal startups for software product innovation in large companies: Enablers and inhibitors. The Journal of Systems and Software, 135, 69–87. https://doi.org/10.1016/j.jss.2017.09.034
Ernst, R. A., Gerken, M., Hack, A., and Hülsbeck, M. (2022). SMES’ reluctance to embrace corporate sustainability: The effect of stakeholder pressure on self-determination and the role of social proximity. Journal of Cleaner Production, 335, 130273. https://doi.org/10.1016/J.JCLEPRO.2021.130273
Escobar, S. (2021). Acerca de Capital e ideología, de Thomas Piketty. El Trimestre Económico, 88(351), 923–946. https://doi.org/10.20430/ETE.V88I351.1313
Ezrachi, A., Zac, A., and Decker, C. (2023). The effects of competition law on inequality—an incidental by-product or a path for societal change? Journal of Antitrust Enforcement, 11(1), 51–73. https://doi.org/10.1093/JAENFO/JNAC011
Fuchs Nissim, A., and Mufdi Guerra, N. (2021). Derecho de la Competencia y Regulación de Mercados Digitales: Desafíos y Propuestas para Latinoamérica. Centro de Competencia. https://centrocompetencia.com/wp-content/uploads/2021/07/Fuchs-y-Mufdi-Derecho-de-la-Competencia-y-Regulacion-de-mercado-digitales-Desafios-y-Propuestas-para-Latinoamerica.pdf
González, R. R., and Becerra, L. A. (2021). PYMES en América Latina: clasificación, productividad laboral, retos y perspectivas. CIID Journal, 2(1), 1–39. https://doi.org/10.46785/CIIDJ.V1I1.100
Hernández, R., and Mendoza, C. (2018). Metodología de la investigación. Las rutas cuantitativa, cualitativa y mixta. Mc Graw Hill Education.
Kapferer, J.-N., Michaut-Denizeau, A., Kapferer, J.-N., and Michaut-Denizeau, A. (2020). Are millennials really more sensitive to sustainable luxury? A cross-generational international comparison of sustainability consciousness when buying luxury. Journal of Brand Management, 27(1), 35–47. https://doi.org/10.1057/S41262-019-00165-7
Kim, J., Choi, J., Chang, S. R., and Trivedi, M. (2024). The impact of offline store presence on digital sales: The moderating role of product functionality. Journal of Retailing and Consumer Services, 78. https://doi.org/10.1016/J.JRETCONSER.2024.103754
Li, S. Y., Graul, A. R. H., and Zhu, J. J. (2024). Investigating the disruptiveness of the sharing economy at the individual consumer level: How consumer reflexivity drives re-engagement in sharing. Journal of the Academy of Marketing Science, 52(1), 164–195. https://doi.org/10.1007/S11747-023-00926-6/METRICS
Logreira, C. I., and Paredes, A. J. (2017). Estructura financiera de las Pymes: Lineamientos para la proyección de una política pública. Revista Espacios, 38(57), 1–15.
McNulty, D., Miglionico, A., and Milne, A. (2023). Data Access Technologies and the ‘New Governance’ Techniques of Financial Regulation. Journal of Financial Regulation, 9(2), 225–248. https://doi.org/10.1093/JFR/FJAD008
Nabais, E., & Franco, M. (2024). Sustainable development practices in small and medium-sized enterprises: multiple case studies. International Journal of Organizational Analysis, 32(10), 2494–2516. https://doi.org/10.1108/ijoa-08-2023-3900
Nga, N. T. N., and Khoi, B. H. (2025). Influencing digital marketing and marketing performance on the business sustainability of small and medium enterprises. International Journal of Applied Economics, Finance & Accounting, 21(1), 76–86. https://doi.org/10.33094/IJAEFA.V21I1.2048
OCDE. (2024). Índice de Políticas para PyMEs: América Latina y el Caribe 2024: Hacia una recuperación inclusiva, resiliente y sostenible. OECD Publishing. https://doi.org/10.1787/293a95d4-es
Panjaitan, R., Hasan, M., and Vilkana, R. (2022). Sophisticated technology innovation capability: entrepreneurial resilience on disaster -resilient MSMES. Serbian Journal of Management, 17(2), 375–388. https://doi.org/10.5937/SJM17-39294
Peralta, N. C., and Tonon, L. B. (2022). Pequeñas y medianas empresas latinoamericanas: Dificultades de Internacionalización. INNOVA Research Journal, 7(3), 8. https://doi.org/10.33890/innova.v7.n3.2022.2102
Pinuer, F. V., Valenzuela-Fernández, L., Andreu, J. L., and Belbeze, P. L. (2022). Environmental sustainability and their factors in SMEs: A multiple case study of Spain and Chile. Cuadernos de Gestión, 22(1), 35–50. https://doi.org/10.5295/cdg.211370fv
Roberts-Cady, S. (2025). Rawls and Economic Liberties. Res Publica, 31(1), 25–45. https://doi.org/10.1007/S11158-024-09668-W/METRICS
Ruano, L. E. (2017). Límites y ventajas en el proceso de enseñanza y aprendizaje de la investigación formativa. Revista San Gregorio, 1(16), 142–153. https://doi.org/10.36097/rsan.v1i16.426
Savytska, N., Babenko, V., Chmil, H., Priadko, O., and Bubenets, I. (2023). Digitalization of Business Development Marketing Tools in the B2C Market. Journal of Information Technology Management (JITM), 15(1), 124–134. https://doi.org/10.22059/JITM.2023.90740
Setyaningsih, S., Widjojo, R., and Kelle, P. (2024). Challenges and opportunities in sustainability reporting: a focus on small and medium enterprises (SMEs). Cogent Business and Management, 11(1), 2298215.
Sirenko, M., Comes, T., & Verbraeck, A. (2025). The rhythm of risk: Exploring spatio-temporal patterns of urban vulnerability with ambulance calls data. Environment and Planning. B, Urban Analytics and City Science, 52(4), 863–881. https://doi.org/10.1177/23998083241272095
Smith, R. B., and Smith, N. N. (2024). Right-to-Repair, Product Durability and Obsolescence: A Legal Perspective. Journal of Indonesian Legal Studies, 9(2), 767–798. https://doi.org/10.15294/JILS.V9I2.1895
Teerakapibal, S., and Schlegelmilch, B. B. (2025). Mind the gap: identifying the chasm between environmental awareness, attitudes and action in fast fashion consumption. International Marketing Review, 42(1), 103–127. https://doi.org/10.1108/IMR-05-2024-0151
Thorn, B. (2020). The Value of Everything: Making and Taking in the Global Economy. Contributions to Political Economy, 39(1), 118–120. https://doi.org/10.1093/CPE/BZAA010
Zamora, A. (2024). Estrategias de marketing digital para pequeñas y medianas empresas (PYMEs). LATAM Revista Latinoamericana de Ciencias Sociales y Humanidades, 5(5), 3590-3602–3590 – 3602. https://doi.org/10.56712/LATAM.V5I5.2881
Zarbà, C., Gravagno, R. M., Chinnici, G., & Scuderi, A. (2025). A systematic review of the SAFA framework in the literature: An approach to assess sustainability in agri-food systems. Cleaner Environmental Systems, 16(100267), 100267. https://doi.org/10.1016/j.cesys.2025.100267
Baena, R., Vergara, J., and Barreiro, F. (2024). Challenges in implementing free software in small and medium-sized enterprises in the city of Montería: a case study. Bulletin of Electrical Engineering and Informatics, 13(1), 586–597. https://doi.org/10.11591/EEI.V13I1.6710
Bauman, Z. (2007). Vida de consumo. Polity Press Ltd., Cambridge.
Bellucci, C., Lavarda, R. A. B., and Floriani, D. E. (2023). Open strategizing and accelerated internationalization process in different contexts. Journal of Strategy and Management, 16(2), 189–210. https://doi.org/10.1108/JSMA-10-2021-0207
Bisschop, R., Willstrand, O., & Rosengren, M. (2020). Handling lithium-ion batteries in electric vehicles: Preventing and recovering from hazardous events. Fire Technology, 56(6), 2671–2694. https://doi.org/10.1007/s10694-020-01038-1
Botsman, R., and Rogers, R. (2010). Simultaneous Release What’s Mine Is Yours The Rise of Collaborative Consumption. Tantor Audio. https://tantor-marketing-assets.s3.amazonaws.com/sellsheets/1920_MineIsYours.pdf
Choi, Y. S., and Moon, J. (2025). Fairness and equity in South African competition law: A new direction. Journal of African Law, 1–17. https://doi.org/10.1017/S0021855325100624
Corona, J. L. (2018). Investigación cualitativa: Fundamentos epistemológicos, teóricos y metodológicos. Vivat Academia. Revista de Comunicación., 144, 69–76. https://doi.org/https://doi.org/10.15178/va.2018.144.69-76
Dung, L. T., and Hoang, T. (2024). Businesses model innovation: a key role in the internationalisation of SMEs in the era of digitalisation. Journal of Innovation and Entrepreneurship, 13(1), 1–18. https://doi.org/10.1186/S13731-024-00391-7
Edison, H., Smørsgård, N. M., Wang, X., & Abrahamsson, P. (2018). Lean internal startups for software product innovation in large companies: Enablers and inhibitors. The Journal of Systems and Software, 135, 69–87. https://doi.org/10.1016/j.jss.2017.09.034
Ernst, R. A., Gerken, M., Hack, A., and Hülsbeck, M. (2022). SMES’ reluctance to embrace corporate sustainability: The effect of stakeholder pressure on self-determination and the role of social proximity. Journal of Cleaner Production, 335, 130273. https://doi.org/10.1016/J.JCLEPRO.2021.130273
Escobar, S. (2021). Acerca de Capital e ideología, de Thomas Piketty. El Trimestre Económico, 88(351), 923–946. https://doi.org/10.20430/ETE.V88I351.1313
Ezrachi, A., Zac, A., and Decker, C. (2023). The effects of competition law on inequality—an incidental by-product or a path for societal change? Journal of Antitrust Enforcement, 11(1), 51–73. https://doi.org/10.1093/JAENFO/JNAC011
Fuchs Nissim, A., and Mufdi Guerra, N. (2021). Derecho de la Competencia y Regulación de Mercados Digitales: Desafíos y Propuestas para Latinoamérica. Centro de Competencia. https://centrocompetencia.com/wp-content/uploads/2021/07/Fuchs-y-Mufdi-Derecho-de-la-Competencia-y-Regulacion-de-mercado-digitales-Desafios-y-Propuestas-para-Latinoamerica.pdf
González, R. R., and Becerra, L. A. (2021). PYMES en América Latina: clasificación, productividad laboral, retos y perspectivas. CIID Journal, 2(1), 1–39. https://doi.org/10.46785/CIIDJ.V1I1.100
Hernández, R., and Mendoza, C. (2018). Metodología de la investigación. Las rutas cuantitativa, cualitativa y mixta. Mc Graw Hill Education.
Kapferer, J.-N., Michaut-Denizeau, A., Kapferer, J.-N., and Michaut-Denizeau, A. (2020). Are millennials really more sensitive to sustainable luxury? A cross-generational international comparison of sustainability consciousness when buying luxury. Journal of Brand Management, 27(1), 35–47. https://doi.org/10.1057/S41262-019-00165-7
Kim, J., Choi, J., Chang, S. R., and Trivedi, M. (2024). The impact of offline store presence on digital sales: The moderating role of product functionality. Journal of Retailing and Consumer Services, 78. https://doi.org/10.1016/J.JRETCONSER.2024.103754
Li, S. Y., Graul, A. R. H., and Zhu, J. J. (2024). Investigating the disruptiveness of the sharing economy at the individual consumer level: How consumer reflexivity drives re-engagement in sharing. Journal of the Academy of Marketing Science, 52(1), 164–195. https://doi.org/10.1007/S11747-023-00926-6/METRICS
Logreira, C. I., and Paredes, A. J. (2017). Estructura financiera de las Pymes: Lineamientos para la proyección de una política pública. Revista Espacios, 38(57), 1–15.
McNulty, D., Miglionico, A., and Milne, A. (2023). Data Access Technologies and the ‘New Governance’ Techniques of Financial Regulation. Journal of Financial Regulation, 9(2), 225–248. https://doi.org/10.1093/JFR/FJAD008
Nabais, E., & Franco, M. (2024). Sustainable development practices in small and medium-sized enterprises: multiple case studies. International Journal of Organizational Analysis, 32(10), 2494–2516. https://doi.org/10.1108/ijoa-08-2023-3900
Nga, N. T. N., and Khoi, B. H. (2025). Influencing digital marketing and marketing performance on the business sustainability of small and medium enterprises. International Journal of Applied Economics, Finance & Accounting, 21(1), 76–86. https://doi.org/10.33094/IJAEFA.V21I1.2048
OCDE. (2024). Índice de Políticas para PyMEs: América Latina y el Caribe 2024: Hacia una recuperación inclusiva, resiliente y sostenible. OECD Publishing. https://doi.org/10.1787/293a95d4-es
Panjaitan, R., Hasan, M., and Vilkana, R. (2022). Sophisticated technology innovation capability: entrepreneurial resilience on disaster -resilient MSMES. Serbian Journal of Management, 17(2), 375–388. https://doi.org/10.5937/SJM17-39294
Peralta, N. C., and Tonon, L. B. (2022). Pequeñas y medianas empresas latinoamericanas: Dificultades de Internacionalización. INNOVA Research Journal, 7(3), 8. https://doi.org/10.33890/innova.v7.n3.2022.2102
Pinuer, F. V., Valenzuela-Fernández, L., Andreu, J. L., and Belbeze, P. L. (2022). Environmental sustainability and their factors in SMEs: A multiple case study of Spain and Chile. Cuadernos de Gestión, 22(1), 35–50. https://doi.org/10.5295/cdg.211370fv
Roberts-Cady, S. (2025). Rawls and Economic Liberties. Res Publica, 31(1), 25–45. https://doi.org/10.1007/S11158-024-09668-W/METRICS
Ruano, L. E. (2017). Límites y ventajas en el proceso de enseñanza y aprendizaje de la investigación formativa. Revista San Gregorio, 1(16), 142–153. https://doi.org/10.36097/rsan.v1i16.426
Savytska, N., Babenko, V., Chmil, H., Priadko, O., and Bubenets, I. (2023). Digitalization of Business Development Marketing Tools in the B2C Market. Journal of Information Technology Management (JITM), 15(1), 124–134. https://doi.org/10.22059/JITM.2023.90740
Setyaningsih, S., Widjojo, R., and Kelle, P. (2024). Challenges and opportunities in sustainability reporting: a focus on small and medium enterprises (SMEs). Cogent Business and Management, 11(1), 2298215.
Sirenko, M., Comes, T., & Verbraeck, A. (2025). The rhythm of risk: Exploring spatio-temporal patterns of urban vulnerability with ambulance calls data. Environment and Planning. B, Urban Analytics and City Science, 52(4), 863–881. https://doi.org/10.1177/23998083241272095
Smith, R. B., and Smith, N. N. (2024). Right-to-Repair, Product Durability and Obsolescence: A Legal Perspective. Journal of Indonesian Legal Studies, 9(2), 767–798. https://doi.org/10.15294/JILS.V9I2.1895
Teerakapibal, S., and Schlegelmilch, B. B. (2025). Mind the gap: identifying the chasm between environmental awareness, attitudes and action in fast fashion consumption. International Marketing Review, 42(1), 103–127. https://doi.org/10.1108/IMR-05-2024-0151
Thorn, B. (2020). The Value of Everything: Making and Taking in the Global Economy. Contributions to Political Economy, 39(1), 118–120. https://doi.org/10.1093/CPE/BZAA010
Zamora, A. (2024). Estrategias de marketing digital para pequeñas y medianas empresas (PYMEs). LATAM Revista Latinoamericana de Ciencias Sociales y Humanidades, 5(5), 3590-3602–3590 – 3602. https://doi.org/10.56712/LATAM.V5I5.2881
Zarbà, C., Gravagno, R. M., Chinnici, G., & Scuderi, A. (2025). A systematic review of the SAFA framework in the literature: An approach to assess sustainability in agri-food systems. Cleaner Environmental Systems, 16(100267), 100267. https://doi.org/10.1016/j.cesys.2025.100267
Publicado
2026-03-24
Cómo citar
Sánchez Tróchez, D. X., Potes Ordoñez, L. B., & Rodríguez Ángulo, L. K. (2026). Consumo rápido: mercados globales y derechos socioeconómicos de las MiPYMES. Revista Venezolana De Gerencia, 31(114), e311142. Recuperado a partir de https://produccioncientificaluz.org/index.php/rvg/article/view/45303
Número
Sección
En la mira: Marketing
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