Innovation and Marketing Strategies: Driving University Entrepreneurship at the San Miguelito Regional University Center

Abstract

Entrepreneurship has established itself as a key pillar of economic growth, especially in Panama, where government and university initiatives encourage the creation and development of micro, small and medium-sized businesses (MSMEs). In this context, it is essential to understand the strategies used by university entrepreneurs to achieve viability and competitiveness in their businesses. This research analyzes the market strategies implemented by university entrepreneurs to position their products and services in the university market of the San Miguelito Regional University Center (CRUSAM), who receive the support of the Center for Innovation, Technological Development and Entrepreneurship (CIDETE) of the University of Panama.  To do this, a quantitative approach was used by applying surveys to 30 entrepreneurial members of CIDETE, with the purpose of identifying the predominant strategies and evaluating their effectiveness. The results show that university fairs constitute the main promotion channel, complemented by the use of social networks to expand their reach. However, a lack in digital marketing training was identified, which represents an opportunity for improvement to strengthen the visibility and sustainability of ventures. Likewise, the need to implement market and digitalization training programs is highlighted, which allow entrepreneurs to optimize their commercial strategies and expand their presence in an increasingly competitive and digitalized environment.