El endomarketing como estrategia para la transformación de la cultura organizacional en las pymes de la ciudad de Barranquilla

In Colombia, small and medium-sized enterprises (SMEs) are recognized as the most dynamic productive units contributing to economic development, as they significantly boost all productive sectors nationwide and generate the highest number of jobs. This article aimed to analyze how endomarketing can be used in designing strategies that support the transformation of organizational culture within SMEs in Barranquilla. A mixed-methods approach was employed, combining quantitative and qualitative tools to facilitate the comparison of information, authors, and data collected through a Likert-type questionnaire. The instrument was applied to administrative leaders currently working in SMEs across various sectors. As a final outcome, strategic recommendations were proposed to strengthen organizations in the city, the Caribbean region, and the broader national context.