Table 2. Naming strategies by the...

Table 2.

Naming strategies by the companies located in each of the three studied cities

City and Strategy	Results (%)	Differ.
Bogota
No strategy	−49	−13
Market strategy	36	−13
Belonging	−36	0
Uniqueness	36	0
Cartagena
No strategy	−39	5
Market strategy	44	5
Belonging	−30	47
Uniqueness	77	47
Santa Marta
No strategy	−41	−14
Market strategy	27	−14
Belonging	−17	67
Uniqueness	84	67

City and Strategy	Results (%)	Differ.
Bogota
No strategy	−49	−13
Market strategy	36	−13
Belonging	−36	0
Uniqueness	36	0
Cartagena
No strategy	−39	5
Market strategy	44	5
Belonging	−30	47
Uniqueness	77	47
Santa Marta
No strategy	−41	−14
Market strategy	27	−14
Belonging	−17	67
Uniqueness	84	67

Notes:

Each result on Table 2 comes from Figure 3. The two components of each dimension (No-Strategy vs Market Strategy and Belonging vs Uniqueness) are graphically transferred to the SNM Model, resulting into a two-dimensional graph (Figure 5)

Source: Authors’ own creation

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