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The objective of this research is to validate the variables that are considered in a Conceptual Model of Strategic Alliances for Microenterprise Marketers, for this purpose exploratory factor analysis is used. Method: For the study, data were collected through a survey, which was applied to 204 marketing microenterprises located in Hermosillo, Sonora, and the data were analyzed using the software program SPSS version 23.0 Results: The results show that the instrument used for data collection is acceptable since it has a value of Cronbach's alpha of 0.855. On the other hand, with the factorial analysis it became evident that the variables to be considered in the Conceptual Model of Strategic Alliances for Microenterprise Marketers are the correct ones and were grouped by factors. Discussion or Conclusion: Microenterprises can be part of a network of alliances linked to larger companies. Due to the simplicity of the Conceptual Model of Strategic Alliances for Commercial Microenterprises, entrepreneurs can use this model as a guide to generate competitive advantages.

Análisis factorial para la validación de las variables en un modelo de alianzas estratégicas en microempresas mexicanas