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The context of consumers, who follow the market trends or situations of different countries, has changed in recent decades. However, border regions, as special zones, behave differently from the rest of any country. Colombia is no exception; therefore, the purpose of this research is to reveal the experiences of crucial informants through a case study of companies in Cúcuta using grounded theory as an interpretive research method. Through the applied instrument, managers revealed their current situation regarding the flowing presence of Venezuelans as customers. This flow produced positive effects on the pharmacy, grocery, and transportation sectors. On the contrary, the healthcare, currency exchange, and esthetics sectors were adversely affected, while there was no variation in the telecommunications and legal advice.

Impact of the consumption of venezuelans in the trade of the city of Cúcuta. case study under the demobilization of venezuelans