IDEAS home Printed from https://ideas.repec.org/a/col/000129/018070.html
   My bibliography  Save this article

Incidencia de la innovación en marketing en el rendimiento empresarial: una aplicación basada en modelamiento con ecuaciones estructurale

Author

Listed:
  • Salvador Estrada
  • Héctor Cuevas-Vargas
  • Neftalí Parga-Montoya

Abstract

Las pequenas y medianas empresas (pymes) han desarrollado una capacidad de marketing que difiere de la convencional. La mayor parte de la literatura ha descuidado a la innovación en marketing, por considerarse una casualidad o por estar implícita en otro tipo de actividades, y solo recientemente se ha asociado a la competitividad. La presente investigación tuvo como objetivo verificar la relación de la innovación en marketing con el desempeno integral de las pymes y sus posibles implicaciones. Mediante la modelización de ecuaciones estructurales, se estimaron los efectos de esta innovación sobre el rendimiento empresarial. Los hallazgos revelaron su influencia significativa para orientar el desempeno, al implementar nuevos conceptos y medios de promoción, nuevos métodos de comercialización y modificación de sus envases, lo que impactó en mayor medida la parte comercial, además del ámbito administrativo, financiero y de recursos humanos

Suggested Citation

  • Salvador Estrada & Héctor Cuevas-Vargas & Neftalí Parga-Montoya, 2020. "Incidencia de la innovación en marketing en el rendimiento empresarial: una aplicación basada en modelamiento con ecuaciones estructurale," Estudios Gerenciales, Universidad Icesi, vol. 36(154), pages 66-79, March.
    • Handle: RePEc:col:000129:018070
    as

    Download full text from publisher

    File URL: https://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/3475
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Alicia Llorca-Ponce & Gregorio Rius-Sorolla & Francisco J. Ferreiro-Seoane, 2021. "Is Innovation a Driver of Sustainability? An Analysis from a Spanish Region," Sustainability, MDPI, vol. 13(16), pages 1-30, August.
    2. Abad-Segura, Emilio & González-Zamar, Mariana Daniela & López-Meneses, Eloy, 2022. "El proceso de toma de decisiones basado en métodos cuantitativos [Analysis of research on decision making-based on quantitative methods]," Revista de Métodos Cuantitativos para la Economía y la Empresa = Journal of Quantitative Methods for Economics and Business Administration, Universidad Pablo de Olavide, Department of Quantitative Methods for Economics and Business Administration, vol. 34(1), pages 118-136, December.

    More about this item

    Keywords

    teoría de recursos y capacidades; innovación en marketing; rendimiento empresarial; pequeñas y medianas empresas; ecuaciones estructurales.;
    All these keywords.

    JEL classification:

    • C51 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Construction and Estimation
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O39 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Other

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:col:000129:018070. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Coordinador ICESI (email available below). General contact details of provider: https://edirc.repec.org/data/fciceco.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.