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Influencia de las capacidades de marketing en la competitividad de las nuevas empresas internacionales

Author

Listed:
  • Andreu Blesa

    (Universitat Jaume I)

  • María Ripollés

    (Universitat Jaume I)

  • Diego Monferrer

    (Universitat Jaume I)

Abstract

El principal objetivo de este trabajo es analizar los factores que desde la óptica del marketing y del entrepreneurship pueden favorecer el crecimiento internacional de las nuevas empresas internacionales. Concretamente, se plantea analizar cómo afecta la velocidad de internacionalización y la orientación emprendedora en la generación de capacidades de marketing, así como el papel de estas capacidades en el crecimiento de estas empresas, a través de su influencia en la elección de modos de entrada de alto compromiso de recursos y en su dispersión geográfica. Las conclusiones de este estudio contribuirán a mejorar la comprensión del comportamiento de las nuevas empresas internacionales.

Suggested Citation

  • Andreu Blesa & María Ripollés & Diego Monferrer, 2009. "Influencia de las capacidades de marketing en la competitividad de las nuevas empresas internacionales," Investigaciones Economicas, Fundación SEPI, vol. 33(2), pages 233-270, May.
    • Handle: RePEc:iec:inveco:v:33:y:2009:i:2:p:233-270
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    More about this item

    Keywords

    Velocidad de entrada; Capacidades de Marketing; Internacionalización.;
    All these keywords.

    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • F - International Economics

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