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La relación entre el resultado exportador y los nuevos enfoques de marketing en el sector español de la moda

Author

Listed:
  • Fernando González-Ferriz
  • Javier Sánchez-García
  • Fernando J. Garrigos-Simón

Abstract

Resumen:El objetivo de esta investigación es la presentación de un modelo empírico (modelo EMSP de internacionalización) capaz de explicar la relación entre las distintas variables que van a determinar el resultado exportador de las empresas españolas en el sector de la moda. Para ello, se van a considerar nuevos enfoques de marketing, analizando tanto como factores internos (Management y Estrategia de Marketing) como externos (Entorno) desde un punto de vista de los recursos (RBV) y de las capacidades dinámicas mediante el uso de modelos de ecuaciones estructurales (SEM). Las conclusiones demuestran el papel fundamental de los directivos, de las técnicas de marketing relacional, y de la incorporación de las nuevas tecnologías a los procesos de marketing.Abstract:The objective of this investigation is to provide an empirical model (EMSP model of internationalization) to explain the relationship between the different variables that affect the export performance of Spanish companies in the fashion sector. To do so, we introduce new marketing approaches and consider such external (Environment) as internal (Management and Marketing Strategy) factors from Resource Based View (RBV) and dynamic capabilities perspectives by developing Structural Equation Modelling. The conclusions show a fundamental role of managers, relational marketing techniques, and the incorporation of new technologies to the marketing processes.

Suggested Citation

  • Fernando González-Ferriz & Javier Sánchez-García & Fernando J. Garrigos-Simón, 2023. "La relación entre el resultado exportador y los nuevos enfoques de marketing en el sector español de la moda," Revista de Estudios Regionales, Universidades Públicas de Andalucía, vol. 3, pages 147-170.
    • Handle: RePEc:rer:articu:v:3:y:2023:p:147-170
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    References listed on IDEAS

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