Incidencia de la innovación en marketing en el rendimiento empresarial: una aplicación basada en modelamiento con ecuaciones estructurales
DOI:
https://doi.org/10.18046/j.estger.2020.154.3475Palabras clave:
teoría de recursos y capacidades, innovación en marketing, rendimiento empresarial, pequeñas y medianas empresas, ecuaciones estructuralesResumen
Las pequeñas 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 desempeño 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 desempeño, 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.
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