Innovación y desempeño en las empresas de serviciosla interrelación entre las capacidades de marketing dinámicas y operativas

  1. Cruz Ros, Sonia
  2. González Cruz, Tomás Félix
  3. Pérez Cabañero, Carmen
Revista:
Economía industrial

ISSN: 0422-2784

Ano de publicación: 2014

Título do exemplar: Conceptos aactuales en dirección estratégica

Número: 391

Páxinas: 95-104

Tipo: Artigo

DIALNET GOOGLE SCHOLAR lock_openAcceso aberto editor

Outras publicacións en: Economía industrial

Resumo

El modo en que las capacidades de marketing impactan sobre la innovación es una cuestión relevante en el ámbito de las empresas de servicios. En este trabajo diferenciamos entre capacidades de marketing dinámicas y operativas, considerando en el primer grupo el conocimiento del mercado, clientes, competidores y tendencias. Analizamos la interacción entre éstas y el modo en el que afectan a la innovación y al desempeño. A partir del estudio de 152 empresas, los resultados muestran que las capacidades de marketing operativas influyen sobre las dinámicas y éstas a su vez sobre la innovación y el desempeño.

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