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Realidad aumentada como herramienta de innovación dentro del proceso de venta de las Pymes

Author

Listed:
  • Paulina Solórzano Salgado

    (Universidad Tecnológica de Morelia)

  • Luis Rodrigo Valencia Pérez

    (Universidad Autónoma de Querétaro)

Abstract

El presente artículo describe de forma concreta los conceptos de Innovación Tecnológica y Realidad Aumentada (RA). Proponiendo desde un punto de vista teórico a la RA como una herramienta tecnológica de innovación, a ser considerada por las Pequeñas y medianas Empresas (Pymes), para el logro de ventajas competitivas en su proceso de marketing. Tratando particularmente la tecnología de RA, como un componente de influencia sobre la cadena de valor de las organizaciones, específicamente en la venta de productos tangibles y como factor de competitividad. El presente artículo describe de forma concreta los conceptos de Innovación Tecnológica y Realidad Aumentada (RA). Proponiendo desde un punto de vista teórico a la RA como una herramienta tecnológica de innovación, a ser considerada por las Pequeñas y medianas Empresas (Pymes), para el logro de ventajas competitivas en su proceso de marketing. Tratando particularmente la tecnología de RA, como un componente de influencia sobre la cadena de valor de las organizaciones, específicamente en la venta de productos tangibles y como factor de competitividad.

Suggested Citation

  • Paulina Solórzano Salgado & Luis Rodrigo Valencia Pérez, 2015. "Realidad aumentada como herramienta de innovación dentro del proceso de venta de las Pymes," Ravista Raites antes Panorama Administrativo Journal, Red de Investigación en Administración de la Innovación Tecnológica, Económica y Sustentable - Instituto Tecnológico de Celaya, Departamento de Ciencias Económico Administrativas, vol. 1(1), pages 45-59, july.
    • Handle: RePEc:cey:panora:v:1:y:2015:i:1:p:45-59
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    References listed on IDEAS

    as
    1. -, 2013. "Cómo mejorar la competitividad de las PYMES en la Unión Europea y América Latina y el Caribe: propuestas de política del sector privado," Libros y Documentos Institucionales, Naciones Unidas Comisión Económica para América Latina y el Caribe (CEPAL), number 3094 edited by Cepal.
    2. Rese, Alexandra & Schreiber, Stefanie & Baier, Daniel, 2014. "Technology acceptance modeling of augmented reality at the point of sale: Can surveys be replaced by an analysis of online reviews?," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 869-876.
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    More about this item

    Keywords

    Pymes; Innovación Tecnológica; Realidad Aumentada. SMes; Techological Innovation; Augmented reality.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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