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La innovación en el paradigma del marketing relacional

Author

Listed:
  • Charles R. Arosa-Carrera
  • Juan Carlos Chica-Mesa

Abstract

Las relaciones comerciales desde el paradigma del marketing relacional propician los intercambios de conocimiento y por ende la innovación. En este sentido, el propósito del presente artículo fue identificar los campos de aplicación de la innovación que se encuentran a partir de la literatura científica sobre marketing relacional. Para ello, se realizó una revisión sistemática de literatura en la base de datos Web of Science sobre 167 artículos publicados entre 2014 y 2018. Del total de artículos, 50 se sometieron al análisis de redes con ayuda del software Bibexcel y Pajek®. De acuerdo con los resultados, se proponen tres clústeres: ambientes virtuales, trabajo colaborativo y desarrollo de producto. Los hallazgos permiten la identificación de marcos teóricos para futuras investigaciones empíricas.

Suggested Citation

  • Charles R. Arosa-Carrera & Juan Carlos Chica-Mesa, 2020. "La innovación en el paradigma del marketing relacional," Estudios Gerenciales, Universidad Icesi, vol. 36(154), pages 114-122, March.
    • Handle: RePEc:col:000129:018074
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    File URL: https://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/3494
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    More about this item

    Keywords

    marketing relacional; innovación; ambientes virtuales; trabajo colaborativo; desarrollo de producto;
    All these keywords.

    JEL classification:

    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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