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La innovación en marketing de las empresas agroindustriales de la Provincia de Sugamuxi

Author

Listed:
  • Rodriguez, Jenny Mairena Herrera

    (Universidad de Boyacá)

  • Gómez, Lina María Otálora

    (Universidad de Boyacá)

  • Rueda, Oscar Mauricio Lozano

    (Universidad de Boyacá)

Abstract

El objetivo de este trabajo consiste en diagnosticar la innovación en marketing de las empresas agroindustriales de la Provincia de Sugamuxi para poder evidenciar las falencias y fortalezas, con el fin de crear estrategias que aporten en la competitividad de las companías. Este análisis se realizó a través de un enfoque cuantitativo de tipo descriptivo y transversal porque se aplicó en una sola ocasión una encuesta a 39 empresas agroindustriales de la Provincia de Sugamuxi. Se determina que ano tras ano vendan los mismos productos, al mismo cliente con un idéntico empaque y distribución afectando el crecimiento y rentabilidad de la empresa porque no se aumenta la participación del mercado ni nuevos clientes.

Suggested Citation

  • Rodriguez, Jenny Mairena Herrera & Gómez, Lina María Otálora & Rueda, Oscar Mauricio Lozano, 2020. "La innovación en marketing de las empresas agroindustriales de la Provincia de Sugamuxi," Revista Tendencias, Universidad de Narino, vol. 21(2), pages 45-62, July.
    • Handle: RePEc:col:000520:018565
    DOI: 10.22267/rtend.202102.140
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    References listed on IDEAS

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    3. Furtan, William Hartley & Sauer, Johannes, 2008. "Determinants of Food Industry Performance – Empirical Evidence Based on a Survey," 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida 6422, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    4. Schmidt, Tobias & Rammer, Christian, 2007. "Non-technological and Technological Innovation: Strange Bedfellows?," ZEW Discussion Papers 07-052, ZEW - Leibniz Centre for European Economic Research.
    5. Prisana Suwannaporn & Mark Speece, 2003. "Marketing research and new product development success in Thai food processing," Agribusiness, John Wiley & Sons, Ltd., vol. 19(2), pages 169-188.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    innovación; mercadeo; agroindustria; gestión de innovación; actividad económica regional;
    All these keywords.

    JEL classification:

    • E31 - Macroeconomics and Monetary Economics - - Prices, Business Fluctuations, and Cycles - - - Price Level; Inflation; Deflation
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • R11 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Regional Economic Activity: Growth, Development, Environmental Issues, and Changes

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