La innovación en el paradigma del marketing relacional

  • Charles R. Arosa-Carrera Estudiante, Doctorado en Administración, Facultad de Administración, Universidad Nacional de Colombia - Sede Manizales, Manizales, Colombia. Profesor, Escuela de Administración y Negocios, Universidad de los Llanos, Villavicencio, Colombia http://orcid.org/0000-0002-7098-5226
  • Juan Carlos Chica-Mesa Profesor, Facultad de Administración, Universidad Nacional de Colombia - Sede Manizales, Manizales, Colombia http://orcid.org/0000-0002-7975-1303
Palabras clave: marketing relacional, innovación, ambientes virtuales, trabajo colaborativo, desarrollo de producto

Resumen

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.

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Publicado
2020-02-03
Cómo citar
Arosa-Carrera, C. R., & Chica-Mesa, J. C. (2020). La innovación en el paradigma del marketing relacional. Estudios Gerenciales, 36(154), 114-122. https://doi.org/10.18046/j.estger.2020.154.3494
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