Marketing interno como factor de la cultura de innovación en las pequeñas y medianas empresas.
The various events that have occurred in the last five years have allowed companies to undergo a transformation in order to maintain their relevance and relevance, the purpose of this research is to determine the influence of internal marketing on the culture of innovation. For the achievement of th...
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| Autores principales: | , , , |
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| Formato: | Artículo |
| Lenguaje: | inglés |
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2023
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| _version_ | 1881508934260359168 |
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| author | Gomez Saldaña, Dallane Antonela Correa Cubas, María de los Ángeles Cruz Tarrillo, Jose Joel Diaz Saavedra, Robin Alexander |
| author_browse | Correa Cubas, María de los Ángeles Cruz Tarrillo, Jose Joel Diaz Saavedra, Robin Alexander Gomez Saldaña, Dallane Antonela |
| author_facet | Gomez Saldaña, Dallane Antonela Correa Cubas, María de los Ángeles Cruz Tarrillo, Jose Joel Diaz Saavedra, Robin Alexander |
| author_sort | Gomez Saldaña, Dallane Antonela |
| collection | Producción científica |
| description | The various events that have occurred in the last five years have allowed companies to undergo a transformation in order to maintain their relevance and relevance, the purpose of this research is to determine the influence of internal marketing on the culture of innovation. For the achievement of this objective, the investigation adopted a cross-sectional methodological perspective, the sample was constituted by 380 participants to whom the scale of internal marketing and innovation culture was applied. The results obtained show that development, recruitment and internal communication are predictors of innovation culture. Likewise, a moderate and statistically significant relationship is shown between the two variables. It is concluded that the predominance of internal marketing components predicts a culture of innovation in its different pillars. |
| format | Article |
| id | oai:cris.upeu.edu.pe:20.500.15037/243 |
| institution | UPeU |
| language | English |
| publishDate | 2023 |
| publishDateRange | 2023 |
| publishDateSort | 2023 |
| record_format | dspace |
| spelling | oai:cris.upeu.edu.pe:20.500.15037/2432026-10-30T16:14:33ZMarketing interno como factor de la cultura de innovación en las pequeñas y medianas empresas.Gomez Saldaña, Dallane AntonelaCorrea Cubas, María de los ÁngelesCruz Tarrillo, Jose JoelDiaz Saavedra, Robin Alexanderciencias socialesinvestigaciónuniversidadvinculacióncomunidadeducación superiorThe various events that have occurred in the last five years have allowed companies to undergo a transformation in order to maintain their relevance and relevance, the purpose of this research is to determine the influence of internal marketing on the culture of innovation. For the achievement of this objective, the investigation adopted a cross-sectional methodological perspective, the sample was constituted by 380 participants to whom the scale of internal marketing and innovation culture was applied. The results obtained show that development, recruitment and internal communication are predictors of innovation culture. Likewise, a moderate and statistically significant relationship is shown between the two variables. It is concluded that the predominance of internal marketing components predicts a culture of innovation in its different pillars.Articlehttps://revista.sangregorio.edu.ec/index.php/REVISTASANGREGORIO/article/download/2447/1572https://doi.org/10.36097/rsan.v1i54.244710.36097/rsan.v1i54.2447https://hdl.handle.net/20.500.15037/243W4417335811enRevista San Gregorio1390-72472528-79072023-06-302026-06-13T08:06:34Z2026-06-13T08:06:34Z |
| spellingShingle | ciencias sociales investigación universidad vinculación comunidad educación superior Gomez Saldaña, Dallane Antonela Correa Cubas, María de los Ángeles Cruz Tarrillo, Jose Joel Diaz Saavedra, Robin Alexander Marketing interno como factor de la cultura de innovación en las pequeñas y medianas empresas. |
| title | Marketing interno como factor de la cultura de innovación en las pequeñas y medianas empresas. |
| title_full | Marketing interno como factor de la cultura de innovación en las pequeñas y medianas empresas. |
| title_fullStr | Marketing interno como factor de la cultura de innovación en las pequeñas y medianas empresas. |
| title_full_unstemmed | Marketing interno como factor de la cultura de innovación en las pequeñas y medianas empresas. |
| title_short | Marketing interno como factor de la cultura de innovación en las pequeñas y medianas empresas. |
| title_sort | marketing interno como factor de la cultura de innovacion en las pequenas y medianas empresas |
| topic | ciencias sociales investigación universidad vinculación comunidad educación superior |
| topic_facet | ciencias sociales investigación universidad vinculación comunidad educación superior |
| url | https://revista.sangregorio.edu.ec/index.php/REVISTASANGREGORIO/article/download/2447/1572 https://doi.org/10.36097/rsan.v1i54.2447 https://hdl.handle.net/20.500.15037/243 |
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