Dinamismo en el marketing mix y performance: evidencias obtenidas en empresas comerciales

María del Pilar Martínez-Ruiz, Álvaro Lopes Dias, Juan Jose Blazquez-Resino

Resumen


 Se llevó a cabo un estudio de las capacidades dinámicas de marketing teniendo en cuenta su influencia en los resultados de los clientes, los mercados y algunos indicadores financieros. Con el fin de lograr este propósito, se contactó con 201 empresas comerciales portuguesas a las que posteriormente se les administró de forma personal un cuestionario relativo a diversas capacidades dinámicas de marketing. Los datos obtenidos se estudiaron por medio de un análisis factorial de componentes principales y diversas regresiones lineales. Los hallazgos resultantes ponen de manifiesto la existencia de una relación clara entre las capacidades dinámicas de marketing y diversos indicadores de resultados. Especialmente, aquellas capacidades dinámicas relacionadas con aspectos externos al producto son las que ejercen un mayor impacto. Este estudio enfatiza cómo los gerentes de las empresas portuguesas del sector analizado son conscientes de la importancia de desarrollar capacidades dinámicas de marketing y adaptarlas a los cambios del entorno. 

Palabras clave


sector comercial; marketing mix; capacidades dinámicas; performance.

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DOI: http://dx.doi.org/10.16967/rpe.v1n1a5

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