Tendencias en capacidades de marketing

  • Silvia L. Martin California State University
Palabras clave: capacidades de marketing, capacidad de servicio, capacidad de nuevos productos, comercio electrónico

Resumen

Las empresas contemporáneas se enfocan en el marketing debido a su importancia y las ventajas que brinda a nivel comercial. Sin embargo, esto también significa que deben enfrentar desafíos significativos y a otras organizaciones en ese campo. Las empresas de este tiempo requieren factores estructurales organizacionales para identificar las necesidades de sus clientes, la participación de los consumidores y la percepción del mercado. Esto se logra a través de la exploración y explotación de productos, lo cual amplia el suministro de existencias de las pymes a clientes nuevos y existentes y aumenta las ganancias. La adopción del comercio electrónico se ha vuelto fundamental para las pymes, especialmente en el sector de las tecnologías de la información, ya que permite analizar diversas métricas, mejorar el servicio al cliente y reducir los costos operativos, además de una mayor eficiencia en la distribución y la comunicación con el cliente. De esta forma, el servicio promueve la lealtad del cliente y mejora la confianza. El desarrollo de nuevos productos aumenta las ganancias y permite satisfacer las necesidades del mercado. El comercio electrónico abre nuevos mercados, coadyuva en el servicio al cliente y mejora la comunicación. En resumen, estas tres capacidades de marketing son útiles para obtener ventajas competitivas a largo plazo y desarrollar factores diferenciadores frente a la competencia directa.

Biografía del autor/a

Silvia L. Martin, California State University

Silvia L. Martin
Profesora Asociada de Marketing
California State University
Estados Unidos de América
E-mail: smart236@calstatela.edu

Referencias Bibliográficas

Banker, R. D.; Mashruwala, R.; Tripathy, A. (2014). Does a differentiation strategy lead to more sustainable financial performance than a cost leadership strategy? Management Decision, v. 52, n. 5, 872-896. https://doi.org/10.1108/MD-05-2013-0282

Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, v. 17, n. 1, 99-120.

Day, G. S. (2011). Closing the Marketing Capabilities Gap. Journal of Marketing, v. 75, n. 4, 183-195. https://doi.org/10.1509/jmkg.75.4.183

De Luca, L. M.; Atuahene-Gima, K. (2007). Market knowledge dimensions and cross-functional collaboration: Examining the different routes to product innovation performance. Journal of Marketing, v. 71, n. 1, 95-112. https://doi.org/10.1509/jmkg.71.1.095

Gregory, G. D.; Ngo, L. V.; Karavdic, M. (2019). Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to-business export ventures. Industrial Marketing Management, v. 78, 146-157. https://doi.org/10.1016/j.indmarman.2017.03.002

Hughes, M.; Martin, S. L.; Morgan, R. E.; Robson, M. J. (2010). Realizing Product-Market Advantage in High-Technology International New Ventures: The Mediating Role of Ambidextrous Innovation. Journal of International Marketing, v. 18, n. 4, 1-21. www.jstor.org/stable/25800808

Innis, D. E.; La Londe, B. J. (1994). Modelling the Effects of Customer Service Performance on Purchase Intentions in the Channel. Journal of Marketing Theory and Practice, v. 2, n. 2, 45-60. https://doi.org/10.1080/10696679.1994.11501650

Karavdic, M.; Gregory, G. (2005). Integrating e-commerce into existing export marketing theories: A contingency model. Marketing Theory, v. 5, n. 1, 75-104. https://doi.org/10.1177/1470593105049602

Li, Q.; Deng, P. (2017). From international new ventures to MNCs: Crossing the chasm effect on internationalization paths. Journal of Business Research, v. 70, 92-100. https://doi.org/10.1016/j.jbusres.2016.07.002

Lu, C. S. (2003). The impact of carrier service attributes on shipper–carrier partnering relationships: a shipper’s perspective. Transportation Research Part E: Logistics and Transportation Review, v. 39, n. 5, 399-415. https://doi.org/10.1016/S1366-5545(03)00015-2

Martin, S. L.; Javalgi, R. G. (2019). Explaining performance determinants: A knowledge based view of international new ventures. Journal of Business Research, v. 101, 615-626. https://doi.org/10.1016/j.jbusres.2019.02.041

Martin, S. L.; Javalgi, R. G.; Cavusgil, E. (2017). Marketing capabilities, positional advantage, and performance of born global firms: Contingent effect of ambidextrous innovation. International Business Review, v. 26, n. 3, 527-543. https://doi.org/10.1016/j.ibusrev.2016.11.006

Martin, S. L.; Javalgi, R. G.; Ciravegna, L. (2020). Marketing capabilities and international new venture performance: The mediation role of marketing communication and the moderation effect of technological turbulence. Journal of Business Research, v. 107, 25-37. https://doi.org/10.1016/j.jbusres.2019.09.044

Mu, J. (2014). Networking Capability, Network Structure, and New Product Development Performance. IEEE Transactions of Engineering Management, v. 61, n. 4, 599-609. https://doi.org/10.1109/TEM.2014.2359160

Murray, J.; Gao, G.; Kotabe, M. (2011). Market orientation and performance of export ventures: the process through marketing capabilities and competitive advantages. Journal of the Academy of Marketing Science, v. 39, n. 2, 252-269. https://doi.org/10.1007/s11747-010-0195-4

Sheng, S.; Zhou, K. Z.; Li, J. J. (2011). The effects of business and political ties on firm performance: Evidence from China. Journal of Marketing, v. 75, n. 1, 1-15. https://doi.org/10.1509/jm.75.1.1

Slotegraaf, R. J.; Pauwels, K. (2008). The impact of brand equity and innovation on the long-term effectiveness of promotions. Journal of Marketing Research, v. 45, n. 3, 293-306. https://doi.org/10.1509/jmkr.45.3.293

Swilley, E.; Hofacker, C. F.; Lamont, B. T. (2012). The evolution from e-commerce to m-commerce: pressures, firm capabilities and competitive advantage in strategic decision making. International Journal of E-Business Research, v. 8, n. 1, 1-16. https://doi.org/10.4018/jebr.2012010101

Tan, Q.; Sousa, C. M. P. (2015). Leveraging Marketing Capabilities into Competitive Advantage and Export Performance. International Marketing Review, v. 32, n. 1, 78-102. https://doi.org/10.1108/IMR-12-2013-0279

Vorhies, D. W.; Morgan, N. A. (2005). Benchmarking marketing capabilities for sustained competitive advantage. Journal of Marketing, v. 69, n. 1, 80-94. https://doi.org/10.1509/jmkg.69.1.80.55505

Yang, C. C.; Marlow, P. B.; Lu, C. S. (2009). Assessing resources, logistics service capabilities, innovation capabilities and the performance of container shipping services in Taiwan. International Journal of Production Economics, v. 122, n. 1, 4-20. https://doi.org/10.1016/j.ijpe.2009.03.016

Cómo citar
Martin, S. L. (2021). Tendencias en capacidades de marketing. Revista CEA, 7(13), e-1865. https://doi.org/10.22430/24223182.1865

Descargas

La descarga de datos todavía no está disponible.
Publicado
2021-01-30
Sección
Editorial
Crossref Cited-by logo

Más sobre este tema