Orientación estratégica, innovación y resultados en PYMES de nueva creación: el rol del marketing

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Publicado 18-09-2018
Jorge Gómez Villanueva Joan Llonch Andreu Josep Rialp Criado

Resumen

A pesar del importante papel de las PYMES de nueva creación en el desarrollo económico, no tenemos constancia de trabajos que hayan abordado de manera simultánea el estudio de la relación entre tres orientaciones estratégicas clave como son la orientación emprendedora (OE), la orientación al mercado (OM) y la orientación al aprendizaje (OA) con la innovación y con el éxito de las PYMES de nueva creación. Los trabajos existentes en la actualidad son de carácter parcial, ya que se limitan a estudiar los efectos de sólo algunas de estas tres orientaciones estratégicas en los resultados de dichas empresas (Li y Atuahene-Gima, 2001; Renko et al., 2009). La presente investigación pretende precisamente cubrir esa laguna, formulando un modelo explicativo de los efectos de las diferentes orientaciones estratégicas en la innovación y en los resultados de las PYMES de nueva creación. Los resultados obtenidos a partir de una muestra de 203 PYMES de nueva creación muestran que existe una relación directa entre la OM y el rendimiento. Asimismo, la OM tiene efectos indirectos en el rendimiento a través de la OE, la OA y la Innovación. En cambio, la relación entre la OE y la OA con el rendimiento es solo indirecta, a través de la Innovación (I). En definitiva, se demuestra que el marketing tiene un papel fundamental en el éxito de las PYMES de nueva creación.

Cómo citar

Gómez Villanueva, J., Llonch Andreu, J., & Rialp Criado, J. (2018). Orientación estratégica, innovación y resultados en PYMES de nueva creación: el rol del marketing. Cuadernos De Gestión, 10(3), 85–110. https://doi.org/10.5295/cdg.100190jg
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Keywords

Orientación estratégica, Orientación al mercado, Innovación, PYMES de nueva creación

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