Asociatividad y marketing: factores clave para la competitividad empresarial - estudio de caso Colombia
DOI:
https://doi.org/10.18041/1900-0642/criteriolibre.2024v22n41.11896Palabras clave:
Asociatividad, Competitividad, Covid-19, América Latina, EstadísticaResumen
Este estudio presenta los resultados de una evaluación realizada a empresas que operan en el sector turístico, analizadas en el contexto del impacto causado por la pandemia de Covid-19. El objetivo de esta investigación es establecer la relación entre las políticas y prácticas de gestión relacionadas con los procesos asociativos de diferentes unidades empresariales. El estudio emplea la herramienta MIGSA, que ayuda a identificar, entre otros factores, cómo se interrelacionan variables como la asociatividad y el marketing. Los hallazgos revelan un comportamiento heterogéneo entre las empresas, particularmente en su interés por desarrollar nuevas prácticas para promover el crecimiento empresarial. Esto resalta la necesidad continua de aprendizaje y la generación de actividades relacionadas con la investigación, la innovación y el desarrollo.
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