Associatividade e marketing: fatores chave para a competitividade empresarial: estudo de caso Colômbia
DOI:
https://doi.org/10.18041/1900-0642/criteriolibre.2024v22n41.11896Palavras-chave:
associatividade, competitividade, covid 19, Latin America, statisticResumo
O estudo apresenta os resultados da avaliação realizada às empresas que desenvolvem a sua atividade produtiva no setor do turismo, e são analisadas num contexto em que foram afetadas pelos efeitos de uma situação particular como a pandemia derivada da Covid 19. O objetivo desta pesquisa é estabelecer a relação existente entre as políticas e práticas de gestão relacionadas aos processos associativos de diferentes unidades de negócios, das quais derivou a aplicação da ferramenta MIGSA, que permite, entre outras variáveis, estabelecer a forma como as variáveis como associatividade e marketing estão relacionados. Ao final, identificou-se que apresentam um comportamento heterogêneo, especialmente pelo interesse em desenvolver novas práticas que permitam o crescimento do seu negócio e daí a necessidade de continuar com o processo de aprendizagem e a geração de atividades relacionadas à pesquisa, inovação. e o desenvolvimento
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