Capacidades de marketing, responsabilidade social e desempenho da empresa: uma pesquisa empírica no contexto dos MiPymes familiares no sul de Quintana Roo, México
DOI:
https://doi.org/10.18041/1657-2815/libreempresa.2018v15n2.5265Palavras-chave:
Capacidades de marketing, responsabilidad social, desempeño de la empresaResumo
Esta pesquisa desenvolve e testa empiricamente um modelo que vincula as capacidades de marketing à responsabilidade social e ao desempenho da organização. A in uência dos fatores de marketing e a in uência na Responsabilidade Social é examinada e isto, por sua vez, no desempenho da organização. Usando os dados coletados de 384 famílias MiPymes, o impacto das variáveis sobre o desempenho da empresa é analisado usando um modelo de equações estruturais. Os resultados mostraram que a comunicação de marketing, a orientação ao cliente e a orientação para inovação interferem positivamente na responsabilidade social e, por sua vez, no desempenho da empresa.
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