Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala

ilustraciones, graficas

Autores:: Amaya Moreno, Javier Andrés

Tipo de recurso:

Fecha de publicación:: 2021

Institución:: Universidad Nacional de Colombia

Repositorio:: Universidad Nacional de Colombia

Idioma:: spa

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network_acronym_str	UNACIONAL2
network_name_str	Universidad Nacional de Colombia
repository_id_str
dc.title.spa.fl_str_mv	Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala
dc.title.translated.eng.fl_str_mv	Influence of networking as strategy to activate eWOM in solar energy small companies
title	Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala
spellingShingle	Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala 350 - Administración pública y ciencia militar::354 - Administración pública de la economía y el medio ambiente networking entrepreneurship renewable energy eWOM emprendimiento energías renovables Relaciones laborales Política comercial Marketing
title_short	Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala
title_full	Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala
title_fullStr	Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala
title_full_unstemmed	Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala
title_sort	Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala
dc.creator.fl_str_mv	Amaya Moreno, Javier Andrés
dc.contributor.advisor.none.fl_str_mv	Robledo Giraldo, Sebastian Sandra Patricia, Rojas Berrio
dc.contributor.author.none.fl_str_mv	Amaya Moreno, Javier Andrés
dc.contributor.researchgroup.spa.fl_str_mv	Management And Marketing (M&M)
dc.subject.ddc.spa.fl_str_mv	350 - Administración pública y ciencia militar::354 - Administración pública de la economía y el medio ambiente
topic	350 - Administración pública y ciencia militar::354 - Administración pública de la economía y el medio ambiente networking entrepreneurship renewable energy eWOM emprendimiento energías renovables Relaciones laborales Política comercial Marketing
dc.subject.proposal.eng.fl_str_mv	networking entrepreneurship renewable energy
dc.subject.proposal.none.fl_str_mv	eWOM
dc.subject.proposal.spa.fl_str_mv	emprendimiento energías renovables
dc.subject.unesco.spa.fl_str_mv	Relaciones laborales Política comercial
dc.subject.unesco.eng.fl_str_mv	Marketing
description	ilustraciones, graficas
publishDate	2021
dc.date.issued.none.fl_str_mv	2021
dc.date.accessioned.none.fl_str_mv	2022-03-17T13:05:30Z
dc.date.available.none.fl_str_mv	2022-03-17T13:05:30Z
dc.type.spa.fl_str_mv	Trabajo de grado - Maestría
dc.type.driver.spa.fl_str_mv	info:eu-repo/semantics/masterThesis
dc.type.version.spa.fl_str_mv	info:eu-repo/semantics/acceptedVersion
dc.type.content.spa.fl_str_mv	Text
dc.type.redcol.spa.fl_str_mv	http://purl.org/redcol/resource_type/TM
status_str	acceptedVersion
dc.identifier.uri.none.fl_str_mv	https://repositorio.unal.edu.co/handle/unal/81262
dc.identifier.instname.spa.fl_str_mv	Universidad Nacional de Colombia
dc.identifier.reponame.spa.fl_str_mv	Repositorio Institucional Universidad Nacional de Colombia
dc.identifier.repourl.spa.fl_str_mv	https://repositorio.unal.edu.co/
url	https://repositorio.unal.edu.co/handle/unal/81262 https://repositorio.unal.edu.co/
identifier_str_mv	Universidad Nacional de Colombia Repositorio Institucional Universidad Nacional de Colombia
dc.language.iso.spa.fl_str_mv	spa
language	spa
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spelling	Reconocimiento 4.0 Internacionalhttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Robledo Giraldo, Sebastiane5a4015e731857d8946b9db23249482bSandra Patricia, Rojas Berrio492b8bf9fc9f5e2db3ce4aa176df2c7fAmaya Moreno, Javier Andrése725b195b6c6549a7629de2f68d2b859Management And Marketing (M&M)2022-03-17T13:05:30Z2022-03-17T13:05:30Z2021https://repositorio.unal.edu.co/handle/unal/81262Universidad Nacional de ColombiaRepositorio Institucional Universidad Nacional de Colombiahttps://repositorio.unal.edu.co/ilustraciones, graficasEl networking y el tamaño de la red de contactos juegan un rol importante en el área de mercadeo de los emprendimientos. La activación de eWOM, mediante estrategias de networking, representa una oportunidad para empresas nacientes. Investigaciones previas han establecido modelos de mercadeo emprendedor, sin embargo, no se encuentran estudios específicos sobre la activación de eWOM a partir de la estrategia de networking, lo cual cobra mayor relevancia por la pandemia del Covid-19 debido al aumento de las interacciones virtuales. Por lo tanto, el objetivo de este trabajo es mostrar la influencia del networking como estrategia para activar eWOM en este tipo de organizaciones. Esta investigación aborda la metodología de caso de estudio, realizan un diagnóstico inicial la red de contactos y, posteriormente, implementa diferentes estrategias de networking para activación de eWOM en EnerGiga, compañía que se encuentra dentro del sector de las energías renovables y economía circular. Los datos obtenidos fueron analizados mediante un modelo de autorregresión VAR (vector autorregresivo) y los resultados muestran que las estrategias de networking, el eWOM y la composición de la red de contactos influyen en el desarrollo y supervivencia del emprendimiento. En términos prácticos, los emprendimientos pueden usar estrategias como el networking para fortalecer sus planes de mercadeo y potencializar sus proyectos productivos, la digitalización de los medios obliga que a futuro todas las organizaciones implementen estrategias apoyadas en medios como el internet para el cumplimiento de sus objetivos y supervivencia empresarial. (Texto tomado de la fuente)Networking and the size of the network of contacts play an important role in the marketing area of entrepreneurships. The activation of eWOM, through networking strategies, represents an opportunity for nascent companies. Previous research has established entrepreneurial marketing models; however, no specific studies have been found on the activation of eWOM from the networking strategy, which is more relevant because of the Covid-19 pandemic due to the increase in virtual interactions. Therefore, the objective of this work is to show the influence of networking as a strategy to activate eWOM in these types of organizations. This research addresses the case study methodology, makes an initial diagnosis of the network of contacts and, later, implements different networking strategies for eWOM activation in EnerGiga, a company that is within the renewable energy and circular economy sector. The data obtained were analyzed using a VAR (vector autoregressive) autoregression model and the results show that networking strategies, eWOM and the size of the contact network influences the entrepreneurship development. In practical terms, enterprises can use strategies such as networking to strengthen their marketing plans and enhance their productive projects. 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EVESURBIFBPUiBMQSBTRUNSRVRBUsONQSBHRU5FUkFMLiAqTEEgVEVTSVMgQSBQVUJMSUNBUiBERUJFIFNFUiBMQSBWRVJTScOTTiBGSU5BTCBBUFJPQkFEQS4gCgpBbCBoYWNlciBjbGljIGVuIGVsIHNpZ3VpZW50ZSBib3TDs24sIHVzdGVkIGluZGljYSBxdWUgZXN0w6EgZGUgYWN1ZXJkbyBjb24gZXN0b3MgdMOpcm1pbm9zLiBTaSB0aWVuZSBhbGd1bmEgZHVkYSBzb2JyZSBsYSBsaWNlbmNpYSwgcG9yIGZhdm9yLCBjb250YWN0ZSBjb24gZWwgYWRtaW5pc3RyYWRvciBkZWwgc2lzdGVtYS4KClVOSVZFUlNJREFEIE5BQ0lPTkFMIERFIENPTE9NQklBIC0gw5psdGltYSBtb2RpZmljYWNpw7NuIDE5LzEwLzIwMjEK

Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala

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