Los efectos del marketing emprendedor en las ventas mediado por el networking y la red social de clientes del empresario: un estudio del emprendimiento colombiano

ilustraciones, diagramas

Autores:
Torres Baquero, Gersson Fredy
Tipo de recurso:
Fecha de publicación:
2023
Institución:
Universidad Nacional de Colombia
Repositorio:
Universidad Nacional de Colombia
Idioma:
spa
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oai:repositorio.unal.edu.co:unal/84386
Acceso en línea:
https://repositorio.unal.edu.co/handle/unal/84386
https://repositorio.unal.edu.co/
Palabra clave:
330 - Economía::338 - Producción
Marketing emprendedor
Pymes
Marketing
Networking
Red social
Desempeño en ventas
Pequeñas empresas
Medianas empresas
Emprendimiento
Medios sociales
Marketing
Estudio de mercado
Social media
Marketing
Market research
Rights
openAccess
License
Atribución-NoComercial-CompartirIgual 4.0 Internacional
id UNACIONAL2_eb3336957607ce9d2705b16978ef0365
oai_identifier_str oai:repositorio.unal.edu.co:unal/84386
network_acronym_str UNACIONAL2
network_name_str Universidad Nacional de Colombia
repository_id_str
dc.title.spa.fl_str_mv Los efectos del marketing emprendedor en las ventas mediado por el networking y la red social de clientes del empresario: un estudio del emprendimiento colombiano
dc.title.translated.eng.fl_str_mv The effects of entrepreneurial marketing on sales mediated by networking and the entrepreneur's social network of customers: a study of Colombian entrepreneurship
title Los efectos del marketing emprendedor en las ventas mediado por el networking y la red social de clientes del empresario: un estudio del emprendimiento colombiano
spellingShingle Los efectos del marketing emprendedor en las ventas mediado por el networking y la red social de clientes del empresario: un estudio del emprendimiento colombiano
330 - Economía::338 - Producción
Marketing emprendedor
Pymes
Marketing
Networking
Red social
Desempeño en ventas
Pequeñas empresas
Medianas empresas
Emprendimiento
Medios sociales
Marketing
Estudio de mercado
Social media
Marketing
Market research
title_short Los efectos del marketing emprendedor en las ventas mediado por el networking y la red social de clientes del empresario: un estudio del emprendimiento colombiano
title_full Los efectos del marketing emprendedor en las ventas mediado por el networking y la red social de clientes del empresario: un estudio del emprendimiento colombiano
title_fullStr Los efectos del marketing emprendedor en las ventas mediado por el networking y la red social de clientes del empresario: un estudio del emprendimiento colombiano
title_full_unstemmed Los efectos del marketing emprendedor en las ventas mediado por el networking y la red social de clientes del empresario: un estudio del emprendimiento colombiano
title_sort Los efectos del marketing emprendedor en las ventas mediado por el networking y la red social de clientes del empresario: un estudio del emprendimiento colombiano
dc.creator.fl_str_mv Torres Baquero, Gersson Fredy
dc.contributor.advisor.spa.fl_str_mv Robledo Giraldo, Sebastián
Rojas Berrio, Sandra Patricia
dc.contributor.author.spa.fl_str_mv Torres Baquero, Gersson Fredy
dc.contributor.researchgroup.spa.fl_str_mv Management And Marketing (M&M)
dc.contributor.orcid.spa.fl_str_mv Gersson Torres [0000000342411425]
dc.contributor.cvlac.spa.fl_str_mv TORRES BAQUERO, GERSSON FREDY [0000022370]
dc.contributor.googlescholar.spa.fl_str_mv Gersson Torres [hr58EocAAAAJ&hl=es]
dc.subject.ddc.spa.fl_str_mv 330 - Economía::338 - Producción
topic 330 - Economía::338 - Producción
Marketing emprendedor
Pymes
Marketing
Networking
Red social
Desempeño en ventas
Pequeñas empresas
Medianas empresas
Emprendimiento
Medios sociales
Marketing
Estudio de mercado
Social media
Marketing
Market research
dc.subject.proposal.spa.fl_str_mv Marketing emprendedor
Pymes
Marketing
Networking
Red social
Desempeño en ventas
Pequeñas empresas
Medianas empresas
Emprendimiento
dc.subject.unesco.spa.fl_str_mv Medios sociales
Marketing
Estudio de mercado
dc.subject.unesco.eng.fl_str_mv Social media
Marketing
Market research
description ilustraciones, diagramas
publishDate 2023
dc.date.accessioned.none.fl_str_mv 2023-08-01T01:33:31Z
dc.date.available.none.fl_str_mv 2023-08-01T01:33:31Z
dc.date.issued.none.fl_str_mv 2023-07-21
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/84386
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/84386
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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dc.publisher.spa.fl_str_mv Universidad Nacional de Colombia
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spelling Atribución-NoComercial-CompartirIgual 4.0 Internacionalhttp://creativecommons.org/licenses/by-nc-sa/4.0/info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Robledo Giraldo, Sebastiáne5a4015e731857d8946b9db23249482bRojas Berrio, Sandra Patricia17b0d8811f3fc0f1d22107f99965fb7f600Torres Baquero, Gersson Fredy9da246e806dcf4912d53a5a5c5ecac7dManagement And Marketing (M&M)Gersson Torres [0000000342411425]TORRES BAQUERO, GERSSON FREDY [0000022370]Gersson Torres [hr58EocAAAAJ&hl=es]2023-08-01T01:33:31Z2023-08-01T01:33:31Z2023-07-21https://repositorio.unal.edu.co/handle/unal/84386Universidad Nacional de ColombiaRepositorio Institucional Universidad Nacional de Colombiahttps://repositorio.unal.edu.co/ilustraciones, diagramasEl interés por el Marketing Emprendedor (ME) está aumentando significativamente en países como Colombia donde el trabajo autónomo ocupa un gran porcentaje de la población, donde el trabajo popular es ser autónomo. Una de las herramientas del ME es el networking, esta es una herramienta de bajo costo para los emprendedores en el proceso de comercialización de productos y representa una conexión directa con las ventas. Aunque existen varios artículos de investigación sobre el espíritu empresarial y las ventas, es necesario comprender la influencia del networking en la creación de redes entre ellos. El objetivo específico de este estudio es investigar la influencia del ME en el desempeño de las ventas mediando las actividades de networking y la estructura de la red social de clientes del emprendedor. Los datos para este estudio fueron recolectados utilizando una muestra de 139 emprendedores colombianos a través de una encuesta y analizados con pls-SEM con el paquete sempls. Los resultados mostraron que la creación de redes media totalmente la relación entre EM y el desempeño de las ventas. Además, la red de clientes del emprendedor media la relación entre la red y el rendimiento de las ventas. Los resultados destacaron la importancia de la creación de redes en EM y la relación con el desempeño de las ventas. Se discuten las implicaciones prácticas para los formadores y educadores. (Texto tomado de la fuente)The interest in Entrepreneurial Marketing (EM) is significantly increasing in countries like Colombia where the popular job is to be self-employed. Networking is a low-cost tool for entrepreneurs in the process of market products and represents a direct connection with sales. Even though there are several research articles about entrepreneurship and selling, there is a need to understand the influence of networking between them. The specific objective of this study is to investigate the influence of EM in sales performance mediating by networking activities and the structure of the entrepreneur’s social network of customers. Data for this study were collected using a sample of 789 Colombian entrepreneurs through a self-report online survey and analyzed with the sempls package of program pls-SEM. The results showed that networking totally mediates the relationship between EM and sales performance. Moreover, the entrepreneur customer social network mediates the relationship between networking and sales performance. Findings highlighted the importance of networking in EM and the relationship with sales performance. Practical implications for trainers and educators are discussed.MaestríaMagíster en AdministraciónLos datos de esta investigación fueron generados a través de un cuestionario elaborado con base en la revisión de literatura realizada para los diferentes campos de conocimiento (Marketing emprendedor, Capacidad de la red, Restricciones de la red y Fortaleza del enlace). El cuestionario toma los campos del conocimiento que ya fueron analizados previamente, y su función es evaluar la aplicación de estos campos de conocimiento en el contexto Colombiano.Marketing and ManagementMercadeo73 páginasapplication/pdfspaUniversidad Nacional de ColombiaBogotá - Ciencias Económicas - Maestría en AdministraciónFacultad de Ciencias EconómicasBogotá, ColombiaUniversidad Nacional de Colombia - Sede Bogotá330 - Economía::338 - ProducciónMarketing emprendedorPymesMarketingNetworkingRed socialDesempeño en ventasPequeñas empresasMedianas empresasEmprendimientoMedios socialesMarketingEstudio de mercadoSocial mediaMarketingMarket researchLos efectos del marketing emprendedor en las ventas mediado por el networking y la red social de clientes del empresario: un estudio del emprendimiento colombianoThe effects of entrepreneurial marketing on sales mediated by networking and the entrepreneur's social network of customers: a study of Colombian entrepreneurshipTrabajo de grado - Maestríainfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/acceptedVersionTexthttp://purl.org/redcol/resource_type/TMAcevedo Meneses, J. 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Industrial Marketing Management, 64, 147–160. https://doi.org/10.1016/j.indmarman.2017.01.007Los efectos del marketing emprendedor en las ventas mediado por el networking y la red social de clientes del empresario: un estudio del emprendimiento colombianoAdministradoresEstudiantesInvestigadoresMaestrosMedios de comunicaciónPúblico generalResponsables políticosORIGINAL80843306.2023.pdf80843306.2023.pdfTesis de Maestría en Administraciónapplication/pdf1218586https://repositorio.unal.edu.co/bitstream/unal/84386/4/80843306.2023.pdff41c4903ee950541816cc8f40593039bMD54LICENSElicense.txtlicense.txttext/plain; charset=utf-85879https://repositorio.unal.edu.co/bitstream/unal/84386/5/license.txteb34b1cf90b7e1103fc9dfd26be24b4aMD55THUMBNAIL80843306.2023.pdf.jpg80843306.2023.pdf.jpgGenerated Thumbnailimage/jpeg5688https://repositorio.unal.edu.co/bitstream/unal/84386/6/80843306.2023.pdf.jpg3efd534c58f71d04a622bd554a90251dMD56unal/84386oai:repositorio.unal.edu.co:unal/843862024-08-15 23:14:29.886Repositorio Institucional Universidad Nacional de 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