COMO ESTÃO AS CAPACIDADES DINÂMICAS E O MARKETING DIGITAL RELACIONADOS? UMA REFLEXÃO DA LITERATURA

Autores

  • Catalina Gutierrez-Leefmans Universidad Autónoma del Estado de México
  • Rosa María Nava-Rogel Universidad Autónoma del Estado de México
  • María Andrea Trujillo-León ITESM Campus Santa Fe

DOI:

https://doi.org/10.19177/reen.v11e32018265-283

Palavras-chave:

Capacidades Dinâmicas, Marketing Digital, Capacidades De Marketing, Capacidades Dinâmicas De Marketing, Estratégia Digital.

Resumo

Este estudo visa explorar a relação entre capacidades dinâmicas e marketing digital. A partir da revisão de literatura sobre capacidades de marketing dinâmico, capacidades de marketing e capacidades de marketing digital, infere-se que, sem considerar a denominação, todos eles incluem os fatores componentes dinâmicos. A revisão também resulta da consideração de que esses recursos já envolvem o uso de TICs e ferramentas digitais para seu desenvolvimento. Conclui-se que o marketing digital suporta diretamente as capacidades de marketing exigidas pelo contexto e, portanto, a estratégia de negócios direcionada para um melhor desempenho das empresas.

 

Biografia do Autor

  • Catalina Gutierrez-Leefmans, Universidad Autónoma del Estado de México
    PhD in Economic-Administrative Sciences. Professor at the Faculty of Accounting and Administration. Research line: marketing and digital business.
    Universidad Autónoma del Estado de México
  • Rosa María Nava-Rogel, Universidad Autónoma del Estado de México
    PhD in Economic-Administrative Sciences. Research Coordinator at the Faculty of Accounting and Administration. Research line: intellectual capital, competitiveness and information technologies in organizations.
    Universidad Autónoma del Estado de México
  • María Andrea Trujillo-León, ITESM Campus Santa Fe
    PhD in Business Administration with specialization in Marketing. Consultant and marketing manager. Professor of Marketing at ITESM CSF and researcher at the EGADE Business School. Member of the National System of Researchers of Mexico.

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Publicado

2019-05-20

Edição

v. 11 n. 3 (2018)

Seção

Artigos Científicos

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