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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.rights.licenseAtribución-NoComercial-CompartirIgual 4.0 Internacional
dc.contributor.advisorRobledo Giraldo, Sebastián
dc.contributor.advisorRojas Berrio, Sandra Patricia
dc.contributor.authorTorres Baquero, Gersson Fredy
dc.date.accessioned2023-08-01T01:33:31Z
dc.date.available2023-08-01T01:33:31Z
dc.date.issued2023-07-21
dc.identifier.urihttps://repositorio.unal.edu.co/handle/unal/84386
dc.descriptionilustraciones, diagramas
dc.description.abstractEl 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)
dc.description.abstractThe 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.
dc.format.extent73 páginas
dc.format.mimetypeapplication/pdf
dc.language.isospa
dc.publisherUniversidad Nacional de Colombia
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/
dc.subject.ddc330 - Economía::338 - Producción
dc.titleLos 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.typeTrabajo de grado - Maestría
dc.type.driverinfo:eu-repo/semantics/masterThesis
dc.type.versioninfo:eu-repo/semantics/acceptedVersion
dc.publisher.programBogotá - Ciencias Económicas - Maestría en Administración
dc.contributor.researchgroupManagement And Marketing (M&M)
dc.description.degreelevelMaestría
dc.description.degreenameMagíster en Administración
dc.description.methodsLos 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.
dc.description.researchareaMarketing and Management
dc.description.researchareaMercadeo
dc.identifier.instnameUniversidad Nacional de Colombia
dc.identifier.reponameRepositorio Institucional Universidad Nacional de Colombia
dc.identifier.repourlhttps://repositorio.unal.edu.co/
dc.publisher.facultyFacultad de Ciencias Económicas
dc.publisher.placeBogotá, Colombia
dc.publisher.branchUniversidad Nacional de Colombia - Sede Bogotá
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dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.subject.proposalMarketing emprendedor
dc.subject.proposalPymes
dc.subject.proposalMarketing
dc.subject.proposalNetworking
dc.subject.proposalRed social
dc.subject.proposalDesempeño en ventas
dc.subject.proposalPequeñas empresas
dc.subject.proposalMedianas empresas
dc.subject.proposalEmprendimiento
dc.subject.unescoMedios sociales
dc.subject.unescoSocial media
dc.subject.unescoMarketing
dc.subject.unescoMarketing
dc.subject.unescoEstudio de mercado
dc.subject.unescoMarket research
dc.title.translatedThe effects of entrepreneurial marketing on sales mediated by networking and the entrepreneur's social network of customers: a study of Colombian entrepreneurship
dc.type.coarhttp://purl.org/coar/resource_type/c_bdcc
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aa
dc.type.contentText
dc.type.redcolhttp://purl.org/redcol/resource_type/TM
oaire.accessrightshttp://purl.org/coar/access_right/c_abf2
oaire.awardtitleLos efectos del marketing emprendedor en las ventas mediado por el networking y la red social de clientes del empresario: un estudio del emprendimiento colombiano
dcterms.audience.professionaldevelopmentAdministradores
dcterms.audience.professionaldevelopmentEstudiantes
dcterms.audience.professionaldevelopmentInvestigadores
dcterms.audience.professionaldevelopmentMaestros
dcterms.audience.professionaldevelopmentMedios de comunicación
dcterms.audience.professionaldevelopmentPúblico general
dcterms.audience.professionaldevelopmentResponsables políticos
dc.contributor.orcidGersson Torres [0000000342411425]
dc.contributor.cvlacTORRES BAQUERO, GERSSON FREDY [0000022370]
dc.contributor.googlescholarGersson Torres [hr58EocAAAAJ&hl=es]


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