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"La relación entre la ambidestreza organizacional y la innovación en marketing: Un estudio de caso en la empresa Induma S.C.A."

dc.rights.licenseAtribución-NoComercial-SinDerivadas 4.0 Internacional
dc.contributor.advisorMarín Cardona, Pablo Felipe
dc.contributor.authorCárdenas Quiceno, Natalia
dc.date.accessioned2020-10-30T21:02:50Z
dc.date.available2020-10-30T21:02:50Z
dc.date.issued2020
dc.identifier.urihttps://repositorio.unal.edu.co/handle/unal/78577
dc.description.abstractLa habilidad humana de usar ambas manos con la misma destreza, conocida como “ambidestreza”, ha sido una metáfora cada vez más utilizada por los investigadores de la empresa, al referirse a la misma como una organización capaz de explorar y explotar al mismo tiempo (Simsek, 2009), ventajas competitivas y capacidades dinámicas en su interior (March, 1991, Tushman & O’Reilly, 1996). Es de creciente interés tanto a nivel académico, como a nivel de empresa, desde que March (1991) lo reconoció como fundamental para la supervivencia y prosperidad de la organización. En el presente trabajo de investigación, y desde la perspectiva del balance, se pretende determinar la relación conceptual entre la ambidestreza organizacional y la innovación en marketing. La orientación epistémica es de corte empírico analítica con método deductivo, y se utiliza el estudio de caso, para estructurar una investigación con enfoque cuantitativo, aplicado en la empresa INDUMA S.C.A. dado su reconocimiento en el departamento, y su serio compromiso con la innovación (Colciencias, 2019). En este sentido, se logra entonces determinar la relación conceptual planteada, y se encuentra además, que existe asociación estadísticamente significativa entre la competencia de exploración y la innovación en mercadotecnia.
dc.description.abstractThe human ability to use both hands with the same dexterity is known as ambidextrousness, it has been an increasingly used metaphor by business researchers, referring to it as an organization that is capable of exploring and exploiting in parallel (Simsek, 2009) competitive advantages and dynamic capabilities from within (March, 1991, Tushman & O’Reilly, 1996). It is a trending topic not only at the academic but at the organizational level since March (1991) recognized it as a fundamental for the survival and prosperity of the company. In this research, from an unbiased perspective, it is intended to determine the relationship between Organizational Ambidextrousness and Marketing Innovation. The epistemic orientation is of an empirical analytical cut with a deductive method, and the case study is used to structure an investigation with a quantitative approach, applied on INDUMA, given its recognition in the department and its serious commitment to innovation (Colciencias, 2019). Hence, it is then possible to determine the conceptual relationship proposed before, and it is also found that there is a statistically significant association between the competence of exploring and the innovation in marketing.
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dc.rightsDerechos reservados - Universidad Nacional de Colombia
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject.ddc650 - Gerencia y servicios auxiliares::658 - Gerencia general
dc.subject.ddc650 - Gerencia y servicios auxiliares
dc.title"La relación entre la ambidestreza organizacional y la innovación en marketing: Un estudio de caso en la empresa Induma S.C.A."
dc.title.alternativeThe relationship between Organizational Ambidextrousness and Marketing Innovation: A case study on INDUMA company
dc.typeTrabajo de grado - Maestría
dc.rights.spaAcceso abierto
dc.description.additionalTrabajo de investigación presentado como requisito parcial para optar al título de: Magister en Administración. -- Línea de Investigación: Innovación en Marketing y Emprendimiento Corporativo.
dc.type.driverinfo:eu-repo/semantics/other
dc.type.versioninfo:eu-repo/semantics/acceptedVersion
dc.publisher.programManizales - Administración - Maestría en Administración
dc.description.degreelevelMaestría
dc.publisher.departmentDepartamento de Administración
dc.publisher.branchUniversidad Nacional de Colombia - Sede Manizales
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dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.subject.proposalAmbidestreza organizacional
dc.subject.proposalOrganizational ambidexterity
dc.subject.proposalcompetencia de explotación
dc.subject.proposalexploitation capability
dc.subject.proposalcompetencia de exploración
dc.subject.proposalexploration capability
dc.subject.proposalmarketing innovation
dc.subject.proposalinnovación en marketing
dc.subject.proposalmarketing management
dc.subject.proposaladministración de mercadeo
dc.type.coarhttp://purl.org/coar/resource_type/c_1843
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aa
dc.type.contentText
oaire.accessrightshttp://purl.org/coar/access_right/c_abf2


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Atribución-NoComercial-SinDerivadas 4.0 InternacionalThis work is licensed under a Creative Commons Reconocimiento-NoComercial 4.0.This document has been deposited by the author (s) under the following certificate of deposit