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

dc.rights.licenseReconocimiento 4.0 Internacional
dc.contributor.advisorRobledo Giraldo, Sebastian
dc.contributor.advisorSandra Patricia, Rojas Berrio
dc.contributor.authorAmaya Moreno, Javier Andrés
dc.date.accessioned2022-03-17T13:05:30Z
dc.date.available2022-03-17T13:05:30Z
dc.date.issued2021
dc.identifier.urihttps://repositorio.unal.edu.co/handle/unal/81262
dc.descriptionilustraciones, graficas
dc.description.abstractEl 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)
dc.description.abstractNetworking 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. The digitization of the media requires that in the future all organizations implement strategies supported by media such as the internet to meet their objectives and business survival.
dc.format.extent96 páginas
dc.format.mimetypeapplication/pdf
dc.language.isospa
dc.publisherUniversidad Nacional de Colombia
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subject.ddc350 - Administración pública y ciencia militar::354 - Administración pública de la economía y el medio ambiente
dc.titleInfluencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala
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.researchareaGestión Funcional - Gestión de Mercados
dc.identifier.instnameUniversidad Nacional de Colombia
dc.identifier.reponameRepositorio Institucional Universidad Nacional de Colombia
dc.identifier.repourlhttps://repositorio.unal.edu.co/
dc.publisher.departmentEscuela de Administración y Contaduría Pública
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.proposalnetworking
dc.subject.proposaleWOM
dc.subject.proposalemprendimiento
dc.subject.proposalenergías renovables
dc.subject.proposalentrepreneurship
dc.subject.proposalrenewable energy
dc.subject.unescoRelaciones laborales
dc.subject.unescoMarketing
dc.subject.unescoPolítica comercial
dc.title.translatedInfluence of networking as strategy to activate eWOM in solar energy small companies
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oaire.fundernameEnerGiga SAS
dcterms.audience.professionaldevelopmentAdministradores
dcterms.audience.professionaldevelopmentBibliotecarios
dcterms.audience.professionaldevelopmentEstudiantes
dcterms.audience.professionaldevelopmentGrupos comunitarios
dcterms.audience.professionaldevelopmentInvestigadores
dcterms.audience.professionaldevelopmentMaestros
dcterms.audience.professionaldevelopmentMedios de comunicación
dcterms.audience.professionaldevelopmentPúblico general


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