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

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dc.contributor.advisorMarín Cardona, Pablo Felipespa
dc.contributor.authorCárdenas Quiceno, Nataliaspa
dc.date.accessioned2020-10-30T21:02:50Zspa
dc.date.available2020-10-30T21:02:50Zspa
dc.date.issued2020spa
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.spa
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.spa
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.spa
dc.description.degreelevelMaestríaspa
dc.format.extent114spa
dc.format.mimetypeapplication/pdfspa
dc.identifier.urihttps://repositorio.unal.edu.co/handle/unal/78577
dc.language.isospaspa
dc.publisher.branchUniversidad Nacional de Colombia - Sede Manizalesspa
dc.publisher.departmentDepartamento de Administraciónspa
dc.publisher.programManizales - Administración - Maestría en Administraciónspa
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dc.rightsDerechos reservados - Universidad Nacional de Colombiaspa
dc.rights.accessrightsinfo:eu-repo/semantics/openAccessspa
dc.rights.licenseAtribución-NoComercial-SinDerivadas 4.0 Internacionalspa
dc.rights.spaAcceso abiertospa
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/spa
dc.subject.ddc650 - Gerencia y servicios auxiliares::658 - Gerencia generalspa
dc.subject.ddc650 - Gerencia y servicios auxiliaresspa
dc.subject.proposalAmbidestreza organizacionalspa
dc.subject.proposalOrganizational ambidexterityeng
dc.subject.proposalcompetencia de explotaciónspa
dc.subject.proposalexploitation capabilityeng
dc.subject.proposalcompetencia de exploraciónspa
dc.subject.proposalexploration capabilityeng
dc.subject.proposalmarketing innovationeng
dc.subject.proposalinnovación en marketingspa
dc.subject.proposalmarketing managementeng
dc.subject.proposaladministración de mercadeospa
dc.title"La relación entre la ambidestreza organizacional y la innovación en marketing: Un estudio de caso en la empresa Induma S.C.A."spa
dc.title.alternativeThe relationship between Organizational Ambidextrousness and Marketing Innovation: A case study on INDUMA companyspa
dc.typeTrabajo de grado - Maestríaspa
dc.type.coarhttp://purl.org/coar/resource_type/c_bdccspa
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aaspa
dc.type.contentTextspa
dc.type.driverinfo:eu-repo/semantics/masterThesisspa
dc.type.versioninfo:eu-repo/semantics/acceptedVersionspa
oaire.accessrightshttp://purl.org/coar/access_right/c_abf2spa

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