La evolución del concepto de estrategia de marketing internacional y su aplicación al caso español de moda hogar

Autores/as

DOI:

https://doi.org/10.17561/ree.v2020n2.9

Palabras clave:

Gestión empresarial, Marketing internacional, Estrategia, Concepto de Marketing, Dirección de empresas

Resumen

La estrategia de marketing internacional es una de las variables más importantes entre los factores que determinan el resultado de una empresa exportadora. Este trabajo pretende profundizar en el tema mediante el análisis del concepto teórico de marketing y su evolución a lo largo de las últimas décadas, resultando en un cambio de tendencia que avanza desde un tipo de marketing centrado en el producto a otro centrado en los servicios. De esta forma, se van a considerar aspectos como el marketing relacional, la responsabilidad social corporativa o la incorporación de las nuevas tecnologías al proceso operativo, que serán analizados desde un trasfondo teórico basado en el punto de vista de los recursos de la empresa (RBV) y la teoría de las capacidades dinámicas. Por otra parte, el análisis cuantitativo de las políticas de marketing estratégico y operativo en el sector de la moda hogar en España mostrará, gracias a los testimonios de los propios directivos, la forma en la que las empresas llevan a cabo sus estrategias de marketing internacional, identificando los puntos fuertes y débiles para contribuir a la mejora de la competitividad empresarial del sector.

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Biografía del autor/a

Fernando González-Ferriz, Universidad Isabel I de Castilla

Fernando González-Ferriz es licenciado en Ciencias Empresariales y Doctor en Economía y Empresa, con especialización en Internacionalización y Marketing. Trabaja como profesor universitario de postgrado y profesor de ciclos formativos. Ha trabajado como consultor para la implantación de estrategias de internacionalización y como director de exportación en diversas empresas españolas. También ha sido becario ICEX en la Oficina Comercial de España en Hong Kong. Sus campos de investigación son las estrategias de marketing internacional y la innovación en metodologías didácticas.

Javier Sánchez-García, Universidad Jaume I, Castellón

Javier Sánchez-García Licenciado en Ciencias Económicas y Empresariales y Doctor en Administración de Empresas. Tiene reconocida una trayectoria investigadora de cuatro sexenios y ha publicado 74 artículos en revistas de impacto. Ha presentado en más de 100 conferencias nacionales e internacionales. Ha participado en diversos proyectos de investigación nacionales e internacionales. Ha desempeñado y desempeña cargos de gestión dentro de la universidad (director de departamento y coordinador de programa de doctorado).

Fernando J. Garrigos-Simon, Universitat Politècnica de València

Fernando José Garrigós Simón. Phd in Management and full Professor in 
the Department of Business Organization, Universitat Politècnica de 
València (Spain). MSc in Tourism Management and Planning, Bournemouth 
University. Bachelor Degree in Economics from the University of 
Valencia. He has stayed as visiting professor at several universities 
in America, Asia, Australia and Europe. His primary areas of research 
include Strategic Management, or IT Management. He has developed 
diverse international projects, and published in international books 
and journals He is the editor in chief of three international 
journals, and the founder and chair of the international conference INNODOCT.

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2020-12-22

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González-Ferriz, F., Sánchez-García, J., & Garrigos-Simon, F. J. (2020). La evolución del concepto de estrategia de marketing internacional y su aplicación al caso español de moda hogar. Revista De Estudios Empresariales. Segunda Época, (2), 153–174. https://doi.org/10.17561/ree.v2020n2.9