La evolución del concepto de estrategia de marketing internacional y su aplicación al caso español de moda hogar
Palabras clave:
Gestión empresarial, Marketing internacional, Estrategia, Concepto de Marketing, Dirección de empresasResumen
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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