Estudio sobre la investigación en marketing y su importancia en los procesos de exportación: análisis bibliométrico y temático en Scopus
Estudio sobre la investigación en marketing y su importancia en los procesos de exportación: análisis bibliométrico y temático en Scopus
##plugins.themes.bootstrap3.article.sidebar##
PDF
FLIP
HTML
XML
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
##plugins.themes.bootstrap3.article.main##
Objetivo. Analizar la producción investigativa en marketing y su relación con los procesos de exportación en las organizaciones entre 1961 y 2020. Metodología.
Se proponen una serie de criterios sobre la producción científica en la temática objeto de estudio, se analizaron diferentes indicadores bibliométricos haciendo uso de las herramientas Bibliometrix (programación estadística R) y VOSviewer, identificando 289 documentos por medio de la base de datos bibliográfica Scopus. Resultados. El estudio permite identificar elementos como los nodos principales y secundarios en la coocurrencia de palabras clave, las fuentes principales de publicación en las temáticas estudiadas, los actores con mayor contribución por país y los artículos de mayor impacto. Conclusiones. La investigación sobre marketing relacionado con procesos de exportación en organizaciones aumenta considerablemente desde el 2000, una porción minoritaria de la producción total se concentra en investigar las áreas estudiadas en la pequeña y mediana empresa.
Downloads
##plugins.themes.bootstrap3.article.details##
Anning-Dorson, T. (2018). Innovation and competitive advantage creation. International Marketing Review, 35(4), 580-600. https://doi.org/10.1108/IMR-11-2015-0262 DOI: https://doi.org/10.1108/IMR-11-2015-0262
Bianchi, C. and Mathews, S. (2016). Internet marketing and export market growth in Chile. Journal of Business Research, 69(2), 426-434. https://doi.org/10.1016/j.jbusres.2015.06.048 DOI: https://doi.org/10.1016/j.jbusres.2015.06.048
Bordons, M. (1999). Evaluación de la actividad científica a través de indicadores bibliométricos. Revista Española de Cardiología, 52(10), 790- 800. https://doi.org/10.1016/S0300-8932(99)75008-6 DOI: https://doi.org/10.1016/S0300-8932(99)75008-6
Cadavid, L., Awad, G. y Franco, C. (2012). Análisis bibliométrico del campo modelado de difusión de innovaciones. Estudios Gerenciales, 28(edición especial), 213-236. https://doi.org/10.18046/j.estger.2012.1486 DOI: https://doi.org/10.18046/j.estger.2012.1486
Castro-González, P. et al. (2016). Export intensity and strengths perceived in the marketing strategy: A perspective based on Spanish export companies' experience. Intangible Capital, 12(5), 1484-1504. https://doi.org/10.3926/ic.777 DOI: https://doi.org/10.3926/ic.777
Cavusgil, S.T. and Nevin, J.R. (1981). Internal determinants of export marketing behavior: An empirical investigation. Journal of Marketing Research, 18(1), 114-119. https://doi.org/10.1177/002224378101800114 DOI: https://doi.org/10.1177/002224378101800114
Diamantopoulos, A., Schlegelmilch, B.B. and Tse, K.Y. (1993). Understanding the role of export marketing assistance: empirical evidence and research needs. European Journal of Marketing, 27(4), 5-18. https://doi.org/10.1108/03090569310038085 DOI: https://doi.org/10.1108/03090569310038085
Efrat, K., Gilboa, S. and Yonatany, M. (2017). When marketing and innovation interact: The case of born-global firms. International Business Review, 26(2), 380-390. https://doi.org/10.1016/j.ibusrev.2016.09.006 DOI: https://doi.org/10.1016/j.ibusrev.2016.09.006
Duque, P. y Cervantes, L.S. (2019). Responsabilidad social universitaria: una revisión sistemática y análisis bibliométrico. Estudios Gerenciales, 35(153), 451-464. https://doi.org/10.18046/j.estger.2019.153.3389 DOI: https://doi.org/10.18046/j.estger.2019.153.3389
Foreman, S.K. and Money, A.H. (1995). Internal marketing: concepts, measurement and application. Journal of Marketing Management, 11(8), 755-768. https://doi.org/10.1080/0267257X.1995.9964388 DOI: https://doi.org/10.1080/0267257X.1995.9964388
Gal, D. et al. (2019). Marketing Agility: Conceptualization, Research Propositions, and a Research Agenda. Kenan Institute of Private Enterprise Research Paper, 19-22. Granda-Orive, J.I. et al. (2013). Ciertas ventajas de Scopus sobre Web of Science en un análisis bibliométrico sobre tabaquismo. Revista Española de Documentación Científica, 36, 2, 1-11. https://doi.org/10.3989/redc.2013.2.941 DOI: https://doi.org/10.3989/redc.2013.2.941
Jiménez, A. (2011). La competitividad como herramienta empresarial necesaria para la inserción de las empresas en los mercados globales. Revista Venezolana de Análisis de Coyuntura, 17(1), 91-114.
İpek, İ. (2021). The relevance of international marketing strategy to emerging-market exporting firms: from a systematic review towards a conceptual framework. International Marketing Review, 38(2), 205-248. https://doi.org/10.1108/IMR-02-2020-0017 DOI: https://doi.org/10.1108/IMR-02-2020-0017
Katsikeas, C., Leonidou, L. and Zeriti, A. (2019). Revisiting international marketing strategy in a digital era. International Marketing Review, 37(3), 405-424. https://doi.org/10.1108/IMR-02-2019-0080 DOI: https://doi.org/10.1108/IMR-02-2019-0080
Kotler, P. y Armstrong, G. (2002). Fundamentos de marketing. Naucalpan de Juárez, México: Pearson PLC.
Lages, L.F. and Montgomery, D.B. (2004). Export performance as an antecedent of export commitment and marketing strategy adaptation. European Journal of Marketing, 38(9), 1186-1214. https://doi.org/10.1108/03090560410548933 DOI: https://doi.org/10.1108/03090560410548933
Leonidou, L.C. et al. (2018). International marketing research: A state-of-the-art review and the way forward. En Advances in Global Marketing: A Research Anthology (pp. 3-33). New York, USA: Springer. https://doi.org/10.1007/978-3-319-61385-7_1 DOI: https://doi.org/10.1007/978-3-319-61385-7_1
Lozada, F. and Zapata, M. (2016). What is Marketing? A Study on Marketing Managers' Perception of the Definition of Marketing. Forum Empresarial, 21(1), 49-69. https://doi.org/10.33801/fe.v21i1.4087 DOI: https://doi.org/10.33801/fe.v21i1.4087
Mac, L. and Evangelista, F. (2016). The relative impact of market orientation and entrepreneurship on export performance: do we really know enough? Journal of Global Marketing, 29(5), 266-281. https://doi.org/10.1080/08911762.2016.1196285 DOI: https://doi.org/10.1080/08911762.2016.1196285
Magnusson, P. et al. (2013). The role of cultural intelligence in marketing adaptation and export performance. Journal of International Marketing, 21(4), 44-61. https://doi.org/10.1509/jim.13.0055 DOI: https://doi.org/10.1509/jim.13.0055
Martínez-López, F.J. et al. (2018). Fifty years of the European Journal of Marketing: a bibliometric analysis. European Journal of Marketing, 52(1), 439-468. https://doi.org/10.1108/EJM-11-2017-0853 DOI: https://doi.org/10.1108/EJM-11-2017-0853
Mediano, L. y Beristain, J. (2014). Marketing práctico para pequeños negocios. Madrid, España: Ediciones Pirámide.
Monferrer, D. (2013). Fundamentos de marketing. Castellón de la Plana, España: Universitat Jaume I.
Morgan, N.A. et al. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), 4-29.
https://doi.org/10.1007/s11747-018-0598-1 DOI: https://doi.org/10.1007/s11747-018-0598-1
Morgan, N.A., Katsikeas, C.S. and Vorhies, D.W. (2012). Export marketing strategy implementation, export marketing capabilities, and export venture performance. Journal of the Academy of Marketing Science, 40(2), 271-289. https://doi.org/10.1007/s11747-011-0275-0 DOI: https://doi.org/10.1007/s11747-011-0275-0
Morgan, N.A., Feng, H. and Whitler, K.A. (2018). Marketing capabilities in international marketing. Journal of International Marketing, 26(1), 61-95. https://doi.org/10.1509/jim.17.0056 DOI: https://doi.org/10.1509/jim.17.0056
Naseramini, S., Hatami, Z. and Hatami, A. (2013). Impact of export marketing strategy on export performance (Case Study: Tabriz). International Journal of Management and Humanity Sciences, 2(6), 521-529.
Norris, M. and Oppenheim, C. (2007). Comparing alternatives to the Web of Science for coverage of the social sciences' literature. Journal of Informetrics, 1(2), 161-169. https://doi.org/10.1016/j.joi.2006.12.001 DOI: https://doi.org/10.1016/j.joi.2006.12.001
Ogunmokun, G. and Ng, S. (2004). Factors influencing export performance in international marketing: A study of Australian firms. International Journal of Management, 21(2), 172.
Osorio-Andrade, C., Murcia-Zorrilla, C. and Arango- Espinal, E. (2020). City marketing research: a bibliometric analysis. Revista Escuela de Administración de Negocios, 89(1), 1-28. https://doi.org/10.21158/01208160.n89.2020.2838 DOI: https://doi.org/10.21158/01208160.n89.2020.2838
Paul, J. and Mas, E. (2020). Toward a 7-P framework for international marketing. Journal of Strategic Marketing, 28(8), 681-701. https://doi.org/10.1080/0965254X.2019.1569111 DOI: https://doi.org/10.1080/0965254X.2019.1569111
Peral, B.P., Gaitan, J.A. and Jeronimo, M.A.R. (2013). The role of socio-demographic variables in the use of internet-based applications by older people. Innovar, 23(48), 55-66.
Prasad, V.K., Ramamurthy, K. and Naidu, G.M. (2001). The influence of Internet-marketing integration on marketing competencies and export performance. Journal of International Marketing, 9(4), 82-110. https://doi.org/10.1509/jimk.9.4.82.19944 DOI: https://doi.org/10.1509/jimk.9.4.82.19944
Rekarti, E., Doktoralina, C.M. and Saluy, A.B. (2018). Development model of marketing capabilities and export performance of SMEs: A proposed study. European Journal of Business and Management, 10(12), 107-114.
Ruzo, E. et al. (2011). Resources and international marketing strategy in export firms. Management Research Review, 34(5), 496-518. https://doi.org/10.1108/01409171111128698 DOI: https://doi.org/10.1108/01409171111128698
Salimi, D., Tavassoli, K. and Gilani, A. (2019). The impact of social media on marketing using bibliometrics analysis. International Journal of Data and Network Science, 1(1), 165-184. https://doi.org/10.5267/j.ijdns.2019.2.006 DOI: https://doi.org/10.5267/j.ijdns.2019.2.006
Samiee, S. and Chirapanda, S. (2019). International marketing strategy in emerging-market exporting firms. Journal of International Marketing, 27(1), 20-37. https://doi.org/10.1177/1069031X18812731 DOI: https://doi.org/10.1177/1069031X18812731
Samiee, S. (2020). International marketing and the internet: a research overview and the path forward. International Marketing Review, 37(3), 425-436. https://doi.org/10.1108/IMR-03-2018-0120 DOI: https://doi.org/10.1108/IMR-03-2018-0120
Santesmases, M. (2012). Marketing. Madrid, España: Ediciones Pirámide.
Šedík, P. et al. (2018). Generation marketing in strategic marketing management: case study of honey market. Polish Journal of Management Studies, 18(1), 326-337. https://doi.org/10.17512/pjms.2018.18.1.24 DOI: https://doi.org/10.17512/pjms.2018.18.1.24
Schnarch, A. (2017). Marketing de fidelización. Bogotá, Colombia: ECOE Ediciones. Sheth, J.N. (2020). Borderless Media: Rethinking International Marketing. Journal of International Marketing, 28(1), 3-12. https://doi.org/10.1177/1069031X19897044 DOI: https://doi.org/10.1177/1069031X19897044
Umboh, I.A. and Aryanto, V.D.W. (2019). Improving Export Marketing Performance: A Conceptual Model of Adaptation Marketing Strategy. Quality Access to Success, 20(171), 62-69.
Valencia, J. et al. (2019). Evolución y tendencias investigativas en marketing orientado a industrias culturales y creativas: un análisis bibliométrico en Scopus. Semestre Económico, 22(53), 189-213. https://doi.org/10.22395/seec.v22n53a8 DOI: https://doi.org/10.22395/seec.v22n53a8
Valenzuela, L.M. et al. (2017). Thirty years of the Journal of Business & Industrial Marketing: A bibliometric analysis. Journal of Business & Industrial Marketing, 32(1), 1-17. https://doi.org/10.1108/JBIM-04-2016-0079 DOI: https://doi.org/10.1108/JBIM-04-2016-0079
Vásquez, J. (2004). Pasado, presente y futuro de las dimensiones pública y social en el desarrollo conceptual del marketing. International Review on Public and Nonprofit Marketing, 1(1), 9-34. https://doi.org/10.1007/BF02896615 DOI: https://doi.org/10.1007/BF02896615
Vrontis, D. et al. (2020). Cause-related marketing in international business: what works and what does not? International Marketing Review, 37(4), 593-601. Wilson-Barnao, C. (2017). How algorithmic cultural recommendation influence the marketing of cultural collections. Consumption Markets & Culture, 20(6), 559-574. https://doi.org/10.1080/10253866.2017.1331910 DOI: https://doi.org/10.1080/10253866.2017.1331910
