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
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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.
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