The Impact of Digital Marketing and Innovation on Marketing Performance is Influenced through the Development of a Competitive Advantage
DOI:
https://doi.org/10.24857/rgsa.v18n8-081Palabras clave:
Marketing Digital, Innovación, Ventaja Competitiva, Desempeño de Marketing, Microempresas, : análisis de riesgos,conchas, pistas.Resumen
Objetivo: El objetivo de esta investigación es explicar cómo las Micro Pequeñas y Medianas Empresas (MPMEs) implementan el marketing digital y la innovación, logran ventaja competitiva y mejoran el desempeño de marketing. El estudio también examina cómo el marketing digital y la innovación influyen en el desempeño de marketing a través de la ventaja competitiva. Este estudio se centra en detallar y examinar estos aspectos, involucrando una investigación llevada a cabo en emprendedores de alimentos y bebidas a pequeña escala en Bekasi, Indonesia.
Marco Teórico: Este estudio está fundamentado en la Teoría de la Visión Basada en Recursos. Enfatiza la importancia de las capacidades dinámicas, que son la capacidad de una empresa para ajustar sus recursos y capacidades y mantenerse competitiva en condiciones de mercado cambiantes. Las organizaciones pueden mantener su ventaja competitiva y alcanzar el éxito a largo plazo al adaptarse continuamente e introducir nuevas ideas.
Método: Este estudio utiliza metodologías cuantitativas. Se encuestaron a 100 propietarios de microempresas de alimentos y bebidas utilizando el método de muestreo aleatorio simple. La técnica PLS se utiliza en el proceso de análisis de datos.
Resultados y Discusión: Esta investigación contribuye al cuerpo existente de investigación al validar que el marketing digital puede mejorar la efectividad del marketing tanto directamente como a través de la ventaja competitiva. La innovación no tiene un impacto directo en el desempeño del marketing. Para mejorar el desempeño del marketing de las micro, pequeñas y medianas empresas (MPMEs) de alimentos y bebidas, la innovación debe servir como una ventaja competitiva. Los propietarios de las MPMEs pueden ser motivados por los resultados de la investigación para adoptar el marketing digital y la innovación, lo que les llevará a una ventaja competitiva para sus productos. Esto ayudará a mejorar su desempeño en marketing y garantizará la sostenibilidad a largo plazo.
Implicaciones de la investigación: Los emprendedores deben integrar el marketing digital para mejorar la efectividad del marketing e incorporar el marketing digital e innovación para impulsar la ventaja competitiva. Es necesario mantener una comunicación constante con los clientes utilizando plataformas en línea, garantizar un acceso rápido y eficiente a la información, mantener actualizado el contenido del producto y alineado con las tendencias actuales, entregar los productos según lo programado y proporcionar actualizaciones frecuentes sobre la disponibilidad del producto en el mercado. También deben implementar modificaciones en sus operaciones comerciales para satisfacer de manera efectiva y eficiente las demandas y deseos de sus clientes.
Originalidad/Valor: Esta investigación contribuye al cuerpo existente de investigación al validar que el marketing digital puede mejorar la efectividad del marketing tanto directamente como a través de la ventaja competitiva. La innovación no tiene un impacto directo en el desempeño del marketing. Para mejorar el desempeño del marketing de las micro, pequeñas y medianas empresas (MPMEs) de alimentos y bebidas, la innovación debe servir como una ventaja competitiva. Los propietarios de las MPMEs pueden ser motivados por los resultados de la investigación para adoptar el marketing digital y la innovación, lo que les llevará a una ventaja competitiva para sus productos. Esto ayudará a mejorar su desempeño en marketing y garantizará la sostenibilidad a largo plazo.
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Derechos de autor 2024 Indra Muis, Triyogo Mulyo Adhi, Rahmadienna Fachrunisa Kamalia
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