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dc.contributor.authorZapata Sánchez, José Luis
dc.contributor.authorCavazos Arroyo, Judith
dc.contributor.authorPérez Hervert, María de Jesús
dc.date2018-08-01
dc.descriptionThis research develops and tests empirically a model that links marketing capabilities with social responsibility and the performance of the company. The in uence of the market factors and the in uence on Social Responsibility is examined and this in turn in the performance of the organization. Using the data collected from 384 small family businesses, it was analyzed the impact of the variables on the performance of the company using the structural equation model as a statistical technique. The results showed that marketing communication, customer orientation and orientation towards innovation intervene positively in social responsibility and these in turn in the performance of the company.en-US
dc.descriptionEsta investigación desarrolla y prueba empíricamente un modelo que vincula capacidades de marketing con la responsabilidad social y el desempeño de la organización. Se examina la in uencia de los factores mercadológicos y la in uencia en la Responsabilidad Social y ésta a su vez en el desempeño de la organización. Utilizando los datos recopilados de 384 MiPymes familiares, se analiza el impacto de las variables en el desempeño de la empresa utilizando un modelo de ecuaciones estructurales. Los resultados arrojaron que la comunicación de marketing, la orientación al cliente y la orientación a la innovación intervienen de manera positiva en la responsabilidad social y estos a su vez en el funcionamiento de la empresa.es-ES
dc.descriptionEsta pesquisa desenvolve e testa empiricamente um modelo que vincula as capacidades de marketing à responsabilidade social e ao desempenho da organização. A in uência dos fatores de marketing e a in uência na Responsabilidade Social é examinada e isto, por sua vez, no desempenho da organização. Usando os dados coletados de 384 famílias MiPymes, o impacto das variáveis sobre o desempenho da empresa é analisado usando um modelo de equações estruturais. Os resultados mostraram que a comunicação de marketing, a orientação ao cliente e a orientação para inovação interferem positivamente na responsabilidade social e, por sua vez, no desempenho da empresa.pt-BR
dc.formatapplication/pdf
dc.identifierhttps://revistas.unilibre.edu.co/index.php/libreempresa/article/view/5265
dc.identifier10.18041/1657-2815/libreempresa.2018v15n2.5265
dc.identifier.urihttp://hdl.handle.net/10901/18420
dc.languagespa
dc.language.isospaspa
dc.language.isospaspa
dc.publisherUniversidad Librees-ES
dc.relationhttps://revistas.unilibre.edu.co/index.php/libreempresa/article/view/5265/4486
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dc.rights.licenseAtribución-NoComercial-SinDerivadas 2.5 Colombia*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/2.5/co/*

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