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Representative variables of marketing and trading based innovation management model Translated title: Variables representativas de mercadeo y comercialización para un modelo de gestión de la innovación

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      Abstract

      Abstract This article aims to bond representative variables of marketing and trade activities as well as variables employed to structure and direct an innovation process to a management model. A general model that can be adapted to any industry in order to develop long term sustainability and economical well fair trough his impact product sells. This article presents variables in global context and innovations aspects. The investigation showed that the context variables that are held in control by the environment and are located into the core of the innovation management model exist as a primary feedback mechanism in order to establish an early review and properly readjust the organizations policy’s, often translated in a mayor adjustment of operation process, such changes pursue disruptive innovations in order to adapt the product to a new consumption pattern in order to achieve company’s sustainability.

      Translated abstract

      Resumen Este artículo tiene como objetivo unir las variables representativas de las actividades de marketing y comerciales, con las variables empleadas para estructurar y dirigir un proceso de innovación como parte del modelo de gestión. Este es un modelo general que puede ser adaptado a cualquier industria con el fin de garantizar la sostenibilidad económica a largo plazo a través del impacto en las ventas del producto. Este artículo presenta las variables en un contexto global con aspectos de innovación. La investigación mostró que las variables de contexto están controladas por el medio ambiente y se encuentran en el núcleo del modelo de gestión de la innovación como un mecanismo de retroalimentación que permite establecer una revisión temprana y adecuada sobre la política de las organizaciones, lo cual se traduce en ajustes mayores en los procesos operativos; tales cambios promueven innovaciones disruptivas con el fin de adaptar el producto a un nuevo patrón de consumo con el fin de lograr la sostenibilidad de la empresa.

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      Most cited references 11

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      Does globalization affect growth? Evidence from a new index of globalization

       Axel Dreher (2006)
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        Exploration and exploitation in product innovation

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          Managing innovation in the creative industries - A cultural production innovation perspective

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            Author and article information

            Affiliations
            Medellín Antioquía orgnameUniversidad Pontificia Bolivariana orgdiv1Facultad de Ingeniería Industrial Colombia javier.fernandezupb.edu.co, santiago.dquuesa@ 123456alfa.upb.edu.co
            Contributors
            Role: ND
            Role: ND
            Journal
            dyna
            DYNA
            Dyna rev.fac.nac.minas
            Universidad Nacional de Colombia (Medellín, Antioquia, Colombia )
            0012-7353
            March 2017
            : 84
            : 200
            : 351-355
            S0012-73532017000100351
            10.15446/dyna.v84n200.53885

            This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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            Figures: 0, Tables: 0, Equations: 0, References: 11, Pages: 5
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            Product Information: SciELO Colombia

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