Marketing Emprendedor: Una perspectiva cronológica utilizando Tree of Science

  • Juan Camilo Marín López Universidad Nacional de Colombia - Sede Manizales
  • Sebastian Robledo, Dr. Universidad Nacional de Colombia - Sede Manizales
  • Néstor D. Duque-Méndez Universidad Nacional de Colombia - Sede Manizales
Palabras clave: Marketing emprendedor, Emprendimiento, Enfoques del marketing

Resumen

El marketing emprendedor es un campo del mercadeo que promueve una fusión entre la orientación al mercado y la innovación empresarial. Esto tiene aplicación en empresas de cualquier tamaño y en todo tipo de contextos. A pesar de la considerable atención hacia este concepto y sus posibilidades, menos se ha trabajado sobre el surgimiento y la evolución de este tema. El propósito de este artículo es identificar conceptos asociados, realizando un análisis cronológico utilizando la herramienta Tree of Science. Primero, se realizó la consulta en Web of Science del tema de Marketing Emprendedor y después, se cargó el archivo plano a la plataforma de Tree of Science. Esta plataforma mostró los artículos en forma de árbol y se procedió a analizar los principales para cumplir el objetivo de esta investigación. El resultado del trabajo permite identificar que el marketing emprendedor surge de la conjunción de la orientación al mercado y al emprendimiento,  convirtiéndose en una nueva escuela del marketing con un alto potencial en su desarrollo. Se concluye que las estrategias asociadas abren caminos para que los emprendedores busquen  en el marketing emprendedor, una manera de crear ventajas competitivas y apliquen los diferentes conceptos que se pueden adaptar a su entorno. También se muestra la importancia de las actividades de networking en los emprendimientos como generador de capital social.

Biografía del autor

Juan Camilo Marín López, Universidad Nacional de Colombia - Sede Manizales

Estudiante de Administración de Sistemas Informáticos, Facultad de Administración, Universidad Nacional de Colombia - Sede Manizales

Sebastian Robledo, Dr., Universidad Nacional de Colombia - Sede Manizales

PhD. (c) en Ingeniería, Magíster en Administración de Empresas, Ingeniero Industrial, Facultad de Ingeniería y Arquitectura, Departamento de Ingeniería Industrial, Universidad Nacional de Colombia, Manizales-Colombia, srobledog@unal.edu.co

Néstor D. Duque-Méndez, Universidad Nacional de Colombia - Sede Manizales

PhD. en Ingeniería, MSc. en Ingeniería de Sistemas, Especialista en Sistemas, Ingeniero Mecánico, Facultad de Administración, Departamento de Informática y Computación, Universidad Nacional de Colombia, Manizales-Colombia

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Publicado
2017-07-06
Cómo citar
Marín López, J., Robledo, S., & Duque-Méndez, N. (2017). Marketing Emprendedor: Una perspectiva cronológica utilizando Tree of Science. Revista Civilizar De Empresa Y Economía, 13(1), 113-123. Recuperado a partir de http://revistas.usergioarboleda.edu.co/index.php/ceye/article/view/923
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