Capital social y comportamiento pionero: El papel mediador de las capacidades tecnológicas y de marketing

• Autores: Pedro Manuel García Villaverde , Gloria Parra Requena, María José Ruiz Ortega
• Localización: Cuadernos de economía y dirección de la empresa, ISSN 1138-5758, Nº 45, 2010 (Ejemplar dedicado a: Relación de Evaluadores 2010), págs. 9-42
• Idioma: español
• DOI: 10.1016/s1138-5758(10)70022-0
• Texto completo no disponible (Saber más ...)
• Dialnet Métricas: 2 Citas
• Resumen

  • Capital social, Innovación, Comportamiento pionero, Capacidades tecnológicas, Capacidades de marketing.En este trabajo analizamos el papel del desarrollo de capacidades tecnológicas y de marketing por las empresas para explicar las relaciones entre capital social y comportamiento pionero. Para ello, hemos aplicado un modelo estructural en una muestra de 224 empresas del sector del calzado español. Este modelo nos permite detectar un efecto indirecto significativo del capital social en el comportamiento pionero a través del desarrollo de capacidades tecnológicas "aguas arriba" y capacidades de marketing "aguas abajo".

    Los resultados obtenidos sugieren que si las empresas son capaces de aprovechar sus vínculos, relaciones de confianza y metas compartidas para desarrollar capacidades complementarias, tenderán a desarrollar un comportamiento pionero. Las implicaciones de estos resultados son discutidas en términos de si las empresas deberían aprovechar sus redes sociales para mejorar ciertas capacidades, que son necesarias para obtener ventajas de un comportamiento pionero.

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