El impacto de la capacidad de absorción potencial del conocimiento sobre la innovación en marketing

• Diana Leidy Guerrero-Sánchez ^[1]
  1. [1] Fundación Universitaria Lumen GentiumUnicatólica, Colombia
• Localización: Contaduría y administración, ISSN 0186-1042, ISSN-e 2448-8410, Vol. 66, Nº. 2, 2021
• Idioma: español
• Títulos paralelos:
  • The impact of the potential absorption capacity of knowledge on innovation in marketing
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 6 Citas
• Resumen
  • español

    Los recursos comerciales y de marketing son estrategias disponibles que promueven el proceso de innovación, si también se vinculan a las fuentes de conocimiento externo. El propósito de este artículo es analizar el efecto positivo o negativo de la capacidad de absorción potencial del conocimiento externo (CAP) y de cada una de sus dimensiones (Adquisición y asimilación) sobre la innovación en marketing.

    La muestra utilizada está conformada por 134 empresas del sector turístico (hoteles, restaurantes y agencias de viajes) de Colombia, y para contrastar las hipótesis del estudio, se utilizó un modelo estructural, mediante el programa Smart -PLS. Los hallazgos de este estudio muestran que la capacidad absorber potencialmente nuevo conocimiento en las empresas turísticas, influye positivamente sobre los resultados de la innovación en marketing debido a la importancia que ejerce la nueva información en la adopción de nuevas estrategias, de promoción, comercialización y venta de productos y/o servicios turísticos, concluyendo como tal, que la capacidad de absorción potencial del conocimiento externo una vez se adquiere y asimila por los individuos emerge de manera significativa para promover resultados de innovación en marketing en las estrategias organizativas de las empresas turisticas

  • English

    Commercial and marketing resources are available strategies that promote the innovation process if they are also linked to external knowledge sources. The purpose of this article is to analyze the positive or negative effect of the potential absorption capacity of external knowledge (CAP) and each of its dimensions (Acquisition and assimilation) on marketing innovation. The sample used is made up of 134 companies of Colombia, tourism sector (hotels, restaurants and travel agencies) and to test the hypotheses of the study, a structural model was used, using the Smart-PLS program. The results of this study show that the ability to potentially absorb new knowledge in tourism businesses positively influences the results of marketing innovation due to the importance of new information in the adoption of new strategies, promotion, marketing, and sales. of tourism products and / or services, concluding as such, that the potential absorption capacity of external knowledge once acquired and assimilated by individuals emerges significantly to promote results of marketing innovation in the organizational strategies of tourism companies

• Referencias bibliográficas
  • Akman, G., & Yilmaz, C. (2008). Innovative capability, innovation strategy and market orientation: an empirical analysis in Turkish software...
  • Ali, M., Kan, K. A. S., & Sarstedt, M. (2016). Direct and configurational paths of absorptive capacity and organizational innovation to...
  • Al-Azhar, O., Rose, E. L., & Chetty, S. (2019). Where to search for process innovations? The mediating role of absorptive capacity and...
  • Amara, N., Landry, R., & Touré, N. (2008). Managing the protection of innovations in knowledge-intensive business services. Research policy,...
  • Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of service research, 1(1), 5-17. https://doi.org/10.1177/109467059800100102
  • Barbusse, A., y Coenders, G. (2007). Innovation activities, use of appropriation instruments and absorptive capacity: Evidence from Spanish...
  • Astro Spila, J., Rocca, L. & Ibarra, A. (2009). Capacidad de absorción y formas de aprendizaje para la innovación: un modelo conceptual....
  • Awazu, Y. (2006). Managing technology alliances: The case for knowledge management. International Journal of Information Management, 26(6),...
  • Bagozzi R.P. y Yi, Y. (1988). On the evaluation of structural equation models”. Journal of the Academy of Marketing Science, 16 (1), pp.74-94....
  • Camison, C. (2005). On how to measure managerial and organizational capabilities: multi-item models for measuring distinctive competences....
  • Camisón, C., y Forés, B. (2010). Knowledge absorptive capacity: New insights for its conceptualization and measurement. Journal of Business...
  • Cepeda-Carrion, G., Cegarra-Navarro, J. G., y Jimenez-Jimenez, D. (2012). The effect of absorptive capacity on innovativeness: Context and...
  • Chin, W. W. (1998): “The partial least squares approach for structural equation modelling”. En George A. Marcoulides (Ed.), Modern Methods...
  • Cohen, W. M., y Levinthal, D. A. (1990). Absorptive capacity: A new perspective on learning and innovation. Administrative science quarterly,...
  • Cohendet, P., & Meyer-Krahmer, F. (2001). The theoretical and policy implications of knowledge codification. Research policy, 30(9), 1563-1591....
  • Corso, M., Martini, A., Pellegrini, L., & Paolucci, E. (2003). Technological and organizational tools for knowledge management: In search...
  • Cronbach, L. (1951): “Coefficient alpha and the internal structure of tests”. Psychometrika, vol. 16, págs. 297- 334. https://doi.org/10.1007/bf02310555
  • Cruz-Ros, S., Guerrero-Sánchez, D. L., & Miquel-Romero, M. J. (2018). Absorptive capacity and its impact on innovation and performance:...
  • Eisenhardt, K. M., & Martin, J. A. (2000). Dynamic capabilities: what are they?. Strategic management journal, 21(10-11), 1105-1121. https://doi.org/10.1002/1097-0266(200010/11)21:10/11<1105::aidsmj133>3.0.co;2-e
  • Engelman, R.M., Fracasso, E.M., Schnidt, S. & Zen, A.C. (2017). Intellectual capital, absorptive capacity and product innovation, Management...
  • Escribano, A., Fosfuri, A., y Tribó, J. A. (2009). Managing external knowledge flows: The moderating role of absorptive capacity. Research...
  • Falk, R.F. y Miller, N.B. (1992): A primer for soft modeling. Akron, OH: The University of Akron.
  • Flatten, T. C., Engelen, A., Zahra, S. A., & Brettel, M. (2011). A measure of absorptive capacity: Scale development and validation. European...
  • Forés, B., y Camisón, C. (2016). Does incremental and radical innovation performance depend on different types of knowledge accumulation capabilities...
  • Fornell, C. y Larcker, D.F. (1981): “Evaluating structural equations models with unobservable variables and measurement error”. Journal of...
  • Grimpe, C., y Sofka, W. (2009). Search patterns and absorptive capacity: Low-and high-technology sectors in European countries. Research Policy,...
  • González-Campo, C. H., & Ayala, A. H. (2014). Influencia de la capacidad de absorción sobre la innovación: un análisis empírico en las...
  • Guerrero-Sánchez, Diana L. (2017) Impacto de la capacidad de absorción sobre la innovación no tecnológica: análisis del papel moderador del...
  • Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed, a silver bullet. Journal of Marketing theory and Practice, 19(2),...
  • Hair, J., Black, W., Babin, B., Anderson, R. y Tatham, R. (2005): Multivariate Data Analysis, Ed. Prentice Hall, New Jersey.
  • Henseler, J., Ringle, C.M. y Sinkovics, R.R. (2009): “The use of partial least squares path modeling in international marketing”. Advances...
  • Hervas-Oliver, J. L., Garrigos, J. A., y Gil-Pechuan, I. (2011). Making sense of innovation by RyD and nonR&D innovators in low technology...
  • Hervas-Oliver, J. L., y Albors-Garrigos, J. (2009). The role of the firm’s internal and relational capabilities in clusters: when distance...
  • King, B. E., Breen, J., & Whitelaw, P. A. (2014). Hungry for growth? Small and medium-sized tourism enterprise (SMTE) business ambitions,...
  • Kostopoulos, K., Papalexandris, A., Papachroni, M., y Ioannou, G. (2011). Absorptive capacity, innovation, and financial performance. Journal...
  • Lane, P. J., Koka, B. R., y Pathak, S. (2006). The reification of absorptive capacity: A critical review and rejuvenation of the construct....
  • Leal-Rodríguez, A. L., Roldán, J. L., Ariza-Montes J. A., & Leal-Millán, A. (2014). From potential absorptive capacity to innovation outcomes...
  • Leiponen, A., & Helfat, C. E. (2010). Innovation objectives, knowledge sources, and the benefits of breadth. Strategic management journal,...
  • Lewin, A. Y., Massini, S., y Peeters, C. (2011). Microfoundations of internal and external absorptive capacity routines. Organization Science,...
  • Lichtenthaler, U. (2009). Absorptive capacity, environmental turbulence, and the complementarity of organizational learning processes. Academy...
  • Lynskey, M. J. (2004). Determinants of innovative activity in Japanese technology-based start-up firms. International Small Business Journal,...
  • Manual Oslo (2005). OECD/European: Communities Guideliness for Collecting and Interpreting Innovation Data, 3d. ed., OECD/EC. Luxembourg....
  • Matti Tuominen & Saara Hyvönen (2004) Organizational Innovation Capability: A Driver for Competitive Superiority in Marketing Channels,...
  • Medase, K., & Barasa, L. (2019). Absorptive capacity, marketing capabilities, and innovation commercialization in Nigeria. European Journal...
  • Milwood, P., & Zach, F. (2016). Innovative tourism destinations: Collaboration culture and absorptive capacity. Tourism Travel and Research...
  • Morgan, N. A., Vorhies, D. W., & Mason, C. H. (2009). Market orientation, marketing capabilities, and firm performance. Strategic Management...
  • Murovec, N., y Prodan, I. (2009). Absorptive capacity, its determinants, and influence on innovation output: Cross-cultural validation of...
  • Najafi-Tavani, S., Sharifi, H. and Najafi-Tavani, Z. (2016), “Market orientation, marketing capability, and new product performance: the moderating...
  • Najafi-Tavani, S., Najafi-Tavani, Z., Naudé, P., Oghazi, P., & Zeynaloo, E. (2018). How collaborative innovation networks affect new product...
  • Nieto, M., y Quevedo, P. (2005). Absorptive capacity, technological opportunity, knowledge spillovers, and innovative effort. Technovation,...
  • Nunnally, J.C. (1978): Psychometric Theory. 2ª ed., Mc Graw Hill, Nueva York.
  • Olaves, G. A., Herrera, L., y Clemenza, C. (2014). Capacidad de absorción: aproximaciones teóricas y empíricas para el sector servicios. Revista...
  • Oliver, C., & Holzinger, I. (2008). The effectiveness of strategic political management: A dynamic capabilities framework. Academy of...
  • Petraite, M (2010). Knowledge absorption for innovation in new technology based firms: Lithuanian case. In Proc. European Conf. Knowledge...
  • Rothaermel, F. T., y Alexandre, M. T. (2009). Ambidexterity in technology sourcing: The moderating role of absorptive capacity. Organization...
  • Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial least squares structural equation modeling. In Handbook of market research...
  • Stock, G.N., Greis, N.P. and Fischer, W.A. (2001). Absorptive capacity and new product development. Journal of High Technology Management...
  • Tejada, P., Moreno, P., & Rodríguez, M. J. (2013). Contribución de las pymes turísticas al desarrollo. rEviSta dE Economía mundial, (35),...
  • Tidd, J., & Bessant, J. (2018). Innovation management challenges: From fads to fundamentals. International Journal of Innovation Management,...
  • Thomas, R., y Wood, E. (2015). The absorptive capacity of tourism organisations. Annals of Tourism Research, 54, 84–99. https://doi.org/10.1016/j.annals.2015.06.004
  • Vargo, SL, H Wieland and MA Akaka (2015). Innovation through institutionalization: A service ecosystems perspective. Industrial Marketing...
  • Tzokas, N., Kim, Y.A., Akbar, H. and Al-Dajani, H. (2015), “Absorptive capacity and performance: the role of customer relationship and technological...
  • Vázquez, S. Y. S., Fernández, F. G., & Félix, M. Z. (2017). Impacto de la capacidad de absorción del conocimiento en la innovación. El...
  • Volberda, H. W., Foss, N. J., & Lyles, M. A. (2010). Perspective—Absorbing the concept of absorptive capacity: How to realize its potential...
  • Williams, A. M., & Shaw, G. (2011). Internationalization and innovation in tourism. Annals of Tourism Research, 38(1), 27-51. https://doi.org/10.1016/j.annals.2010.09.006
  • Werts, C.E., Linn, R.L. y Jöreskog, K.G. (1974): “Interclass reliability estimates: testing structural assumptions”. Educational and Psychological...
  • West, J., & Bogers, M. (2017). Open innovation: current status and research opportunities. Innovation, 19(1), 43- 50. https://doi.org/10.1080/14479338.2016.1258995
  • Williams, A.M. and Shaw, G. (2011). Internationalization and innovation in tourism. Annals of Tourism Research, 38(1), 27-51. https://doi.org/10.1016/j.annals.2010.09.006
  • Xie, X., Zou, H., & Qi, G. (2018). Knowledge absorptive capacity and innovation performance in high-tech companies: A multi-mediating...
  • Zach, F. (2012). Partners and Innovation in American Destination Marketing Organizations. Journal of Travel Research, 51(4), 412-425. https://doi.org/10.1177/0047287511426340
  • Zahra, S. A., y George, G. (2002). Absorptive capacity: A review, reconceptualization, and extension. Academy of management review, 27(2),...
  • Zobel, A. K. (2017). Benefiting from open innovation: A multidimensional model of absorptive capacity. Journal of Product Innovation Management,...