Marketing interno como factor de la cultura de innovación en las pequeñas y medianas empresas.
Author(s)
Dallane Antonela Gómez Saldaña
Miriam Cubas
Date Issued
30 de junio de 2023
Type
Article
Volume
1
Issue
54
Start Page
18
End Page
37
Abstract
The various events that have occurred in the last five years have allowed companies to undergo a transformation in order to maintain their relevance and relevance, the purpose of this research is to determine the influence of internal marketing on the culture of innovation. For the achievement of this objective, the investigation adopted a cross-sectional methodological perspective, the sample was constituted by 380 participants to whom the scale of internal marketing and innovation culture was applied. The results obtained show that development, recruitment and internal communication are predictors of innovation culture. Likewise, a moderate and statistically significant relationship is shown between the two variables. It is concluded that the predominance of internal marketing components predicts a culture of innovation in its different pillars.
Keywords