Proposta de modelo de gestão de inovação para uma empresa de vendas ao consumidor final

Translated title of the contribution: Proposal of innovation management model for a final consumer sales company

Alejandro Franco Castro, Jhon Wilder Zartha Sossa, José Luis Solleiro, Juan Manuel Montes, Elva Esther Vargas Martínez, Juan Carlos Palacio Piedrahita, José Luis Hoyos Concha

Research output: Contribution to journalArticle

Abstract

In the article proposes a conceptual model for the management of innovation in a sales company to the final consumer, the objective of de paper is to identify patterns or consensus that allow to determine which is the appropriate model of management for innovation in a sales company to the final consumer, a model that strengthens innovation processes, which allows companies to improve their competitive position and raise its innovation performance, for that effect, an analysis of specialized literature was made through search equations in the database Scopus regarding management innovation models, throwing a total of 41 key variables. Later, three surveys were generated with closed questions in scale Likert which were applied to experts in innovation in sales companies to the final consumer in order to prioritize the variables of the Model, locate them within the concept of inputs, process transformation and outputs, and prioritize the prototypes of proposed innovation management models, according to the analysis of the information, 26 critical variables of the model were found and defined for this type of companies. Amongst the most important are: co-working, digital capacity with a focus on consumers, open innovation, customer and consumer information analysis, consumer-focused technology trends and long-term innovation vision. a total of 41 variables related to an innovation management model were found, of which the 26 variables were prioritized by the actors as highly important in the model suggested for a sales companies to the final consumer, in addition, the guidelines and methodology applied in the work done, allow to have greater clarity about the future proposal of designs of specific models in innovation management for a given sector.

Translated title of the contributionProposal of innovation management model for a final consumer sales company
Original languageSpanish
Pages (from-to)75-89
Number of pages15
JournalRevista Lasallista de Investigacion
Volume15
Issue number1
DOIs
StatePublished - 1 Jan 2018

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  • Cite this

    Castro, A. F., Sossa, J. W. Z., Solleiro, J. L., Montes, J. M., Martínez, E. E. V., Piedrahita, J. C. P., & Concha, J. L. H. (2018). Proposta de modelo de gestão de inovação para uma empresa de vendas ao consumidor final. Revista Lasallista de Investigacion, 15(1), 75-89. https://doi.org/10.22507/rli.v15n1a8