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

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

Resultado de la investigación: Contribución a una revistaArtículorevisión exhaustiva


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.

Título traducido de la contribuciónProposal of innovation management model for a final consumer sales company
Idioma originalEspañol
Páginas (desde-hasta)75-89
Número de páginas15
PublicaciónRevista Lasallista de Investigacion
EstadoPublicada - 1 ene 2018

Palabras clave

  • Consumidor final
  • Final costumer
  • Innovación
  • Innovation
  • Innovation management model
  • Inovação
  • Modelo de gestión de innovación
  • Modelo de gestão de inovação
  • Retail
  • Varejo

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