Propuesta de modelo de gestión de innovación para una empresa de ventas al consumidor final
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Date
2018
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Lasallista
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
Description
Keywords
Corporación Universitaria Lasallista, Modelos de gestión, Gestión de innovación, Innovación, Consumidor, Competencia
Citation
Revista Lasallista de Investigación Vol. 15 N. 1