El impacto de la innovación en marketing digital y la orientación estratégica en el rendimiento de las empresas: Mediación por la capacidad de marketing y moderación por la gestión del riesgo
DOI:
https://doi.org/10.46661/rev.metodoscuant.econ.empresa.10841Palabras clave:
Innovación en Marketing Digital, Orientación Estratégica, Rendimiento de la Empresa, Capacidad de Marketing, Gestión del RiesgoResumen
Las MIPYME han contribuido al empleo y al crecimiento económico. En la era de la Revolución Industrial 4.0, las MIPYME se enfrentan a numerosos retos, entre ellos el uso de la innovación en marketing digital y la orientación estratégica para lograr el rendimiento de la empresa. En esta investigación, el objetivo es analizar la influencia de la innovación en marketing digital y la orientación estratégica en el rendimiento de la empresa con la capacidad de marketing como mediación. Esta investigación es un estudio cuantitativo descriptivo con 279 encuestados de MIPYMES del sector de alimentación y bebidas. Los datos recogidos se procesaron mediante SmartPLS y los resultados mostraron que la innovación en marketing digital y la orientación estratégica tienen un efecto significativo en la capacidad de marketing y en el rendimiento de la empresa. Los resultados de este estudio son una aportación para que las MIPYME aumenten el papel de la innovación en marketing digital, la estrategia de orientación y la capacidad de marketing en el rendimiento de la empresa. La gestión del riesgo debe construirse aplicando el tratamiento del riesgo adecuado para poder impulsar el rendimiento de la empresa
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