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- Title
Capacidades de marketing, responsabilidad social y desempeño de la empresa: una investigación empírica en el contexto de MiPymes familiares del Sur de Quintana Roo, México.
- Authors
Zapata Sánchez, José Luis; Cavazos Arroyo, Judith; Pérez Hervert, María de Jesús
- Abstract
This research develops and tests empirically a model that links marketing capabilities with social responsibility and the performance of the company. The influence of the market factors and the influence on Social Responsibility is examined and this in turn in the performance of the organization. Using the data collected from 384 small family businesses, it was analyzed the impact of the variables on the performance of the company using the structural equation model as a statistical technique. The results showed that marketing communication, customer orientation and orientation towards innovation intervene positively in social responsibility and these in turn in the performance of the company.
- Publication
Libre Empresa, 2018, Vol 15, Issue 2, p11
- ISSN
1657-2815
- Publication type
Article
- DOI
10.18041/1657-2815/libreempresa.2018v15n2.5265