Strategic determinants of market orientation since the pandemic: a scoping review
A scoping review is presented whose objective is to analyze the strategic determinants of the concept of market orientation from the beginning of the Covid-19 pandemic. 60 specialized articles were taken as reference, published in databases such as Scielo, Dialnet, Scopus and repositories of indexed...
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| Format: | Online |
| Language: | spa |
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Universidad Pedagógica y Tecnológica de Colombia
2023
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| Online Access: | https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/16066 |
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| _version_ | 1801706011003715584 |
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| author | Hernández-Gil, Cristian Cabrera-Sánchez, Andrés |
| author_facet | Hernández-Gil, Cristian Cabrera-Sánchez, Andrés |
| author_sort | Hernández-Gil, Cristian |
| collection | OJS |
| description | A scoping review is presented whose objective is to analyze the strategic determinants of the concept of market orientation from the beginning of the Covid-19 pandemic. 60 specialized articles were taken as reference, published in databases such as Scielo, Dialnet, Scopus and repositories of indexed journals in Colombia, considering the previous theoretical elements exposed at the end of the 20th century. The results present the existence of three categories of analysis related to digital marketing, consumer and branding and the objective of durability. The conclusions reveal that the market orientation aims to evolve towards the personalized exploration of the needs of users and consumers, from the effective management of information focused on the possibility of organizational reinvention, adaptation to change and the constant application of the sense of innovation. |
| format | Online |
| id | oai:oai.revistas.uptc.edu.co:article-16066 |
| institution | Revista de Investigación, Desarrollo e Innovación (RIDI) |
| language | spa |
| publishDate | 2023 |
| publisher | Universidad Pedagógica y Tecnológica de Colombia |
| record_format | ojs |
| spelling | oai:oai.revistas.uptc.edu.co:article-160662023-10-20T01:53:10Z Strategic determinants of market orientation since the pandemic: a scoping review Determinantes estratégicos de la orientación al mercado a partir de la pandemia: revisión panorámica Hernández-Gil, Cristian Cabrera-Sánchez, Andrés management; marketing; market orientation; user gestión; marketing; orientación al mercado; usuario A scoping review is presented whose objective is to analyze the strategic determinants of the concept of market orientation from the beginning of the Covid-19 pandemic. 60 specialized articles were taken as reference, published in databases such as Scielo, Dialnet, Scopus and repositories of indexed journals in Colombia, considering the previous theoretical elements exposed at the end of the 20th century. The results present the existence of three categories of analysis related to digital marketing, consumer and branding and the objective of durability. The conclusions reveal that the market orientation aims to evolve towards the personalized exploration of the needs of users and consumers, from the effective management of information focused on the possibility of organizational reinvention, adaptation to change and the constant application of the sense of innovation. El artículo presenta una revisión panorámica cuyo objetivo es analizar los determinantes estratégicos del concepto de orientación al mercado a partir del inicio de la pandemia Covid-19. Se tomaron como referencia 60 artículos especializados, publicados en bases de datos como Scielo, Dialnet, Scopus y repositorios de revistas indexadas en Colombia, considerando los elementos teóricos previos expuestos a finales del siglo XX. Los resultados presentan la existencia de tres categorías de análisis relacionadas con el marketing digital, el consumidor y el branding y el objetivo de la perdurabilidad. Las conclusiones revelan que la orientación al mercado pretende evolucionar hacia la exploración personalizada de las necesidades de los usuarios y consumidores, desde el manejo eficaz de la información enfocada en la posibilidad de reinvención organizacional, la adaptación al cambio y la constante aplicación del sentido de la innovación. Universidad Pedagógica y Tecnológica de Colombia 2023-02-15 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf text/xml https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/16066 10.19053/20278306.v13.n1.2023.16066 Revista de Investigación, Desarrollo e Innovación; Vol. 13 No. 1 (2023): Enero-Junio; 69-86 Revista de Investigación, Desarrollo e Innovación; Vol. 13 Núm. 1 (2023): Enero-Junio; 69-86 2389-9417 2027-8306 spa https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/16066/13102 https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/16066/13554 Derechos de autor 2023 Revista de Investigación, Desarrollo e Innovación |
| spellingShingle | management; marketing; market orientation; user gestión; marketing; orientación al mercado; usuario Hernández-Gil, Cristian Cabrera-Sánchez, Andrés Strategic determinants of market orientation since the pandemic: a scoping review |
| title | Strategic determinants of market orientation since the pandemic: a scoping review |
| title_alt | Determinantes estratégicos de la orientación al mercado a partir de la pandemia: revisión panorámica |
| title_full | Strategic determinants of market orientation since the pandemic: a scoping review |
| title_fullStr | Strategic determinants of market orientation since the pandemic: a scoping review |
| title_full_unstemmed | Strategic determinants of market orientation since the pandemic: a scoping review |
| title_short | Strategic determinants of market orientation since the pandemic: a scoping review |
| title_sort | strategic determinants of market orientation since the pandemic a scoping review |
| topic | management; marketing; market orientation; user gestión; marketing; orientación al mercado; usuario |
| topic_facet | management; marketing; market orientation; user gestión; marketing; orientación al mercado; usuario |
| url | https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/16066 |
| work_keys_str_mv | AT hernandezgilcristian strategicdeterminantsofmarketorientationsincethepandemicascopingreview AT cabrerasanchezandres strategicdeterminantsofmarketorientationsincethepandemicascopingreview AT hernandezgilcristian determinantesestrategicosdelaorientacionalmercadoapartirdelapandemiarevisionpanoramica AT cabrerasanchezandres determinantesestrategicosdelaorientacionalmercadoapartirdelapandemiarevisionpanoramica |
