Cómo se relaciona la innovación en la mercadotecnia digital y el e-liderazgo en las PYMES. Hacia un estudio de género

Juan Mejía-Trejo

Resumen


Este trabajo propone un constructo que relaciona tres modelos previamente publicados: estilo de liderazgo, habilidades de liderazgo electrónico e innovación en mercadotecnia digital, como un modelo que revela la manera en que las interrelaciones de estos dependen del género del gerente, a fin de lograr la mejora de la pequeña y mediana empresa dentro de su sector de mercadotecnia digital. Para ello, se hizo una investigación documental que sirviera para determinar cómo el género responde al constructo mencionado. Entre los resultados destaca que hay diferencias notorias entre la forma en que el género de los gerentes obedece a diferentes estilos de liderazgo, las habilidades de liderazgo electrónico y la innovación de mercadotecnia digital para las pequeñas y medianas empresas. Se concluye que las mujeres directivas tienen mayor liderazgo transformacional, están más dirigidas a la inteligencia empresarial de las pequeñas y medianas empresas y al rendimiento del modelo de innovación, en comparación con sus contrapartes masculinas.


Palabras clave


estilos de liderazgo, e-liderazgo, innovación en mercadotecnia digital, PYME, género.

Texto completo:

Referencias


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DOI: http://dx.doi.org/10.21696/rcsl9202019948

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