{"id":114691,"date":"2018-03-11T10:42:46","date_gmt":"2018-03-11T10:42:46","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/marketing-proactivo-en-pera%c2%adodos-de-crisis-y-sus-efectos-en-el-desempeno-empresarial\/"},"modified":"2018-03-11T10:42:46","modified_gmt":"2018-03-11T10:42:46","slug":"marketing-proactivo-en-pera%c2%adodos-de-crisis-y-sus-efectos-en-el-desempeno-empresarial","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/organizacion-y-gestion-de-empresas\/marketing-proactivo-en-pera%c2%adodos-de-crisis-y-sus-efectos-en-el-desempeno-empresarial\/","title":{"rendered":"Marketing proactivo en per\u00edodos de crisis y sus efectos en el desempe\u00f1o empresarial"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Diana Patricia Mesa Correa <\/strong><\/h2>\n<p>Las crisis pueden afectar el desempe\u00f1o de las empresas e incluso comprometer su supervivencia.    centr\u00e1ndose en empresas espa\u00f1olas, investigamos si una respuesta de marketing proactivo, puede contribuir a resistir los desaf\u00edos de operar bajo las condiciones econ\u00f3micas actuales.    un modelo conceptual que une el \u00e9nfasis estrat\u00e9gico en marketing, la orientaci\u00f3n al mercado y la orientaci\u00f3n emprendedora como antecedentes de una respuesta de marketing proactivo, se prueba utilizando un modelo de ecuaciones estructurales.   los resultados demuestran que apostar por un marketing proactivo permite mantener la ventaja competitiva y el valor de la empresa durante la crisis, aprovechando sus oportunidades, respondiendo a los cambios en el comportamiento de los clientes y capturando m\u00e1s cuota de mercado.   se muestra la fuerte relaci\u00f3n entre el marketing proactivo y el desempe\u00f1o de la empresa, confirmando que la inversi\u00f3n en marketing estrat\u00e9gico representa la respuesta m\u00e1s eficaz de las empresas en crisis, contradiciendo las pr\u00e1cticas habituales.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Marketing proactivo en per\u00edodos de crisis y sus efectos en el desempe\u00f1o empresarial<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Marketing proactivo en per\u00edodos de crisis y sus efectos en el desempe\u00f1o empresarial <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Diana Patricia Mesa Correa <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Polit\u00e9cnica de catalunya<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 27\/09\/2013<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Carme Mart\u00ednez Costa<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: M\u00aa pilar L\u00f3pez belbeze <\/li>\n<li>Miguel Bastons prat (vocal)<\/li>\n<li>  (vocal)<\/li>\n<li>  (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Diana Patricia Mesa Correa Las crisis pueden afectar el desempe\u00f1o de las empresas e incluso comprometer su [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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