Palabras clave
Redes
PYMEs familiares
desempeño empresarial
Marketing innovation
networks
family SMEs
business performance
Cómo citar
Resumen
Las empresas familiares representan un alto porcentaje de la economía y se ha demostrado que las PYMEs son dinamizadoras de las economías, resulta relevante revisar a la luz de la teoría el impacto de las redes en la innovación de comercialización de las PYMEs familiares. A partir de una revisión bibliográfica se pretende proponer estudios que a futuro contribuyan a entender los efectos de las redes sociales y de negocios sobre innovación de mercadeo y como consecuencia en el desempeño de las PYMEs familiares de Costa Rica. Para ellos se profundizó en la teoría de redes y la teoría del capital social y cómo convergen en una incidencia en las estrategias de innovación y el desempeño financiero, no financiero, efectividad organizacional y satisfacción de las partes interesadas.
Citas
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