The network perspective in marketing: ¿Management Bias’?
| dc.contributor.author | Aqueveque Torres, Claudio | |
| dc.coverage.campus | UNAB Campus Bucaramanga | spa |
| dc.coverage.spatial | Bucaramanga (Santander, Colombia) | spa |
| dc.date.accessioned | 2023-10-24T17:14:58Z | |
| dc.date.available | 2023-10-24T17:14:58Z | |
| dc.date.issued | 2006-06 | |
| dc.description.abstract | En las últimas décadas la perspectiva de redes ha influenciado considerablemente la investigación en áreas relacionadas con las ciencias sociales. La investigación de marketing no ha sido la excepción, y se han desarrollado bastantes estudios desde una perspectiva de redes con el objetivo de entender y explicar fenómenos propios del marketing. El presente ensayo intenta resumir las principales conclusiones y hallazgos de estos estudios mediante una revisión de las publicaciones que han contribuido más notablemente a la literatura de redes en el ámbito del marketing. | spa |
| dc.description.abstractenglish | In recent decades, the network perspective has considerably influenced research in areas related to the social sciences. Marketing research has not been the exception, and many studies have been developed from a network perspective with the aim of understanding and explaining marketing phenomena. This essay attempts to summarize the main conclusions and findings of these studies through a review of the publications that have contributed most notably to the literature on networks in the field of marketing. | spa |
| dc.description.learningmodality | Modalidad Presencial | spa |
| dc.format.mimetype | application/pdf | spa |
| dc.identifier.instname | instname:Universidad Autónoma de Bucaramanga - UNAB | spa |
| dc.identifier.issn | 1657-4613 | spa |
| dc.identifier.reponame | reponame:Repositorio Institucional UNAB | spa |
| dc.identifier.repourl | repourl:https://repository.unab.edu.co | spa |
| dc.identifier.uri | http://hdl.handle.net/20.500.12749/22420 | |
| dc.language.iso | spa | spa |
| dc.publisher.faculty | Facultad Ingeniería | spa |
| dc.publisher.grantor | Universidad Autónoma de Bucaramanga UNAB | spa |
| dc.relation.references | Brass, D.J., Galaskiewicz, J., Greve, H.R. and Tsai, W. (2004), “Taking stock of networks and organizations: A multilevel perspective”, Academy of Management Journal, Vol. 47, pp. 795-817. | spa |
| dc.relation.references | Cook, T. and Campbell, D. (1979), Quasi-Experimentation, Houghton-Mifflin Company,Boston, MA. | spa |
| dc.relation.references | Cowan, R. and Jonard, N. (2003), “The dynamics of collective invention”, Journal of Economic Behavior & Organization, Vol. 52, pp. 513-532. | spa |
| dc.relation.references | Cross, R., Parker, A., Prusak, L. and Borgatti, S. (2001), “Knowing what we know: Supporting knowledge creation and sharing in social networks”, Organizational Dynamics, Vol. 3, pp. 100-120. | spa |
| dc.relation.references | Davis, G.F., Yoo, M. and Baker, W.E. (2003), “The small world of the American corporate elite, 1991-2001”, Strategic Organization, Vol. 1, pp. 301-336. | spa |
| dc.relation.references | Eisenhardt, K.M. and Schoonhoven, C.B. (1996), “Resource-based view of strategic alliance formation: Strategic and social effects in entrepreneurial firms”, Organization Science, Vol, 7, pp. 136-150. | spa |
| dc.relation.references | Frenzen, J. and Nakamoto, K. (1993), “Structure, cooperation, and the flow of market information”, Journal of Consumer Research, Vol. 20, pp. 360-375. | spa |
| dc.relation.references | Goldenberg, J., Libai, B. and Muller, E. (2001), “Talk of the Network: A Complex ystems Look at the Underlying Process of Word-of-Mouth”, Marketing Letters, Vol. 12, pp. 211-223. | spa |
| dc.relation.references | Granovetter, M. (1973), “The strength of weak ties”, American Journal of Sociology, Vol. 78, pp. 1360-1380. | spa |
| dc.relation.uri | http://hdl.handle.net/20.500.12749/22418 | spa |
| dc.rights.accessrights | info:eu-repo/semantics/openAccess | spa |
| dc.rights.creativecommons | Atribución-NoComercial-SinDerivadas 2.5 Colombia | * |
| dc.rights.local | Abierto (Texto Completo) | spa |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/2.5/co/ | * |
| dc.source | Revista Colombiana de Marketing; Año 07, Número 12 (Junio 2006); páginas 13-22 | spa |
| dc.subject.keywords | Networks | spa |
| dc.subject.keywords | Strength of ties | spa |
| dc.subject.keywords | Marketing research | spa |
| dc.subject.keywords | Market analysis | spa |
| dc.subject.keywords | Markets | spa |
| dc.subject.keywords | Economy | spa |
| dc.subject.keywords | Business | spa |
| dc.subject.keywords | Consumer behavior | spa |
| dc.subject.lemb | Análisis de mercados | spa |
| dc.subject.lemb | Mercados | spa |
| dc.subject.lemb | Economía | spa |
| dc.subject.lemb | Administración | spa |
| dc.subject.lemb | Comportamiento del consumidor | spa |
| dc.subject.proposal | Redes | spa |
| dc.subject.proposal | Fuerza del vínculo | spa |
| dc.subject.proposal | Investigación de marketing | spa |
| dc.title | The network perspective in marketing: ¿Management Bias’? | spa |
| dc.title.translated | La perspectiva de red en marketing: ¿sesgo de gestión? | spa |
| dc.type | Article | eng |
| dc.type.coar | http://purl.org/coar/resource_type/c_6501 | |
| dc.type.coarversion | http://purl.org/coar/version/c_ab4af688f83e57aa | spa |
| dc.type.driver | info:eu-repo/semantics/article | spa |
| dc.type.hasversion | info:eu-repo/semantics/acceptedVersion | spa |
| dc.type.local | Artículo | spa |
| dc.type.redcol | http://purl.org/redcol/resource_type/ART |