Abstract

QUIROS-GOMEZ, Josué  and  ARCE-GUTIERREZ, Susan. Traditional and digital marketing tools used by large companies in developing countries and their relationship with export performance: the case of Costa Rica. Rev. esc.adm.neg [online]. 2020, n.89, pp.33-50.  Epub Sep 14, 2021. ISSN 0120-8160.  https://doi.org/10.21158/01208160.n89.2020.2817.

Exports play a key role in the economic development of countries, and according to previous studies, they have benefited from the use of Internet. However, the literature is not clear regarding the relationship between digital and traditional marketing tools and the export performance of large companies in developing countries. The present research is developed in order to determine whether this relationship exists, and to identify which tools have a greater impact on this type of organizations. This study is based on qualitative information from in-depth interviews carried out in companies with over one hundred collaborators in Costa Rica, and analyzed with the software ATLAS.ti 8. The results show that indeed the relationship described exists, and that, despite the relevance of the digital marketing tools today, what predominates is the traditional tools. The analysis allows to conclude that there is a growing number of companies managing digital marketing tools within the organization, as they are especially important for achieving their goals; it was also possible to identify that the companies under study have reached a balance between maintaining traditional marketing activities and venturing into the use of digital marketing.

Keywords : marketing; digital marketing; digital marketing tools; traditional marketing; exports; export performance; Costa Rica.

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