Abstract

HERRERA RODRIGUEZ, Jenny Mairena; OTALORA GOMEZ, Lina María  and  LOZANO RUEDA, Oscar Mauricio. THE INNOVATION IN MARKETING OF AGRO-INDUSTRIAL COMPANIES IN THE PROVINCE OF SUGAMUXI. Tend. [online]. 2020, vol.21, n.2, pp.45-62. ISSN 0124-8693.  https://doi.org/10.22267/rtend.202102.140.

The objective of this work is to diagnose the innovation in marketing of the agricultural industry companies of the Province of Sugamuxi in order to demonstrate the shortcomings and strengths in order to create strategies that contribute to the competitiveness of the companies. This analysis was carried out through a quantitative, descriptive and cross-sectional approach, for which a survey was applied to 39 companies on one occasion. of the agricultural industry of the Sugamuxi Province. Its determined achieving that year after year they sell the same products, to the same customer with the same packaging and distribution, affecting the growth and profitability of the company because market share and new customers are not increased.

JEL: E31; M31; Q13; O32; R11

Keywords : innovation; marketing; agricultural industry; management of technological innovation; regional economic activity..

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