<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0123-5923</journal-id>
<journal-title><![CDATA[Estudios Gerenciales]]></journal-title>
<abbrev-journal-title><![CDATA[estud.gerenc.]]></abbrev-journal-title>
<issn>0123-5923</issn>
<publisher>
<publisher-name><![CDATA[Universidad Icesi]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0123-59232020000100066</article-id>
<article-id pub-id-type="doi">10.18046/j.estger.2020.154.3475</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Incidencia de la innovación en marketing en el rendimiento empresarial: una aplicación basada en modelamiento con ecuaciones estructurales]]></article-title>
<article-title xml:lang="en"><![CDATA[Incidence of marketing innovation on business performance: an application based on structural equation modeling]]></article-title>
<article-title xml:lang="pt"><![CDATA[Impacto da inovação de marketing no desempenho dos negócios: uma aplicação baseada em modelagem com equações estruturais]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cuevas-Vargas]]></surname>
<given-names><![CDATA[Héctor]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Parga-Montoya]]></surname>
<given-names><![CDATA[Neftalí]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Estrada]]></surname>
<given-names><![CDATA[Salvador]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Tecnológica del Suroeste de Guanajuato Departamento de Innovación de Negocios y Mercadotecnia ]]></institution>
<addr-line><![CDATA[Valle de Santiago ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma de Aguascalientes Departamento de Agronegocios ]]></institution>
<addr-line><![CDATA[Aguascalientes ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Guanajuato Departamento de Finanzas y Administración ]]></institution>
<addr-line><![CDATA[Celaya ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2020</year>
</pub-date>
<volume>36</volume>
<numero>154</numero>
<fpage>66</fpage>
<lpage>79</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0123-59232020000100066&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0123-59232020000100066&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0123-59232020000100066&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Las pequeñas y medianas empresas (pymes) han desarrollado una capacidad de marketing que difiere de la convencional. La mayor parte de la literatura ha descuidado a la innovación en marketing, por considerarse una casualidad o por estar implícita en otro tipo de actividades, y solo recientemente se ha asociado a la competitividad. La presente investigación tuvo como objetivo verificar la relación de la innovación en marketing con el desempeño integral de las pymes y sus posibles implicaciones. Mediante la modelización de ecuaciones estructurales, se estimaron los efectos de esta innovación sobre el rendimiento empresarial. Los hallazgos revelaron su influencia significativa para orientar el desempeño, al implementar nuevos conceptos y medios de promoción, nuevos métodos de comercialización y modificación de sus envases, lo que impactó en mayor medida la parte comercial, además del ámbito administrativo, financiero y de recursos humanos. Clasificación JEL: C51; M31; O39.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Small and medium-sized enterprises (SMEs) have developed a marketing capability that differs from the conventional one. Most of the literature has neglected marketing innovation, because it is considered an accident or implicit in other types of activities, and only recently it has been associated with competitiveness. The aim of this research was to verify the relationship of marketing innovation with the integral performance of SMEs, and their possible implications. Through the structural equations modeling, the effects of this innovation on business performance were estimated. The findings revealed its significant influence to guide business performance, by implementing new concepts and means of promotion, new methods of commercialization, and modifications to its packaging, influencing mostly in the commercial part, but also affecting the administrative, financial and human resources scope.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Pequenas e médias empresas têm desenvolvido uma capacidade de marketing diferente da convencional. A maior parte da literatura negli genciou a inovação de marketing, porque é considerada uma coincidência ou porque está implícita em outros tipos de atividades, e apenas recentemente foi associada à competitividade. O objetivo desta pesquisa foi verificar a relação da inovação em marketing com o desempenho integral de pequenas e médias empresas e suas possíveis implicações. Ao modelar equações estruturais, os efeitos dessa inovação no des empenho dos negócios foram estimados. Os resultados revelaram sua influência significativa para orientar o desempenho, implementando novos conceitos e meios de promoção, novos métodos de comercialização e modificação de suas embalagens, que tiveram maior impacto na parte comercial, além do campo administrativo, financeiro e de recursos humanos.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[teoría de recursos y capacidades]]></kwd>
<kwd lng="es"><![CDATA[innovación en marketing]]></kwd>
<kwd lng="es"><![CDATA[rendimiento empresarial]]></kwd>
<kwd lng="es"><![CDATA[pequeñas y medianas empresas]]></kwd>
<kwd lng="es"><![CDATA[ecuaciones estructurales]]></kwd>
<kwd lng="en"><![CDATA[resource and capacity theory]]></kwd>
<kwd lng="en"><![CDATA[marketing innovation]]></kwd>
<kwd lng="en"><![CDATA[business performance]]></kwd>
<kwd lng="en"><![CDATA[small and medium-sized enterprises]]></kwd>
<kwd lng="en"><![CDATA[structural equations]]></kwd>
<kwd lng="pt"><![CDATA[teoria de recursos e capacidade]]></kwd>
<kwd lng="pt"><![CDATA[inovação de marketing]]></kwd>
<kwd lng="pt"><![CDATA[desempenho dos negócios]]></kwd>
<kwd lng="pt"><![CDATA[PMEs]]></kwd>
<kwd lng="pt"><![CDATA[equações estruturais]]></kwd>
</kwd-group>
</article-meta>
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