<?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>S0123-59232020000100114</article-id>
<article-id pub-id-type="doi">10.18046/j.estger.2020.154.3494</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La innovación en el paradigma del marketing relacional]]></article-title>
<article-title xml:lang="en"><![CDATA[Innovation in the paradigm of relationship marketing]]></article-title>
<article-title xml:lang="pt"><![CDATA[Inovação no paradigma do marketing relacional]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Arosa-Carrera]]></surname>
<given-names><![CDATA[Charles R.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Chica-Mesa]]></surname>
<given-names><![CDATA[Juan Carlos]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de los Llanos Escuela de Administración y Negocios ]]></institution>
<addr-line><![CDATA[Villavicencio ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Nacional de Colombia Facultad de Administración ]]></institution>
<addr-line><![CDATA[Manizales ]]></addr-line>
<country>Colombia</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>114</fpage>
<lpage>122</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0123-59232020000100114&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0123-59232020000100114&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0123-59232020000100114&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Las relaciones comerciales desde el paradigma del marketing relacional propician los intercambios de conocimiento y por ende la innovación. En este sentido, el propósito del presente artículo fue identificar los campos de aplicación de la innovación que se encuentran a partir de la literatura científica sobre marketing relacional. Para ello, se realizó una revisión sistemática de literatura en la base de datos Web of Science sobre 167 artículos publicados entre 2014 y 2018. Del total de artículos, 50 se sometieron al análisis de redes con ayuda del software Bibexcel y Pajek®. De acuerdo con los resultados, se proponen tres clústeres: ambientes virtuales, trabajo colaborativo y desarrollo de producto. Los hallazgos permiten la identificación de marcos teóricos para futuras investigaciones empíricas. Clasificación JEL: L14; M31; O30.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Business relationship from the paradigm of relationship marketing promote exchanges of knowledge and thus innovation. In this sense, the purpose of this article was to identify the application fields of innovation based on the scientific literature on relationship marketing. For this, a systematic literature review on the database Web of Science about 167 articles published between 2014 and 2018 was performed. Of all articles, 50 were subjected to network analysis using the Bibexcel and Pajek® software. Based on the results, three clusters are proposed: Virtual environments, collaborative work, and product development. The findings allow the identification of theoretical frameworks for future empirical research.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo As relações comerciais a partir do paradigma do marketing relacional promovem trocas de conhecimento e, portanto, inovação. Nesse sentido, o objetivo deste artigo foi identificar os campos de aplicação da inovação baseados na literatura científica sobre marketing relacional. Para isso, foi realizada uma revisão sistemática da literatura, na base de dados Web of Science, de 167 artigos publicados entre 2014 e 2018. Do total de artigos, 50 foram submetidos à análise de rede com a ajuda dos softwares Bibexcel e Pajek®. Com base nos resultados, propõem-se três clusters: ambientes virtuais, trabalho colaborativo e desenvolvimento de produtos. Os resultados permitem a identificação de referenciais teóricos para futuras pesquisas empíricas.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[marketing relacional]]></kwd>
<kwd lng="es"><![CDATA[innovación]]></kwd>
<kwd lng="es"><![CDATA[ambientes virtuales]]></kwd>
<kwd lng="es"><![CDATA[trabajo colaborativo]]></kwd>
<kwd lng="es"><![CDATA[desarrollo de producto]]></kwd>
<kwd lng="en"><![CDATA[relationship marketing]]></kwd>
<kwd lng="en"><![CDATA[innovation]]></kwd>
<kwd lng="en"><![CDATA[virtual environments]]></kwd>
<kwd lng="en"><![CDATA[collaborative work]]></kwd>
<kwd lng="en"><![CDATA[product development]]></kwd>
<kwd lng="pt"><![CDATA[marketing relacional]]></kwd>
<kwd lng="pt"><![CDATA[inovação]]></kwd>
<kwd lng="pt"><![CDATA[ambientes virtuais]]></kwd>
<kwd lng="pt"><![CDATA[trabalho colaborativo]]></kwd>
<kwd lng="pt"><![CDATA[desenvolvimento de produtos]]></kwd>
</kwd-group>
</article-meta>
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