Análisis de los factores determinantes del resultado exportador en las empresas españolas del sector calzado
DOI:
https://doi.org/10.12795/rea.2021.i42.07Palabras clave:
Internacionalización, Marketing internacional, Resultado exportador, Exportación, Gestión empresarial, Sector calzadoResumen
Esta investigación pretende profundizar en el comportamiento de las empresas exportadoras del sector calzado, uno de los más importantes en el levante español, que genera valor añadido a través de la moda. El testimonio de los directivos de una muestra de empresas representativas, mostrará las fortalezas y debilidades de sus procesos de internacionalización, prestando especial importancia a variables como la estrategia de marketing internacional o la propia función directiva. Por otra parte, el análisis descriptivo de los principales condicionantes del resultado exportador, mostrará que los directivos del sector están bien formados, que el entorno y las características de la empresa van a condicionar la estrategia de marketing y que ésta incorpora elementos relacionales y ciertos aspectos de las nuevas tecnologías. Todo ello repercute en la evolución hacia un entorno basado en los servicios y en el estudio del mercado con el fin de identificar de la mejor forma posible las necesidades del cliente. Finalmente, desde el punto de vista académico, se analizará la contribución de teorías como el enfoque de los recursos, las capacidades dinámicas o la teoría de la contingencia.
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