Marketing experiencial y competitividad empresarial: revisión sistemática
Palabras clave:
competitividad empresarial, consumidor, herramienta del marketing, marketing experiencial, innovación
Resumen
La investigación presenta una revisión sistemática sobre el marketing experiencial y su relación con la competitividad empresarial. El estudio tiene como objetivo determinar los aspectos teóricos de las dimensiones del marketing experiencial que se asocian a la competitividad empresarial, proporcionando una mejor comprensión de la experiencia vivida por los consumidores, como una herramienta del marketing; a través de las emociones, y su relación con la competitividad de las organizaciones, determinando. La metodología usada es la revisión sistemática de investigaciones indexadas en revistas científicas, los criterios de inclusión abordan la temporalidad de las investigaciones 2015-2022. Se concluye que el marketing experiencial oferta vivencias favorables de impacto a los consumidores, fortaleciendo la relación con el consumidor mediante un efecto diferenciador, proporcionado por el accionar en las dimensiones; sensaciones, sentimientos, pensamientos, actuaciones y relaciones. El hallazgo principal devela que la aplicación de las estrategias de marketing experiencial impacta indirectamente en la competitividad empresarial usando como variables mediadoras al correcto uso de los recursos, las acciones de mercadeo innovadoras que reditúan en la satisfacción y retención del consumidor, y finalmente la rentabilidad.
Citas
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Arnold, M. G. (2018). Sustainability value creation in frugal contexts to foster sus-tainable development goals. Business Strategy & Development, 1(4), 265–275.
Balanovska, T., Gogulya, O., Dramaretska, K., Voskolupov, V., & Holik, V. (2021). Using marketing management to ensure competitiveness of agricultural enterprises. Agricultural and Resource Economics, 7(3), 142-161. https://doi.org/10.51599/are.2021.07.03.09
Barboza Seclén, D. M., Miranda Guerra, M. P., Cespedes Ortiz, C. P., & Esparza Huamanchumo, R. M. (2022). Experiential marketing and brand value in a compa-ny in the gastronomic sector. Revista Venezolana De Gerencia, 27(98), 696-712. https://doi.org/10.52080/rvgluz.27.98.20
Batat, W. (2019). Experiential Marketing: Consumer Behavior, Customer Experi-ence and the 7Es. (1st ed.). Routledge, Taylor & Francis Group, London
Behúnová, A., Behún, M., & Lumnitzer, E. (2022). Research into the impact of modern marketing strategies on the competitiveness of the company and increas-ing the economic potential of the company. https://doi.org/10.1007/978-3-030-90462-3_6
Berčík, J., Neomániová, K., Mravcová, A., & Gálová, J. (2021). Review of the po-tential of consumer neuroscience for aroma marketing and its importance in various segments of services. Applied Sciences, 11(16), 7636.
Bešić, S. (2019). The application of contemporary marketing concept in the sense of the improvement of business subject competitiveness. Tehnicki Vjesnik, 26(2), 441-448. https://doi.org/10.17559/TV-20181114195448
Binns, A., Tushman, M. L., & O’Reilly III, C. (2022). Leading Disruption in a Legacy Business. MIT Sloan Management Review, 63(2), 1-4.
Budovich, L. S. (2019). Experiential marketing as a basis for modern communica-tions with consumers. Espacios, 40(6), 79-85.
Carmo, I. S. D., Marques, S., & Dias, Á. (2022). The influence of experiential mar-keting on customer satisfaction and loyalty. Journal of Promotion Management, 28(7). https://doi.org/10.1080/10496491.2022.2054903
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Cera, G., Mlouk, A., Cera, E., & Shumeli, A. (2020). The Impact of Entrepreneur-ship Education on Entrepreneurial Intention. A Quasi-Experimental Research De-sign. Journal of Competitiveness, 12(1), 39–56. https://doi.org/10.7441/joc.2020.01.03
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Dhillon, R., Agarwal, B., & Rajput, N. (2022). Experiential marketing strategies used by luxury cosmetics companies. Innovative Marketing, 18(1), 49-62. https://doi.org/10.21511/im.18(1).2022.05
Diez, S., Vargas, M., & Acosta, N. (2021). Análisis estructural de los factores que inciden en el emprendimiento. Revista Venezolana De Gerencia, 26(93), 334-348. https://doi.org/10.52080/rvg93.23
Epede, M. B., & Wang, D. (2022). Competitiveness and upgrading in global value chains: A multiple-country analysis of the wooden furniture industry. Forest Policy and Economics, 140. https://doi.org/10.1016/j.forpol.2022.102737
Hajduova, Z., Hurajova, J. C., Smorada, M., & Srenkel, L. (2021). Competitiveness of the selected countries of the EU with a focus on the quality of the business envi-ronment. Journal of Competitiveness, 13(4), 43-59. https://doi.org/10.7441/joc.2021.04.03
Hernández, G. (2020). Diagnosis organizacional como modelo de desarrollo sostenible y competitivo. Revista Científica Electrónica de negocios Negotium, 16(47), 13-22. http://doi.org/10.5281/zenodo.4766394
Ibarra, C. M., Gonzáles, T. L. y Demuner, F. M. (2017). Competitividad Empresarial de las Pequeñas y Medianas Empresas. Estudios fronterizos, 18(35), 107-130. https://doi.org/10.21670/ref.2017.35.a06
Jardon, C. M., & Martinez‐Cobas, X. (2022). Trust and opportunism in the competi-tiveness of small‐scale timber businesses based on innovation and marketing capa-bilities. Business Strategy & Development, 5(1), 69-79.
Jeng, D. J. F., & Pak, A. (2016). The variable effects of dynamic capability by firm size: The interaction of innovation and marketing capabilities in competitive indus-tries. International Entrepreneurship and Management Journal, 12(1), 115–130
Jiménez Barreto, J., & Campo Martínez, S. (2016). Marketing experiencial en FITUR: Análisis de dos destinos competidores, islas canarias e islas Balea-res/Experiential marketing at FITUR: Analysis of two competing destinations, ca-nary islands and balearic islands. Pasos, 14(1), 75-91. https://wwwproquest.bibliotecaupn.elogim.com/scholarly-journals/marketing-experiencial-en-fitur-análisis-de-dos/docview/1835703842/se-2
Karman, A. y Savanevičienė, A. (2021), “Mejora de las capacidades dinámicas pa-ra mejorar la competitividad sostenible: conocimientos de la investigación sobre las organizaciones de la región báltica”. Baltic Journal of Management, 16(2), 318-341. https://doi.org/10.1108/BJM-08-2020-0287
Kotler, P., & Armstrong, G. (2012). Marketing. (14 ed). Pearson Educación.
Larocca, M. T. G., Ladeira, R., da Silva, Áurio Lúcio Leocádio, & Mello, R. C. (2020). Experience marketing: a study of the conceptual aspects. Cadernos EBAPE.BR, 18, 781-793. https://doi.org/10.1590/1679-395120190079x
Li, H., Terjesen, S., & Umans, T. (2020). Corporate governance in entrepreneurial firms: a systematic review and research agenda. Small Business Economics, 54, 43–74. https://doi.org/10.1007/s11187-018-0118-1
Lin, M. T. -. (2019). Effects of experiential marketing on experience value and cus-tomer satisfaction in ecotourism. Ekoloji, 28(107), 3151-3156
Litvinova, T., Morozov, I., & Yatsechko, S. (2015). Experiential marketing as a tool of improvement of competitiveness of enterprises in the market of bread and bak-ery products. Mediterranean Journal of Social Sciences, 6(36), 11-18. https://doi.org/10.5901/mjss.2015.v6n3s6p11
Luamba, D. S., Blye, M. L., Mwema, I. E. M., Williams, I. A., James, K., & Cha-gadama, J. (2021). The Benefits of Innovation for Small Businesses. International Journal of Business and Management Research, 9(4), 425-432.
Miranda-Torrez, J. (2020). Acciones competitivas y desempeño organizacional en la perspectiva dinámica competitiva. Investigación Administrativa, 50(127), 90-105. http://orcid.org/0000-0001-9402-5628
Mukerjee, K. (2016). Factors that contribute towards competitive advantage: A conceptual analysis. IUP Journal of Business Strategy, 13(1), 26-39.
Pavlenchyk, N., Horbonos, F., Pavlenchyk, A., Skrynkovskyy, R., & Pawlowski, G. (2021). Increasing the competitiveness of enterprises based on the use of market-ing management tools. Agricultural and Resource Economics, 7(3), 77-89. https://doi.org/10.51599/are.2021.07.03.05
Pech, R. (2015). Achieving the innovative edge in technology, engineering design, and entrepreneurship. Journal of Innovation and Entrepreneurship, 5(6), 1-18. https://doi.org/10.1186/s13731-016-0035-y
Pérez Peralta, C. M., Chirinos Araque, Y. del V., Ramírez García, A. G., & Barbera Alvarado, N. (2021). Factores de competitividad en PYMES manufactureras en Colombia. Revista Venezolana De Gerencia, 26(5), 350-369. https://doi.org/10.52080/rvgluz.26.e5.23
Rambe, P. (2017). Social media marketing and business competitiveness: Evi-dence from south african tourism SMMEs. Problems and Perspectives in Management, 15(2Continue2), 411-423. https://doi.org/10.21511/ppm.15(2-2).2017.10
Ridwan, H., Simatupang, Y., Djunaidi, F. G., Umanailo, M. C. B., Uar, N. I., Marsia, S. G., . . . Komariah, N. (2021). Experiential marketing analysis of customer satis-faction on wings air aircraft user in namlea city. Paper presented at the Proceedings of the International Conference on Industrial Engineering and Operations Manage-ment, 4915-4926.
Rivas, C., Carrillo, B., & Robinson, G. (2022). Measuring the competitiveness of tourism companies in peru. Revista Venezolana De Gerencia, 27(7), 203-219. doi:10.52080/rvgluz.27.7.14
Saltos-Cruz, G., Araque-Jaramillo, W., & Saltos-Cruz, C. (2022). Brand manage-ment and business competitiveness: An explanatory study of fundamental processes. Revista Venezolana De Gerencia, 27(7), 186-202. https://doi.org/10.52080/rvgluz.27.7.13
Samán Chingay, S. N., Mendoza Alfaro, W. I., Miranda Guerra, M. del P., & Espar-za Huamanchumo, R. M. (2022). Resiliencia y competitividad empresarial: Una re-visión sistemática, período 2011 – 2021. Revista De Ciencias Sociales, 28(3), 306-317. https://doi.org/10.31876/rcs.v28i3.38476
Sánchez-Gutiérrez, J., Cabanelas, P., Lampón, J. F., & González-Alvarado, T. E. (2019). The impact on competitiveness of customer value creation through relation-ship capabilities and marketing innovation. Journal of Business and Industrial Mar-keting, 34(3), 618-627. https://doi.org/10.1108/JBIM-03-2017-0081
Siddaway, A. P., Wood, A. M., y Hedges, L. V. (2019). How to do a systematic re-view: A best practice guide for conducting and reporting narrative reviews, meta-analyses, and meta-syntheses. Annual Review of Psychology, 70, 747-770. https://doi.org/10.1146/annurev-psych-010418-102803
Tumphasuwan, K. (2017). Studying of thai SMES businesses in order to define the marketing strategy and enhance the competitiveness the case study: Bua bhat fac-tory. Paper presented at the Proceedings - 2017 6th IIAI International Congress on Advanced Applied Informatics, IIAI-AAI 2017, 17-22. https://doi.org/10.1109/IIAI-AAI.2017.199
Urdea, A. -., Constantin, C. P., & Purcaru, I. -. (2021). Implementing experiential marketing in the digital age for a more sustainable customer relationship. Sustainability (Switzerland), 13(4), 1-17. https://doi.org/10.3390/su13041865
Urrútia G, y Bonfilll X (2013). La declaración prisma: un paso Adelante en la mejora de las publicaciones de la Revista Española de Salud Pública. Rev. Esp Salud Pública, 87(2), 99-102. https://scielo.isciii.es/scielo.php?script=sci_arttext&pid=S1135-57272013000200001
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Akel, G. (2022). Experiential marketing: Post-experience behaviors. Handbook of research on interdisciplinary reflections of contemporary experiential marketing practices (pp. 1-24). https://doi.org/10.4018/978-1-6684-4380-4.
Arnold, M. G. (2018). Sustainability value creation in frugal contexts to foster sus-tainable development goals. Business Strategy & Development, 1(4), 265–275.
Balanovska, T., Gogulya, O., Dramaretska, K., Voskolupov, V., & Holik, V. (2021). Using marketing management to ensure competitiveness of agricultural enterprises. Agricultural and Resource Economics, 7(3), 142-161. https://doi.org/10.51599/are.2021.07.03.09
Barboza Seclén, D. M., Miranda Guerra, M. P., Cespedes Ortiz, C. P., & Esparza Huamanchumo, R. M. (2022). Experiential marketing and brand value in a compa-ny in the gastronomic sector. Revista Venezolana De Gerencia, 27(98), 696-712. https://doi.org/10.52080/rvgluz.27.98.20
Batat, W. (2019). Experiential Marketing: Consumer Behavior, Customer Experi-ence and the 7Es. (1st ed.). Routledge, Taylor & Francis Group, London
Behúnová, A., Behún, M., & Lumnitzer, E. (2022). Research into the impact of modern marketing strategies on the competitiveness of the company and increas-ing the economic potential of the company. https://doi.org/10.1007/978-3-030-90462-3_6
Berčík, J., Neomániová, K., Mravcová, A., & Gálová, J. (2021). Review of the po-tential of consumer neuroscience for aroma marketing and its importance in various segments of services. Applied Sciences, 11(16), 7636.
Bešić, S. (2019). The application of contemporary marketing concept in the sense of the improvement of business subject competitiveness. Tehnicki Vjesnik, 26(2), 441-448. https://doi.org/10.17559/TV-20181114195448
Binns, A., Tushman, M. L., & O’Reilly III, C. (2022). Leading Disruption in a Legacy Business. MIT Sloan Management Review, 63(2), 1-4.
Budovich, L. S. (2019). Experiential marketing as a basis for modern communica-tions with consumers. Espacios, 40(6), 79-85.
Carmo, I. S. D., Marques, S., & Dias, Á. (2022). The influence of experiential mar-keting on customer satisfaction and loyalty. Journal of Promotion Management, 28(7). https://doi.org/10.1080/10496491.2022.2054903
Castillo, M., & Martínez, M. (2022). Formación emprendedora y su efecto en la competitividad de los egresados de administración de empresas y turísticas en la universidad de panamá. Revista FAECO Sapiens, 5(1), 14-41. https://revistas.up.ac.pa/index.php/faeco_sapiens/article/view/2674
Cera, G., Mlouk, A., Cera, E., & Shumeli, A. (2020). The Impact of Entrepreneur-ship Education on Entrepreneurial Intention. A Quasi-Experimental Research De-sign. Journal of Competitiveness, 12(1), 39–56. https://doi.org/10.7441/joc.2020.01.03
Chang, W. -. (2021). Experiential marketing, brand image and brand loyalty: A case study of starbucks. British Food Journal, 123(1), 209-223. https://doi.org/10.1108/BFJ-01-2020-0014
Chen, H., Wang, Y., & Li, N. (2022). Research on the relationship of consumption emotion, experiential marketing, and revisit intention in cultural tourism cities: A case study. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.894376
Comanescu, E., Ponea-Radu,I., Petre-Stan,C. & Ponea,M. (2018). Competitive-ness of Companies in the Competitive Environment - The Essential Question of Performance Management. International conference, knowledge-based organiza-tion, 24(1), 273-278. https://doi.org/10.1515/kbo-2018-0043
Dhillon, R., Agarwal, B., & Rajput, N. (2022). Experiential marketing strategies used by luxury cosmetics companies. Innovative Marketing, 18(1), 49-62. https://doi.org/10.21511/im.18(1).2022.05
Diez, S., Vargas, M., & Acosta, N. (2021). Análisis estructural de los factores que inciden en el emprendimiento. Revista Venezolana De Gerencia, 26(93), 334-348. https://doi.org/10.52080/rvg93.23
Epede, M. B., & Wang, D. (2022). Competitiveness and upgrading in global value chains: A multiple-country analysis of the wooden furniture industry. Forest Policy and Economics, 140. https://doi.org/10.1016/j.forpol.2022.102737
Hajduova, Z., Hurajova, J. C., Smorada, M., & Srenkel, L. (2021). Competitiveness of the selected countries of the EU with a focus on the quality of the business envi-ronment. Journal of Competitiveness, 13(4), 43-59. https://doi.org/10.7441/joc.2021.04.03
Hernández, G. (2020). Diagnosis organizacional como modelo de desarrollo sostenible y competitivo. Revista Científica Electrónica de negocios Negotium, 16(47), 13-22. http://doi.org/10.5281/zenodo.4766394
Ibarra, C. M., Gonzáles, T. L. y Demuner, F. M. (2017). Competitividad Empresarial de las Pequeñas y Medianas Empresas. Estudios fronterizos, 18(35), 107-130. https://doi.org/10.21670/ref.2017.35.a06
Jardon, C. M., & Martinez‐Cobas, X. (2022). Trust and opportunism in the competi-tiveness of small‐scale timber businesses based on innovation and marketing capa-bilities. Business Strategy & Development, 5(1), 69-79.
Jeng, D. J. F., & Pak, A. (2016). The variable effects of dynamic capability by firm size: The interaction of innovation and marketing capabilities in competitive indus-tries. International Entrepreneurship and Management Journal, 12(1), 115–130
Jiménez Barreto, J., & Campo Martínez, S. (2016). Marketing experiencial en FITUR: Análisis de dos destinos competidores, islas canarias e islas Balea-res/Experiential marketing at FITUR: Analysis of two competing destinations, ca-nary islands and balearic islands. Pasos, 14(1), 75-91. https://wwwproquest.bibliotecaupn.elogim.com/scholarly-journals/marketing-experiencial-en-fitur-análisis-de-dos/docview/1835703842/se-2
Karman, A. y Savanevičienė, A. (2021), “Mejora de las capacidades dinámicas pa-ra mejorar la competitividad sostenible: conocimientos de la investigación sobre las organizaciones de la región báltica”. Baltic Journal of Management, 16(2), 318-341. https://doi.org/10.1108/BJM-08-2020-0287
Kotler, P., & Armstrong, G. (2012). Marketing. (14 ed). Pearson Educación.
Larocca, M. T. G., Ladeira, R., da Silva, Áurio Lúcio Leocádio, & Mello, R. C. (2020). Experience marketing: a study of the conceptual aspects. Cadernos EBAPE.BR, 18, 781-793. https://doi.org/10.1590/1679-395120190079x
Li, H., Terjesen, S., & Umans, T. (2020). Corporate governance in entrepreneurial firms: a systematic review and research agenda. Small Business Economics, 54, 43–74. https://doi.org/10.1007/s11187-018-0118-1
Lin, M. T. -. (2019). Effects of experiential marketing on experience value and cus-tomer satisfaction in ecotourism. Ekoloji, 28(107), 3151-3156
Litvinova, T., Morozov, I., & Yatsechko, S. (2015). Experiential marketing as a tool of improvement of competitiveness of enterprises in the market of bread and bak-ery products. Mediterranean Journal of Social Sciences, 6(36), 11-18. https://doi.org/10.5901/mjss.2015.v6n3s6p11
Luamba, D. S., Blye, M. L., Mwema, I. E. M., Williams, I. A., James, K., & Cha-gadama, J. (2021). The Benefits of Innovation for Small Businesses. International Journal of Business and Management Research, 9(4), 425-432.
Miranda-Torrez, J. (2020). Acciones competitivas y desempeño organizacional en la perspectiva dinámica competitiva. Investigación Administrativa, 50(127), 90-105. http://orcid.org/0000-0001-9402-5628
Mukerjee, K. (2016). Factors that contribute towards competitive advantage: A conceptual analysis. IUP Journal of Business Strategy, 13(1), 26-39.
Pavlenchyk, N., Horbonos, F., Pavlenchyk, A., Skrynkovskyy, R., & Pawlowski, G. (2021). Increasing the competitiveness of enterprises based on the use of market-ing management tools. Agricultural and Resource Economics, 7(3), 77-89. https://doi.org/10.51599/are.2021.07.03.05
Pech, R. (2015). Achieving the innovative edge in technology, engineering design, and entrepreneurship. Journal of Innovation and Entrepreneurship, 5(6), 1-18. https://doi.org/10.1186/s13731-016-0035-y
Pérez Peralta, C. M., Chirinos Araque, Y. del V., Ramírez García, A. G., & Barbera Alvarado, N. (2021). Factores de competitividad en PYMES manufactureras en Colombia. Revista Venezolana De Gerencia, 26(5), 350-369. https://doi.org/10.52080/rvgluz.26.e5.23
Rambe, P. (2017). Social media marketing and business competitiveness: Evi-dence from south african tourism SMMEs. Problems and Perspectives in Management, 15(2Continue2), 411-423. https://doi.org/10.21511/ppm.15(2-2).2017.10
Ridwan, H., Simatupang, Y., Djunaidi, F. G., Umanailo, M. C. B., Uar, N. I., Marsia, S. G., . . . Komariah, N. (2021). Experiential marketing analysis of customer satis-faction on wings air aircraft user in namlea city. Paper presented at the Proceedings of the International Conference on Industrial Engineering and Operations Manage-ment, 4915-4926.
Rivas, C., Carrillo, B., & Robinson, G. (2022). Measuring the competitiveness of tourism companies in peru. Revista Venezolana De Gerencia, 27(7), 203-219. doi:10.52080/rvgluz.27.7.14
Saltos-Cruz, G., Araque-Jaramillo, W., & Saltos-Cruz, C. (2022). Brand manage-ment and business competitiveness: An explanatory study of fundamental processes. Revista Venezolana De Gerencia, 27(7), 186-202. https://doi.org/10.52080/rvgluz.27.7.13
Samán Chingay, S. N., Mendoza Alfaro, W. I., Miranda Guerra, M. del P., & Espar-za Huamanchumo, R. M. (2022). Resiliencia y competitividad empresarial: Una re-visión sistemática, período 2011 – 2021. Revista De Ciencias Sociales, 28(3), 306-317. https://doi.org/10.31876/rcs.v28i3.38476
Sánchez-Gutiérrez, J., Cabanelas, P., Lampón, J. F., & González-Alvarado, T. E. (2019). The impact on competitiveness of customer value creation through relation-ship capabilities and marketing innovation. Journal of Business and Industrial Mar-keting, 34(3), 618-627. https://doi.org/10.1108/JBIM-03-2017-0081
Siddaway, A. P., Wood, A. M., y Hedges, L. V. (2019). How to do a systematic re-view: A best practice guide for conducting and reporting narrative reviews, meta-analyses, and meta-syntheses. Annual Review of Psychology, 70, 747-770. https://doi.org/10.1146/annurev-psych-010418-102803
Tumphasuwan, K. (2017). Studying of thai SMES businesses in order to define the marketing strategy and enhance the competitiveness the case study: Bua bhat fac-tory. Paper presented at the Proceedings - 2017 6th IIAI International Congress on Advanced Applied Informatics, IIAI-AAI 2017, 17-22. https://doi.org/10.1109/IIAI-AAI.2017.199
Urdea, A. -., Constantin, C. P., & Purcaru, I. -. (2021). Implementing experiential marketing in the digital age for a more sustainable customer relationship. Sustainability (Switzerland), 13(4), 1-17. https://doi.org/10.3390/su13041865
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Publicado
2023-12-06
Cómo citar
Miranda-Guerra, M. del P., Samán-Chingay, S., Benzaquen-Hinope, H. A., & Esparza-Huamanchumo, R. M. (2023). Marketing experiencial y competitividad empresarial: revisión sistemática. Revista Venezolana De Gerencia, 28(10), 1386-1401. https://doi.org/10.52080/rvgluz.28.e10.31
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