Citas bibligráficas
Zamora, Y., (2024). Impacto de la Inversión en Marketing sobre la Productividad de las empresas manufactureras del Perú: un Análisis en Innovación [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/683836
Zamora, Y., Impacto de la Inversión en Marketing sobre la Productividad de las empresas manufactureras del Perú: un Análisis en Innovación [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/683836
@misc{renati/1053500,
title = "Impacto de la Inversión en Marketing sobre la Productividad de las empresas manufactureras del Perú: un Análisis en Innovación",
author = "Zamora Ricaldi, Yajaira Rosario",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
This study examines the impact of investing in marketing innovation on the productivity of Peru's manufacturing sector. Using microdata from the National Survey of Innovation in the Manufacturing Industry 2018, covering the period 2015-2017 (excluding 2016 due to limited data), the research compares and analyzes the effects of marketing innovation investment on manufacturing productivity. Results from the econometric techniques applied in the three-stage Crepon-Duguet-Mairesse (CDM) model reveal significant findings. Patent registration and infrastructure improvements positively affect manufacturing firms investing in marketing innovation, consistent across both 2015 and 2017. In the second stage, evaluating the impact of investment in marketing innovation on types of innovation (product, process, marketing and organizational), a significant effect was found in marketing innovation, consistent for both years, 2015 and 2017. Finally, in the third stage, analyzing the effect of all types of innovation on labor productivity (represented by total sales over the number of workers, giving the total sales per worker per year), it is concluded that there is a significant impact on product innovation, consistent for both years, 2015 and 2017. Therefore, the hypothesis is confirmed: investment in marketing innovation does indeed increase labor productivity. In other words, marketing innovation boosts the average annual sales of companies in the manufacturing sector.
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