Citas bibligráficas
Carneiro, D., Chunga, J. (2022). El posicionamiento y la innovación como herramientas de marketing [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/661474
Carneiro, D., Chunga, J. El posicionamiento y la innovación como herramientas de marketing [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/661474
@misc{renati/1293366,
title = "El posicionamiento y la innovación como herramientas de marketing",
author = "Chunga Chunga, Jorge Luis",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
This study addresses the fields of positioning and innovation analyzed from their impact as marketing tools with the objective of discovering the different positions that researchers have on positioning and innovation as marketing tools, seeking to contrast them. It is a comparative study with a hermeneutic approach, supported by the analysis of papers from 2006 to 2022. This paper describes positioning and how it impacts brand performance, also considering its interaction with innovation and how there is consensus among the researchers consulted, where they explain that this concept is linked to the industry, application experience where different factors of analysis must be considered, from the size of the supplier to the knowledge of the market. On the innovation side, the positions do not converge in a single idea but seek to expand the thematic variety necessary to understand this phenomenon and its application, where the thematic variety is one of the most relevant points to know. In both cases, the challenge for entrepreneurs and people who implicitly or without knowing the details of each of these concepts seek to apply within their corporate, personal or professional strategies is to understand how they will orient the definition of positioning and innovation as marketing tools.
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