Bibliographic citations
Chafloque, M., (2019). Aplicación de los modelos de ecuaciones estructurales a las empresas del sector artesanal peruano [Tesis, Universidad Nacional Agraria La Molina]. https://hdl.handle.net/20.500.12996/4255
Chafloque, M., Aplicación de los modelos de ecuaciones estructurales a las empresas del sector artesanal peruano [Tesis]. : Universidad Nacional Agraria La Molina; 2019. https://hdl.handle.net/20.500.12996/4255
@mastersthesis{sunedu/3948427,
title = "Aplicación de los modelos de ecuaciones estructurales a las empresas del sector artesanal peruano",
author = "Chafloque Cespedes, María Raquel",
publisher = "Universidad Nacional Agraria La Molina",
year = "2019"
}
The statistical technique of Structural Equation Modeling with Partial Least Squares (PLS-SEM) is a third-generation method, which is having acceptance in academia, especially in the area of business studies. In addition, the focus of this technique is more robust and flexible when using it in non-observable variables. This research applied the PLS-SEM technique within the area of business studies, in an economic sector where there is no empirical evidence, when it comes to marketing strategies and business performance. The research aimed to determine the relationship between market orientation, product innovation and the performance of companies in the Peruvian handicraft sector in the period 2018, through the application of PLS-SEM. A structured survey was applied to 301 SME's in the handicraft sector, specifically those in the commercial sector, being the main intermediaries between the final consumer and the producer. Market orientation and product innovation were found to account for 34.3% of the company's performance. Likewise, market orientation is positively related to product innovation, and the latter variable positively related to the company's performance. In conclusion, through the application of the PLS-SEM technique, it is demonstrated that the MYPE’s of the artisan sector take into consideration what the market says when innovating a product. Also, as a result of product innovation, SME’s improve their business performance. Finally, the PLS-SEM technique is suitable to be applied to business science research. For this reason, it is recommended that empirical evidence be increased in order to encourage the use of this third-generation statistical technique.
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