Strategic networks and collaborative research in marketing
DOI:
https://doi.org/10.29105/vtga9.6-698Keywords:
Academic networks, Academic alliances, LinkageAbstract
The reinforcement of marketing research through collaboration in regional, national, and international networks has become a pivotal focus in the field of strategic marketing. The aim of this article is to highlight the key areas of collaboration within the academic body in marketing and their impacts. Using research network collaboration as its foundation, the group engages with international and national organizations, such as the International Network of Marketing Researchers (RIIM) and the Marketing Management Network of the Mexican Universities Consortium (CUMEX). Furthermore, collaboration agreements have been employed as a method with international educational institutions. These collaborations have yielded interdisciplinary projects and high-quality academic products, impacting both the academic and practical domains. Additionally, strong connections have been established with the general society and specific sectors. This work presents the results, analyzing the collaborative work links of the academic body, the achievements obtained, and their impact on the scientific community and society at large. It concludes by underscoring the importance of network collaboration as an essential means to advance research in marketing and promote excellence in this field.
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