El rol de la innovación en la toma de decisiones de marketing en la industria cervecera mexicana
DOI:
https://doi.org/10.29105/vtga3.3-949Keywords:
innovación, capacidad de absorción, cerveza, toma de decisiones, marketingAbstract
The decision-making process is key to driving an advantage in companies, it requires several factors to be able to carry out this process efficiently. One of the variables that is implicated in this process is the absorption capacity of the company, which allows it to obtain knowledge or develop it to drive innovation in the process of decision-making in the marketing area. In the Mexican brewing sector, this process is experienced daily and it is of vital importance to be able to make the best decisions in this closed and competitive market. This article exposes the mediating role of innovation between the absorption capacity and the decision-making in the area of marketing.
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