Abstract

GOMEZ SALDANA, Dallane Antonela; CORREA CUBAS, María de los Ángeles; CRUZ-TARRILLO, Jose Joel  and  DIAZ SAAVEDRA, Robin Alexander. Internal marketing as factor in the innovation culture of small and medium-sized companies. Revista San Gregorio [online]. 2023, vol.1, n.54, pp.18-37. ISSN 2528-7907.  https://doi.org/10.36097/rsan.v0i54.2255.

The various events that have occurred in the last five years have allowed companies to undergo a transformation in order to maintain their relevance and relevance, the purpose of this research is to determine the influence of internal marketing on the culture of innovation. For the achievement of this objective, the investigation adopted a cross-sectional methodological perspective, the sample was constituted by 380 participants to whom the scale of internal marketing and innovation culture was applied. The results obtained show that development, recruitment and internal communication are predictors of innovation culture. Likewise, a moderate and statistically significant relationship is shown between the two variables. It is concluded that the predominance of internal marketing components predicts a culture of innovation in its different pillars.

Keywords : internal marketing; culture of innovation; internal communication; suitability for work.

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