<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2528-7907</journal-id>
<journal-title><![CDATA[Revista San Gregorio]]></journal-title>
<abbrev-journal-title><![CDATA[Revista San Gregorio]]></abbrev-journal-title>
<issn>2528-7907</issn>
<publisher>
<publisher-name><![CDATA[Universidad San Gregorio de Portoviejo ]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2528-79072023000200018</article-id>
<article-id pub-id-type="doi">10.36097/rsan.v0i54.2255</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Marketing interno como factor de la cultura de innovación en las pequeñas y medianas empresas]]></article-title>
<article-title xml:lang="en"><![CDATA[Internal marketing as factor in the innovation culture of small and medium-sized companies.]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gomez Saldaña]]></surname>
<given-names><![CDATA[Dallane Antonela]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Correa Cubas]]></surname>
<given-names><![CDATA[María de los Ángeles]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cruz-Tarrillo]]></surname>
<given-names><![CDATA[Jose Joel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Díaz Saavedra]]></surname>
<given-names><![CDATA[Robin Alexander]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Peruana Unión  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Peruana Unión  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Peruana Unión  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad Peruana Unión  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Peru</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2023</year>
</pub-date>
<volume>1</volume>
<numero>54</numero>
<fpage>18</fpage>
<lpage>37</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S2528-79072023000200018&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S2528-79072023000200018&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S2528-79072023000200018&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Los diversos acontecimientos suscitados en este último quinquenio han permitido que las empresas sufran una transformación para mantener vigencia y actualidad. El propósito de esta investigación fue determinar la influencia del marketing interno en la cultura de innovación en pequeñas y medianas empresas (Pymes). Para el logro de este objetivo, la investigación adoptó una perspectiva metodológica cuantitativa de corte transversal; la muestra estuvo constituida por 380 participantes a quienes se le aplicó la escala de marketing interno y cultura de innovación. Los resultados obtenidos evidenciaron que el desarrollo, contratación y comunicación interna son predictores de la cultura de innovación. Asimismo, se mostró relación de nivel moderado y estadísticamente significativo entre las dos variables. Se concluye que la predominancia de los componentes del marketing interno predice una cultura de innovación en sus diferentes pilares.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[marketing interno]]></kwd>
<kwd lng="es"><![CDATA[cultura de innovación]]></kwd>
<kwd lng="es"><![CDATA[comunicación interna]]></kwd>
<kwd lng="es"><![CDATA[adecuación al trabajo]]></kwd>
<kwd lng="en"><![CDATA[internal marketing]]></kwd>
<kwd lng="en"><![CDATA[culture of innovation]]></kwd>
<kwd lng="en"><![CDATA[internal communication]]></kwd>
<kwd lng="en"><![CDATA[suitability for work]]></kwd>
</kwd-group>
</article-meta>
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