Abstract

AROSA-CARRERA, Charles R.  and  CHICA-MESA, Juan Carlos. Innovation in the paradigm of relationship marketing. estud.gerenc. [online]. 2020, vol.36, n.154, pp.114-122. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2020.154.3494.

Business relationship from the paradigm of relationship marketing promote exchanges of knowledge and thus innovation. In this sense, the purpose of this article was to identify the application fields of innovation based on the scientific literature on relationship marketing. For this, a systematic literature review on the database Web of Science about 167 articles published between 2014 and 2018 was performed. Of all articles, 50 were subjected to network analysis using the Bibexcel and Pajek® software. Based on the results, three clusters are proposed: Virtual environments, collaborative work, and product development. The findings allow the identification of theoretical frameworks for future empirical research.

Keywords : relationship marketing; innovation; virtual environments; collaborative work; product development.

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