Desempeño de la orientación de la cadena de abastecimiento en armonia con operaciones y mercadeo en empresas del sector electrico en bogotá


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Palabras clave

Orientación a la gerencia de la cadena de abastecimiento, Gerencia de la Cadena de abastecimiento, estrategia de mercadeo, rendimiento organizacional.

Resumen

El presente artículo ofrece un análisis descriptivo acerca del factor desempeño de la orientación a la cadena de abastecimiento (DOGCA) en empresas del sector eléctrico, mediante la armonización entre las estrategias de mercadeo en varias empresas del sector eléctrico y electrónico, mediante la evaluación de tres constructos fundamentales: la alineación de la estrategia de mercadeo, el rendimiento de la orientación a la cadena de abastecimiento y el rendimiento organizacional, componentes fundamentales para el óptimo flujo de los procesos operacionales con el fin de satisfacer las necesidades de los grupos de interés. Se aplicó un instrumento como encuesta a 121 personas con diferentes macro ambientes y posiciones dentro de sus organizaciones. En el proceso investigativo se encontró una desalineación entre las estrategias de logística y mercadeo debido a la falta de articulación entre los procesos funcionales además de sus respectivas áreas, desde los planes estratégicos, tácticos y operacionales.

https://doi.org/10.18270/rt.v17i1.2955
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Referencias

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