ANALYSIS OF COMMERCIAL INNOVATION TO SERVICE COMPANIES: IN PUERTO PENASCO, MEXICO ANALISIS DE LA INNOVACION COMERCIAL SOBRE EMPRESAS DE SERVICIOS: EL CASO DE PUERTO PENASCO, SONORA

Cesar Omar Sepulveda Moreno, Flavio Alonso Rosales Diaz and Olga Selenia Federico Valle

Revista Global de Negocios, 2021, vol. 9, issue 1, 1-15

Abstract: In this study, we examine strategic tasks were related to commercial innovation carried out by service companies in the town of Puerto Peñasco, Sonora, a tourist destination in the sea of Cortes, where hotels, restaurants and complementary services are the most important productive activities of the town. The first group of organizations belongs to the tourist industry, and the second one, attends to health, education, finance, etc. The objective of the research was to determine if there is any relationship between activities that denote commercial innovation in these two groups of organizations. The results revealed an association between commercial innovation and the type of company studied. In addition, it was found that the companies dedicated to providing tourism services are perceived as more innovative in commercial aspects, especially in very notable cases, such as reducing the response time of their services to customers and / or suppliers, as well as claiming to use new or improved formats to advertise tourism services. Otherwise, companies that provide services other than tourism indicate that they are less innovative in the seven commercial tasks included in this research.

Keywords: Innovation; Commercial Innovation; Tourism Services; Other Services (search for similar items in EconPapers)
JEL-codes: M19 O31 (search for similar items in EconPapers)
Date: 2021
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