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Vol. 21 Núm. 2 (2021)
Inquietud Empresarial 21(2) Julio-Diciembre 2021: Special Issue on: "Business and Management on Innovation and Sustainability"

SUSTENTABILIDAD

Mercadotecnia sustentable: Un estudio bibliométrico

https://doi.org/10.19053/01211048.12452

Publicado 01-12-2021

Jesús Humberto Lara Félix
Universidad de Guadalajara, Centro Universitario de Ciencias Económicas Administrativas, México.

Juan Mejía Trejo
Universidad de Guadalajara, Centro Universitario de Ciencias Económicas Administrativas, México.

Resumen

El propósito principal del presente estudio bibliométrico es indagar en el estado del arte del tema mercadotecnia sustentable en los buscadores científicos Scopus y Web Of Science. Se realizó una consulta de la literatura en los motores de búsqueda ya mencionados. La metodología aplicada fue la técnica de bibliometría usando diferentes criterios de refinamientos para la obtención de la información, se utilizaron las palabras claves “sustanability” y “marketing” como método de búsqueda en los títulos, resúmenes y palabras clave de los documentos seleccionados. Además, se refinó por áreas de interés y se consideró el periodo 2016 a 2021, arrojó como resultado en Scopus 1,310 documentos y en Web Of Science 1,992 dando un total de 3302 la sumatoria final de ambas cantidades. Los principales hallazgos, el tema mercadotecnia sustentable es un tema de frontera en las ciencias que está creciendo en los últimos 6 años, la cual han sido aplicada en el mundo empresarial y académico, se detectaron diversas oportunidades de negocios, en las que sobre salen la innovación, conocimiento, mercados emergentes, modelos de negocios, orientación del mercado, comportamiento del consumidor, stakeholder y responsabilidad social y corporativa son las áreas con mayor relación con la mercadotecnia sustentable. Limitaciones el cual estudio solo comprende la literatura de los buscadores ya mencionados y los criterios establecidos en la metodología.

Palabras claves: Análisis bibliométrico, Mercadotecnia sustentable, estrategia.

Códigos JEL: M31

Recibido: 10/07/2020. Aceptado: 03/11/2020. Publicado: 01/12/2021.

Palabras clave

Análisis bibliométrico, mercadotecnia sustentable, estrategia

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