<?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>2007-0705</journal-id>
<journal-title><![CDATA[Nova scientia]]></journal-title>
<abbrev-journal-title><![CDATA[Nova scientia]]></abbrev-journal-title>
<issn>2007-0705</issn>
<publisher>
<publisher-name><![CDATA[Universidad de La Salle Bajío A. C., Coordinación de Investigación]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-07052018000100569</article-id>
<article-id pub-id-type="doi">10.21640/ns.v10i20.1160</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Designing a Digital Marketing Model Innovation to increase the Competitiveness. First insights in Mexico]]></article-title>
<article-title xml:lang="es"><![CDATA[Diseñando un Modelo de Innovación de Mercadotecnia Digital para incrementar la Competitividad. Primeros hallazgos en México]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mejía Trejo]]></surname>
<given-names><![CDATA[Juan]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guadalajara  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2018</year>
</pub-date>
<volume>10</volume>
<numero>20</numero>
<fpage>569</fpage>
<lpage>591</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-07052018000100569&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-07052018000100569&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-07052018000100569&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  Introduction:  This paper is aimed to determine the relationship between the competitiveness model of Mexico (NCM) and a proposal for a digital marketing innovation model (DMIM). This is of special value for SME experts and academics, both related to the practice of digital marketing, in order to obtain a tool capable to identify different variables involved in the design and driving of a digital marketing campaign, in order to increase their levels of competitiveness.  Method:  The theoretical framework for the DMIM proposal, was based on a documentary, exploratory, descriptive, correlational and transversal research (academic vision). Thus, it was applied focus group using Panel Delphi and Analytical Hierarchy Process, among the specialists of digital marketing sector (expert vision) to identify different variables and indicators registering their different importance rates as well as the order of occurrence of each one into the DMIM proposal construct, for both visions. The final DMIM proposal construct, was correlated with the NCM, previously known. Therefore a pilot questionnaire, with a test of validity and reliability, was applied during the period of January-April 2017, to 400 specialists related with digital marketing and competitiveness (200 SME experts, 100 consultants and 100 academics). As a quantitative stage (empirical evidence), multiple linear regression and correlation techniques were applied to determine the relationships in this model.  Results:  It was obtained an original and generalized model, able to explain the relationship of variables and indicators involved among 8 NCM variables and 10 variables of the DMIM proposal as a measuring tool, and final suggestions for the improvement of such relationship.  Conclusion: An empirical model of NCM-DMIM that showed positive effects of correlation in 2/10 variables of the DMIM: among the mission, vision and values &#8203;&#8203;(MVS) as well as the knowledge and application of the tools of digital marketing, (DMT) both variables belonging to the DMIM over to the NCM. The rest of the (8/10) variables of the DMIM, show low correlations which means that they are not yet sufficiently widespread and known in the sector for what they represent the sector's opportunities. Finally, academic and expert visions about the variables of the construct NCM-DMIM, with several suggestions for improvement.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Introducción:  El presente trabajo tiene como objetivo el determinar la relación que existe entre el modelo de competitividad de México (NCM), con nuestra propuesta de modelo de innovación por mercadotecnia digital (DMIM). Lo anterior es de especial valor para expertos Pyme y académicos relacionados con la práctica de la mercadotecnia digital, a fin de lograr obtener una herramienta que les permita identificar qué variables tomar en cuenta en el diseño de una campaña de mercadotecnia digital y prever su impacto competitivo.  Método: Marco teórico con investigación documental, exploratoria, descriptiva, correlacional y transversal aplicando, como etapa cualitativa, a especialistas del sector: focus group, Panel Delphi y Proceso de Jerarquía Analítica, en la que se identificaron dos visiones: académica y de expertos describiendo diferentes tasas de importancia así como el orden de ocurrencia de cada variable del constructo. Lo anterior, produjo la propuesta de variables e indicadores que conforman al DMIM a fin de ser correlacionado con el NCM, mediante el diseño y aplicación de un cuestionario piloto. Una vez comprobada su validez y fiabilidad, el cuestionario final se aplicó durante el período de Enero-Abril 2017, a 400 especialistas relacionados con la mercadotecnia digital y la competitividad (200 expertos Pyme, 100 consultores 100 académicos).  Resultados:  Se obtuvo una primera aproximación del modelo generalizado, capaz de explicar las variables involucradas en la relación de este original constructo de 8 variables de NCM relacionados con 10 variables de la propuesta DMIM, confirmando una herramienta de medición, y varias sugerencias para la mejora del sector de mercadotecnia digital en México.  Conclusión: Un modelo empírico de que relaciona NCM-DMIM evidenció efectos positivos de correlación en 2/10 variables de la DMIM: entre la misión, visión y valores (MVS) así como el conocimiento y aplicación de las herramientas de mercadotecnia digital, (DMT) ambas variables pertenecientes al DMIM con el NCM. El resto de las (8/10) variables del DMIM, mostraron bajas correlaciones lo que significa que aún no están lo suficientemente difundidas y conocidas en el sector por lo que representan las oportunidades del sector. Finalmente, las visiones académica y de expertos sobre las variables del constructo NCM-DMIM, con sugerencias varias para su mejora.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[digital marketing innovation model]]></kwd>
<kwd lng="en"><![CDATA[competitiveness]]></kwd>
<kwd lng="en"><![CDATA[Mexico]]></kwd>
<kwd lng="es"><![CDATA[competitividad]]></kwd>
<kwd lng="es"><![CDATA[innovación por mercadotecnia digital]]></kwd>
<kwd lng="es"><![CDATA[México]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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