<?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>0186-1042</journal-id>
<journal-title><![CDATA[Contaduría y administración]]></journal-title>
<abbrev-journal-title><![CDATA[Contad. Adm]]></abbrev-journal-title>
<issn>0186-1042</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0186-10422021000200002</article-id>
<article-id pub-id-type="doi">10.22201/fca.24488410e.2021.2294</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[El impacto de la capacidad de absorción potencial del conocimiento sobre la innovación en marketing]]></article-title>
<article-title xml:lang="en"><![CDATA[The impact of the potential absorption capacity of knowledge on innovation in marketing]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Guerrero-Sánchez]]></surname>
<given-names><![CDATA[Diana Leidy]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Fundación Universitaria Lumen Gentium Unicatólica Facultad de Ciencias Empresariales ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<volume>66</volume>
<numero>2</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0186-10422021000200002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0186-10422021000200002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0186-10422021000200002&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Los recursos comerciales y de marketing son estrategias disponibles que promueven el proceso de innovación, si también se vinculan a las fuentes de conocimiento externo. El propósito de este artículo es analizar el efecto positivo o negativo de la capacidad de absorción potencial del conocimiento externo (CAP) y de cada una de sus dimensiones (Adquisición y asimilación) sobre la innovación en marketing. La muestra utilizada está conformada por 134 empresas del sector turístico (hoteles, restaurantes y agencias de viajes) de Colombia, y para contrastar las hipótesis del estudio, se utilizó un modelo estructural, mediante el programa Smart -PLS. Los hallazgos de este estudio muestran que la capacidad absorber potencialmente nuevo conocimiento en las empresas turísticas, influye positivamente sobre los resultados de la innovación en marketing debido a la importancia que ejerce la nueva información en la adopción de nuevas estrategias, de promoción, comercialización y venta de productos y/o servicios turísticos, concluyendo como tal, que la capacidad de absorción potencial del conocimiento externo una vez se adquiere y asimila por los individuos emerge de manera significativa para promover resultados de innovación en marketing en las estrategias organizativas de las empresas turisticas.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Commercial and marketing resources are available strategies that promote the innovation process if they are also linked to external knowledge sources. The purpose of this article is to analyze the positive or negative effect of the potential absorption capacity of external knowledge (CAP) and each of its dimensions (Acquisition and assimilation) on marketing innovation. The sample used is made up of 134 companies of Colombia, tourism sector (hotels, restaurants and travel agencies) and to test the hypotheses of the study, a structural model was used, using the Smart-PLS program. The results of this study show that the ability to potentially absorb new knowledge in tourism businesses positively influences the results of marketing innovation due to the importance of new information in the adoption of new strategies, promotion, marketing, and sales. of tourism products and / or services, concluding as such, that the potential absorption capacity of external knowledge once acquired and assimilated by individuals emerges significantly to promote results of marketing innovation in the organizational strategies of tourism companies.]]></p></abstract>
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<kwd lng="es"><![CDATA[Z33]]></kwd>
<kwd lng="es"><![CDATA[Z39]]></kwd>
<kwd lng="es"><![CDATA[Capacidad de absorción]]></kwd>
<kwd lng="es"><![CDATA[Conocimiento externo]]></kwd>
<kwd lng="es"><![CDATA[Innovación en marketing]]></kwd>
<kwd lng="es"><![CDATA[Industria turística]]></kwd>
<kwd lng="en"><![CDATA[Z31]]></kwd>
<kwd lng="en"><![CDATA[Z33]]></kwd>
<kwd lng="en"><![CDATA[Z39]]></kwd>
<kwd lng="en"><![CDATA[Absorptive capacity]]></kwd>
<kwd lng="en"><![CDATA[External knowledge]]></kwd>
<kwd lng="en"><![CDATA[Innovation in marketing]]></kwd>
<kwd lng="en"><![CDATA[Tourism]]></kwd>
</kwd-group>
</article-meta>
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