El alcance de la estrategia de transferencia de conocimiento tácito de mercadotecnia en el sector hotelero de Playa del Carmen, Quintana Roo, México


  • José Luis Zapata Sánchez Instituto de Investigaciones Económicas y Empresariales
  • Judith Cavazos Arroyo Instituto de Investigaciones Económicas y Empresariales



Palabras clave:

Alcance de transferencia de conocimiento tácito, mercadotecnia, hoteles


El presente artículo aporta un modelo conceptual de cómo influyen la disponibilidad de tiempo, la capacidad de absorción de conocimientos de mercadotecnia y la motivación personal en la transferencia de conocimiento tácito de mercadotecnia y ésta a su vez en el alcance de transferencia de conocimientos tácitos de mercadotecnia entre los empleados de hoteles pequeños y medianos de Playa del Carmen, Quintana Roo, México. A través de una investigación cuantitativa, explicativa y transversal y utilizando la técnica de muestreo no probabilístico “bola de nieve” se integró una muestra de 229 empleados del área de mercadotecnia que trabajan en el sector hotelero. Para analizar la influencia de factores en el alcance de la transferencia de conocimiento tácito de mercadotecnia se desarrolló un modelo probado empíricamente utilizando como técnica estadística el modelo de ecuaciones estructurales. El análisis arrojó que la disponibilidad de tiempo y la motivación personal influyen directa y positivamente sobre la transferencia de conocimientos tácitos de mercadotecnia y de manera consistente sobre el alcance de transferencia de conocimiento tácito de mercadotecnia.

Biografía del autor/a

José Luis Zapata Sánchez, Instituto de Investigaciones Económicas y Empresariales

Profesor-Investigador. División de Ciencias Económicas y Administrativas. Universidad de Quintana Roo. Doctor en Mercadotecnia. jluiszap@gmail.com

Judith Cavazos Arroyo, Instituto de Investigaciones Económicas y Empresariales

Profesora-Investigadora del área de Negocios en la Universidad Popular Autónoma del Estado de Pue-bla, México. Doctora en Mercadotecnia. Judith.cavazos@upaep.mx


Archibugi, D. y Pietrobelli, C. (2003). The globalisation of technology and its implications for developing countries: Windows of opportunity or fur-ther burden. Technological Forecasting and Social Change, 70(9), 861-883.Barclay D., Higgins, C. y Thompson, R. (1995). The Partial Least Squares Approach to Causal Modeling: Personal Computer Adoption and Use as an Illustration. Technology Studies, 2(2), 285-309.Bennet, Mousley Ali-Choudhury (2008) Transfer of Marketing Knowledge Within Business-Nonprofit Collaborations. Journal of Nonprofit & Public Sector Marketing, 20(1). 37-70. Bennett, R. (1999). Foreign marketing control decisions of firms engaged in west east technology transfer: A test of the transactions cost hypothesis. International Journal of Technology Management, 17(4), 402-420.Bon, A. T., y Mustafa, E. M. A. (2013). Impact of total quality management on innovation in service organizations: Literature review and new concep-tual framework. Procedia Engineering, 53, 516-529. Braten, I., y Ferguson, L.E. (2015). Beliefs about sources of knowledge pre-dict motivation for learning in teacher education. Teaching and Teacher Education, 50, 13-23.Brockmann, E.N. y Anthony, W.P. (1998). The influence of tacit knowledge and collective mind on strategic planning. Journal of Managerial Issues, 10(2), 204-222.Cabrera, E. F. y Cabrera, A. (2005): Fostering knowledge sharing through people management practices, International Journal of Human Resource Management, 16(5), 720-735.Cárcel Carrasco, F., y Roldán Porta, C. (2013). Principios básicos de la Ges-tión del Conocimiento y su aplicación a la empresa industrial en sus ac-tividades tácticas de mantenimiento y explotación operativa: Un estudio cualitativo. Intangible Capital, 9 (1), 91-125.Collins, C. J., y Smith, K. G. (2006). Knowledge exchange and combination: The role of human resource practices in the performance of high-techno-logy firms. Academy of Management Journal, 49, 544-560.Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16, 297–334.

Chin, W. W. y Newsted, P. R. (1999) Structural Equation Modeling Analysis With Small Samples Using Partial Least Squares. (pp. 307-341). En Ho-yle, R.H. (ed.). Statistical Strategies for Small Sample Research. USA: SAGE Publications, Thousand Oaks.Chin, W. W. (1998). The partial least squares approach to structural equation modeling. (pp.295-336). En G. Marcoulides (Ed.). Modern Methods for Business Research Mahwah, NJ: Lawrence Erlbaum.Davenport, T. H., y Prusak, L. (2000). Working knowledge: how organizations manage what they know. Boston MA: Harvard Business School Press.Delić, D. y Lenz H-J. (2008). Benchmarking User Perceived Impact for Web Portal Success Evaluation, JIOS, 32 (1), 1-14.Duarte P. A. O. y Raposo M. L. B. (2010). A PLS Model to Study Brand Pre-ference: An Application to the Mobile Phone Market. EspositoVinzi, V, Chin, W.W, Henseler, J., y Wang, H. (eds.) Handbook of Partial Least Squa-res, Springer Handbooks of Computational Statistics Heidelberg: Springer.Fiddler (2000). Facilitators and impediments to the internal transfer of team embodied competences in firms operating in dynamic environment. (Tesis Doctoral, Boston University). Proquest Dissertation Abstracts.Fornell, C., y Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Re-search, 18, 39-50.Garson, G. D. (2010). Multiple Regression. Statnotes: Topics in Multivariate Analysis de North Carolina State University. Recuperado de http://facul-ty.chass.ncsu.edu/garson/PA765/regress.htm#multicollinearityGarthwaite, P.H. (1994). An Interpretation of partial least squares, 425, 122-127.Gjelsvik, M. (2002). Hotels as Learning Arenas. Scandinavian Journal of Hos-pitality and Tourism, 2, 32-47.Grant, R. M. (1996). Toward a knowledge-based theory of the firm. Strategy Management Journal, 17, 109-122.Hair, J. F., Jr., Anderson, R. E., Tatham, R. L., y Black, W. C. (1998). Multi-variate data analysis (5th ed.). London: Prentice Hall International.Hair, J.F.; Bush, R.P.; Ortinau, D.J. (2010). Investigación de Mercados: en un ambiente de información digital. 4ª ed. Mexico: MacGraw-Hill.Henseler, J., Ringle, C. M., y Sinkovics, R. R. (2008).The Use of Partial Least Squares Path Modeling in International Marketing. Advances in Interna-tional Marketing, 19, 1-43.Hernández R, Collado F, y Baptista M. (2010). Metodología de la Investiga-ción. 5ª ed. México: McGraw Hill; Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: a review of four recent studies. Strategic Management Journal, 20, 195-204.Hussain, K., Konar, y R., Ali, F. (2016) Measuring Service Innovation Per-formance through Team Culture and Knowledge Sharing Behaviour in Hotel Services: A PLS. Approach Procedia - Social and Behavioral Sciences, 224, 35-43.Husted, K., y Michailova, S. (2002). Diagnosis and fighting knowledge-sha-ring hostility. Organizational Dynamics, 31(1), 60-73.Intezari, A., Taskin, N., y Pauleen, D. (2017). Looking beyond knowledge sharing: an integrative approach to knowledge management culture. Jour-nal of Knowledge Management, 21(2), 492-515.Jawernick-Will, A. (2012). Motivating Knowledge Sharing in Engineering and Construction Organizations: Power of Social Motivations. Journal of Management in Engineering, 28(2), 193-202.Kang, S., Morris, S., y Snell, S. (2007). Relational archetypes, organizational learning, and value creation: Extending the human resource architecture. Academy of Management Review, 32(1), 236-256. Kale, P., Singh, H., y Perlmutter, H. (2000). Learning and protection of pro-prietary assets in strategic alliances: Building relational capital. Strategic management journal, 217-237.Kenny, D.A. (2015). Mediation. Recuperado de http://davidakenny.net/cm/mediate.htmKim, T.T., Lee, G. (2013). Hospitality employee knowledge-sharing beha-viours in the relationship between goal orientations and service innovative behavior. International Journal Hospitality Management, 34, 324–337.Lengnick-Hall, M., y Lengnick-Hall, C. (2003). Human resource management in the knowledge economy: New challenges, new roles, new capabilities. San Francisco, CA: Berrett-Koehler.Lin, C. P. (2007). To share or not to share: Modeling tacit knowledge sharing its mediators and antecedents. Journal of Business Ethics, 70(4), 411–428.Malhotra, N.K. (2008). Investigación de mercados. Un enfoque aplicado. Mc-Graw-Hill. México.Martín, N., Martín, V., Trevilla, C. (2009). The influence of employee motivation on knowledge transfer. Journal of Knowledge Management, 13(6), 478-490.McDermott, R. y O ́Dell, C. (2001): Overcoming cultural barriers to sharing knowledge. Journal of Knowledge Management, 5(1), 76-85.Nahapiet, J.; Ghoshal, S. (1998): Social capital, intellectual capital, and the organizational advantage. Academy of Management Review, 23, 242-266.Neeley, T. (2013). Language matters: status loss and achieved status distinc-tions in global organizations. Organization Science, 24(2), 476–497.Nonaka, I. y Takeuchi, H. (1995). The knowledge-creating company: How Ja-panese Companies Create the Dynamics of Innovation. New York-Oxford: Oxford University Press.Numally, J. (1978). Psychometric Theory. 2ª ed New York: MacGraw-HillPeltokorpi, V. (2017). Absorptive capacity in foreign subsidiaries: The effects of language-sensitive recruitment, language training, and interunit knowledge transfer. International Business Review, 26(1), 119-129.

Prieto Pastor, I M; Martín Sierra, C; Pérez Santana, M P; (2009). Gestionan-do el conocimiento a través de la gestión de recursos humanos: análisis empírico en el sector de automoción. Academia. Revista Latinoamericana de Administración, 2, 49-71.Ringle, C. M., Wende, S. y Becker, J. M. (2015). “SmartPLS 3”. Boennings-tedt: SmartPLS GmbH. Recuperado de http://www.smartpls.com.Rodríguez Antón, J., Oliva, F., y Laguna, M. (2003). Cambio organizativo y gestión del conocimiento en el sector turismo. Comunicación presentada al XII Congreso AECA, Cádiz: AECA.Sarker (2005). Knowledge Transfer and Collaboration in Distributed U.S.-Thai Teams. Journal of Computer Mediated Communication, 10(4), 1-21.Scaringella, L., y Burtschell, F., (2017). The challenges of radical innovation in Iran: Knowledge transfer and absorptive capacity highlights—Evidence from a joint venture in the construction sector. Technological Forecasting & Social Change.122, (1), 151-169.Seidel, G., y Back, A. (2009). Success factor validation for global Erp. 17th. En European Conference on Information Systems. Manuscript ID: ECIS2009-0098 (Vol. 1). Submission Type: Research Paper.Simonin, B.L. (1999). Ambiguity and the process of knowledge transfer in strategic alliances. Strategic Management Journal, 29, 595-623.Shamim S., Cang, S., y Yu, H. (2017) Supervisory orientation, employee goal orientation, and knowledge management among front line hotel emplo-yees. International Journal of Hospitality Management,62, 21–32.Shipton, H., Fay, D., West, M., Patterson, M., y Birdi, K. (2005). Managing people to promote innovation. Creativity and Innovation Management, 14(2), 118-128. Shipton, H., West, M., A., Dawson, J.F., Birdi, K. and Patterson, M. (2006), HRM as a predictor of innovation. Human Resource Management Journal, 16(1), 3-27.Tseng, S.-M. (2011). The effects of hierarchical culture on knowledge mana-gement processes, Management Research Review, 34(5), 595-608.Tenenhaus, M., Vinzi, V.E., Chatelin, Y.-M. y Lauro C. (2005). PLS pathmo-deling, Computational Statistics and Data Analysis, 48(1), 159–205.Thiétart, R. A. (2001). Doing management research: a comprehensive guide. USA: Sage Publications Ltd.Xie, X., Zou, H., Qi, G. (2018). Knowledge absorptive capacity and inno-vation performance in high-tech companies: A multi-mediating analysis. Journal of Business Research, 88, 288-297.Yang, J. T., y Wan, C. S. (2004). Advancing organizational effectiveness and knowledge management implementation. Tourism Management, 25(5), 593-601.Yu, C., Yu-Fang, T., y Yu-Cheh, C. (2013). Knowledge sharing, organiza-tional climate, and innovative behavior: A cross-level analysis of effects. Social Behavior and Personality: An International Journal,41(1), 143-156.