Análisis de la producción científica en torno al endomarketing
Palabras clave:
bibliometría, comportamiento organizacional, compromiso laboral, comunicación, endomarketingResumen
El artículo examina la evolución y tendencias del endomarketing en la última década, destaca su transformación digital y su creciente relevancia en la gestión del talento humano. Para ello, se realizó un análisis bibliométrico y temático sobre la producción científica referente al endomarketing entre los años 2013-2023 en las bases de datos Scopus y Web of Science. Los resultados fueron representados a través del software VOSviewer y la plataforma Lens.org. La revisión de la literatura mostró un aumento en la producción científica y su relevancia. Además, se identificó que el endomarketing es un elemento clave para la atracción y retención de talento, lo cual se exacerba en sectores altamente competitivos. Los hallazgos subrayan la contribución del marketing interno a la sostenibilidad organizacional, la dimensión social, así como al bienestar y desarrollo de los empleados. Estos resultados reflejan cómo el endomarketing se ha integrado en las estrategias empresariales para alinear los objetivos corporativos con los valores de responsabilidad social y la satisfacción laboral. Se concluye que este proceso es como una herramienta esencial en la mejora de la productividad y el éxito a largo plazo
Biografía del autor/a
Carlos Alberto Gómez Cano, Corporación Universitaria Asturias
Magíster en Ciencias de la Educación, Universidad de la Amazonia; magíster en Gestión y Evaluación de Proyectos de Inversión, Universidad Externado de Colombia. Profesor investigador, Corporación Universitaria Asturias. Investigador Asociado, Ministerio de Ciencia, Tecnología e Innovación de Colombia
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