Palabras clave
Desempeño de ventas
Marketing
Liderazgo
Cómo citar
Resumen
El panorama competitivo actual en las organizaciones, caracterizado por presentar consumidores altamente exigentes respecto a productos y servicios que atiendan sus necesidades, ha generado retos y desafíos cada vez más cambiantes y dinámicos, llevando a las organizaciones a fortalecer sus equipos comerciales, adaptándose a estas nuevas exigencias, sin embargo, en muchos casos estas organizaciones no tienen un panorama amplio respecto a cuales son las estrategias que les permitan atender oportunamente las cambiantes necesidades de sus consumidores. Es por lo anterior que se propone una revisión sistemática de la literatura que permita dilucidar algunas estrategias que incidan en el posicionamiento de las organizaciones. En ese orden de ideas, la presente propuesta analiza 33 artículos científicos publicados desde el año 2016 hasta marzo de 2022 que tienen como temática central estrategias para equipos comerciales de las organizaciones y su relación con el desempeño organizacional. Los hallazgos clave sugieren que tener un cuerpo de teoría y práctica respaldado por evidencia empírica puede ayudar a las organizaciones a enfrentar las limitaciones y los desafíos actuales, aumentando así el posicionamiento en el mercado. Los hallazgos proponen un valor agregado para ser incorporados a las estrategias sugiriendo futuras líneas de investigación, abordando análisis empíricos.
Citas
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