Palabras clave
sostenibilidad
retail
consumidor
cliente
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Resumen
El presente trabajo tiene el objetivo de analizar los enfoques resource-based view (RBV) y knowledge-based view (KBV), reconociendo sus similitudes y diferencias para obtener una ventaja competitiva sostenible. Aborda el concepto de ventaja competitiva desde la internacionalización de la empresa como una estrategia de crecimiento para explicar la transferencia de conocimiento como un recurso valioso, raro e imperfectamente imitable. Las conclusiones de esta investigación enfatizan que la empresa debe asegurar que todo el conocimiento generado en la empresa nacional se transmita a través de medios personalizados y que permitan el acercamiento de sus integrantes en el mercado exterior para que el intercambio de experiencias, valores, habilidades y cultura realmente pueda generar un mayor desempeño que garantice mayores beneficios económicos.
Citas
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