Resumen

SIMONATO, Fernando Rogelio. LA INNOVACIÓN EN EL ÁREA COMERCIAL A TRAVÉS DE LA GESTIÓN DE LAS EXPERIENCIAS. Cienc. adm. [online]. 2018, n.11, pp.63-79. ISSN 0009-6784.

The present essay aims to present a proposal for the management of the commercial area through the elaboration and generation of experiences with the creation of value in the markets that the organizations serve. An analysis of the function of commercial management is made describing the type of innovation culture that prevails in the companies that manage the experiences. The ambidextrous structures in organizations are discussed, and the influence and impact of the exploration functions in the commercial management when they create and manage different types of experiences. It includes the theme within the business model. It describes the dynamic capabilities needed by business managers who manage experiences. We observe the importance of the analysis and management of emotions in the co-creation of experiences. New types of hybrid experiences are introduced in the world by important companies. The results of the first research on visitor experiences in Argentinean museums and a description of the type of buyer called "experiential" of the Latin American retail industry

Palabras clave : Marketing; Management; Experiences.

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