Innovación por Diseño y su Relación con las Variables del Entorno en una Muestra de Empresas en Bogotá - Colombia

Abstract

This article analyzes the relationship between the variables of the external environment considered sources of innovation by design and the results of marketing and profitability of companies. For this purpose questionnaire in the form of Likert scale was applied to a sample of 327 managers from 64 medium and large size companies located in Bogota (Colombia), considered to be innovative and with potential to enter the global market. Results obtained once the information of the questionnaires has been processed through a multiple lineal regression model indicate that the analysis of market tendencies, enterprise sector, technological developments, and care for the environment, is not appropriately considered to support innovation in companies. In those cases where it is taken into consideration, these innovations have a positive relationship with the corporate image, but not with sales results, market participation or with the profitability of the company. This situation contrasts with what is known by managers of companies in countries of Europe, North America and Asia.