Influencia de la relación estratégica comunitaria y el marketing en la salud financiera de las organizaciones en mercados internacionales
Vélez Piñeros, María Camila
Globalization has produced a series of changes in the structure of international trade, just like free trade areas that are the result from economic integrations, which have facilitated flows of capital, resources and people. Internationalization has not only become in a strategy for taking advantage of opportunities in international markets, but in a way to diversify risk in order to reduce domestic dependency. Nevertheless, to start an internationalization process it is necessary to know very well the context in which clients are, because the lack of environment’s knowledge can be harmful to financial health of the company. Hence the importance of using a community definition and community strategies, with which needs, objectives and interests are identified to establish a long term relationship that seeks development for both sides. The community strategic relationship and marketing impacts positively the company’s financial health to the extent that mutual development, not only increase interest and compromise for keep interacting, but create an affective link between them, which further strengthens the durability of that relationship, achieving customer loyalty and therefore an increase in the profitability of the company.