Economía colaborativa como incentivo para el marketing territorial caso Usme

Abstract

This article comprises a reflective work that was born from the execution of a research project carried out by the Retail Center seedbed of the Faculty of Marketing of the Santo Tomás University, this project sought to identify the factors that allow the generation of territorial marketing, taking the town of Usme as an object of study. From here and from the contributions obtained thanks to the experts in their texts, the reflection towards this relationship starts in order to propose and opt for the collaborative economy as a positive alternative for the generation of scenarios that allow territorial and economic development, providing facilities for the application of strategies corresponding to territorial marketing in whatever this territory may be, although reflecting from the theory and the case of the town of Usme which is a pillar for the present reflective position. Factors for and against its application are analyzed, opportunities are raised and it is reflected on how beneficial it can be to correctly form collaborative economies in favor of development and the generation of territorial marketing in a specific geographical area, such as Usme in the capital of Colombia for the case addressed. This text is mainly aimed at the academic community in order to promote the study of phenomena such as the relationship between the collaborative economy and Territorial Marketing, in order to generate contribution to Colombian society through the implementation of these strategies in the national territory.