Relationship marketing and its impact on innovation applied to agribusiness : Concepts and tools applicable to the quality of commercial relationships and technological innovation

Portada del libro El marketing relacional e impacto en la innovación aplicado a los agronegocios

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November 12, 2025

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Copyright (c) 2025 Editorial Universidad de los Llanos

ISBN PDF

PDF

ISBN-13

978-628-7717-10-7

ISBN Libro físico

Libro físico

ISBN-13

978-628-7717-09-1

How to Cite

Arosa Carrera , C., Chica Mesa , J. C., & Dakduk Valle, S. M. (2025). Relationship marketing and its impact on innovation applied to agribusiness : Concepts and tools applicable to the quality of commercial relationships and technological innovation. Editorial Universidad de los Llanos. Retrieved from https://unillanos.metalibros.org/index.php/editorial-unillanos/catalog/book/50

Authors

Charles Arosa Carrera
Universidad de los Llanos
https://orcid.org/0000-0002-7098-5226
Juan Carlos Chica Mesa
Universidad Nacional de Colombia
https://orcid.org/0000-0002-7975-1303
Silvana María Dakduk Valle
Universidad de los Andes
https://orcid.org/0000-0003-4700-5354
DOI: https://doi.org/10.22579/9786287717107

Keywords:

Relationship marketing

Business management

Commercial companies

Marketing for change

Cause-related marketing

Abstract

Relational marketing and its impact on innovation applied to agribusiness, by authors Charles Arosa Carrera, Juan Carlos Chica Mesa, and Silvana María Dakduk Valle, develops concepts and tools applicable to the quality of commercial relationships and technological innovation. Commercial interactions and operations are essential to the dynamism of relational capital in business and contribute to generating new knowledge among actors in the supply chain.    The generation and transfer of knowledge is conditioned by the quality of the relationship between the actors; however, it is highlighted that producers face difficult scenarios due to limited and low access to sources of technological innovation that lead to greater and better competitiveness.    This publication makes an important contribution to the review of concepts and applications of commercial relationship quality and technological innovation and also presents a model of relationship quality that includes the variables of trust, commitment, satisfaction, dependence, collaboration, and the mediating effect of co-innovation.      

Chapters

  • Preliminares
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  • 1. Relaciones comerciales y capital relacional generadores de impacto en la innovación
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  • 2. La calidad de las relaciones comerciales
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  • 3. La innovación en los conceptos y tipologías del marketing relacional
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  • 4. Modelo de calidad de las interacciones y operacionalidad comercial y cambios novedosos tecnológicos en los agronegocios
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  • 5. Calidad de las relaciones comerciales y la innovación tecnológica en los agronegocios
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  • 6. Conclusiones y recomendaciones
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  • 7. Referencias
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Author Biography

Charles Arosa Carrera , Universidad de los Llanos

Doctorate in Administration from the National University of Colombia, Master's Degree in Agroindustrial Marketing from Jorge Tadeo Lozano University, Specialist in Marketing Management and Business Administration from the Meta University Corporation. He has participated in the development of academic and business projects in the design and evaluation of business plans applied to economics and markets; business consultant in efficient logistics management, business creation, sales, marketing and service strategies, social service and industrial organizations; member of academic policy boards and centers; peer reviewer for Minciencias, Saces, and CNA. He has been dean of the Faculty of Economic Sciences at the University of Los Llanos, is a full-time professor, and is rector of this university.

Author Biography

Juan Carlos Chica Mesa , Universidad Nacional de Colombia

Doctorate in Engineering, Industry, and Organizations and Master's Degree in Administration from the National University of Colombia; Master's Degree in Management Sciences from the University of Rouen; Master's Degree in Business Administration with an emphasis on Marketing from the Autonomous University of Bucaramanga; Specialist in Management Development from the Autonomous University of Manizales; and Systems Engineer with an emphasis on software and a professional in Business Economics. Director of the Market and Finance Research Group at the National University of Colombia. His work includes investment decision-making supported by neuromarketing, neuromarketing analysis of consumer and entrepreneur behavior from a neuroscience perspective, with national and international publications

Author Biography

Silvana María Dakduk Valle, Universidad de los Andes
Doctorate  in Psychology from Andrés Bello Catholic University in Caracas, Venezuela. Director of the Master's in Marketing program at EGADE Business School, Tecnológico de Monterrey, Mexico. She has over 23 years of teaching experience in undergraduate, master's, doctoral, and executive education programs—both open and corporate—at various institutions in the Andean Region. She has contributed significantly to the innovation of educational programs with the creation of new courses, the design of active teaching methodologies, and the promotion of research and consulting programs aimed at advanced professional training. She is a consultant on consumer behavior and strategic marketing planning for major multinational companies undergoing digital adoption and innovation processes, including Banesco, Telefónica, Merck Laboratories, Bayer Laboratories, Banco de Bogotá, Publicis, and GFK, among others. She has led regional projects focused on innovation, development, evaluation, and diversification of products and services for external and internal clients. She emphasizes the line of research on the study of consumer behavior and the adoption of new technologies, especially in low-income sectors and their relationship with digital transformation and market inclusion.