La inversión en marcas y su relación con los resultados empresariales

Investment in brands and its relationship with business results

Valentina Cardozo-Torres , Alberto Méndez-Morales , Milton M. Herrera

Suma de Negocios, 12(27), xx-xx, julio-diciembre 2021, ISSN 2215-910X

doi

Recibido el 25 de junio de 2021
Aceptado el 30 de julio de 2021
Online el 17 de agosto de 2021

Resumen

Las marcas son un activo intangible con un alto valor estratégico para las organizaciones. Si bien las marcas influyen en el mercado, la relación entre la inversión en dichos activos y los impactos financieros en las firmas aun no es muy clara. En este artículo se busca entender la forma en que la creación, la adecuada gestión y la promoción de las marcas, como activos intangibles, afectan los resultados financieros de las empresas, de igual forma, nos preguntamos cuáles variables median en dicha relación. El artículo presenta una revisión sistemática de la literatura de los estudios relacionados con la inversión en marcas y su impacto en el desempeño organizacional, que fueron llevados a cabo entre 2016 y 2020. Los resultados muestran que los estudios refieren relaciones de dos niveles entre las marcas y los resultados empresariales, que las mismas usan datos de encuestas de percepción y de bases de datos de terceros y que, generalmente, estos estudios se han realizado para los países en vía de desarrollo. Esta revisión contribuye con una mirada de futuras direcciones de investigación en relación con la inversión en activos intangibles y el desempeño organizacional.


Palabras clave:
Marcas,
política industrial,
innovación,
activos intangibles,
estrategia empresarial.

Códigos JEL:
O30, M31, M21, L19

Abstract

Brands are an intangible asset with high strategic value for organisations. Although brands influence the market, the relationship between investment in these assets and the financial impact on firms is still not very clear. This article aims to understand the way in which the creation, management, and promotion of brands, as intangible assets, have on financial performance of firms, in the same direction, we wonder which are the variables mediating on that relationship. The paper presents a systematic review of the literature of the studies brought related to investment in brands and its impact on organisational performance between 2016 and 2020. The results show the studies refer to two-level relationships between brands and business results, that they use data from perception surveys and third-party databases, and that it has carried these studies out for developing countries. This review contributes with a look at future research directions in relation to investment in intangible assets and organisational performance.


Keywords:
Brands,
industrial policy,
innovation,
intangible assets,
business strategy.

Artículo Completo
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