Journal of Marketing Management

The Use of E-Marketing and Innovation as a Means to Achieve Business Success: A Study in the Microenterprises of the Textile Sector of Aguascalientes.
David Cabral Olmos, Margarita Ramírez Ramírez, Juan Ramón Gutiérrez Velasco

Abstract
The literature has shown that E-marketing and innovation are strategies that lead to business success. The objective of this research is to demonstrate whether there is a structural relationship between E-marketing and innovation with performance in microenterprises in the textile sector in the city of Aguascalientes, Mexico. In this Mexican state, the textile sector is of great interest, since it houses a large number of economic units, which are managed in a traditional way and are far from technology, making them vulnerable to failure. This research was carried out by means of structural equations, with the aim of determining the relationship of each of the constructs in the proposed model applied to this group of companies. The results of the structural equations showed that E-marketing and innovation positively and significantly influence business performance, where innovation had a greater influence on the performance of microenterprises in the textile sector of Aguascalientes.

Full Text: PDF     DOI: 10.15640/jmm.v9n1a1