El marketing territorial, ¿herramienta para la competitividad regional? Caso : La Unión, Zarzal y Cartago

Detalles Bibliográficos
Publicado en:	Encuentro Latinoamericano de Metodología de las Ciencias Sociales (4 : 2014 : Heredia (Costa Rica)) - La investigación social ante desafíos transnacionales: procesos globales, problemáticas emergentes y perspectivas de integración regional - . Ensenada : Universidad Nacional de La Plata. Facultad de Humanidades y Ciencias de la Educación. Centro Interdisciplinario de Metodología de las Ciencias Sociales, 2014
Autor Principal:	Murgueitio, Magdalida
Otros autores o Colaboradores:	González Cabo, Verena
Formato:	Documento de evento
Acceso en línea:	https://www.memoria.fahce.unlp.edu.ar/trab_eventos/ev.8220/ev.8220.pdf http://elmecs.fahce.unlp.edu.ar/iv-elmecs/iv-elmecs/actas-2014
Resumen:	En la investigación Marketing Territorial, una alternativa para la competitividad y el posicionamiento regional: Caso de estudio La Unión, Zarzal y Cartago, realizada en el periodo 2012-2013, se pregunta si el marketing territorial, entendido como la imagen que proyecta del territorio, es una herramienta para la competitividad y el posicionamiento de una región, considerando que la competitividad abarca la gestión y la formulación de políticas públicas que favorezcan el impulso de las ventajas comparativas y competitivas de un territorio. Para el análisis del marketing territorial como herramienta para la competitividad regional en los municipios de La Unión, Zarzal y Cartago, se toman aspectos clave como las instituciones, la infraestructura, el entorno macroeconómico, la salud y la educación vinculados a algunas condiciones específicas: la geográfica, la climática, la conectividad, el capital humano, lo político, entre otras. Surgen entonces preguntas como: ¿Los aspectos y condiciones anteriores son aliados o son enemigos para la competitividad regional? ¿Cuáles de estos se deben potencializar a través del marketing territorial para contribuir a la competitividad? Metodológicamente la investigación se aborda a partir de la triangulación de métodos, datos e investigadores (Denzin, 1970). Los datos obtenidos por fuentes cualitativas como la observación no participante, recoger la opinión de los habitantes, entrevistas semi estructuradas a funcionarios públicos y recopilación de datos estadísticos de los municipios en diferentes rubros; y finalmente el equipo de investigadores interdisciplinarios (economía, ingeniería de sistemas, administración, educación, contaduría)

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El marketing territorial, ¿herramienta para la competitividad regional? Caso : La Unión, Zarzal y Cartago

https://www.memoria.fahce.unlp.edu.ar/trab_eventos/ev.8220/ev.8220.pdf

http://elmecs.fahce.unlp.edu.ar/iv-elmecs/iv-elmecs/actas-2014

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