How is related the digital marketing innovation and e-leadership in smes. Towards a gender study

Juan Mejía-Trejo

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dc.creator	Juan Mejía-Trejo
dc.date	2019
dc.date.accessioned	2022-03-23T20:23:34Z
dc.date.available	2022-03-23T20:23:34Z
dc.identifier	http://www.redalyc.org/articulo.oa?id=426264180004
dc.identifier.uri	http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/117242
dc.description	This paper proposes a construct that relates three previously published models: leadership style, e-leadership skills, and innovation in digital marketing, as a model that reveals how their interrelationships depend on the gender of the manager, in order to achieve the improvement of small and medium enterprises within their digital marketing sector. To this end, documentary research was carried out to determine how gender responds to the aforementioned construct. Among the results, it stands out that there are noticeable differences between the way in which the gender of managers obeys different leadership styles, electronic leadership skills and digital marketing innovation for small and medium enterprises. It is concluded that female executives have greater transformational leadership, are more directed at the business intelligence of small and medium enterprises and the performance of the innovation model, compared to their male counterparts.
dc.format	application/pdf
dc.language	en
dc.publisher	El Colegio de San Luis, A.C.
dc.relation	http://www.redalyc.org/revista.oa?id=4262
dc.rights	Revista de El Colegio de San Luis
dc.source	Revista de El Colegio de San Luis (México) Num.20 Vol.IX
dc.subject	Multidisciplinarias (Ciencias Sociales)
dc.subject	E-leadership skills
dc.subject	digital marketing innovation
dc.subject	SME
dc.subject	gender
dc.title	How is related the digital marketing innovation and e-leadership in smes. Towards a gender study
dc.type	artículo científico