Network marketing en microempresas. Incidencia de la estrategia de referidos utilizando redes complejas y modelado basado en agentes

Network marketing in microenterprises. Incidence of Referral Strategy Using Complex Networks and Agent Based Modeling

  • Yorely B. Ceballos-Cardona Universidad Nacional de Colombia – Sede Manizales
  • Sebastián Robledo-Giraldo Universidad Nacional de Colombia – Sede Manizales
  • Néstor D. Duque-Méndez Universidad Nacional de Colombia – Sede Manizales
Palabras clave: microfirms, agent based modeling, marketing network, complex networks (en_US)
Palabras clave: microempresas, modelado basado en agentes, network marketing, redes complejas (es_ES)

Resumen (es_ES)

La presente investigación se enfoca en el potencial del networking marketing para optimizar el proceso de comercialización y difusión de productos para la micro-empresas. Este estudio se implementó mediante el modelado basado en agentes utilizando la plataforma Netlogo y apoyándose en la estrategia de referidos, además de tres micro-estrategias basadas en los indicadores de la red: centralidad de grado y su densidad. La simulación implementada demostró cómo el promedio de ventas que puede tener un empresario depende de la micro-estrategia elegida para difundir sus productos, siendo en la mayoría de los casos los contactos con más enlaces su mayor posibilidad de crecer en el mercado.

Resumen (en_US)

The present investigation is focus in the potential and market process of products to micro-enterprises, this study was implemented by agent-based, modeling using Netlogo platform and based on the stategy of referrals and three micro strategies based on network indicators such as centrality of degree and density. The implemented simulation showed how the average sales that an enterpreneur has, depend on the chosen micro strategy to promote their products and in most cases, high connected contacts have more probability of spreding a product in a market.

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Cómo citar
[1]
Y. B. Ceballos-Cardona, S. Robledo-Giraldo, y N. D. Duque-Méndez, «Network marketing en microempresas. Incidencia de la estrategia de referidos utilizando redes complejas y modelado basado en agentes», Rev. vínculos, vol. 13, n.º 1, pp. 6-16, jun. 2016.
Publicado: 2016-06-23
Sección
Investigación y Desarrollo