Innovación, canales de distribución y eficiencia operativa: productos locales y factores clave en el sector retail
Palabras clave:
innovación, comercialización, productos locales, eficiencia operativa, minorista
Resumen
La innovación en los canales de distribución se ha consolidado como un factor estratégico esencial para fortalecer la competitividad del sector comercial minorista, especialmente en economías emergentes como la ecuatoriana. Estos procesos transformadores permiten no solo optimizar el flujo de bienes, sino también facilitar la integración efectiva de productos locales dentro de la oferta comercial. En un entorno marcado por la digitalización acelerada y la demanda por prácticas sostenibles, resulta necesario comprender cómo estas innovaciones influyen en la eficiencia operativa de las empresas minoristas. En este contexto, el presente estudio tuvo como objetivo analizar el efecto de la innovación en los canales de distribución sobre la oferta de productos locales y, a su vez, cómo esta última incide en la eficiencia operativa de las actividades de comercialización. Para ello, se desarrolló una investigación cuantitativa con diseño descriptivo-correlacional, aplicando un modelo de ecuaciones estructurales. La recolección de datos se realizó mediante un cuestionario estructurado administrado a una muestra de 189 consumidores de tiendas minoristas ubicadas en distintas regiones de Ecuador. Los hallazgos empíricos confirman que la innovación en los canales de distribución incide de manera significativa y positiva en la incorporación de productos locales. A su vez, esta oferta tiene un efecto directo y relevante sobre la eficiencia operativa. Aunque también se evidencia una relación directa entre la innovación y la eficiencia, esta es menos intensa. Se concluye que articular procesos innovadores en la logística con estrategias de comercialización local constituye una vía eficaz para mejorar la sostenibilidad y competitividad del retail ecuatoriano.
Citas
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Bezes, C. (2024). Small independiente retailers: Digitalize or disappear? empirical study based on dynamic capabilities. International Journal of Retail & Distribution Management, 52 (10), 1020-1037. https://doi.org/10.1108/IJRDM-10-2023-0630
Bijmolt, THA, Broekhuis, M., Leeuw, S., Hirche, C., Rooderkerk, RP, Sousa, R., y Zhu, SX (2021). Challenges en el marketing-operations interface in omni-channel retail environments. Journal of Business Research, 122, 864–874. https://doi.org/10.1016/j.jbusres.2019.11.034
Bouchouar, O., & Souaf, M. (2024). Marketing strategy in the coordination and promotion of local products. African Scientific Journal, 3 (23), 1232. doi: https://doi.org/10.5281/zenodo.11244429
Cai, J., Sharkawi, I., & Taasim, SI (2024). How does digital transformation promote supply chain diversification? from the perspective of supply chain transaction costes. Finance Research Letters, 63, 105399. https://doi.org/10.1016/j.frl.2024.105399
Cattapan, T., & Pongsakornrungsilp, S. (2022). Impact of omnichannel integration on millennials’ purchase intention for fashion retailer. Cogent Business & Management, 9(1), 2087460. https://doi.org/10.1080/23311975.2022.2087460
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Cubas, I. (2022). De vuelta a las raíces: el creciente interés en los productos locales. The Food Tech. https://acortar.link/vuaKEn
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382–388. https://doi.org/10.1177/002224378101800313
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Giuffrida, N., Fajardo-Calderin, J., Masegosa, A. D., Werner, F., Steudter, M., & Pilla, F. (2022). Optimization and machine learning applied to last-mile logistics: A review. Sustainability, 14(9), 5329 https://doi.org/10.3390/su14095329
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Haid, M., & Albrecht, J. N. (2021). Sustainable Tourism Product Development: An Application of Product Design Concepts. Sustainability, 13(14), 7957. https://doi.org/10.3390/su13147957
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature. https://library.oapen.org/handle/20.500.12657/51463
Hair, J. F., Risher, J. J., Sarstedt, M., y Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, J., & Alamer, A. (2022). Partial least squares estructural ecuación modeling (PLS-SEM) en second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1 (3), 100027. https://doi.org/10.1016/j.rmal.2022.100027
Hanaysha, J. R., Al-Shaikh, M. E., Joghee, S., y Alzoubi, H. M. (2022). Impact of innovation capabilities on business sustainability in small and medium enterprises. FIIB Business Review, 11(1), 67–78. https://doi.org/10.1177/23197145211042232
Handoyo, S., Suharman, H., Ghani, E. K., & Soedarsono, S. (2023). A business strategy, operational efficiency, ownership structure, and manufacturing performance: The moderating role of market uncertainty and competition intensity and its implication on open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 9(2), 100039. https://doi.org/10.1016/j.joitmc.2023.100039
Henseler, J. ö, Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hernández, J. G. V., Álvarez, M. V., y Elorza, A. V. (2023). Evolución y tendencias de la investigación científica en circuitos cortos de comercialización: Análisis bibliométrico internacional. Agricultura, Sociedad y Desarrollo, 20(2), 214–236. https://dialnet.unirioja.es/servlet/articulo?codigo=8921272
Janinhoff, L., Klein, R., Sailer, D., & Schoppa, J. M. (2024). Out-of-home delivery in last-mile logistics: A review. Computers & Operations Research, 168, 106686. https://doi.org/10.1016/j.cor.2024.106686
Kotabe, M., & Kothari, T. (2016). Emerging market multinational companies’ evolutionary paths to building a competitive advantage from emerging markets to developed countries. Journal of World Business, 51(5), 729–743. https://doi.org/10.1016/j.jwb.2016.07.010
Kuo, C., Xiong, H., Chen, Y., Chang, T., Wu, S., y Chang, Y. (2024). Vertical product line extension when online retailers serve as mom-and-pop stores’ suppliers. Omega, 122, 102944. https://doi.org/10.1016/j.omega.2023.102944
Lazaro, F. C., Arenas, A. L., & Bejarano-Auqui, J. F. (2025). e-commerce y fidelización: una perspectiva de los usuarios de Marketplace de Facebook. Revista Venezolana De Gerencia, 30(13), 742-762. https://doi.org/10.52080/rvgluz.30.especial13.47
Li, J., Li, L., Yang, Z., & Tian, X. (2024). Managing disruptions in international distribution channels: Effectuation, business model innovation, and channel resilience. Journal of International Business Studies. 56(3), 403-421. https://doi.org/10.1057/s41267-024-00730-6
Loor, H. Y., Feijó, N. P., Feijó, T. E., & Navas, W. I. (2024). Comercialización de productos derivados de cacao en manabí, ecuador. Revista Universidad Y Sociedad, 16(1), 302–312. https://rus.ucf.edu.cu/index.php/rus/article/view/4331
Majer, J. M., Henscher, H. A., Reuber, P., Fischer-Kreer, D., & Fischer, D. (2022). The effects of visual sustainability labels on consumer perception and behavior: A systematic review of the empirical literature. Sustainable Production and Consumption, 33, 1–14. https://doi.org/10.1016/j.spc.2022.06.012
Malenkov, Y., Kapustina, I., Kudryavtseva, G., Shishkin, V. V., & Shishkin, V. I. (2021). Digitalization and strategic transformation of retail chain stores: Trends, impacts, prospects. Journal of Open Innovation: Technology, Market, and Complexity, 7(2). 108. https://doi.org/10.3390/joitmc7020108
Melo, M. (2024). ¿Dónde se valoran más y dónde menos los productos regionales? Statista. https://acortar.link/wQgrX2
Moslehpour, M., Yin Chau, K., Du, L., Qiu, R., Lin, C., & Batbayar, B. (2023a). Predictors of green purchase intention toward eco-innovation and green products: Evidence from taiwan. Economic Research-Ekonomska Istraživanja, 36(2) https://doi.org/10.1080/1331677X.2022.2121934
Muça, E., Pomianek, I., & Peneva, M. (2022). The role of GI products or local products in the Environment—Consumer awareness and preferences in albania, bulgaria and poland. Sustainability, 14(1). 4. https://doi.org/10.3390/su14010004
Nezamova, O. A., & Olentsova, J. A. (2021). Problems of improving the management of marketing channels in retail chains in the sale of agricultural products. IOP Conference Series: Earth and Environmental Science, 839(2), 022060. https://iopscience.iop.org/article/10.1088/1755-1315/839/2/022060
Parfenov, A., Shamina, L., Niu, J., & Yadykin, V. (2021). Transformation of Distribution Logistics Management in the Digitalization of the Economy. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 58. https://doi.org/10.3390/joitmc7010058
Park, H., Kim, S., Jeong, Y., y Minshall, T. (2021). Customer entrepreneurship on digital platforms: Challenges and solutions for platform business models. Creativity and Innovation Management, 30(1), 96–115. https://doi.org/10.1111/caim.12404
Plaza, C. L. M., Mera, M. M., y Vera, L. V. (2022). Incidencia de factores en la gestión de las pymes de la provincia de manabí, ecuador. 593 Digital Publisher CEIT, 7(1), 440–451. Retrieved from https://dialnet.unirioja.es/servlet/articulo?codigo=8292484
Rezabala-Encalada, Y. A., y Felipe-Valdés, P. (2024). Modelo agroproductivo de comercialización para la economía popular y solidaria, manabí, ecuador. Revista Arbitrada Interdisciplinaria Koinonía, 9(18), 19–34. https://doi.org/10.35381/r.k.v9i18.4031
Risberg, A. (2022). A systematic literature review on e-commerce logistics: towards an e-commerce and omni-channel decision framework. The International Review of Retail, Distribution and Consumer Research, 33(1), 67–91. https://doi.org/10.1080/09593969.2022.2089903
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Publicado
2025-11-24
Cómo citar
Zambrano Verdesoto, G. J. (2025). Innovación, canales de distribución y eficiencia operativa: productos locales y factores clave en el sector retail. Revista Venezolana De Gerencia, 30(14), 905-921. https://doi.org/10.52080/rvgluz.30.especial14.3
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Artículos
Esta obra está bajo licencia internacional Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0.
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