{"title":"Charan, R. Repensar la ventaja competitiva. Nuevas reglas para la era digital","authors":"Mela Salazar Velarde","doi":"10.26441/rc21.2-2022-r2","DOIUrl":null,"url":null,"abstract":"Un mercado de cambios rápidos, desarrollo tecnológico y competencia intensa hacen que las compañías se replanteen su ventaja competitiva - tema central de este libro - que ya no parece estar en los activos ni en las marcas establecidas, como señala el autor, sino en quien tiene la preferencia del consumidor y la mantiene a través de la innovación continua y una cultura orientada a la acción.","PeriodicalId":52027,"journal":{"name":"Revista de Comunicacion-Peru","volume":null,"pages":null},"PeriodicalIF":1.3000,"publicationDate":"2022-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Revista de Comunicacion-Peru","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.26441/rc21.2-2022-r2","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 0
Abstract
Un mercado de cambios rápidos, desarrollo tecnológico y competencia intensa hacen que las compañías se replanteen su ventaja competitiva - tema central de este libro - que ya no parece estar en los activos ni en las marcas establecidas, como señala el autor, sino en quien tiene la preferencia del consumidor y la mantiene a través de la innovación continua y una cultura orientada a la acción.
期刊介绍：
The Revista de Comunicación is an academic journal of the School of Communication of the Universidad de Piura. The publication aims to disseminate material of high theoretical, philosophical, methodological and empirical quality, on issues of communication developed in both the academic and professional field. The editorial criterion that leads the publication is the knowledge acquired through research on communication issues and their practice. The content and selection criteria of the articles in the publication agree with the purposes that inspire the Guiding Principles of the Universidad de Piura. It is aimed at academics, scientists, information professionals, the communication industry, and students of Communication Faculties. Revista de Comunicación is a non-profit project. It does not pay the authors, nor does it charge for the costs of processing the articles and nor for their publication. The journal provides immediate Open Access to its printed and digital content.
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