Marketing social como herramienta para el fortalecimiento de emprendimientos: análisis del proyecto ventura emprende del Ventura Plaza Centro Comercial
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Fecha
2025
Autores
Araque Casas, Angie Stefany
Rueda Villamizar, Sandra Marcela
Danyela Jaimes Ortega, Kheyla Samhay
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
El presente estudio analiza el marketing social como estrategia institucional implementada por el Ventura Plaza Centro Comercial y de Negocios en la ciudad de Cúcuta, a
través del programa Ventura Emprende. Este programa busca visibilizar, fortalecer y consolidar emprendimientos locales mediante la articulación de formación, acompañamiento y espacios de exhibición comercial. La investigación parte del reconocimiento del marketing social como una herramienta que, más allá de la promoción de productos o servicios, se orienta a generar cambios positivos en la comunidad, integrando intereses económicos con objetivos de desarrollo social. Metodológicamente, se adopta un paradigma mixto siguiendo la propuesta de Hernández Sampieri, que integra un componente cualitativo con un componente cuantitativo. Los resultados revelan que Ventura Emprende ha generado impactos significativos en la visibilidad comercial y el fortalecimiento empresarial de los emprendimientos participantes, con un incremento reportado en ventas, alcance digital y reconocimiento de marca. Asimismo, la percepción de los emprendedores sobre el Ventura Plaza se fortaleció, posicionándolo como un actor comprometido con el desarrollo económico local y la inclusión social. Finalmente, se concluye que Ventura Emprende constituye un modelo replicable de marketing social territorializado, que integra los intereses comerciales con el desarrollo comunitario, generando beneficios tangibles para emprendedores y para la institución que lo lidera. La investigación aporta tanto al campo académico como a la práctica empresarial, ofreciendo recomendaciones concretas para la mejora y expansión de iniciativas similares
This study analyzes social marketing as an institutional strategy implemented by the Ventura Plaza Shopping and Business Center in the city of Cúcuta through the Ventura Emprende program. This program seeks to raise awareness, strengthen, and consolidate local entrepreneurship through training, support, and commercial exhibition spaces. The research is based on the recognition of social marketing as a tool that, beyond the promotion of products or services, aims to generate positive changes in the community, integrating economic interests with social development objectives. Methodologically, a mixed paradigm is adopted, following Hernández Sampieri's proposal, which integrates a qualitative component with a quantitative component. The results reveal that Ventura Emprende has had a significant impact on the commercial visibility and business strengthening of the participating enterprises, with a reported increase in sales, digital reach, and brand recognition. Likewise, the entrepreneurs' perception of Ventura Plaza was strengthened, positioning it as an actor committed to local economic development and social inclusion. Finally, it is concluded that Ventura Emprende constitutes a replicable model of territorialized social marketing, which integrates commercial interests with community development, generating tangible benefits for entrepreneurs and for the institution that leads it. The research contributes to both the academic field and business practice, offering concrete recommendations for the improvement and expansion of similar initiatives.
This study analyzes social marketing as an institutional strategy implemented by the Ventura Plaza Shopping and Business Center in the city of Cúcuta through the Ventura Emprende program. This program seeks to raise awareness, strengthen, and consolidate local entrepreneurship through training, support, and commercial exhibition spaces. The research is based on the recognition of social marketing as a tool that, beyond the promotion of products or services, aims to generate positive changes in the community, integrating economic interests with social development objectives. Methodologically, a mixed paradigm is adopted, following Hernández Sampieri's proposal, which integrates a qualitative component with a quantitative component. The results reveal that Ventura Emprende has had a significant impact on the commercial visibility and business strengthening of the participating enterprises, with a reported increase in sales, digital reach, and brand recognition. Likewise, the entrepreneurs' perception of Ventura Plaza was strengthened, positioning it as an actor committed to local economic development and social inclusion. Finally, it is concluded that Ventura Emprende constitutes a replicable model of territorialized social marketing, which integrates commercial interests with community development, generating tangible benefits for entrepreneurs and for the institution that leads it. The research contributes to both the academic field and business practice, offering concrete recommendations for the improvement and expansion of similar initiatives.
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Palabras clave
Marketing social, Emprendimiento, Visibilidad comercial, Valor compartido, Responsabilidad social empresarial
