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Jhony Lionel Ostos Mariño
Henning Hinderer
Edgardo Bravo

Varios autores sostienen que el ambiente de negocios es una variable con influencia en la toma de decisiones estratégica corporativa. Sin embargo, la investigación no profundiza en la influencia de varios tipos de estrategias de negocio. Este estudio empírico, basado en una encuesta de 99 compañías de servicio tiene como objetivo revisar la influencia del ambiente de negocios en varios tipos de estrategias de negocio. Adicionalmente, examina características organizacionales, como una variable moderadora de la relación entre variables ambientales y estratégicas. Nuestro análisis reviso dos componentes principales del ambiente: complejidad e incertidumbre y sus relaciones con tres tipos de estrategias de negocio: prospectos, análisis y defensores. Resultados estadísticos muestran que un ambiente de negocios complejo tiene impacto en los tres tipos de estrategia; prospectos, análisis y defensores, mientras que un am­biente de incertidumbre solo afecta compañías que empleen estrategias de prospectos. Estos resultados muestran que no todas las compañías consideran el ambiente de incertidumbre cuando diseñan sus estrategias de negocio. De igual manera se encontró que las característi­cas organizacionales no moderan la relación entre las dos variables. 

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Ostos Mariño, J. L., Hinderer, H., & Bravo, E. (2016). Relación entre el ambiente de negocio y los tipos de estrategia de negocio: evidencia en compañías peruanas. Revista Universidad Y Empresa, 19(32), 61-86. https://doi.org/10.12804/http://revistas.urosario.edu.co/index.php/empresa/article/view/4716

Jhony Lionel Ostos Mariño, Universidad Esan

Facultad de Ciencias Económicas y Administrativas

Ph.D. en Management Sciences, Profesor investigador y Coordinador de la Carrera Administración y finanzas 

Henning Hinderer

Doctoral degree in Technology Management and Engineering at University of Stuttgart, Germany. Professor for Business Administration and Technical Sales at Pforzheim University, Germany.

Edgardo Bravo

Doctoral degree in Management Sciences at Universitat Ramon Llull.- Esade, Barcelona, Spain. Pro­fessor for Faculty of Engineering at Universidad del Pacífico, Perú.

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