Endoneuromarketing and Higher Education: Bibliographic contributions for innovation in savings and credit cooperatives in Ecuador. Endoneuromarketing y Educación Superior: Aportes bibliográficos para la innovación en cooperativas de ahorro y crédito del Ecuador.
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This article presents a systematic bibliographic review on the relationship between endoneuromarketing and higher education, with a specific focus on its potential contributions to innovation in savings and credit cooperatives in Ecuador. The review was conducted following rigorous selection criteria, analyzing scientific publications from the last five years in high-impact and regional journals. Out of a total of 50 articles identified, 20 were selected based on relevance, methodological quality, and thematic alignment. The findings highlight that endoneuromarketing, as an internal communication and motivation strategy enhanced by neuroscientific approaches, has gained increasing importance in higher level and financial cooperatives. In this context, it fosters organizational commitment, strengthens institutional culture, and contributes to innovation in management models. The review also identifies gaps in regional research, suggesting the need for further studies that integrate endoneuromarketing practices with cooperative education and training processes. These insights provide a theoretical foundation for designing innovative strategies that link academia and the cooperative sector in Ecuador, promoting sustainable growth and social impact.
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