Incidence of Digital Transformation on the E-Commerce Strategies of SMEs in Guayaquil
DOI:
https://doi.org/10.18050/eduser.v12n1a3Keywords:
digital transformation, e-commerce, qualitative study, emerging categoriesAbstract
El desarrollo tecnológico y el cambio respectivo en los requerimientos y aspiraciones de los consumidores han generado la necesidad de reinvención de los procesos de las empresas a través del movimiento conocido como transformación digital. En Ecuador más del 90% de las empresas entran en la categoría de Pequeñas y Medianas Empresas – PYMES, las cuales enfrentan barreras como capital limitado y escasez de habilidades digitales, se ven en desventaja para competir en mercados cada vez más exigentes. Esta investigación tiene por objeto analizar la incidencia de la transformación digital sobre las estrategias de comercio electrónico de las PYMES. Para su desarrollo se utilizó un enfoque cualitativo con lógica inductiva y diseño fenomenológico, basado en siete entrevistas en profundidad con propietarios y gerentes de PYMES en Guayaquil. Los datos se analizaron mediante codificación temática con el soporte del software Notebook LM. Los resultados mostraron cinco categorías emergentes: perfil y contexto de la empresa, estrategias y herramientas digitales, impacto de la transformación digital, ventaja competitiva y posicionamiento, y visión futura y desarrollo. Los informantes destacan la dependencia del uso de marketing digital para potenciar las ventas y fidelizar a los clientes. Los autores concluyen que, aunque las PYMES participan activamente en la digitalización, a través del uso de marketing digital, se evidencian barreras que impiden una adopción profunda de la transformación digital.
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