Diginomics (Journal)
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82 research outputs found
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E-commerce and organic products, consumer behavior, sustainability, and digital marketing strategies
No full textIntroduction: the current commercial landscape in Latin America, and particularly in Ecuador, is being redefined by e-commerce, which has positioned itself as a key strategic factor.
Objective: to characterize the viability of e-commerce for the marketing of organic products.
Method: a review of the available literature was conducted in databases such as SciELO, Scopus, and ClinicalKey, from which a total of 14 related articles were consulted. Empirical methods such as logical history and analysis and synthesis were used.
Results: the consumption of organic products in Ecuador shows a positive trend, driven primarily by the perception of health benefits and higher nutritional content. Despite this, low overall consumption persists, with the main barriers being high price and limited physical availability. E-commerce is positioned as the most strategic channel to overcome these limitations, given the exponential growth of online sales in the country. The success of an online organic store lies in the implementation of digital marketing strategies that emphasize transparency, traceability, product quality, and sustainability.
Conclusions: the digitalization of commerce offers a significant opportunity to expand the organic products market in Ecuador, transforming the challenges of distribution and access. To capitalize on this potential, online retail offerings must adopt a rigorous, customer-centric methodological approach grounded in comprehensive sustainability, using digital marketing as a key tool for consumer education and trust building.
Impact of creating an online store to market organic products
No full textIntroduction: to define digital marketing as an adaptive and technological process through which companies create, communicate, deliver, and maintain value with their customers.
Objective: to determine the impact of creating an online store to market organic products.
Method: an observational, descriptive, and cross-sectional study was conducted. The population consisted of environmentally conscious individuals interested in improving their health and that of the planet through their purchasing decisions. A simple random sampling method was used with 115 people who were sent a questionnaire to determine how frequently they consume organic foods.
Results: 83 % of respondents frequently consume nuts, 98 % are motivated by the quality and benefits of consuming nuts, 42 % of respondents set aside $10 monthly, educational videos are preferred by 59 %, 40 % prefer to buy by the pound, and 75 % of respondents agree to receive promotions and offers via WhatsApp.
Conclusions: the creation of an online store for the sale of organic products in Ecuador is part of a context of market expansion and alignment with global trends in healthy and sustainable consumption
Inventory management system for commercial microenterprises Bonito, Guayas, 2024
No full textIntroduction: in any business, an inventory control system is essential because it manages key elements for production, purchasing, and sales.
Objective: to determine the importance of an inventory management system in the Bonito, Guayas, 2024 microenterprise.
Method: the target population for this study was 72 businesses in Tenguel. The simple random sampling method was used, and a sample of 20 microenterprises was selected. A questionnaire consisting of 11 questions was used, and the information collected was converted into reports necessary for the research.
Results: most inventory management processes in microenterprises are well implemented, with strong points in the execution of purchase orders (100%), verification of received products (95%), quality control (100%), and the correct placement of merchandise on shelves (95%). It highlights several strengths, such as timely order fulfillment, product quality checks upon receipt, and proper shelf organization. The VisualFac system, which has an initial cost of 250.00 per year for updates, offers advantages such as ease of use, on-site physical support in Machala, and advanced features.
Conclusions: opportunities in digital systems, weaknesses in record keeping, and threats related to competition, stockouts due to errors, and late detection of shortages were identified. Comparing several systems, VisualFac stands out for its ease of use, on-site support, and advanced features. Staff training in the use of VisualFac is essential to maximize the system\u27s benefits.
Leveraging Machine Learning for Advanced Cybersecurity in Next-Generation Networks
No full textIntroduction; As technology advances rapidly, cybersecurity has become a pressing global issue. The growing complexity of cyber threats presents significant challenges to individuals, organizations, and governments alike. Objective; Cybersecurity tools are essential for detecting, monitoring, and mitigating these risks, ensuring data security, preventing unauthorized access, and protecting sensitive information. However, conventional methods often fall short in addressing the sophistication of modern cyber-attacks. Method; Machine learning (ML) has emerged as a transformative approach to strengthening cybersecurity. By analyzing vast datasets, ML algorithms can identify anomalies and predict threats with higher precision. When integrated into cybersecurity frameworks, ML enhances defenses against issues like data breaches, identity theft, and system intrusions. Result; This research focuses on utilizing ML to develop and optimize cybersecurity models tailored for enterprise ICT systems. Additionally, it highlights the increasing demand for experts capable of designing and implementing ML-driven security solutions. Conclusion; By exploring emerging trends, this study underscores the pivotal role of ML in fortifying digital security globally
The 7Ps of Marketing: Keys to Business Success in a Changing Environment
No full textThe research focused on analyzing the interconnectedness and strategic importance of the 7Ps of Marketing model (Product, Price, Place, Promotion, People, Process, and Physical Evidence) as a key to business success in a dynamic market environment. It emphasizes that an effective marketing strategy requires the coherent integration of these seven components to maximize customer value and satisfaction. The study reveals that organizations that optimize their processes, invest in staff training, and align their offerings with current trends (such as personalization and sustainability) manage to build strong relationships and sustained growth. It concludes that the strategic alignment of the 7Ps is essential for long-term competitiveness and brand loyalty. The methodology was documentary, descriptive-analytical, based on a systematic literature review. Sources were selected for their authority, including fundamental academic texts (Kotler, Keller, Aaker) and reports from leading consulting firms (McKinsey, Deloitte). The analysis procedure consisted of a theoretical synthesis of each P and an evaluation of real-life cases to illustrate best practices. The main limitation is its strictly documentary approach, as it does not include the collection of primary data
Guidelines for the design of a digital marketing strategy of the Cuban Ministry of Tourism aimed at the Canadian market
No full textCuban Ministry of Tourism is in charge of managing communication around the Cuba destination. Given the lack of a structure in charge of Digital Marketing in this Organization, this area is neglected, leaving the entities of the Tourism System deprived of a guide for their actions. That is why the author proposes the design of a Digital Marketing Strategy for MINTUR, aimed at the Canadian public and supported by the official CubaTravel tourism portal, as the main way to market the destination. With this purpose, a descriptive, applied and production study is drawn up, under a qualitative approach. The methods and techniques used include documentary bibliographic review, semi-structured interviews, qualitative and quantitative content analysis of both the Ministry and its counterparts, as well as a focus group. All of this allows you to know the aspects of your remote environment, as well as features of the institution itself, its clients and competitors. The main challenge lies in the identification of accurate guidelines to position the ministry as the main reference for the promotion and information of the Cuba destination in the Canadian market. She addresses the topic with a view to the digital transformation of tourism, which is more than a necessity for research, it constitutes it for the nation
How does the use of Big Data influence strategic decision-making in Colombian companies?
No full textThis study examined the influence of Big Data use on strategic decision-making in Colombian companies, based on a documentary review of academic literature, institutional reports, and business cases. The analysis identified how Big Data has become a strategic resource for improving operational efficiency, anticipating trends, and supporting data-driven decisions. The findings showed that, although large organizations have made progress in its adoption, significant gaps persist in MSMEs, particularly in areas such as access to technology, digital talent development, and an organizational culture oriented toward data analytics. Furthermore, ethical and regulatory challenges related to data governance were recognized. The conclusion was that Big Data represents not only a technological tool but a transformative capability that redefines business management in Colombia. To harness its potential, it is necessary to strengthen the regulatory environment, close digital gaps, and foster data analytics literacy
Investment proposal for raw material supply in PILADORA MÍA: a viability approach from the producer\u27s perspective
No full textIntroduction: PILADORA MIA faces a deficit in raw material (national yellow corn) investment, which hinders its economic development and causes its installed capacity to be underutilized due to supply scarcity. This situation requires intervention through a strategic investment proposal.Objective: To evaluate the investment viability aimed at increasing the raw material supply for the company "PILADORA MIA" through the analysis of corn producers\u27 perception.Methods: A descriptive study with a quantitative approach and a non-experimental design was utilized. The sample consisted of 100 corn producers who met specific inclusion criteria. The data collection technique was the survey, using a validated questionnaire that utilized the Likert scale to measure participants\u27 reactions.Results: The results showed substantial support from key suppliers. 74% of the surveyed producers endorsed the investment to foster economic growth, while 80% considered it crucial to balance the raw material supply with the mill\u27s processing capacity. Furthermore, the proposal proved financially profitable, obtaining a positive NPV and an IRR of 18%.Conclusions: The evaluation of the producers\u27 positive perception confirms that the investment proposal is viable and profitable. Supplier support ensures the necessary source of supply for PILADORA MIA to fully utilize its resources, achieving expansion and satisfying the unsatisfied demand in the Los Ríos province
Intangible Assets and Their Impact on Competitive Advantage: A Systematic Literature Review
No full textIntroduction: This study evaluated the intangible assets that generate competitive advantage, with a specific focus on the hotel sector where IAs are strategic for adaptive capacity and differentiation.Methods: Guided by the Resource and Capabilities Theory and following the PRISMA systematic review method, the research identified interrelated intangible assets.Results: The analysis identified five key, interrelated intangible assets that generate competitive advantage: organizational learning, innovation capacity, organizational commitment, internal marketing, and organizational resilience.Conclusions: The systematic review established that the interrelationship between these five assets, grounded in the Resource and Capabilities Theory, forms a foundational framework for achieving a sustainable competitive advantage
Virtual platform for the commercial coordination of agricultural producers\u27 markets in the San Martín región
No full textThe research aimed to design a prototype virtual platform with functionalities that contribute to direct commercial coordination between small agricultural producers and buyers in San Martín. This study was applied, descriptive in scope, quantitative in approach, and with a propositional, non-experimental cross-sectional design. The sample consisted of 30 key stakeholders, including 10 producers, 10 suppliers, and 10 customers. A survey and questionnaire were used. The results show that agricultural producers in San Martín have limited socioeconomic conditions, low associativity, and a strong dependence on intermediaries; buyers, in turn, have limited direct access to producers, although they express a willingness to use digital platforms; suppliers operate in a poorly digitalized environment, with limited connections with producers; and commercial coordination is generally low, with a predominance of informal relationships. In this context, it was concluded that the "AgroConecta San Martín" platform is emerging as a comprehensive solution to energize and formalize the regional agricultural market, strengthening ties between key players through digitalization, geolocation, training, and commercial formalization