La première crise financière globale a t-elle altéré les valeurs entrepreneuriales des entreprises numériques basées sur le marketing ? Le cas de GEM des pays d’Amérique latine.

10.21158/01208160.n82.2017.1643
Publié 2017-07-26
Artículos científicos

Résumé

                                                                  Rev.esc.adm.neg  

Dans une économie mondialisée et interconnectée, les crises s’étendent rapidement du fait de l’utilisation massive des technologies de l’information et de la communication (TIC) qui affectent simultanément les valeurs entrepreneuriales intégrées aux processus de création d’entreprises. C’est en ce sens que le marketing digital a un rôle fondamental à jouer en servant d’outil technologique utilisé pour le renforcement de l’entrepreneuriat naissant. C’est grâce à l’utilisation des données des pays du sous-continent américain appartenant au projet GEM et en appliquant une analyse clúster utilisant la méthode K-média que ce papier entend vérifier si la Première Crise Globale a altéré les valeurs de l’entrepreneuriat dans les entreprises d’Amérique latine. Le résultat principal de ce travail montre que le type d’activité entrepreneuriale dans les pays GEM d’Amérique latine s’est progressivement déplacé de la quantité vers la qualité du fait de l’importance croissante acquise par le marketing digital.

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Auteurs-es

  • José Manuel Saiz Álvarez

    Instituto Tecnológico y de Estudios Superiores de Monterrey

  • Alicia Coduras Martínez

    London Business School

  • Carlos Cuervo Arango

    Universidad Antonio de Nebrija

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