¿Cambió la primera crisis financiera global los valores empresariales en las sociedades digitalizadas basadas en el marketing? El caso de GEM países latinoamericanos

10.21158/01208160.n82.2017.1643
Published 2017-07-26
Scientific articles

Abstract

                                                                 Rev.esc.adm.neg

Como el mercado mundial está globalizado, las crisis se expanden rápidamente debido al uso masivo de las Tecnologías de la Información y la Comunicación (TICs), afectando también a los valores  empresariales insertos en los procesos de creación de empresas. En este sentido, el marketing digital  tiene un papel fundamental que jugar, al poder servir como una herramienta basada en la tecnología  aplicada  para  fortalecer  el  emprendimiento  naciente.  Usando  datos  de  los  países  latinoamericanos   pertenecientes al proyecto GEM, y aplicando análisis clúster usando el método K-medias, el objetivo de  este trabajo es comprobar si la actual Primera Crisis Global ha alterado los valores del emprendimiento  en las empresas latinoamericanas. El principal resultado de este trabajo es que los rasgos de la actividad  empresarial en los países GEM de América Latina se han desplazado progresivamente de la cantidad a  la calidad, por lo que el marketing digital está teniendo una creciente importancia

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Authors

  • 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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