Negocios Internacionales

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Efecto de la transformación digital en el posicionamiento de las mipymes del sector comercio en Colombia
González-Cárdenas, Erika Valentina; Angulo-Rico, Grace Margarita
The effects of digital transformation on the market positioning (national and international) of Colombian micro, small and medium-sized enterprises (MSMEs) in the commerce sector are analyzed, based on a contextualization of the national and international commerce sector and the MSMEs that comprise it; the characterization of their traditional and digital transformation strategies, and the relationship between these and market positioning (national and international). At the methodological level, a quantitative approach and descriptive scope were chosen, based on variables such as: strategies and management control of technologies, level of adoption of e-commerce, competencies and organizational capabilities for digital transformation. As a result, it was identified that the commerce sector is the third economic activity in the regional GDP of Latin America and the Caribbean (Colombia is the fourth leading country in the sector). Internationalization continues to be a challenge for MSMEs in the commerce sector, as their external sales are limited, given their limited resources and capabilities. However, the benefits offered by digital transformation have had a positive impact on the way they view business.