Planteamiento de una estrategia de e-commerce para la internacionalización de las empresas editoriales colombianas

Abstract

Globalization raises new technological innovation as a marketing strategy thanks to download platforms and online visualization, especially for Colombian publishers, which seek to extend their potential cross-borders market and thus increase their sales, questioning what e-commerce strategy should be adopted by Colombian publishers for their internationalization process, being e-commerce cross-boirding an initiative as a strategy and tool for the massification of the literary and editorial offer, added to the efforts of internationalization by staggering presented by the Uppsala theory; the response to the paradigm found for Colombian publishers will be resolved through a qualitative methodology, thanks to the efforts made in the documentary search that present findings in journalistic formats (such as interviews) and the analysis of results of consumer behavior and demand of the sector analyzed, thus will see the contextualization of Colombian publishers versus e-commerce synchronized with the most appropriate forms of internationalization.