Marketing Digital y Comercio Electrónico

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Estrategias de comercio electrónico en las PYMES de manufactura de vidrio
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Quinatoa Sánchez, Cristina Isabel; Chávez Yépez, Howard Fabián
The present research work was carried out in the glass manufacturing company PRISMA CRISTAL, which by the number of workers belongs to small businesses; The main objective of the research was to determine the incidence of e-commerce strategies in SMEs of glass manufacturing. The methodology used was a quantitative approach, and responds to the need to understand the critical success factors for the adoption of electronic commerce was based on the current analysis that exists in external customers and obtain relevant information to draw conclusions, perform a comparative analysis with the theory of some authors who have done important research work in the area of electronic commerce, and of SMEs, also comparing field work. The data was collected using the survey technique and the questionnaire was used as an instrument for both external clients (B2C) and suppliers (B2B), to know if these strategies can be carried out in this type of business. After analyzing the data, a model was proposed based in the same way on works that have been carried out and have worked in other Latin American countries, logically with certain modifications to the success factors that fit our reality.