Innovation and Digital Marketing in Micro Enterprises in Tehuacán
Keywords:
Innovations, Micro business, Digital MarketingAbstract
Most of the research work mentions that micro and small companies do not have the capacity to innovate that allows them to create connections with the markets and the different publics that interact with them. Therefore, digital marketing does not achieve its purpose of making a business differentiation effect. In this work, 388 micro and small entrepreneurs from different lines of activity in the city of Tehuacán were surveyed to find out their perceptions about making institutional, technological innovations and integration with society. The responses were analyzed using the statistical analysis of the KMO and Bartlett’s sphericity test, to see if there are such efforts after the Pandemic and to suggest that the use of technological knowledge could lead them to create frugal innovations, in the spirit of search for profitability and business growth. In this case, the authors suggest that this, for these small businesses, is possible.
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Copyright (c) 2022 Miguel Antonio Mascarúa Alcázar, Angélica Belén Ruíz Contreras, Cristina Rodríguez Suárez
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
