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Omnichannel diagnosis for micro, small and medium-sized companies, sectorial study

Omnichannel diagnosis for micro, small and medium-sized companies, sectorial study;
Diagnóstico da implementação do Omnicanal nas micro, pequenas e médias empresas, estudo setorial

dc.creatorValencia Cardenas, Marisol
dc.creatorRestrepo Morales, Jorge Anibal
dc.creatorLópez Cadavid, Diego
dc.creatorVanegas López, Juan Gabriel
dc.date2024-09-26
dc.date.accessioned2025-05-08T15:02:53Z
dc.date.available2025-05-08T15:02:53Z
dc.identifierhttps://ojs.uc.cl/index.php/cdi/article/view/70429
dc.identifier10.7764/cdi.59.70429
dc.identifier.urihttps://revistaschilenas.uchile.cl/handle/2250/252398
dc.descriptionThe study aims to explain the omnichannel characteristics and behaviors of micro, small and medium-sized enterprises (MSMEs) in the food sector in Antioquia, Colombia. It evaluates the conditions necessary to achieve an omnichannel classification based on three dimensions: marketing models, multichannel options, and supply chain with digital technologies. An explanatory methodology using empirical data from surveys of 140 MSMEs was applied, and cluster analysis was used to group the companies. The results show relatively low overall omnichannel behavior, with medium enterprises outperforming small and micro enterprises. Enhanced digital technologies and integrated platforms can significantly improve omnichannel conditions, leading to better profitability and customer retention. The findings emphasize the importance of digital integration and the need for further research into the technological and methodological aspects of omnichannel implementation.en-US
dc.descriptionThe study aims to explain the omnichannel characteristics and behaviors of micro, small and medium-sized enterprises (MSMEs) in the food sector in Antioquia, Colombia. It evaluates the conditions necessary to achieve an omnichannel classification based on three dimensions: marketing models, multichannel options, and supply chain with digital technologies. An explanatory methodology using empirical data from surveys of 140 MSMEs was applied, and cluster analysis was used to group the companies. The results show relatively low overall omnichannel behavior, with medium enterprises outperforming small and micro enterprises. Enhanced digital technologies and integrated platforms can significantly improve omnichannel conditions, leading to better profitability and customer retention. The findings emphasize the importance of digital integration and the need for further research into the technological and methodological aspects of omnichannel implementation.es-ES
dc.descriptionO estudo explora as características e comportamentos omnichannel de micro, pequenas e médias empresas (MPMEs) do setor alimentício em Antioquia, Colômbia. Avalia as condições para alcançar a classificação omnichannel em três dimensões: modelos de marketing, opções multicanal e cadeia de suprimentos com tecnologias digitais. A metodologia explicativa utilizou dados de pesquisas aplicadas a 140 MPMEs e análise de cluster para agrupar as empresas. Os resultados mostram um comportamento omnicanal geral relativamente baixo, com as médias empresas superando as pequenas e microempresas. Tecnologias digitais aprimoradas e plataformas integradas podem melhorar significativamente as condições omnicanal, levando a uma melhor lucratividade e retenção de clientes. Os achados enfatizam a importância da integração digital e a necessidade de mais pesquisas sobre os aspectos tecnológicos e metodológicos da implementação omnicanal.pt-BR
dc.formatapplication/pdf
dc.languagespa
dc.publisherFacultad de Comunicaciones de la Pontificia Universidad Católica de Chilees-ES
dc.relationhttps://ojs.uc.cl/index.php/cdi/article/view/70429/65076
dc.rightsDerechos de autor 2024 Marisol Valencia Cardenas, Jorge Anibal Restrepo Morales, Diego López Cadavid, Juan Gabriel Vanegas Lópezes-ES
dc.rightshttps://creativecommons.org/licenses/by-nc-sa/4.0/es-ES
dc.sourceCuadernos.info; No. 59 (2024): General Issues: Cuadernos.info celebrates its 40th anniversary; 273-297en-US
dc.sourceCuadernos.info; Núm. 59 (2024): Temas generales: Celebramos los 40 años de Cuadernos.info; 273-297es-ES
dc.sourceCuadernos.info; n. 59 (2024): Questões gerais: Comemoramos 40 anos de Cuadernos.info; 273-297pt-BR
dc.source0719-367X
dc.subjectTechnological changeen-US
dc.subjectRetail and Wholesale tradeen-US
dc.subjectCluster Analysisen-US
dc.subjectcambio tecnológicoes-ES
dc.subjectcomercio minorista y mayoristaes-ES
dc.subjectanálisis de conglomeradoses-ES
dc.titleOmnichannel diagnosis for micro, small and medium-sized companies, sectorial studyen-US
dc.titleOmnichannel diagnosis for micro, small and medium-sized companies, sectorial studyes-ES
dc.titleDiagnóstico da implementação do Omnicanal nas micro, pequenas e médias empresas, estudo setorialpt-BR
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion


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