Acción estratégica de modelos de negocios con asistencia digital y la netnografía en épocas de incertidumbre

Abstract

The knowledge society and the proliferation of technologies to improve marketing systems have generated new dynamics in the ways in which small and medium-sized businesses carry out their management through the satisfaction of the needs of certain groups of individuals. A new way of undertaking is consolidated, and it is through digital platforms. Methodology: a descriptive, mixed and cross-sectional approach was designed and executed with a group of enterprises with digital assistance from the Florencia city through the development of interviews and netnographic and documentary analysis in order to determine the different ways in which These can generate value in times of uncertainty based on the principles of strategy and the formation of business models of the new era. Results: the creation of value in this type of digital business goes hand in hand with a series of trends contrasted from the literary review that are related to the generation of content, continuity in processes, the establishment of trust relationships, and the humanization of the commercial fact. Creating value in the digital business world is a matter of designing strategies aimed at not covering the entire market and creating permanent options for assertive and empathetic communication with consumers.