Cooperativismo 2.0: presencia en Internet y desarrollo del comercio electrónico en las cooperativas oleícolas de Cataluña

Abstract

Resumen. El papel de las TIC en la gestión empresarial constituye actualmente un tema de creciente interés tanto para académicos como para profesionales. La Web 2.0 se ha revelado como una importante fuente de innovación que contribuye al desempeño organizacional y a la mejora de la competitividad de las empresas del sector agrario. A pesar de ello, se han encontrado evidencias que revelan las dificultades para la entrada de estas tecnologías en las empresas del sector agroindustrial y su aplicación para un efectivo comercio electrónico. De acuerdo con lo anterior, la presente investigación busca conocer si los sitios Web de las cooperativas oleícolas facilitan una comunicación eficaz con sus públicos objetivo y están adaptadas al comercio electrónico. Para ello, se propone y aplica en primer lugar un modelo para el análisis de las páginas Web de las cooperativas de aceite, basado en la técnica de análisis de contenido, considerando las dimensiones de Información, Comunicación, Comercio electrónico y Funciones Adicionales. En segundo lugar se aplica la metodología eMICA (Extended Model of Internet Commerce Adoption), para identificar las oportunidades derivadas del uso de las herramientas Web 2.0 y mejorar las carencias detectadas para conseguir una gestión más competitiva. De los resultados podemos extraer que todavía queda mucho margen de mejora en la adopción del comercio electrónico por parte de cooperativas catalanas del sector oleícola. El hecho de que únicamente el 5,8% de los sitios Web hayan alcanzado la fase 3 en el modelo eMica, indica el escaso grado de madurez funcional alcanzado por las cooperativas en el desarrollo de sus sitios Web. Los resultados del análisis del contenido web corroboran estas afirmaciones. Palabras clave: cooperativas; comercio electrónico; sector oleícola; análisis contenido web; modelo eMICA; Web 2.0. Claves Econlit: P13; L81; M31.[en] Cooperativism 2.0: internet presence and e-commerce development in the olive catalan cooperatives Abstract. Nowadays the role of ICT in business management is a subject of growing interest to both academics and professionals. Web 2.0 has emerged as an important source of innovation that contributes to organizational performance and improving the firm's competitiveness in the agricultural sector. However, evidence has been found that reveal the difficulties for the entry of these technologies in agribusinesses and their application for effective e-commerce. According to the above, this research seeks to know whether the Web sites of the olive cooperatives facilitate effective communication with their target audiences and are tailored to electronic commerce. In order to do this, it is proposed first of all, a model for the analysis of Web pages oil cooperatives, based on the _____________ 1 Universidad de Lleida, España E-mail: ecristobal@aegern.udl.cat, ymontegut@aegern.udl.cat, ndaries@aegern.udl.cat 2 Cristóbal, E., Montegut, Y. y Daries, N. Revesco. (124) 2017 content analysis technique, considering the dimensions of Information, Comm...

Evaluation of Corporate Websites and Their Influence on the Performance of Olive Oil Companies

“…To analyze website quality, we used the eMICA technique [51], which is based on the work of Burgess and Cooper [52,53]. In recent years, the eMICA has been one of the most widely used models to analyze the adoption of ICTs and e-commerce across a range of sectors [54][55][56][57][58][59].…”

“…Each layer consists of items that take the value 1 (indicating presence) or 0 (indicating absence). To obtain the indicators for this procedure, we drew on a prior study [59] of the olive oil sector of a Spanish region (Table 1). Access to company's social network profiles F2.N3.…”

“…2 Secure online transactions F3. 3 Interaction with corporate server Source: adapted by the authors [51,59].…”

“…The small number of employees and their scant training [5,30,67] potentially explains this relationship. To reap the rewards of ICTs, companies must have certain structural and organizational attributes that firms in the olive oil sector lack [59,68].…”

Digitalization of Agri-Cooperatives in the Smart Agriculture Context. Proposal of a Digital Diagnosis Tool

“…In short, as Cristóbal et al [39], although these digital technologies have revealed themselves as an important source of innovation that contributes to the improvement of the competitiveness of the agri-cooperatives, in this sector, there is evidence revealing the difficulties for the implementation of these technologies and their application for effective electronic commerce, all in spite of the fact that these tools offer an important opportunity for the fulfillment of some of its main functions, such as promoting, coordinating, and developing common economic goals of its partners and strengthening and integrating their economic activity. In any case, it should be borne in mind that investing in digital technologies is not enough to be more competitive, but it is necessary to understand the technology, and how to make adequate use of it [18,40].…”