DIGITAL TRANSFORMATION STRATEGIES IN RURAL ASSOCIATIONS: CASE STUDY OF TOTA-BOYACA ASSOCIATIONS
Main Article Content
Abstract
This research focused on the strategic analysis of the associations that are located in the municipality of Tota-Boyacá-Colombia, integrating a PESTEL evaluation and the study of internal and external factors through SWOT techniques, with the aim of identifying the opportunities and threats that influence these organizations, for which strategies were formulated that seek to optimize their growth and sustainability. A methodological orientation was used that focuses on the collection and analysis of qualitative and quantitative data, considering political, economic, social, technological, ecological and legal aspects, as well as internal strengths and weaknesses. The main results suggest that partnerships could benefit significantly from programmes to support agriculture and digitalisation. Despite this, they face challenges such as lack of economic resources and deficiencies in connectivity. To consolidate these entities, it is imperative to implement advanced promotion tactics, take advantage of Tota's tourist location and collaborate with government initiatives. Among the limitations of the study are the constant evolution of the environment and relevant literature, which indicates that future research should analyze the impact of these changes on organizational strategies and consider new emerging factors.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Acosta, D., & Martínez, A. (2018). Digital marketing and its evolution in Colombia. Free University Repository. http://repositorio.unilibrecali.edu.co/handle/10807/313
Municipal Mayor's Office of Tota in Boyacá. (2018). Municipal Mayor's Office of Tota in Boyacá. http://www.tota-boyaca.gov.co/municipio/geografia
Bada Carbajal, L. M., Rivas Tovar, L. A., & Littlewood Zimmerman, H. F. (2017). Model of associativity in the production chain in agro-industrial MSMEs. Accounting and Administration, 62(4), 1100–1117. https://doi.org/10.1016/J.CYA.2017.06.006
Cardona, D. (2014, September 17). Productivity, innovation and use of information and communication technologies (ICT) as factors for the development of micro, small and medium-sized enterprises (MSMEs) in Bogotá. EdocUR Institutional Repository. https://repository.urosario.edu.co/handle/10336/8884
Cárdenas, R. E. R. (2014, February 12). Online government in Colombia. Learning and Research Resource Center.
Colmenares, A. M. (2012). Participatory action research: an integrative methodology of knowledge and action. Voices and Silences. Latin American Journal of Education, 3(1). https://doi.org/10.18175/vys3.1.2012.07
Cruz, C. L. (2021). Intermediaries and price volatility, never-ending problems of Colombian agriculture. University of Antioquia- Communications Faculty of Economic Sciences. https://www.udea.edu.co/wps/portal/udea/web/inicio/udea-noticias/udea-noticia/!ut
Escamilla, S., Martínez-Losa, N., & Plaza, C. (2017). Social entrepreneurship. DialNet. https://dialnet.unirioja.es/servlet/articulo?codigo=6504120
Franco, T. M., & Rincón Engativá, H. A. (2016, August 31). Perspective of the situation of Information Technologies in Colombia. EdocUR Institutional Repository. https://repository.urosario.edu.co:443/handle/10336/12339
García-Uceda, E., Murillo-Luna, J. L., & Asín Lafuente, J. (2020). Motivations for social entrepreneurship. Social Actions and Research, 40. https://doi.org/10.26754/ojs_ais/ais.2019404203
Gibson, S. L. (2017). Qualitative resources: When and why to use it. Universidad del Rosario. https://repository-urosario-edu-co.ez.urosario.edu.co/handle/10336/14040
Government of Boyacá. (2020, July 2). Departmental Development Plan 2020–2023. Government of Boyacá. https://www.boyaca.gov.co/plan-de-desarrollo-departamental-2020-2023/
Grueso, H. M., Gómez, J., & Garay, L. (2019). Business Associativity Processes: Conceptual Approaches and Economic, Social and Organizational Impact. Faculty of Administration, Universidad del Rosario. https://repository-urosario-edu-co.ez.urosario.edu.co/handle/10336/3783
Guzmán Vásquez, A., & Trujillo Dávila, M. A. (2008). Social Entrepreneurship – Literature Review. Estudios Gerenciales, 24(109). https://doi.org/10.1016/s0123-5923(08)70055-X
Hoyos-Estrada, S., & Sastoque-Gómez, J. D. (2020). Digital marketing as an opportunity for the digitalization of SMEs in Colombia in times of Covid-19. Revista Científica Anfibios, 3(1). https://doi.org/10.37979/afb.2020v3n1.60
Inter-American Institute for Cooperation on Agriculture (IICA). (2018). Internal and external analysis. Programme for strengthening agribusiness and associative capacities.
Kuazaqui, E., & Lisboa, T. C. (2019). Marketing: The evolution of digital marketing. Archives of Business Research, 7(9), 89–96. https://doi.org/10.14738/abr.79.7027
Liendo, M. G., & Martínez, A. M. (2001). Associativity. An alternative for the development and growth of SMEs. Institute of Economic Research.
Luis, J., Aguilar, E., Marneou, E. N., & Guerrero, E. S. (n.d.). The impact of Information and Communication Technologies (ICT) on the Management of MSMEs in Mexico.
Membiela Pollán, M. E., & Pedreira Fernández, N. (2019). Digital marketing tools and competition: an approach to the state of the art. Atlantic Review of Economics: Revista Atlántica de Economía-Spain, 3(3).
Moreira, P. (2011). Social entrepreneurship. Dialnet. https://dialnet.unirioja.es/servlet/articulo?codigo=3652377
Navent, F. (2013). Quantitative research and qualitative research: Seeking the advantages of different research methodologies. Journal of Economic Sciences, 31(2), 179-187.
Perdigón Llanes, R., Viltres Sala, H., & Madrigal Leiva, I. R. (2018). E-commerce and digital marketing strategies for small and medium-sized businesses. Cuban Journal of Computer Sciences, 12(3).
Development Plan Municipality of Tota 2020-2023. Tota for a proactive future.
Development Plan 2020-2023. Social Pact for Boyacá: Land that continues to advance.
National Development Plan 2018-2022. Pact for Colombia, pact for equity.
Viteri, F., Herrera, L., & Basurto, A. (2018). Importance of digital marketing techniques. Scientific Journal World of Research and Knowledge, 2.