Las redes sociales -Facebook- como estrategia de penetración de mercadeo electrónico en la internacionalización de las PYMES costarricenses
Fecha
2015
Autores
Hernández Hidalgo, Rocío
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Editor
Universidad Nacional, Costa Rica
Resumen
En un mundo globalizado en donde la comunicación ha cambiado y las formas de hacer mercadeo por consiguiente también, invitan hacer cambios en las estructuras y procedimientos tradicionales; las modas, las tendencias, las preferencias, entre otras dictaminan los mecanismos de accionar. Las pautas a seguir y su correcta aplicación serán determinantes para el éxito de las empresas propuestas, es correcto afirmar que los cambios muchas veces son guiados y veloces y las corrientes determinan cual es el camino del éxito. No es acertado dejar pasar las oportunidades, toda historia presenta sus momentos de éxito y fracaso. Es importante tomar los casos de éxito y analizar en su conjunto cuál fue el proceder que les llevo a ese punto. Tomar lo bueno del proceder y aplicarlo de acuerdo a las necesidades individuales. Las compañías de éxito internacional demuestran que han realizado algo bien; no existe la receta perfecta para el éxito, ni una copia exacta para todas, lo que si existen son pautas generales y correctas y su utilización adecuada serán las que determinaran el éxito o el fracaso. Las pymes exportadoras costarricenses necesitan impulso para despegar hacia el ámbito internacional, los mecanismos que utilicen serán a fin de cuentas los que determinaran el logro de la comercialización de sus productos en el exterior. El apoyo estatal que se le otorgue a las pymes es de capital importancia, y si a esto se le aúna una estrategia de mercadeo bien establecida y guiada, culminará con el éxito en la colocación de sus productos en los mercados internacionales. Es importante recordar que para nuestro país el éxito de estas generará un grado mayor de solvencia económica en los habitantes y en la población en general. De ahí se origina la importancia del planteamiento de esta propuesta.
In a globalized world where communication has changed and the ways of doing marketing have also changed, changes in traditional structures and procedures are called for; fashions, trends, preferences, among others, dictate the mechanisms of action. The guidelines to follow and their correct application will be determinant for the success of the proposed companies, it is correct to affirm that the changes are often guided and fast and the currents determine which is the way to success. It is not right to let opportunities pass by, every story has its moments of success and failure. It is important to take the success stories and analyze as a whole what was the procedure that brought them to that point. Take what is good about the process and apply it according to individual needs. Internationally successful companies show that they have done something right; there is no perfect recipe for success, nor an exact copy for all, what there are are general and correct guidelines and their proper use will determine success or failure. Costa Rican exporting SMEs need impetus to take off into the international arena, the mechanisms they use will ultimately determine the success of marketing their products abroad. The government support given to SMEs is of paramount importance, and if this is coupled with a well-established and guided marketing strategy, it will culminate in the successful placement of their products in international markets. It is important to remember that for our country the success of these will generate a higher degree of economic solvency in the inhabitants and the population in general. Hence the importance of this proposal.
In a globalized world where communication has changed and the ways of doing marketing have also changed, changes in traditional structures and procedures are called for; fashions, trends, preferences, among others, dictate the mechanisms of action. The guidelines to follow and their correct application will be determinant for the success of the proposed companies, it is correct to affirm that the changes are often guided and fast and the currents determine which is the way to success. It is not right to let opportunities pass by, every story has its moments of success and failure. It is important to take the success stories and analyze as a whole what was the procedure that brought them to that point. Take what is good about the process and apply it according to individual needs. Internationally successful companies show that they have done something right; there is no perfect recipe for success, nor an exact copy for all, what there are are general and correct guidelines and their proper use will determine success or failure. Costa Rican exporting SMEs need impetus to take off into the international arena, the mechanisms they use will ultimately determine the success of marketing their products abroad. The government support given to SMEs is of paramount importance, and if this is coupled with a well-established and guided marketing strategy, it will culminate in the successful placement of their products in international markets. It is important to remember that for our country the success of these will generate a higher degree of economic solvency in the inhabitants and the population in general. Hence the importance of this proposal.
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Palabras clave
COMERCIO INTERNACIONAL, PYMES, REDES SOCIALES, RELACIONES INTERNACIONALES, TECNOLOGÍA DE LA INFORMACIÓN, INFORMATION TECHNOLOGY, INTERNATIONAL RELATIONS, INTERNATIONAL TRADE, SMES, SOCIAL NETWORKS