Redes sociales como un instrumento de internacionalización: Caso de PYMES exportadoras de productos orgánicos.
Fecha
2013-11
Autores
Díaz Picado, Eunice
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Editor
Universidad Nacional, Costa Rica
Resumen
El presente estudio se enfoca en conocer si los productores y empresas exportadoras de
productos orgánicos (café, banano, piña y aloe vera) incorporan en su estrategia de
internacionalización las redes sociales, las cuales se han convertido en un medio para
promover una mayor interacción entre las personas; en el ámbito empresarial entre
clientes, proveedores y demanda potencial. Este auge ha sido impulsado por las
Tecnologías de la Información y Comunicación (TIC), las cuales se han impregnado en el
sector empresarial como una herramienta indispensable para promover mejoras en el
producto y proceso de producción (Laudon y Laudon, 2008).
Se investiga si las redes sociales son una opción que le permite a las Pequeñas y
Medianas Empresas (PYMES) exportadoras de productos orgánicos la oportunidad de
minimizar sus barreras, pues exportar no es una tarea fácil, algunas empresas tienen
barreras que deben superar como tener poca capacidad productiva, el tamaño de la
empresa, desactualización tecnológica entre otras que pueden presentarse como un
factor que limite su competitividad en el mercado nacional e internacional (Cartín, 2005).
The present study focuses on knowing if the producers and exporting companies of organic products (coffee, banana, pineapple and aloe vera) incorporate into their marketing strategy internationalization of social networks, which have become a means to promote greater interaction between people; in business between customers, suppliers and potential demand. This boom has been fueled by Information and Communication Technologies (TIC), which have permeated the business sector as an indispensable tool to promote improvements in the product and production process (Laudon and Laudon, 2008). It is investigated whether social networks are an option that allows Small and Medium Enterprises (PYMES) exporting organic products the opportunity to minimize their barriers, since exporting is not an easy task, some companies have barriers that must be overcome such as having little productive capacity, the size of the company, technological obsolescence among others that can be presented as a factor that limits its competitiveness in the national and international market (Cartín, 2005).
The present study focuses on knowing if the producers and exporting companies of organic products (coffee, banana, pineapple and aloe vera) incorporate into their marketing strategy internationalization of social networks, which have become a means to promote greater interaction between people; in business between customers, suppliers and potential demand. This boom has been fueled by Information and Communication Technologies (TIC), which have permeated the business sector as an indispensable tool to promote improvements in the product and production process (Laudon and Laudon, 2008). It is investigated whether social networks are an option that allows Small and Medium Enterprises (PYMES) exporting organic products the opportunity to minimize their barriers, since exporting is not an easy task, some companies have barriers that must be overcome such as having little productive capacity, the size of the company, technological obsolescence among others that can be presented as a factor that limits its competitiveness in the national and international market (Cartín, 2005).
Descripción
Palabras clave
PYMES, PRODUCCIÓN, EXPORTACIÓN, REDES SOCIALES, PRODUCTOS ORGÁNICOS