Propuesta de transformación digital e innovación para la comercialización de los productos de la empresa Aserrío San Antonio de la Ciudad de Loja, año 2024

Abstract

Abstract: The general objective of this proposal is the implementation of digital transformation and innovation that are directed and focused on the digital platform and social networks so that the company can market its products, with the purpose of satisfying the needs of customers. For the collection of information, a descriptive methodology with a quantitative approach was used, so the survey was one of the main methods of obtaining data, which was specifically designed to know the preferences of the clients, an interview was also applied. to the manager on the topics of digital transformation and innovation. This was applied to the Aserrío San Antonio company in the city of Loja, which resulted in the conclusion that it does not have innovation and digital transformation, which has not allowed its growth on digital platforms, therefore, it is presented a proposal for digital transformation and innovation that stands out in a strategic vision of growth, digital marketing, sales and sustainability that adapts to market demands, becoming an innovative company.