Diseño de un modelo de acompañamiento estratégico para la ejecución del ecosistema digital en empresas medianas de servicios en Quito, lideradas por perfiles gerenciales tradicionales con baja familiaridad tecnológica

Abstract

Abstract: In the present study, the design of a strategic support model is proposed for the implementation of digital ecosystems in medium-sized service companies in the city of Quito. The research begins by identifying the existing gaps that hinder the adoption of digital marketing, mainly due to low integration of digital channels and tools into a comprehensive ecosystem, limited measurement of results that restrict effective decision-making, and, consequently, resistance to digital marketing among traditional managerial profiles. The methodology applied in this study combines quantitative and qualitative instruments to gain an in-depth understanding of the current state of companies digital ecosystems, as well as the perceptions and needs of business leaders. Based on a comprehensive analysis, a model structured in progressive stages is designed, ranging from digital diagnosis to data analysis and decision-making. This model serves as a guide for building a coherent digital strategy and ensuring its effective execution. It also provides managers with metrics and dashboards that support informed decision-making and align the digital environment with the company s overall business strategy.