La Omnicanalidad Como Elemento De Mejora En Estrategia De Ventas Del Sector Pymes, Un Análisis Desde La Perspectiva Institucional.

Abstract

This thesis aims to investigate how open innovation practices, which involves an integrated mindset of the information age, in this particular case for small and medium-sized enterprises (SMEs) and how they influence their performance. Increasingly, such companies are playing a greater role in the economy. Therefore, it should not be strange that organizations should be established to define policies that articulate their actions in the legal, economic and strategic spheres in order to establish the basis for their presence, maintenance and evolution, which should be flexible in order to integrate the strategic and technological elements required for their potential development (Aragon-Sanchez, 2005). In a more global and dynamic context, SMEs must also compete to position themselves in the market, but at the same time struggle to be financially profitable (Oke, 2007). At this point, innovation becomes an obligation rather than an option. Markets are characterized by a very wide offer (Saavedra, 2012). Therefore, companies must carry out a strategic planning focused on the customer with a CRM approach, complemented and strengthened by ICT's , in a timely market segmentation mode, with coverage of social networks and mass-use applications , but with content marketing features, in this so-called fourth revolution (Cabrera, 2016). In recent years, open innovation is presented as a more attractive solution, combining the internal knowledge of the company itself with ideas and opportunities from outside (Garcia, A., 2009). Introducing innovation practices requires changes in a company's business model, thus ensuring a correct alignment at the strategic, operational and organizational levels, since we must remember that the true competitive advantage is achieved at the operational level, within an institutional strategy, which allows reorienting traditional communication channels by those that allow interacting with customers. In this search for an efficient service, we can define an omnichannel strategy as the search for the coordination of all distribution channels with the aim of transmitting a single image to the consumer and offering an integral shopping experience, the need for companies lies in offering optimal customer service, which is positioned at the epicenter of all channels (Viejo Fernandez N., 2017). Given the profile of the current consumer, designing and developing an omnichannel strategy is important so that he can follow the processes he has open (information or purchase) in any of the channels and homogeneously , considering that the lifestyles of customers have changed due to the influence of technology and its reach to all areas of performance through the implementation of information and communication technologies ICTs, which brings with it the portability of access and business requirements., with solid statistical data for a highly positive sustainable growth projection. In the first chapter, the research problem is presented, based on the new reality of an economic environment characterized by factors such as increased competitiveness, technological innovation, objectives and research methodology. The second chapter derives from the literature review, with its two basic elements, such as the state of the art and the frame of reference, which includes the analysis and importance of innovation for SMEs, their competitiveness and profitability, and omnichannel as a dynamic element of the customer-oriented culture. The third chapter focuses on the research hypothesis, the fourth chapter establishes the field analysis, which is complemented by the following two chapters with results and discussion of these, and the eighth chapter presents the conclusions of the work, which are derived from the conceptual elements and field work. Therefore, in the profound changes in today's society based on the participation of TICs in particular in the business sector, they are increasingly important, which establishes corporate social responsibility as proposed by Castells (2003), when it states that “The social responsibility of the company is not simply an ideology, but it is its capacity to act on the world and, at the same time, internalize in its practice the changes that are taking place” (p. 72).