Omnichannel diagnosis for micro, small and mediumsized companies, sectorial study

The study aims to explain the omnichannel characteristics and behaviors of micro, small and medium-sized enterprises (MSMEs) in the food sector in Antioquia, Colombia. It evaluates the conditions necessary to achieve an omnichannel classification based on three dimensions: marketing models, multicha...

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Bibliographic Details
Published in:Cuadernos.info 2024-11 (59), p.273-297
Main Authors: Valencia Cárdenas, Marisol, Vanegas López, Juan Gabriel, Restrepo Morales, Jorge Aníbal, López Cadavid, Diego
Format: Article
Language:Portuguese
Subjects:
COMMUNICATION
SOCIAL SCIENCES, INTERDISCIPLINARY
Online Access:Get full text
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Summary:The study aims to explain the omnichannel characteristics and behaviors of micro, small and medium-sized enterprises (MSMEs) in the food sector in Antioquia, Colombia. It evaluates the conditions necessary to achieve an omnichannel classification based on three dimensions: marketing models, multichannel options, and supply chain with digital technologies. An explanatory methodology using empirical data from surveys of 140 MSMEs was applied, and cluster analysis was used to group the companies. The results show relatively low overall omnichannel behavior, with medium enterprises outperforming small and micro enterprises. Enhanced digital technologies and integrated platforms can significantly improve omnichannel conditions, leading to better profitability and customer retention. The findings emphasize the importance of digital integration and the need for further research into the technological and methodological aspects of omnichannel implementation.
ISSN:0719-367X
DOI:10.7764/cdi.59.70429