Barriers that Hinder Technological Adoption in SME Marketing: A Review of Contemporary Literature.

Barriers that Hinder Technological Adoption in SME Marketing: A Review of Contemporary Literature.

Mexican SMEs face a challenge in adopting new technologies to improve their marketing efforts, which are essential to compete in the changing globalized markets in which they operate. This article aims to identify the barriers that prevent companies from harnessing the potential of marketing technol...

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Autores principales: Córdova Rodríguez, José Guillermo, Jiménez León, Rodolfo
Formato: Online
Publicado: UNIVERSIDAD DE SONORA 2023
Acceso en línea:https://revistainvestigacionacademicasinfrontera.unison.mx/index.php/RDIASF/article/view/554
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spelling oai:https:--revistainvestigacionacademicasinfrontera.unison.mx:article-5542023-05-30T18:30:18Z Barriers that Hinder Technological Adoption in SME Marketing: A Review of Contemporary Literature. Barreras que Frenan la Adopción Tecnológica en la Mercadotecnia de las Pymes: Una Revisión de la Literatura Contemporánea Córdova Rodríguez, José Guillermo Jiménez León, Rodolfo Pymes Adopción Tecnológica Marketing digital Digitalización SMEs Technology adoption Digital marketing Digit Digitization Mexican SMEs face a challenge in adopting new technologies to improve their marketing efforts, which are essential to compete in the changing globalized markets in which they operate. This article aims to identify the barriers that prevent companies from harnessing the potential of marketing technologies through a literature review on the subject. It was found that the main barriers are the degree of complexity of technology; the lack of knowledge of employees and entrepreneurs about technology; the absence of technological infrastructure within the company; the lack of support and incentives from the government; fear for the security and privacy of data; and the shortage of resources to finance technological investment. Las pymes mexicanas se enfrentan a un reto en adoptar nuevas tecnologías para mejorar sus esfuerzos de mercadotecnia, las cuales son esenciales para competir en los cambiantes mercados globalizados en los que operan. Este artículo tiene la finalidad de identificar las barreras que impiden a las empresas aprovechar el potencial de las tecnologías del marketing mediante una investigación documental de la literatura sobre el tema. Se encontró que las barreras principales son el grado de complejidad de la tecnología; el desconocimiento de los empleados y empresarios sobre la tecnología; la ausencia de una infraestructura tecnológica dentro de la empresa; la falta de apoyos e incentivos por parte del gobierno; el temor por la seguridad y privacidad de los datos y; la escasez de recursos para financiar la inversión tecnológica. UNIVERSIDAD DE SONORA 2023-05-30 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion https://revistainvestigacionacademicasinfrontera.unison.mx/index.php/RDIASF/article/view/554 10.46589/rdiasf.vi39.554 Revista de Investigación Académica Sin Frontera: División de Ciencias Económicas y Sociales; Núm. 39 (16): Enero-Junio 2023 2007-8870 10.46589/rdiasf.vi39 Derechos de autor 2023 https://creativecommons.org/licenses/by-nc-nd/4.0
institution Revista de Investigación Académica sin Frontera
collection OJS
format Online
author Córdova Rodríguez, José Guillermo
Jiménez León, Rodolfo
spellingShingle Córdova Rodríguez, José Guillermo
Jiménez León, Rodolfo
Barriers that Hinder Technological Adoption in SME Marketing: A Review of Contemporary Literature.
author_facet Córdova Rodríguez, José Guillermo
Jiménez León, Rodolfo
author_sort Córdova Rodríguez, José Guillermo
title Barriers that Hinder Technological Adoption in SME Marketing: A Review of Contemporary Literature.
title_short Barriers that Hinder Technological Adoption in SME Marketing: A Review of Contemporary Literature.
title_full Barriers that Hinder Technological Adoption in SME Marketing: A Review of Contemporary Literature.
title_fullStr Barriers that Hinder Technological Adoption in SME Marketing: A Review of Contemporary Literature.
title_full_unstemmed Barriers that Hinder Technological Adoption in SME Marketing: A Review of Contemporary Literature.
title_sort barriers that hinder technological adoption in sme marketing: a review of contemporary literature.
description Mexican SMEs face a challenge in adopting new technologies to improve their marketing efforts, which are essential to compete in the changing globalized markets in which they operate. This article aims to identify the barriers that prevent companies from harnessing the potential of marketing technologies through a literature review on the subject. It was found that the main barriers are the degree of complexity of technology; the lack of knowledge of employees and entrepreneurs about technology; the absence of technological infrastructure within the company; the lack of support and incentives from the government; fear for the security and privacy of data; and the shortage of resources to finance technological investment.
publisher UNIVERSIDAD DE SONORA
publishDate 2023
url https://revistainvestigacionacademicasinfrontera.unison.mx/index.php/RDIASF/article/view/554
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AT cordovarodriguezjoseguillermo barrerasquefrenanlaadopciontecnologicaenlamercadotecniadelaspymesunarevisiondelaliteraturacontemporanea
AT jimenezleonrodolfo barrerasquefrenanlaadopciontecnologicaenlamercadotecniadelaspymesunarevisiondelaliteraturacontemporanea
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