Digitization of MSMEs: case study Guanajuato-Jalisco

Abstract

The digitalization of companies, mainly large ones, was inexorable, although with the health contingency that was faced worldwide, it forced micro, small and medium-sized companies (MiPyMEs) to undergo their digital transformation, where not only investment or infrastructure to be able to remain in the market, an organizational and cultural transformation was necessary, so through a case study with a qualitative approach defined as J. Creswell, it is studied how two micro-enterprises start the implementation of transformation digital. The results indicate that the PESTEL analysis supports the identification of threats and opportunities in the environment, MSMEs observed an increase in sales and the tools that were mainly used in the digitalization process were digital commerce and digital marketing, in addition to material for the registration of trademarks found in the Mexican Institute of Industrial Property (IMPI). It was of great importance to raise awareness among those responsible for MSMEs regarding the importance of recognizing what the business model was, identifying the profile of their clients to establish more suitable contacts. The methodology used is a roadmap for digitization, until reaching the intensive use of Information Technology.