La innovación digital y su incidencia en la competitividad de las pequeñas empresas comerciales de Manta.

Abstract

This research was carried out with the aim of determining how digital innovation affects the competitiveness of small commercial companies in Manta, using a scientific, deductive, descriptive methodology, while data collection was carried out using a survey in relation to the dependent variable (Digital innovation) and the independent variable (Competitiveness) applied to small commercial companies in the city of Manta. With the result of testing the study hypothesis, where the main determining factors of competitiveness in small commercial companies in Manta will be determined, because digital innovation is essential for small commercial companies in the city of Manta to make themselves known. It can be concluded that the owners of these small commercial companies need to develop strategies linked to digital innovation and the demands of the environment, offering products that are highly consumed where potential consumers reside.