IMPACTO DE LA ADOPCIÓN TECNOLÓGICA EN EL DESEMPEÑO DE LOS CANALES TRADICIONALES EN LAS TIENDAS

Abstract

The steady advance in information and communication technologies provides an opportunity for companies and businesses, because they can be taken as a competitive advantage, However, ICT are not applied uniformly in the traditional marketing channels such as grocery stores, which in turn affects that there is a backlog in the implementation of icts. Therefore, the development of the present work seeks to analyze the impact of the adoption of ICT within the operating systems or commercial. The study was developed by applying a descriptive research on the basis of a quantitative approach, for which the survey was implemented as a research technique. The information that was obtained, allowed us to identify the layout of the owners of traditional channels of marketing in applying ICT in their business, since they consider which provide benefits.