Transformación digital y resiliencia en empresas multinacionales
Palabras clave:
Empresas multinacionales, Transformación digital, Resiliencia, Marketing digitalResumen
El artículo analiza, mediante la metodología PRISMA, los principales hallazgos científicos encontrados sobre la transformación digital y resiliencia de las empresas multinacionales; específicamente aquellas publicaciones enfocadas en la aceleración del e-commerce, el auge de la industria 4.0 y las tendencias actuales del uso del marketing digital. Como principal resultado, se obtuvo que los factores presentan efectos mixtos en la gestión de crisis de las empresas multinacionales, pues estos influyen positiva o negativamente dependiendo del contexto nacional, la confianza del público en el mercado y la capacidad financiera y de conocimiento de las empresas para la búsqueda de la competitividad.
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Derechos de autor 2025 Ángela Nicole Ynfante Gonzales, Adriana Lucia Rivera Aliaga, Alejandro Andrés Arenas Hernández, Lucía Camila Rodríguez Vásquez, Diego Frank Lam Urquiaga, Julio Ricardo Moscoso Cuaresma, Omar Larios Soldevilla
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