Transformação digital e resiliência em empresas multinacionais
Palavras-chave:
Empresas multinacionais, Transformação digital, Resiliência, Marketing digitalResumo
O artigo analisa, por meio da metodologia PRISMA, as principais descobertas científicas encontradas sobre a transformação digital e a resiliência de empresas multinacionais; especificamente aquelas publicações focadas na aceleração do e-commerce, a ascensão da indústria 4.0 e as tendências atuais no uso do marketing digital. Como principal resultado, obteve-se que os fatores apresentam efeitos mistos na gestão de crises das empresas multinacionais, pois estes influenciam positiva ou negativamente dependendo do contexto nacional, da confiança do público no mercado e da capacidade financeira e de conhecimento das empresas. a busca pela competitividade.
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Direitos de Autor (c) 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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