Plataformas digitales como estrategias de negocios en las pequeñas y medianas empresas en Ecuador

Palabras-clave: estrategias, negocios, plataformas digitales, pequeñas y medianas empresas Abstract: The present research aims to analyze digital platforms as business strategies in MSMEs in the city of Esmeraldas. The Methodology that will be applied to obtain information once the businesses or commercial establishments of the city of Esmeraldas have been established, a qualitative and quantitative research design will be determined taking as reference sources of secondary data analysis that allows us to give primary indicators through of interviews and representative actors, this will allow us to obtain information that will be used in instruments such as surveys and interviews focused on the main actors of the sectors involved in small and medium-sized enterprises. [...]of this research, we assert that the use of digital platforms is determining aspects in this new way of doing business, with the help of information and communication technologies, which has undoubtedly contributed to MSMEs knowing more about their clients or users. Keywords: strategies, businesses, digital platforms, MSMEs 1.Introducción La era digital ha modificado por completo los patrones de comunicación en todos los ámbitos, entre los aspectos más relevantes ha sido el concepto de movilidad, el uso de los dispositivos móviles ha crecido exponencialmente, y las mipymes conscientes de que su relación con el cliente a través de la red o de otras herramientas ha evolucionado cada vez más por este canal.