Implementation of a sales information management system applying business intelligence in SMEs in the canton of La Maná
DOI:
https://doi.org/10.56294/dm2024385Keywords:
SMEs, Sales Information Management, Innovation, Mixed Methodology, CompetitivenessAbstract
Small and Medium Enterprises (SMEs) are essential to the global economy, promoting employment, innovation and sustainable development. Effective sales information management is critical to your success, involving the collection, storage, analysis and application of data about customers, products, distribution channels, prices and market trends. Proper management of this data allows SMEs to understand customer demands, identify market opportunities and optimize their sales strategies.
However, SMEs face significant challenges in this area, such as technological limitations, budget constraints and data complexity, which can lead to manual processes, lack of visibility in the supply chain and loss of competitiveness. The research carried out in the La Maná canton, in Cotopaxi, Ecuador, supports the implementation of a sales information management system due to its intense commercial activity and the presence of SMEs in sectors such as agriculture and commerce.
The study adopted a mixed methodology, which combined literature review and field research, using inductive and deductive approaches. Managers, administrators and workers from two companies were surveyed. The results indicate that this methodology is effective in achieving the research objectives, underscoring the importance of integrating various methodologies to obtain a complete understanding of the topic
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Copyright (c) 2024 Gissela Yajaira Hinojosa Barreto, Nathaly Beatriz Chávez García, Jaime Mesías Cajas (Author)
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