Resumo

ECHARRI-CHAVEZ, Maité; CISNEROS-MUSTELIER, Lourdes  e  ROBERT-BEATON, Martha Omara. Long Tail: Opportunity for Cuban Enterprises. Estudios del Desarrollo Social [online]. 2021, vol.9, n.2  Epub 01-Jul-2021. ISSN 2308-0132.

The socio-economic model referred to in the Guidelines approved in the VI and VII Congress of the Party (2011 and 2016 respectively), have promoted the generation of non-state forms of management that are presented as a complement and opportunity to strengthen the productive framework. The migration of the population towards these forms of management is significant as some 600,000 Cubans make up its workforce, betting on economic improvements that result in quality of life. However, private enterprises are doomed to innovation, in a way that allows them to recognize, capture and satisfy the demands of a universe of clients, where small market segments are being left out of the proposed offers. The objective of this research is to analyze growth opportunities towards the market, based on the recognition of the Long Tail as an opportunity for private enterprises, taking as a reference the computerization process of Cuban society.

Palavras-chave : Cuba; private entrepreneurship; informatization.

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