Resumen

MENDEZ AGUILAR, Eduardo; DE DIOS MARTINEZ, Ana  y  MENDEZ PALOS, Eduardo. A Methodological Proposal to Determine Management Competences in E-Commerce in Mexico. Rev retos [online]. 2019, vol.13, n.2, pp.20-41.  Epub 02-Sep-2019. ISSN 2306-9155.

The aim of this research is to design a methodological proposal to identify the factors that limit positive trends in e-commerce, as well as general management competences of digital economy in Mexico. The proposal is based on a methodological framework of electronic commerce and its contextualization in the country, following the results of relevant research and a review of the scientific literature. It stems from 20 directive competencies of companies engaged in digital economy. The empirical corroboration of the study will be provided by in-depth interviews, in order to determine the factors limiting e-commerce in Mexico. A survey will be conducted to executives of companies engaged in commercial transactions, and to university experts, to identify and recognize the management competences for e-commerce. The implementation of this proposal will contribute with new business models, novel technological architecture, understanding of global markets and clients for innovation in goods and services, and more appropriate decision-making by more competent executives.

Palabras clave : digital economy; e-commerce; key factors; management competences.

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