<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2306-9155</journal-id>
<journal-title><![CDATA[Retos de la Dirección]]></journal-title>
<abbrev-journal-title><![CDATA[Rev retos]]></abbrev-journal-title>
<issn>2306-9155</issn>
<publisher>
<publisher-name><![CDATA[Centro de Estudios de Dirección Empresarial Territorial de la Universidad de Camagüey Ignacio Agramonte Loynaz]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2306-91552023000300011</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Factores clave para el éxito del comercio electrónico en micro, pequeñas y medianas empresas de Holguín]]></article-title>
<article-title xml:lang="en"><![CDATA[Key factors for the success of electronic commerce in micro, small and medium-sized companies in Holguín]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rodríguez-Toledano]]></surname>
<given-names><![CDATA[Yilennis Elsa]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Tornés-Surós]]></surname>
<given-names><![CDATA[Magalys]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[González-Infante]]></surname>
<given-names><![CDATA[Miguel-Angel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rodríguez-Alemán]]></surname>
<given-names><![CDATA[Ladys Mirtha]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Díaz-Pompa]]></surname>
<given-names><![CDATA[Félix]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Holguín Facultad de Ciencias Económicas Departamento de Turismo]]></institution>
<addr-line><![CDATA[ Holguín]]></addr-line>
<country>Cuba</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Sucursal Caracol Granma  ]]></institution>
<addr-line><![CDATA[ Granma]]></addr-line>
<country>Cuba</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Ciego de Ávila Facultad de Ciencias Económicas Departamento de Turismo]]></institution>
<addr-line><![CDATA[ Ciego de Ávila]]></addr-line>
<country>Cuba</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<volume>17</volume>
<numero>3</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2306-91552023000300011&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2306-91552023000300011&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2306-91552023000300011&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN  Objetivo:  Determinar cuáles son los factores clave que influyen directa o indirectamente en el éxito de la aplicación del comercio electrónico por parte de las micro, pequeñas y medianas empresas en el territorio holguinero.  Métodos y técnicas:  Con un carácter exploratorio-descriptivo se aplicó una encuesta online a una muestra intencional no probabilística de consumidores virtuales de las micro, pequeñas y medianas empresas del territorio holguinero con condiciones para realizar comercio electrónico. El procesamiento de los datos se realizó con el software IBM SPSS Statistics, versión 26.  Principales resultados:  Se determinó que los factores: tecnológico, informacional y calidad del servicio digital se consideran clave para garantizar el éxito del e-commerce y muestran resultados positivos. Al interior de estos factores, elementos esenciales como la facilidad de uso, el tiempo de respuesta y el tiempo de entrega son evaluados de aceptable por los usuarios.  Conclusiones:  Las micro, pequeñas y medianas empresas pueden usar esta información para mejorar la gestión del comercio electrónico y toma de decisiones estratégicas, garantizando que sus plataformas sean más fáciles de emplear por parte de los usuarios, se reduzca el tiempo de respuesta y de entrega de los productos y servicios. Se recomienda el desarrollo de nuevas investigaciones a partir de las limitaciones del estudio.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT  Objective:  Determine what are the key factors that directly or indirectly influence the success of the application of electronic commerce by micro, small and medium-sized companies in the Holguín territory.  Methods and Techniques:  With an exploratory-descriptive nature, an online survey was applied to a non-probabilistic intentional sample of virtual consumers from micro, small and medium-sized companies in the Holguín territory with conditions to carry out electronic commerce. Data processing was carried out with IBM SPSS Statistics software, version 26.  Main Results:  It was determined that the factors: technological, informational and quality of the digital service are considered key to guarantee the success of e-commerce and show positive results. Within these factors, essential elements such as ease of use, response time and delivery time are evaluated as acceptable by users.  Conclusions:  Micro, small and medium-sized businesses can use this information to improve e-commerce management and strategic decision-making, ensuring that their platforms are easier to use by users, reducing response and delivery time. products and services. The development of new research is recommended based on the limitations of the study.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[comercio electrónico]]></kwd>
<kwd lng="es"><![CDATA[tiendas online]]></kwd>
<kwd lng="es"><![CDATA[transformación digital]]></kwd>
<kwd lng="es"><![CDATA[tecnologías de la información y las comunicaciones]]></kwd>
<kwd lng="en"><![CDATA[e-commerce]]></kwd>
<kwd lng="en"><![CDATA[online stores]]></kwd>
<kwd lng="en"><![CDATA[digital transformation]]></kwd>
<kwd lng="en"><![CDATA[information and communications technologies]]></kwd>
</kwd-group>
</article-meta>
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