<?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>2310-340X</journal-id>
<journal-title><![CDATA[Cooperativismo y Desarrollo]]></journal-title>
<abbrev-journal-title><![CDATA[Coodes]]></abbrev-journal-title>
<issn>2310-340X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Pinar del Río "Hermanos Saíz Montes de Oca"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2310-340X2022000200407</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Los modelos de transformación digital en la gestión de las empresas comerciales]]></article-title>
<article-title xml:lang="pt"><![CDATA[Modelos de transformação digital na gestão de empresas comerciais]]></article-title>
<article-title xml:lang="en"><![CDATA[Digital transformation models in the management of commercial companies]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Townsend Valencia]]></surname>
<given-names><![CDATA[José]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Figueroa Filián]]></surname>
<given-names><![CDATA[Janina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Tecnológica Empresarial de Guayaquil  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2022</year>
</pub-date>
<volume>10</volume>
<numero>2</numero>
<fpage>407</fpage>
<lpage>429</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2310-340X2022000200407&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2310-340X2022000200407&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2310-340X2022000200407&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El fenómeno de la transformación digital está emergiendo a causa de la crisis de Covid-19, el que ha resultado un acelerante en las empresas comerciales, obligándolas a modificar sus procesos, mejorar su competitividad y desarrollar nuevas estrategias digitales aprovechando todo el potencial de la tecnología para conocer a sus clientes. El objetivo del estudio es establecer sí las empresas del sector de comercio están preparadas para el proceso de transformación digital. El modelo de investigación propuesto expone las áreas del negocio en el que las tecnologías digitales se ven más afectadas; se enfoca en responder el ¿qué? y el ¿cuál? desde la perspectiva de cinco dominios de los principios subyacentes de las estrategias, cambiando las reglas del negocio. La investigación realizada es de diseño cualitativo y no experimental. El método de investigación fue inductivo y su alcance descriptivo y correlacional con el objetivo de cuantificar la relación entre los conceptos y sus variables. Se utilizó la técnica estadística y de campo, el instrumento principal de recolección de información fue el cuestionario, seguido por las bases de datos, utilizando un programa de análisis estadístico que mostró los aspectos más significativos de los indicadores estudiados.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O fenômeno da transformação digital está surgindo como resultado da crise da Covid-19, que acelerou o ritmo das mudanças nas empresas comerciais, forçando-as a modificar seus processos, melhorar sua competitividade e desenvolver novas estratégias digitais, aproveitando todo o potencial da tecnologia para atender seus clientes. O objetivo do estudo é estabelecer se as empresas do setor varejista estão prontas para o processo de transformação digital. O modelo de pesquisa proposto expõe as áreas do negócio nas quais as tecnologias digitais são mais afetadas; ele se concentra em responder ao quê? e ao qual? a partir da perspectiva de 5 domínios dos princípios subjacentes das estratégias, mudando as regras do negócio. A pesquisa realizada é qualitativa e não-experimental no projeto. O método de pesquisa foi indutivo e seu escopo foi descritivo e correlacional com o objetivo de quantificar a relação entre os conceitos e suas variáveis. A técnica estatística e de campo foi utilizada, o principal instrumento de coleta de informações foi o questionário, seguido pelos bancos de dados, utilizando um programa de análise estatística que mostrou os aspectos mais significativos dos indicadores estudados.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The phenomenon of digital transformation is emerging as a result of the Covid-19 crisis, which has accelerated commercial companies, forcing them to modify their processes, improve their competitiveness and develop new digital strategies, taking advantage of the full potential of technology to meet their customers. The objective of the study is to establish whether companies in the commerce sector are prepared for the digital transformation process. The proposed research model exposes the areas of the business in which digital technologies are most affected; it focuses on answering the what? and the which? from the perspective of five domains of the underlying principles of the strategies, changing the rules of the business. The research conducted is of qualitative and non-experimental design. The research method was inductive and its scope descriptive and correlational with the objective of quantifying the relationship between the concepts and their variables. The statistical and field technique was used, the main instrument for collecting information was the questionnaire, followed by the databases, using a statistical analysis program that showed the most significant aspects of the indicators studied.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[transformación digital]]></kwd>
<kwd lng="es"><![CDATA[modelos de transformación digital]]></kwd>
<kwd lng="es"><![CDATA[digitalización]]></kwd>
<kwd lng="es"><![CDATA[clientes]]></kwd>
<kwd lng="es"><![CDATA[cultura organizacional]]></kwd>
<kwd lng="pt"><![CDATA[transformação digital]]></kwd>
<kwd lng="pt"><![CDATA[modelos de transformação digital]]></kwd>
<kwd lng="pt"><![CDATA[digitalização]]></kwd>
<kwd lng="pt"><![CDATA[clientes]]></kwd>
<kwd lng="pt"><![CDATA[cultura organizacional]]></kwd>
<kwd lng="en"><![CDATA[digital transformation]]></kwd>
<kwd lng="en"><![CDATA[digital transformation models]]></kwd>
<kwd lng="en"><![CDATA[digitalization]]></kwd>
<kwd lng="en"><![CDATA[customers]]></kwd>
<kwd lng="en"><![CDATA[organizational culture]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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