TECHNOLOGY AND COMMUNICATION IN SALES IN DETAIL COMMERCIAL STORES. CASE STUDY: MULTISA CAD

New technologies are essential in the process of positioning and survival of a company. The proper management of communication and distribution channels and the management of technological tools to speed up and make internal processes efficient, opens up opportunities for companies to create new adv...

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Bibliographic Details
Published inSEECI 2000 Vol. 57; pp. 1 - 12
Main Authors Vilcacundo-Pérez, Omar Santiago, Bonilla-Jurado, Diego
Format Journal Article
LanguageEnglish
Published Madrid Revista de Comunicación de la SEECI (Sociedad Española de Estudios de la Comunicación Iberoamericana) 01.01.2024
Subjects
Case studies
Communication channels
Competition
Competitive advantage
Customer relationship management
Marketing
Regression analysis
Social networks
Turnover
User behavior
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Summary:New technologies are essential in the process of positioning and survival of a company. The proper management of communication and distribution channels and the management of technological tools to speed up and make internal processes efficient, opens up opportunities for companies to create new advantages over their competitors. This study analyzes the influence of the technological aspects used by the retail company Multisa, S.A., in the creation of more efficient channels for its customers. Through a logistic regression model, it was possible to observe the positive influence of factors such as the use of social networks, technological means and other channels on the increase in sales of Multisa, S.A. With this, the need and importance of using these new tools to improve processes and grant advantages to companies such as Multisa, S.A. They are in the process of transition to Industry 4.0.
ISSN:1575-9628
1576-3420
DOI:10.15198/seeci.2024.57.e831