La globalización y el impacto de las TICs en el sector oleícola andaluz
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2021-02-09
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[ES]Este estudio analiza el comportamiento de las empresas andaluzas del sector oleícola con respecto al uso de
internet. La finalidad es percatarse de cómo orientan su actividad en esta plataforma digital y como ponen su
producto en el mercado. La metodología empleada ha sido la técnica e-MICA, modelo que clasifica a las empresas en
distintos niveles de aprovechamiento de recursos webs.
El interés de realizar este análisis radica en que es un sector cuyos métodos de comercialización resultan muy
tradicionales, y viendo la velocidad con la que han penetrado las nuevas tecnologías en la sociedad actual puede que
incluso anticuados, por lo que, es importante saber si están adaptándose al cambio demandado por la sociedad.
[EN]This study analyses the behaviour of Andalusian companies in the olive oil sector with regard to the use of the Internet. The aim is to find out how they orientate their activity on this digital platform and how they place their product on the market. The methodology used was the e-MICA technique, a model that classifies companies into different levels of use of web resources. The interest in carrying out this analysis lies in the fact that it is a sector whose marketing methods are very traditional, and seeing the speed with which the new technologies have penetrated today's society, they may even be outdated, so it is important to know whether they are adapting to the change demanded by society.
[EN]This study analyses the behaviour of Andalusian companies in the olive oil sector with regard to the use of the Internet. The aim is to find out how they orientate their activity on this digital platform and how they place their product on the market. The methodology used was the e-MICA technique, a model that classifies companies into different levels of use of web resources. The interest in carrying out this analysis lies in the fact that it is a sector whose marketing methods are very traditional, and seeing the speed with which the new technologies have penetrated today's society, they may even be outdated, so it is important to know whether they are adapting to the change demanded by society.