Modelo de consultoría digital en la comunicación social con el sistema empresarial productivo

Autores/as

  • Yadira Argota Pérez Empresa de Servicios Profesionales y Tecnológicos (ESAC). La Habana, Cuba.
  • George Argota Pérez Centro de Investigaciones Avanzadas y Formación Superior en Educación, Salud y Medio Ambiente ̈AMTAWI ̈. Perú.

DOI:

https://doi.org/10.24039/cv202082974

Palabras clave:

competencia empresarial, comunicación, consultoría, producción

Resumen

El objetivo del estudio fue representar un modelo de consultoría digital en la comunicación social con el sistema empresarial productivo. El modelo de consultoría digital establece tres etapas denominadas: I) prevención, II) corrección y, III) sostenimiento y vigilancia. Existen criterios que identifican las etapas y refieren al análisis de contexto empresarial (I), situación problemática (II), continuidad de la gestión empresarial para la comunicación social del sistema empresarial productivo (III). Se establecen siete fases que comprenden: 1ro) descripción de la documentación legal del sistema empresarial productivo, 2do) descripción de la gestión de procesos y responsabilidades, 3ro) exploración de la gestión de procesos, 4to) modo de ejecución de la gestión de procesos, 5to) análisis de la gestión de procesos, 6to) evaluación de la gestión de procesos y 7mo) control de la gestión de procesos y cadena de valor. Se consideró tres condiciones de desempeño laboral: A) prestación en plataforma digital del servicio de atención al cliente, B) confianza al consultor según sus competencias profesionales y C) bondades interactivas del servicio digital implementado donde la revisión sincrónica del proceso de consultoría determina la optimización temporal y marca su diferencia con relación a la consultoría tradicional. Se concluye que, la representación del modelo de consultoría digital en la comunicación social con el sistema empresarial productivo presta bondades ante la solicitud del servicio.

 

ABSTRACT

The aim of the study was to represent a digital consulting model in social communication with the productive business system. The digital consulting model establishes three stages called: I) prevention, II) correction and, III) maintenance and surveillance. There are criteria that identify the stages and refer to the analysis of the business context (I), problematic situation (II), continuity of business management for the social communication of the productive business system (III). Seven phases are established that comprise: 1st) description of the legal documentation of the productive business system, 2nd) description of the management of processes and responsibilities, 3rd) exploration of process management, 4th) mode of execution of process management, 5th) analysis of process management, 6th) evaluation of process management and 7th) control of process management and value chain. Three job performance conditions were considered: A) provision of customer service on a digital platform, B) trust in the consultant according to their professional skills and C) interactive benefits of the implemented digital service where the synchronous review of the consulting process determines optimization temporary and makes its difference in relation to traditional consulting. It is concluded that the representation of the digital consulting model in social communication with the productive business system provides benefits.

Keywords: Business competition, communication, consulting, production.

Descargas

Los datos de descargas todavía no están disponibles.

Citas

Alarcón del Amo, M., Rialp, C.A. & Rialp, C.J. (2018). Examining the impact of managerial involvement with social media on exporting firm performance. International Business Review; 27(2), 355-366. https://doi.org/10.1016/j.ibusrev.2017.09.003

Albano, S. (2016). Consultores, Empresarios, Herramientas de gestión y vinculación con Responsabilidad Social (Rosario). Ciencia, Docencia y Tecnología; 27(53), 162-204. https://www.redalyc.org/pdf/145/14548520008.pdf

Bill, F., Feurer, S. & Klarmann, M. (2020). Salesperson social media use in business-tobusiness relationships: An empirical test of an integrative framework linking antecedents and consequences. Journal of the Academy of Marketing Science; 48, 1-19. https://doi.org/10.1007/s11747-019-00708-z

Cagle, M.N., Yilmaz, K. & Doğru, H. (2020). Digitalization of business functions under industry 4.0. Management; 86, 180-190. https://doi.org/10.1016/j.indmarman.2019.11.019 de Vries, L., Gensler, S. & Leeflang, P.S. (2017). Effects of traditional advertising and social messages on brand-building metrics and customer acquisition. Journal of Marketing; 81(5), 1-15. https://doi.org/10.1509%2Fjm.15.0178 Dobrinskaya, D.E. (2020). Digital society: sociological perspective. Moscow State University Bulletin. Series 18. Sociology and Political Science; 25(4), 175-192. https://doi.org/10.24290/1029-3736-2019-25-4-175-192 Donelson, D.C., Ege, M., Imdieke, A.J. & Maksymov, E. (2020). The revival of large consulting practices at the Big 4 and audit quality. Accounting, Organizations and Society; 87, 1-20. https://doi.org/10.1016/j.aos.2020.101157

Gao, H., Tate, M., Zhang, H., Chen, S. & Liang, B. (2018). Social media ties strategy in international branding: An application of resource-based theory. Journal of International Marketing; 26(3), 45-69. https://doi.org/10.1509%2Fjim.17.0014

Gligori ́c, K., Anderson, A. & West, R. (2019). Causal effects of brevity on style and success in social media. Proceedings of the ACM on Human-Computer Interaction; 3, 1–23. https://doi.org/10.1145/3359147 Göncü, B. (2018). Construction and presentation of communication consultancy expertise: Turkish perspective. Public Relations Review; 44(5), 690-703. https://doi.org/10.1016/j.pubrev.2018.08.004 Gonzáles, M.J.J., Rodríguez, D.M.T. & Duarte, L.M. (2011). Necesidades de consultoría en las MIPYMES del Valle de Sugamuxi en Boyacá. Cuaderno de Administración; 27(46), 67-80. http://www.scielo.org.co/pdf/cuadm/v27n46/v27n46a06.pdf Guerrero, A.M., Medina, L.A. & Nogueira, R.D. (2018). Diseño de un procedimiento general de consultoría organizacional. Universidad y Sociedad; 10(5), 21-33. http://rus.ucf.edu.cu/index.php/rus Itani, O.S., Agnihotri, R. & Dingus, R. (2017). Social media use in B2b sales and its impact on competitive intelligence collection and adaptive selling: Examining the role of learning orientation as an enabler. Industrial Marketing Management; 66, 64-79. https://doi.org/10.1016/j.indmarman.2017.06.012 Jaidka, K., Zhou, A. & Lelkes, Y. (2019). Brevity is the soul of Twitter: the constraint affordance and political discussion. J. Commun; 69(4), 345-372. https://doi.org/10.1093/joc/jqz023 Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R. & Kannan, P.K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing; 80(1), 7-25. https://doi.org/10.1509%2Fjm.14.0249 Pang, Y., He, Y. & Cai, H. (2019). Modelo de negocio de energía fotovoltaica distribuida que integra servicios de inversión y consultoría en China. Journal of Cleaner Production; 218, 943-965. https://doi.org/10.1016/j.jclepro.2019.01.317

Lacoste, S. (2016). Perspectives on social media and its use by key account managers. Industrial Marketing Management; 54, 33-43. https://doi.org/10.1016/j.indmarman.2015.12.010 Lamberton, C. & Stephen, A.T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing; 80(6), 146-172. https://doi.org/10.1509%2Fjm.15.0415 López, Z.E., Sepúlveda, R.C.I. & Arenas, C.H.A. (2010). La consultoría de gestión humana en empresas medianas. Estudios Gerenciales; 26(114),149-168. https://www.redalyc.org/pdf/212/21218572007.pdf Lyu, Z. & Junfang, Y.A. (2020). Consultant assignment and routing problem with priority matching. Computers & Industrial Engineering; 106921. https://doi.org/10.1016/j.cie.2020.106921Markus, D.M.A. & Thomas, S. (2020). The effects of personality traits on digital transformation: Evidence from German tax consulting. International Journal of Accounting Information Systems; 37, 1-16. https://doi.org/10.1016/j.accinf.2020.100455 Müller, J.M., Pommeranz, B., Weisser, J. & Voigt, K.I. (2018). Digital, Social Media, and Mobile Marketing in industrial buying: Still in need of customer segmentation? Empirical evidence from Poland and Germany. Industrial Marketing Management; 73, 70-83. https://doi.org/10.1016/j.indmarman.2018.01.033 Nagy, P., Neff, G. (2015). Imagined affordance: reconstructing a keyword for communication theory. Social Media Soc; 1(2), https://doi.org/10.1177/2056305115603385 Park, Y.J. & Yang, G.S. (2017). Personal network on the Internet: How the socially marginalized stay marginalized in personal network diversity and multiplicity. Telemat. Inf; 34(1), 1-10. https://doi.org/10.1016/j.tele.2016.04.001 Ritter, T. & Pedersen, C.L. (2020). Digitization capability and the digitalization of business models in business-to-business firms: past, present, and future. Industrial Marke

Salo, J. (2017). Social media research in the industrial marketing field: Review of literature and future research directions. Industrial Marketing Management; 66, 115-129. https://doi.org/10.1016/j.indmarman.2017.07.013 Sebastião, S.P. (2013). Portuguese PR consultancy websites. Public Relations Review; 39(5), 584-586. https://doi.org/10.1016/j.pubrev.2013.09.009 Sun, Y., Wang, C. & Jeyaraj, A. (2020). Enterprise social media affordances as enablers of knowledge transfer and creative performance: an empirical study. Telemat. Inf; 51 https://doi.org/10.1016/j.tele.2020.101402 Taipale, S. (2014). The affordances of reading/writing on paper and digitally in Finland. Telemat. Inf; 31(4), 532-542. https://doi.org/10.1016/j.tele.2013.11.003 Trașcă, D.L., Ștefan, G.M., Sahlian, D.N., Hoinaru, R. & Șerban, O.G.L. (2019). Digitalization and Business Activity. The Struggle to Catch Up in CEE Countries. Sustainability; 11(8), 1-17. https://doi.org/10.3390/su11082204

Publicado

2021-04-05

Cómo citar

Argota Pérez, Y., & Argota Pérez, G. (2021). Modelo de consultoría digital en la comunicación social con el sistema empresarial productivo. Cátedra Villarreal, 8(2), 167–172. https://doi.org/10.24039/cv202082974

Número

Sección

Artículos Originales

Artículos más leídos del mismo autor/a