Bibliographic citations
Barbieri, A., Paz, F. (2023). Propuestas de mejora para el aumento de la productividad en el Área Digital de la empresa Laika Comunicación B2B [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/670712
Barbieri, A., Paz, F. Propuestas de mejora para el aumento de la productividad en el Área Digital de la empresa Laika Comunicación B2B [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/670712
@misc{renati/410877,
title = "Propuestas de mejora para el aumento de la productividad en el Área Digital de la empresa Laika Comunicación B2B",
author = "Paz Rivera, Fabricio",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
The digital transformation process affects organizations of all sizes, sectors and levels. However, the vast majority of studies tend to focus on large companies and neglect SMEs, which often face resource and capability constraints to successfully address this process. This paper explores alternatives to improve the productivity of a Peruvian marketing agency that today faces the challenge of adopting digital technologies in order to remain competitive in a constantly evolving environment. For this purpose, a diagnostic tool developed by Google in collaboration with one of the main global consulting firms was used. This system enabled the identification of the organization's Digital Marketing Development Level in comparison to other companies within the same industry, along with those functions that require an immediate action plan. Likewise, during the review of articles and academic sources selected for this study, it was concluded that technologies such as Generative Artificial Intelligence and Time Management Systems such as Timeboxing have a high potential to improve the productivity of key processes in the company under study.
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