Análisis de las estrategias de innovación (digital) como alternativa de adaptación hacia la nueva normalidad durante la pandemia covid-19 en las pymes del sector de servicios de Quito.

Abstract

The following research aims to analyze innovation strategies as an alternative to adaptation towards the new normal during the covid-19 pandemic in SMEs in the service sector of the city of Quito. In the present research, there were characterized the types of innovation that SMEs have implemented. It was determined in which areas of the service SMEs of Quito the innovation strategies were developed the most. Additionally, it was identified which innovation strategies are better adapted to the reality of the SMEs of the service sector of Quito. These data were collected through surveys which were implemented digitally using Google form. Besides, the information construction and analysis were conducted using the SPSS program. The study determined that the main types of innovation implemented by the service SMEs of Quito were organizational innovation and process innovation. As well as the sector with the significant implementation of innovation strategies was the areas of production, marketing, and sales. Finally, It determined the best-adapted innovation strategies to the reality of the service SMEs in Quito are the digital marketing strategies, the defensive innovation strategy, the imitative strategy, and the opportunistic or niche strategy. The correct use of technological tools and taking advantage of the benefits of these are recommended since this will allow them to be at the forefront of the latest business trends that will facilitate effective decision-making. In addition, it will allow them to carry out actions that generate benefits for the company. This project has information that may be useful for future research aimed at innovation in small and medium-sized service companies in Quito.