La transformación digital se ha convertido en un tema central en el mundo empresarial en las últimas décadas. Este fenómeno ha sido impulsado por avances tecnológicos significativos, cambios en las preferencias de los consumidores y una creciente competencia en los mercados globales. El objetivo de esta investigación consiste en identificar las mejores estrategias empresariales para lograr una exitosa transformación digital. La metodología empleada en esta investigación es de naturaleza documental y bibliográfica, centrada en la recopilación y análisis de fuentes secundarias que abordan el tema de las estrategias de transformación digital en empresas. El estudio reveló que la transformación digital exitosa en las empresas requiere una visión estratégica clara y el compromiso de la alta dirección. Las empresas que priorizan la experiencia del cliente, fomentan una cultura de innovación y adoptan tecnologías emergentes tienden a obtener mejores resultados. Se recomienda que las empresas definan una visión y estrategia digital sólidas, involucren a la alta dirección y aborden las barreras de resistencia al cambio y la falta de habilidades digitales. Se sugiere que las empresas se enfoquen en áreas específicas, como la adopción de tecnologías emergentes, la seguridad cibernética, la ética en la recopilación de datos y la colaboración con socios estratégicos.

El Perú es considerado uno de los países con mayor cantidad de microempresas. Este estudio tiene como objetivo determinar cómo la percepción del ecosistema emprendedor afecta a la intención emprendedora en estudiantes de carreras empresariales del caso de estudio de una universidad privada en la ciudad de Ica. Se utilizó un enfoque cuantitativo con el modelo de ecuaciones estructurales, encuestando a 322 estudiantes universitarios. Los resultados revelan que la formación e investigación (p=0,037), el asesoramiento (p<0,001) y la difusión de información (p=0,003) son factores que inciden en el espíritu emprendedor de los estudiantes, tal como las cifras lo revelan. Asimismo, se verifica que la actitud hacia el comportamiento emprendedor (p<0,001), las normas subjetivas (p<0,001) y el control comportamental percibido (p=0,006) son determinantes directos de la intención emprendedora. Estos hallazgos resaltan la necesidad de fortalecer programas de educación emprendedora, mentoría y espacios de interacción con empresarios, desarrollar habilidades empresariales y competencias blandas para fortalecer la confianza en los jóvenes emprendedores.

Background International expansion has been identified as a pivotal strategy for SMEs seeking to achieve internationalisation and growth within the global market. However, as evidenced by extant literature, SMEs encounter numerous obstacles that impede their ability to access foreign markets, including a dearth of resources and experience, fierce competition from large and sustainable global companies. Therefore, the study seeks to identify the Business Intelligence factors that affect the export competitiveness of SMEs in a region of northern Peru. Methods The research had a quantitative, non-experimental and explanatory approach; being basic research focusing on the generation of theoretical knowledge about the factors that affect competitiveness through business intelligence strategies, for which 51 SMEs, economic units that currently maintain trade relations with international markets, were studied and the Logit model was used to identify those factors. Results The findings indicate that the binary logistic regression model demonstrates the significance of the market research and business management dimensions. The assertiveness matrix demonstrates a higher capacity to predict the 'No' response (76.5%) in comparison to the 'Yes' response (23.5%). It is noteworthy that the relative probability of enhancing competitiveness is estimated at 0.98 times when market identification, target market segment analysis and market research development are requested, as opposed to 0.95 times when external advice or assistance is obtained to formulate an alternative value proposition for the exportable product. Conclusions The market research and business management dimensions of Business Intelligence have a significant impact on the export competitiveness of SMEs in northern Peru, with market research being the factor with the greatest influence on the export competitiveness of SMEs. This finding highlights the importance of collecting and analysing accurate information on international markets in order to identify opportunities, reduce uncertainties and adapt products to the demands of global customers.

Tourism companies seek to establish a deep and lasting connection with their customers, thus boosting their loyalty. The purpose of this study was to analyze the influence of customer experience management (CEM) on the generation of customer engagement (CE) in tourism companies in central and southern Peru. With a quantitative approach, a population of 1,634,128 users of tourism services and a sample of 2,359 individuals surveyed through anonymous electronic forms, whose data were subjected to ordinal logistic regression, the results showed that CEM has a significant influence on CE, explaining 20.5% of its variability and important influence in the dimensions of CE: 17.0% in the cognitive, 11.5% in the behavioral and 23.7% in the emotional. In conclusion, it is confirmed that CEM is important to develop a high‐value engagement in the tourism sector, being the emotional connections with users the initial point to be strengthened.

The objective is to identify the impact of artificial intelligence in business marketing, the main clusters, the AI tools that have been applied for the benefit of marketing, their implementation process, the strategies employed in the application and the main challenges of AI in marketing application. To this end, a systematic review was conducted following the PRISMA guidelines and the PICO question of the empirical studies found in the Scopus and Web of Science (WoS) databases. Subsequently, a bibliometric analysis was developed and a total of 35 scientific articles were identified in journals indexed between the years 2019 and 2024 that met the inclusion criteria and were ready to extract the information. It was identified that the application of AI in companies improved the quality of predictions about customer behavior, which helps to perform better segmentation and personalization of offers to the target audience, and to increase customer retention. It was concluded that there is a close connection between artificial intelligence, marketing and commerce, and emphasis was placed on emerging areas such as data mining, machine learning, ChatGPT-4, neural networks, BiLSTM, chatbots algorithms and virtual assistants, which are revolutionizing the field.