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Digital transformation for inclusive business development project

Written in English


Concepción Galdón, Aloña Martiarena, Laura Hernández

Date published
January 2019

IE Foundation

This project combines fieldwork and academic research. It is aimed at designing, developing and testing a methodology to promote technology adoption among small business owners. It involves the implementation of e-commerce and online marketing tools in very small (micro) businesses that are excluded from the opportunities available to entrepreneurs in the so-called “startup ecosystem”.

The research effort involved in this project concludes that very little research has been published on the behavior of microenterprises with respect to e-business, and contributes to systematize our knowledge on the subject, providing relevant information for decision makers in organizations whose aim is to support beneficiaries.

This being a project to promote technology adoption, the human element has proved to be the number one success factor.

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