Nuevos desafios para las PYMES. Las Webs corporativas en España Y Portugal.

Authors

  • María García García Profesor sustituto
  • M. Victoria Carrillo Durán Profesor titular de Universidad
  • Ana Castillo Díaz Profesor Contratado Doctor

DOI:

https://doi.org/10.15847/obsOBS542011496

Keywords:

Marca, PYMES, comunicación, on-line

Abstract

En toda la Península Ibérica, las PYMES son los tipos de empresas predominantes sumando más del 99% del tejido empresarial. Internet ha irrumpido bruscamente en estas empresas de forma que se han lanzado a la conquista del nuevo medio sin una estrategia de comunicación y de marca clara. Mediante el estudio del caso, la presente investigación analiza las claves sobre las que empresas están asentando la migración de sus marcas a la Web, qué acciones de branding realizan. Se han analizado variables como la personalización del mensaje, la usabilidad, la confianza/seguridad y la atención al cliente. De esta forma, se han observado las principales similitudes y divergencias entre España y Portugal y se apuntan unas recomendaciones a seguir por las empresas.

Author Biographies

María García García, Profesor sustituto

Facultad de Biblioteconomía y Documentación Universidad de Extremadura

M. Victoria Carrillo Durán, Profesor titular de Universidad

Facultad de Biblioteconomía y Documentación Universidad de Extremadura

Ana Castillo Díaz, Profesor Contratado Doctor

Facultad de Biblioteconomía y Documentación Universidad de Extremadura

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Published

2011-11-14

How to Cite

García, M. G., Durán, M. V. C., & Díaz, A. C. (2011). Nuevos desafios para las PYMES. Las Webs corporativas en España Y Portugal. Observatorio (OBS*), 5(4). https://doi.org/10.15847/obsOBS542011496

Issue

Vol. 5 No. 4 (2011)

Section

Articles

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