Transformación digital sostenible: superación de barreras organizativas y construcción de soluciones estratégicas en tiendas de conveniencia retail
DOI:
https://doi.org/10.24054/face.v26i2.4597Palabras clave:
sostenibilidad, digitalización, retail, tiendas de conveniencia, competitividadResumen
Objetivo: Analizar la viabilidad de diseñar estrategias de sostenibilidad y procesos de digitalización como estrategias orientadas al fortalecimiento de la competitividad en una tienda de conveniencia, tomando como caso de estudio a Plaza Pinar Center (Colombia). Metodología: Se adopta un enfoque descriptivo-analítico sustentado en un marco conceptual que integra modelos como el Triple Bottom Line, la creación de valor compartido y la economía ecológica. Asimismo, se incorporan tendencias globales de digitalización en el sector retail como eje de análisis. La viabilidad del proyecto se examina desde dimensiones técnica, económica, operativa y ambiental, utilizando datos análogos del sector en Colombia y estimaciones referenciales en dólares estadounidenses. Además, se formula un plan estratégico de competitividad que integra la definición filosófica organizacional, el desarrollo de un diagnóstico estratégico a través de matrices FO, DO, FA y DA. Resultados: Los hallazgos evidencian que la integración de estrategias de sostenibilidad y herramientas de digitalización es financieramente viable y estratégicamente pertinente. Estas iniciativas contribuyen a mejorar la eficiencia operativa, optimizar la gestión de recursos, fortalecer la experiencia del cliente y elevar el desempeño competitivo en tiendas de conveniencia de pequeña escala. Conclusiones: Los enfoques del Triple Bottom Line, la creación de valor compartido y la economía ecológica demuestran alta aplicabilidad en contextos empresariales de pequeña escala, lo que cuestiona la noción de que la sostenibilidad es exclusiva de grandes corporaciones. Por el contrario, se consolida como una fuente tangible de diferenciación competitiva y eficiencia operativa. En paralelo, el análisis confirma que la digitalización en el retail, particularmente mediante sistemas de punto de venta (POS), genera mejoras significativas en el control financiero, la trazabilidad de la información y la calidad del servicio al cliente, constituyéndose en un habilitador clave del crecimiento sostenible.
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Derechos de autor 2026 Víctor Alfonso Motato Leal-Brian Ronaldo Leal Gelves-Luis Alfredo Jiménez Rodríguez-Blanca Liliana Velásquez-Carrascal
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
