Resilient Marketing Strategies in Ibero-America: Innovation and Adaptation as Key Factors in the Face of Digital Environment Uncertainty
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| Autore: | |
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| Natura: | artículo original |
| Status: | Versión publicada |
| Data di pubblicazione: | 2025 |
| Descrizione: | Digital marketing faces challenges driven by a rapidly changing demand that it had never experienced in its fully developed reality. Resilience, defined as the ability to experience the discomfort of difficulty and remain with it while continuing to live in the best possible way, emerges as an essential capacity to deal with the volatility, uncertainty, complexity, and ambiguity that characterize this sector. In this way, organizations can adapt to crises and turn challenges into opportunities. This article explores how continuous innovation, effective risk management, and social responsibility form the three pillars that can transform any company’s marketing strategy into a resilient marketing strategy. The paper examines cases and trends that have a significant impact on the business community, based on research from key articles and databases. |
| Stato: | Portal de Revistas UNED |
| Istituzione: | Universidad Estatal a Distancia |
| Repositorio: | Portal de Revistas UNED |
| Lingua: | Español |
| OAI Identifier: | oai:revistas.investiga.uned.ac.cr:article/6228 |
| Accesso online: | https://revistas.uned.ac.cr/index.php/rna/article/view/6228 |
| Keyword: | Resiliencia marketing digita innovación adaptación incertidumbre transformación digital gestión de crisis pymes sostenibilidad Iberoamérica Resilience digital marketing innovation adaptation uncertainty digital transformation crisis management SMEs sustainability Ibero-America Resiliência marketing digital inovação adaptação incerteza transformação digital gestão de crises PMEs sustentabilidade Ibero-América Résilience marketing numérique incertitude transformation numérique gestion de crise PME durabilité Ibéro-Amérique |