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Tipo de ítem: Ítem , Transformación digital y marketing estratégico: claves para la competitividad empresarial en Colombia y México(Universidad Santo Tomás, 2026-03-10) Soriano Guerrero, Ana María; Garzon medina, Carolina; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001492327; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000065763; https://scholar.google.com/citations?user=3mUu94YAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-1269-3230; https://orcid.org/0009-0002-9288-3623Digital transformation has become a determining factor for the competitiveness of organizations in Latin America. This essay aimed to understand the relationship between digital transformation and strategic marketing in companies in Colombia and Mexico, highlighting the role of technologies such as data analytics, CRM, automation, artificial intelligence, omnichannel strategies, and e-commerce. Based on theoretical references and business experiences observed during the international academic trip to Mexico, changes in digital consumer behavior and business models were examined, as well as the opportunities and challenges faced by both countries in consolidating robust digital ecosystems. Finally, the conclusions highlight the importance of integrating technology, strategy, and organizational culture to achieve sustainable competitive advantages.Tipo de ítem: Ítem , Tecnología & marketing: la perspectiva entre Colombia y Panamá(Universidad Santo Tomás, 2025-12-10) Ospina Rodríguez , Juan Camilo; Grisales Tinoco , Olga Lucia; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000113555; https://scholar.google.com/citations?hl=es&user=km1HlhgAAAAJ; https://orcid.org/0000-0003-1181-7625This essay analyzes the strategic role of digital transformation and digital marketing as fundamental pillars for competitiveness and the redefinition of business value in the economies of Colombia and Panama. It argues that, given the emergence of platforms, artificial intelligence (AI), and big data, business success depends on technological adaptation capacity, turning micro, small, and medium-sized enterprises (MSMEs) and startups into protagonists of this revolution. In the case of Colombia, the focus is on the urgent need to close the technological gap, leveraging high activity on social networks and the growth of e-commerce to enhance global positioning. On the other hand, Panama, despite its high internet penetration, faces persistent challenges in training and the full adoption of digital tools by its MSMEs. The research concludes that, while the evidence shows a positive transformation in the business dynamics of both countries, the main challenge is to consolidate a sustainable ecosystem by overcoming digital gaps and integrating technology holistically into a strategic vision.Tipo de ítem: Ítem , Importancia de las estrategias de comunicación digital para mejorar la percepción y adopción de turismo responsable en la Red Turística de Pueblos Patrimonio de Colombia(Universidad Santo Tomás, 2026-10) Benavides Arias , Stephany; Pinzón Pinzón, Angela Liliana; Forero Molina, Sara Catalina; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000032584; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001377177; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002133979; https://scholar.google.com/citations?user=V4FviDYAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0001-8916-3890; https://orcid.org/0000-0002-3020-0690This reflective article, developed under the research assistant modality, examines the importance of digital communication strategies in strengthening visitors' perception and adoption of responsible tourism practices in the Tourism Network of Heritage Towns of Colombia (Red Turística de Pueblos Patrimonio de Colombia). It starts from the recognition that, although digital communication has become a key instrument for promoting and positioning destinations, it tends to favor narratives focused on visual appeal while overlooking cultural context and guidance on the respectful use of the territory. This gap between promotion and visitor education can lead to tensions with local life, deterioration of tangible and intangible heritage, and a perception of intrusion among host communities. Guided by the question of how these strategies can help visitors not only get to know a destination but also understand its cultural, territorial and community value, the article argues that digital communication should be understood as a space of symbolic mediation capable of translating the value of heritage towns into clear behavioral guidelines before tourists arrive, thereby fostering awareness, shared responsibility and destination sustainability.Tipo de ítem: Ítem , Impacto del canal de Panamá en la logística del e-commerce global: el caso de shein en Latinoamérica(Universidad Santo Tomás, 2025-11-18) Sarmiento Barragán, Diego Ricardo; Grisales Tinoco, Olga Lucia; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000113555; https://scholar.google.com/citations?user=km1HlhgAAAAJ&hl=es&oi=ao; ttps://orcid.org/0000-0003-1181-7625This paper analyzes the impact of the Panama Canal on e-commerce logistics, using Shein’s operations in Latin America as a case study. It explains how the Canal’s strategic location, its port infrastructure, and its role as a redistribution hub make it possible to shorten routes, reduce transit times, and maintain a steady flow of goods into the region. It also examines Shein’s reliance on maritime transport, particularly given its model of bulk shipments from Asia and its need to meet competitive delivery times. Furthermore, it addresses the challenges facing the Canal, such as drought, bottlenecks, and the logistical limitations of some Latin American countries. Finally, the article reflects on how the Canal’s stability helps Shein strengthen its relationship with consumers and sustain its growth in an increasingly demanding digital market.Tipo de ítem: Ítem , La sinergia entre el marketing orgánico y la pauta digital: una mirada al futuro de las estrategias en redes sociales(Universidad Santo Tomás, 2026-10-13) Fuentes Riveros, Daniel Felipe; Posada Gómez, Gustavo Adolfo; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001354107; https://scholar.google.com/citations?user=ClV0i3wAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2342-6528Digital marketing has transformed into the central pillar of contemporary business strategies. This essay analyzes the integration between organic content and paid advertising, their complementarity, impact on consumer behavior, relationship with technologies such as artificial intelligence (AI), and their ability to maximize return on investment (ROI). It examines how these dynamics have specifically contributed to the growth of digital presence and commercial activity in Panama, with an emphasis on the Colón Free Trade Zone and the development of e-commerce. It concludes that the convergence of content authenticity, paid targeting, and analytical technology represents the main competitive advantage in today's digital environment.Tipo de ítem: Ítem , El impacto sistémico de las tendencias de marketing digital en el crecimiento y la sostenibilidad de emprendimientos en Colombia y Panamá(Universidad Santo Tomás, 2026-10-14) Piñeros Hurtado, Danna Valentina; Mantilla Torre, Yibeth Gisela; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000563641Given the current landscape, this article provides an in-depth analysis of how digital marketing trends have redefined the growth potential and sustainability of startups in Colombia and Panama. It argues that, in these highly connected markets with a “mobile-first” approach, business success is achieved through the implementation of a comprehensive strategy that transforms operational logistics (Live Phase) into a competitive marketing advantage. Using the BEES platform and its Sales, Live, Post, Supplier Platform, and Rate My Delivery phases, as implemented in Panama as a case study, the article examines the B2B2C model and demonstrates how traceability, security, and loyalty measurement (NPS) are pillars that underpin consumer trust. The essay concludes by linking the digital resilience of startups to identified global risks, such as cybersecurity and climate change, highlighting the need to adopt Marketing 6.0 practices focused on operational efficiency, transparency, and social responsibility.Tipo de ítem: Ítem , Inteligencia artificial y marketing digital: reflexiones comparadas entre Colombia y panamá a partir del periplo internacional 2025(Universidad Santo Tomás, 2026-10-14) Corrales Castiblanco, Angélica María; Pinzon Pinzon, Angela Liliana; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000032584; https://orcid.org/0000-0001-8916-3890Artificial intelligence (AI) has moved beyond being merely an emerging tool to become a central driver of technological innovation in digital marketing; globally, the sector is projected to exceed $107.5 billion by 2028, experiencing sustained growth fueled by predictive algorithms, automation, and personalization. However, adoption in Latin America varies by region: in Colombia, nearly 59% of consumers interact daily with AI applications, whereas Panama has seen greater progress thanks to investments in digital infrastructure and innovation policies. This essay analyzes the significance of AI in digital marketing from a comparative perspective, incorporating recent data, case studies, and critical insights; it argues that while AI enhances personalization, efficiency, and campaign optimization, its impact hinges on overcoming organizational, cultural, and ethical challenges.Tipo de ítem: Ítem , "Efecto bandwagon y disposición a pagar en el turismo de lujo: una revisión sistemática de la literatura”(Universidad Santo Tomás, 2026-10-13) Palacio Pineda, Lina Camila; Ricardo Neme, Samir Ricardo; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001344193; https://scholar.google.com/citations?user=I_RekVUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-2327-4947; https://orcid.org/0009-0008-7991-5911Luxury tourism has established itself as a strategic segment within the global industry, characterized by exclusive experiences, high symbolic value, and consumption dynamics linked to social status. In this context, the willingness to pay (WTP) a premium emerges as a key element for understanding consumer behavior. Moving beyond traditional approaches centered on individual utility, recent literature highlights the influence of social factors—particularly the "bandwagon effect," defined as the tendency of individuals to make consumption decisions based on popularity or social acceptance. This study aims to systematically analyze the academic literature regarding the influence of the bandwagon effect on the willingness to pay within luxury tourism. To this end, a qualitative, descriptive approach is adopted, utilizing a systematic literature review based on the identification, selection, and analysis of scientific articles from indexed academic databases, in accordance with pre-defined inclusion and exclusion criteria. The results demonstrate that the bandwagon effect plays a significant role in shaping perceived value and willingness to pay, particularly in contexts where consumption serves as a mechanism for social validation. Furthermore, the study identifies the growing relevance of this effect in settings characterized by high social visibility, reinforcing its role in shaping consumption decisions within luxury tourism.Tipo de ítem: Ítem , Modelo de negocio de e-commerce para la comercialización confiable y eficiente de licor en Engativá, Bogotá desde una perspectiva crítica(Universidad Santo Tomás, 2026-10-12) Torres Cleves, Luis Felipe; Garzon Medina, Carolina; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001492327; https://scholar.google.com/citations?user=3mUu94YAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-1269-3230This study critically analyzes the barriers and opportunities associated with the e-commerce business model for liquor sales in the Engativá district of Bogotá. The research problem stems from the increasing digitalization of commerce alongside existing limitations in selling alcoholic beverages through digital channels—such as informality, the risk of product adulteration, and low consumer trust. The primary objective is to critically assess the viability of the e-commerce model for the reliable and efficient sale of liquor in this context. Methodologically, the study employed a quantitative approach with a descriptive design, comprising two phases: a documentary review of the business environment (including PESTEL and SWOT analyses and benchmarking) and a structured survey of 101 local consumers. The results reveal high levels of liquor consumption and growing adoption of digital channels, as well as significant concern regarding product authenticity. Furthermore, the study identified a strong market willingness to use specialized platforms that offer security, fair pricing, and rapid delivery. The conclusion is that the e-commerce model represents a viable opportunity in Engativá, provided it can overcome barriers related to trust, regulation, and existing competition. Consequently, differentiation through traceability, product legality, and logistical efficiency emerges as a key factor for successful implementation.Tipo de ítem: Ítem , Contribuciones del plan de formación “Rita y Benito: construyendo nuestro proyecto ético de vida” implementado en el año 2025 en padres de familia. Caso Mosquera, Cundinamarca(Universidad Santo Tomás, 2026-10-13) Cifuentes Venegas, Maria Alejandra; Peralta Avila, Paula Valentina; Garzón Medina, Carolina; Larrarte Castañeda, Patricia; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001492327; https://scholar.google.com/citations?hl=es&user=3mUu94YAAAAJ; https://orcid.org/0000-0003-1269-3230Many parents and caregivers lack a well-defined ethical life project, which limits their self-awareness, hinders conscious decision-making, and weakens their ability to guide their children in building their own path. This article evaluates the contributions of the training program “Rita y Benito: Building Our Ethical Life Project,” designed and implemented in 2025 in Mosquera, Cundinamarca, within a social marketing framework aimed at behavioral change in parents and caregivers. The program sought to promote personal reflection, reinterpretation of the past, and the construction of a life plan aligned with family values and goals. A mixed-methods design with pretest–posttest measurement was employed, applying the Life Project Scale to 10 participants across three dimensions: identification of future goals, involvement in goal-directed actions, and family dimension. Results showed increases in the mean scores for all three dimensions, with a moderate effect in identification (d = 0.611) and small effects in involvement (d = 0.327) and family dimension (d = 0.267); however, none of the changes reached statistical significance, which is primarily attributed to the small sample size. These findings suggest positive trends and support the relevance of continuing to develop formative programs aimed at strengthening the ethical life project in family and community contexts.Tipo de ítem: Ítem , Modelo de exposición y comunicación de marca para constructora pineda acosta y asociados S.A.S.(Universidad Santo Tomás, 2026-10-09) Pineda Coy, Ashley Valeria; Mantilla Torres, Yibeth Gisela; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000563641This preliminary project aims to design, structure, and implement a Brand Exposure and Communication Model for Constructora Pineda Acosta y Asociados S.A.S., a company dedicated to multifamily residential construction located in the Quinta Paredes neighborhood of Bogotá, Colombia. The proposal is based on a diagnosis that reveals the company's low digital visibility, reflected in limited activity on social media, the absence of a clearly defined verbal identity including a slogan and a consistent communication tone and a visual identity that lacks consistency across different platforms. To address this situation, the project proposes a model structured around three main pillars: visual brand identity, verbal identity (communication tone, value proposition, and slogan), and communication channels, including digital platforms (Instagram and TikTok) and in-person spaces (industry fairs and events). This model is expected to strengthen the company's brand positioning, build an active digital community, and ultimately establish a documented and replicable system consisting of a brand manual, an editorial calendar, and criteria for selecting appropriate communication channels.Tipo de ítem: Ítem , Cosmo vibes: expansión de experiencias sensoriales en espacios comerciales(Universidad Santo Tomás, 2026-09-25) Borda Barbosa, Estefanny; Chinchilla Pardo, Paula Andrea; Garzón Medina , Carolina; Neme-Chaves , Samir Ricardo; Posada Gómez Posada , Gustavo Adolfo; Pinzón Pinzón , Angela Liliana; Ochoa Hernández , Yesid Alberto; Carvajal , Alexander; Echavarria Salamanca , Oscar Oswaldo; Forero Molina , Sara Catalina; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001492327; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001344193; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001354107; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000032584; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000114562; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000015265; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001561468; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001377177; https://scholar.google.com/citations?user=3mUu94YAAAAJ&hl=es&oi=ao; https://scholar.google.com/citations?user=I_RekVUAAAAJ&hl=es&oi=ao; https://scholar.google.com/citations?user=ClV0i3wAAAAJ&hl=es&oi=ao; https://scholar.google.com/citations?user=qurJXTQAAAAJ&hl=es&oi=ao; https://scholar.google.com/citations?user=V4FviDYAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-1269-3230; https://orcid.org/0000-0003-2327-4947; https://orcid.org/0000-0002-2342-6528; https://orcid.org/0000-0001-8916-3890; https://orcid.org/0000-0002-0323-3040; https://orcid.org/0000-0003-0627-366X; https://orcid.org/0000-0002-1547-0166; https://orcid.org/0000-0002-3020-0690Cosmo Vibes is an entrepreneurial venture dedicated to creating sensory experiences for the home through innovative products, such as light projectors with energy wave and galaxy effects. In an increasingly fast-paced world, the need for spaces that promote relaxation and well-being has become essential. Therefore, this project aims to develop a growth strategy that positions the brand as a benchmark in the multisensory products market and takes advantage of the growing demand for solutions that promote tranquility and sensory balance at home. Currently, the company participates in entrepreneurship fairs, where it has attracted consumer interest. Its expansion plan includes, in an initial stage, the installation of kiosks in shopping centers to reach a broader audience and provide a visual and auditory sensory experience. In a subsequent stage, the proposal will evolve toward complete sensory stores. In parallel, Cosmo Vibes will strongly promote the brand's digital growth through an optimized e-commerce platform and digital marketing strategies aimed at expanding its reach and strengthening customer relationships through online interactions and personalized content. Through this integrated physical and digital approach, Cosmo Vibes seeks to establish itself in the home sensory experiences market by offering innovative solutions that promote well-being and relaxation and transform the way consumers experience comfort within their homes.Tipo de ítem: Ítem , Modelo de negocio enfocado en el servicio especializado de productos y accesorios para mascotas en el canal digital(Universidad Santo Tomás, 2026-09-30) Eslava Eslava, María José; Aponte Amado, Jaider Alexander; Garzon Medina, Carolina; Botero Cardona, Luis Fernando; Neme Chaves, Samir Ricardo; Posada Gómez, Gustavo; Pinzón Pinzón, Angela Liliana; Ochoa Hernández, Yesid Alberto; Carvajal, Alexander; Grisales Tinoco, Olga Lucía; Castillo Castellanos, Diego Fernando; Sara Catalina Forero Molina, Sara Catalina Forero Molina; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001492327; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000122086; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001344193; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001354107; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000032584; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000114562; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000015265; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000113555; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001384918; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001377177; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002103334; https://scholar.google.com/citations?user=3mUu94YAAAAJ&hl=es&oi=ao; https://scholar.google.com/citations?user=22oJGvUAAAAJ&hl=es&oi=ao; https://scholar.google.com/citations?user=ClV0i3wAAAAJ&hl=es&oi=ao; https://scholar.google.com/citations?user=km1HlhgAAAAJ&hl=es&oi=ao; https://scholar.google.com/citations?user=V4FviDYAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-1269-3230; https://orcid.org/0000-0003-4317-5065; https://orcid.org/0000-0003-2327-4947; https://orcid.org/0000-0002-2342-6528; https://orcid.org/0000-0001-8916-3890; https://orcid.org/0000-0002-0323-3040; https://orcid.org/0000-0003-0627-366X; https://orcid.org/0000-0003-1181-7625; https://orcid.org/0000-0002-6227-1768; https://orcid.org/0000-0002-3020-0690This study designed a business plan for Full Pets, a pet products and accessories store located in the Engativá district of Bogotá, Colombia, with more than nine years in the market and a single physical point of sale. The objective was to strengthen its omnichannel model by integrating the physical store with digital channels. A competitive analysis was carried out, and a 31-item sur-vey was administered to 55 current and potential customers, using non-probability convenience sampling and descriptive analysis. The results showed that 71% of participants prefer the physi-cal store; however, their willingness to buy through a Full Pets digital channel was favorable (3.67 out of 5), while acceptance of an exclusively digital model was low (2.62 out of 5). Person-alized advice at the time of purchase (4.78 out of 5) and WhatsApp as a customer service channel (4.06 out of 5) were the most highly rated aspects. Based on these findings, a brand proposal built on the Caregiver archetype was developed, along with a marketing mix that combines pull and push strategies, subscriptions, and virtual advisory services. With an initial investment of COP 116,277,862, the project achieved a net present value of COP 52,875,804 and an internal rate of return of 34.1%, above the 22.07% cost of capital, although its feasibility depends on reaching about 225 active monthly customers. It is concluded that Full Pets should pursue a grad-ual omnichannel transformation in which the digital channel complements the physical store ra-ther than replacing it.Tipo de ítem: Ítem , Inteligencia artificial y tecnología en la industria de las flores: ¿una amenaza o una solución ante la falta de talento humano en el sector floricultor colombiano?(Universidad Santo Tomás, 2026-09-25) Montoya Sarmiento, Natalia Stefania; Neme Chaves, Samir Ricardo; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001344193; https://scholar.google.com/citations?user=I_RekVUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-2327-4947This essay analyzes the impact of artificial intelligence (AI) and emerging technologies on the Colombian floriculture industry. It asks whether their arrival threatens human talent or offers an effective answer to the labor shortage the sector faces today. Colombia is the world's second-largest flower exporter, and automation and digitalization are spreading through its cultivation, post-harvest and logistics processes, driven by the need to improve productivity and international competitiveness. The essay draws on academic sources, data from Asocolflores and official export figures for 2023–2025. From these it identifies both the advantages and the risks of bringing technology into a sector that has long depended on female and rural labor. The analysis argues that AI is shaping up as a tool, not a replacement. It can make up for the shortage of workers, improve how production is managed, and strengthen the sector's social and economic sustainability.Tipo de ítem: Ítem , La importancia del marketing digital en la expansión de las mipymes de dulces tradicionales en Colombia y Chile(Universidad Santo Tomás, 2026-09-25) Diaz Duran, Giovanny Andrés; Grisales Tinoco, Olga Lucia; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000113555; https://scholar.google.com/citations?user=km1HlhgAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-1181-7625In the digital era, marketing has become a critical factor for the survival, growth, and competitiveness of micro and small enterprises (MSEs), particularly those engaged in the production and commercialization of traditional products such as artisanal sweets. These businesses, which embody significant cultural value and local identity, currently face the challenge of adapting to technology-driven changes in consumer behavior while preserving their traditional essence. Digital transformation not only reshapes communication and sales channels but also creates opportunities to reach consumers beyond geographical boundaries, both in Colombia and Chile. This essay examines the role of digital marketing as a strategic tool for the expansion of traditional sweets MSEs in both countries, emphasizing its contribution to market access, brand positioning, and competitive development. The analysis considers the cultural and productive characteristics of these enterprises, the structural constraints that may hinder their growth, and the potential of digital environments as drivers of business transformation. Furthermore, it highlights the importance of incorporating digital tools into artisanal and family-owned business models. Although these tools are sometimes perceived as unnecessary or costly, their effective implementation can contribute to value creation, differentiation, market reach, and long-term business sustainability.Tipo de ítem: Ítem , La inteligencia artificial y las estrategias omnicanales como factores de transformación del ecommerce y del comportamiento del consumidor en colombia y Chile(Universidad Santo Tomás, 2026-09-25) Arévalo Morales, Luisa Fernanda; Neme Chávez, Samir Ricardo; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001344193; https://orcid.org/0000-0003-2327-4947Artificial intelligence (AI) and omnichannel strategies have transformed e-commerce by reshaping the way organizations design their business strategies and engage with consumers. This essay critically examines how these tools have influenced the evolution of e-commerce and consumer behavior in Colombia and Chile through a review of recent scientific literature. It argues that AI goes beyond process automation to become a strategic resource that enhances decision-making, personalization, and business competitiveness, while omnichannel strategies integrate multiple touchpoints to optimize the customer experience. Furthermore, the progress and challenges faced by both countries are compared in areas such as technological infrastructure, logistics, digital trust, and the maturity of their digital ecosystems. Finally, the essay concludes that the true potential of these technologies depends on their integration with consumer-centered strategies, ethical principles, and business models focused on creating sustainable value.Tipo de ítem: Ítem , Identidad de las marcas territorio a partir del turismo sostenible en Colombia(Universidad Santo Tomás, 2026-09-24) Acevedo Delgado, Gustavo Andrés; Flechas Rumbos, Reiver Eduardo; Forero Molina, Sara Catalina; Pinzón Pinzón, Ángela Liliana; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001377177; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000032584; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002284983; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002299702; ; https://scholar.google.com/citations?user=V4FviDYAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-3020-0690; https://orcid.org/0000-0001-8916-3890; https://orcid.org/0009-0002-9327-9081; https://orcid.org/0009-0008-8785-9630The main objective is to reflect on the contributions of sustainable tourism practices as mechanisms for safeguarding the identity and intangible assets of territorial brands in Colombia. To this end, the text is structured around three analytical axes: first, it addresses territorial identity as a differentiating value based on the theoretical foundations of place branding; second, it analyzes sustainability as a driver of brand positioning through the study of case studies such as Medellín, Caño Cristales, Bogotá, and Cartagena; third, it evaluates the structural challenges and strategic opportunities for innovation, highlighting the adoption of digital ecosystems such as the Turismo 4.0 project. The main conclusion is that sustainable tourism acts as the unifying force that safeguards community identity against the standardization of mass tourism. Consequently, the competitive success of a territorial brand requires absolute consistency between its value proposition and the authentic visitor experience, ensuring both brand equity and local socioeconomic developmentTipo de ítem: Ítem , La logística de la última milla y su influencia en la relación entre marcas y consumidores en Chile(Universidad Santo Tomás, 2026-09-24) Sanabria Prada, Andrés Leonardo; Forero Molina, Sara Catalina; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001377177; https://scholar.google.com/citations?user=V4FviDYAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-3020-0690Given the rapid adoption of digital infrastructure in the Chilean market, the physical delivery of products during the final leg of the supply chain has shifted from a purely operational variable to the core of the consumer relationship experience. Against this backdrop, this essay examines how last-mile logistics (LML) is redefining the relationship between brands and consumers in Chile. It analyzes the transition from traditional shopping mall-based purchasing models to the omnichannel approach of Industry 4.0, the urgent need to structure eco-efficient models, and the link between these processes and international law principles—specifically national treatment and environmental exceptions (GATT/WTO). The findings indicate that efficiency driven by advanced technologies and the implementation of sustainable strategies mitigate uncertainty and alleviate the local consumer's transactional skepticism. In conclusion, last-mile logistics has transcended its operational boundaries to become the ultimate barometer of relationship marketing and trust validation; firms that treat this final stage as a strategic, eco-efficient dimension will succeed in building a robust value proposition, demonstrating that the battle for loyalty in modern Chilean retail is won in the final meters separating the package from the customer's doorstep.Tipo de ítem: Ítem , Diseño y desarrollo de modelo de negocio sostenible para la producción y comercialización de helados artesanales de queso, que incorporen ingredientes naturales del campo colombiano(Universidad Santo Tomás, 2026-09-23) Ochoa Espitia, María Fernanda; Leguizamon , Anguie Natalia; Carolina, Garzon Medina; Neme Chaves, Samir Ricardo; Posada Gómez, Gustavo Adolfo; Pinzón Pinzón, Angela Liliana; Ochoa Hernández, Yesid Alberto; Carvajal, Alexander; Rodríguez López, Gabriel Francisco; Castillo Castellanos, Diego Fernando; Sara Catalina Forero Molina-, Sara Catalina Forero Molina-; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001492327; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001344193; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001354107; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000032584; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000114562; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000015265; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001410759; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001384918; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001377177; https://scholar.google.com/citations?user=3mUu94YAAAAJ&hl=es&oi=ao; https://scholar.google.com/citations?user=I_RekVUAAAAJ&hl=es&oi=ao; https://scholar.google.com/citations?user=ClV0i3wAAAAJ&hl=es&oi=ao; https://scholar.google.com/citations?user=13x0sngAAAAJ&hl=es&oi=ao; https://scholar.google.com/citations?user=13x0sngAAAAJ&hl=es&oi=ao; https://scholar.google.com/citations?user=V4FviDYAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-1269-3230; https://orcid.org/0000-0003-2327-4947; https://orcid.org/0000-0002-2342-6528; https://orcid.org/0000-0001-8916-3890; https://orcid.org/0000-0002-0323-3040; https://orcid.org/0000-0003-0627-366X; https://orcid.org/0000-0001-8846-7139; https://orcid.org/0000-0002-6227-1768; https://orcid.org/0000-0002-6227-1768; https://orcid.org/0000-0002-3020-0690This project proposes the creation of a business venture based on the production and sale of artisanal cheese ice cream, made with natural ingredients sourced from the Colombian countryside. This business idea seeks to highlight the country’s cultural and gastronomic richness by incorporating native fruits and ingredients representative of the various regions, offering an innovative, healthy product with strong cultural roots. The business opportunity arises from the growing interest in artisanal, sustainable, and distinctive products, as well as the rise in consumption of foods that foster a connection with local traditions. This approach not only meets a demand in the market but also contributes to the economic development of small rural producers by using local raw materials. The main objective of the project is to develop a sustainable business model that combines culinary innovation with cultural identity, positioning cheese ice cream as a unique experience that highlights Colombia’s diversity. In this way, the project seeks to generate added value for both consumers and the agricultural and rural communities involved in the production chain.Tipo de ítem: Ítem , Innovación tecnológica y tendencias emergentes en la era digital(Universidad Santo Tomás) Grosso Cortes, Víctor Manuel; Grisales Tinoco, Olga Lucia; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000113555; https://scholar.google.com/citations?user=km1HlhgAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-1181-7625This research expands the analysis of technological innovation and emerging trends in the 21st century, using an extensive review of fifteen Analytical Education Summaries (RAEs) as its basis. Contemporary technological development, characterized by the convergence of Artificial Intelligence, Big Data, the Internet of Things (IoT), and cloud computing, is driving unprecedented economic, social, and cultural transformation. This essay explores the implications of these technologies, ranging from the hyperconnectivity enabled by 5G and immersive technologies, such as Mixed Reality and the Metaverse, to their disruptive impact on key sectors such as industrial robotics, digital health, precision agriculture, and smart cities. Additionally, the study addresses the ethical and governance imperatives arising from this massive digitalization, including cybersecurity, the digital divide, and the need to transition toward sustainable innovation and clean energy. The central thesis argues that technological innovation must be managed within a framework of social responsibility and equity to ensure an inclusive and sustainable digital future.