Tendencias Empresariales 5.0 Marketing, Paradiplomacia y Tecnologías Emergentes

Abstract

Currently, the global environment faces increasingly complex challenges that require multidisciplinary approaches and innovation-based solutions. Areas such as the economy, marketing, business management in national and international contexts, technological advances, and recent social transformations are forcing organizations to rethink their traditional models and adapt with agility. To sustain their growth, institutions must integrate scientific knowledge with creativity, technology, and sustainability, building capabilities that enable them to compete and evolve in changing environments. In this context emerges Business Trends 5.0: Marketing, Paradiplomacy, and Emerging Technologies, a work that brings together applied research and current perspectives on the main drivers redefining business dynamics. This book presents chapters devoted to business management, the integration of information technologies in healthcare institutions, the role of green marketing in the future of business in Latin America, opportunities in international marketing from a paradiplomacy perspective, marketing strategies and digital endomarketing to promote innovation and productivity in small and medium-sized enterprises, and the metaverse as a new frontier for the development of commercial and management practices within Colombian organizations. Each chapter offers a rigorous analysis and practical proposals aimed at guiding professionals and academics in decision-making and in understanding the trends that will shape the business landscape in the coming years.