Identification of needs for digitalization in the wine conglomerate, Guanajuato Case

Abstract

Introduction: This work identified the needs for digitalization that companies and entrepreneurial organizations in the State of Guanajuato belonging to the Wine conglomerate had, focusing on the area of social innovation. Methodology: In carrying out the research, a qualitative, descriptive methodology was used using as theory the Resindex Index that measures social innovation in companies and was related to the digital communication needs of the sector. The instrument used was applied to entrepreneurs in the area, as well as to national and international organizations in the sector. At the regional level, the research worked with entrepreneurs, as well as with the Guanajuato Wine League and the Tourist Observatory of the State of Guanajuato. At the international level, the developers of the Argentine Observatory and the developers of the Swiss Wine Observatory were interviewed. Results: The discoveries were interesting since they provide information for the development of digital marketing strategies, information systems and development of mobile applications and websites in the region, at a national and even international level. Discussions: The conclusions corroborated the need for digitalization in the Wine conglomerate. However, there are only isolated efforts to innovate on the digital area.