ALINEACIÓN DE LA TRANSFORMACIÓN DIGITAL CON LA IMPLEMENTACIÓN DE LA ESTRATEGIA COMPETITIVA EN EMPRESAS GRANDES DE ALIMENTOS DE CALDAS, COLOMBIA
DOI:
https://doi.org/10.30554/lumina.v26.n2.5420.2025Palabras clave:
transformación digital , estrategia competitiva, defensor , prospector, alineaciónResumen
Este estudio explora la alineación entre la transformación digital y la estrategia competitiva, abordando una brecha en la investigación sobre cómo dicha transformación varía según las estrategias que las organizaciones implementan. Teóricamente, se fundamenta en las tipologías opuestas del modelo de estrategias competitiva de Miles y Snow: prospectores y defensores. La investigación se realizó en una muestra intencionada de empresas grandes del sector alimentos del departamento de Caldas, Colombia, previamente caracterizadas según dichas estrategias. A través de entrevistas semiestructuradas con sus directivos, se analizó el enfoque de la transformación digital tanto de los prospectores como de los defensores. Los resultados muestran que, en empresas prospectoras, la transformación digital impulsa la innovación, la apertura a nuevos mercados y la integración cultural del cambio, mientras que en las defensoras se orienta a optimizar procesos internos, mejorar la eficiencia operacional y fortalecer la satisfacción del cliente. De manera transversal, ambas tipologías buscan integrar la transformación digital a sus modelos de negocio mediante sistemas ERP y evaluar su impacto en resultados estratégicos. Este estudio demuestra que la transformación digital no es homogénea, sino contingente a la estrategia competitiva, aportando evidencia empírica para la teoría organizacional. Asimismo, legitima la transformación digital como un recurso estratégico cuyo valor depende del contexto competitivo. En términos prácticos, este estudio advierte que las empresas deben alinear sus iniciativas de transformación digital con las capacidades que soportan su ventaja competitiva. Además, se requiere de un liderazgo directivo que defina una visión digital clara y priorice proyectos con impacto estratégico.
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