Digital transformation has become a key driver of organizational competitiveness, especially in emerging markets where technological adoption can make significant differences in efficiency, reach, and sustainability. Beyond simply digitizing processes, this concept involves a comprehensive reconfiguration of the business model, where the integration of digital tools, data analytics, and customer experience enables the generation of sustainable competitive advantages. According to Jeanne W. Ross et al. (2016), companies that adopt well-structured digital strategies not only optimize their operations but also redefine their value proposition in highly dynamic environments.
In the Latin American context, digital transformation is even more relevant due to existing structural gaps in productivity and access to global markets. Studies by the Inter-American Development Bank highlight that the adoption of digital technologies in small and medium-sized enterprises (SMEs) can significantly increase their competitiveness, facilitating expansion into new markets and improving the customer experience (IDB, 2020). Furthermore, the implementation of digital strategies allows companies to collect and analyze data in real time, which is key for informed decision-making and service personalization.
However, digital transformation is not without its challenges. Resistance to organizational change, a lack of specialized talent, and limited investment in technology represent common barriers. In this regard, authors such as Erik Brynjolfsson and Andrew McAfee (2014) emphasize that the true impact of digitalization depends on organizations’ ability to align their processes, culture, and leadership with new technological dynamics. Therefore, digital transformation should be understood as a comprehensive strategic process that transcends technology and becomes an engine of innovation and business growth.
