Adaptación organizacional y desafíos en la implementación de un plan estratégico de marketing online en microempresas de electrónica y hogar, Ayolas Paraguay

This study analyzed organizational adaptation and challenges in implementing a strategic online marketing plan in electronics and household microenterprises in Ayolas, Paraguay. It recognizes that these economic units face particular challenges in their digitalization process, especially in contexts of limited training, empirical planning, and resistance to change. The research adopted a mixed-method approach. In the quantitative phase, a structured survey was administered to 13 microenterprise employees. In the qualitative phase, semi-structured interviews were conducted with 8 owners, analyzed using open and axial coding. The variables studied included: organizational adaptation, digital marketing planning, training and digital culture, perception of change, and use of digital tools. The results demonstrate limited strategic planning, low use of specialized digital tools, limited investment in staff training, and a passive attitude toward digital transformation. Organizational changes occur reactively, without leadership or formal structures. As a recommendation, we propose designing digital marketing plans adapted to the local context, promoting ongoing training, improving the organizational culture toward innovation, and establishing institutional alliances that support the digitalization and professionalization process of microenterprises.