How do Institutions Promote Digital Marketing in Small and Medium International Companies: Comparison between Costa Rica and France

Abstract

Pérez-Fabara and Charro (2017) state that: “The use and availability of technological resources has emerged as a cultural complement for men. It has allowed the latest evolutions in the electronic field leading to an easy accessibility to digital consumers. As a consequence, the human being has been transformed into an element of change that faces the current paradigms within the environments in which he evolves”.