Marketing and social networks. External strategic analysis of a company providing digital advertising services

Strategic management is a systemic, logical, and objective process that provides a guiding framework for all plans and actions of a company. The beginning of this logical process is in the external analysis of the organization. This dissertation analyzes the external situation faced by a micro-company providing digital advertising services in Barranquilla. The method used for the case study included technological development, innovation, and projective research with documentary and field observation. The results show the speed with which information technologies advance and, with them, societies' technological and environmental demands and interests. It is concluded that the commercial practices developed must be responsible for the environment and the direct impact generated on its customers. It will probably achieve sustainability over time by aligning these elements to its raison d'être.