<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0121-5051</journal-id>
<journal-title><![CDATA[Innovar]]></journal-title>
<abbrev-journal-title><![CDATA[Innovar]]></abbrev-journal-title>
<issn>0121-5051</issn>
<publisher>
<publisher-name><![CDATA[Facultad de Ciencias Económicas. Universidad Nacional de Colombia.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0121-50512022000400075</article-id>
<article-id pub-id-type="doi">10.15446/innovar.v32n86.104662</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Cambios causados por la pandemia por COVID-19 en la estrategia de mercadeo digital en pymes Costa Rica]]></article-title>
<article-title xml:lang="en"><![CDATA[CHANGES IN THE DIGITAL MARKETING STRATEGY OF EXPORTING SMES IN COSTA RICA AS A RESULT OF THE COVID-19 PANDEMIC]]></article-title>
<article-title xml:lang="pt"><![CDATA[MUDANÇAS CAUSADAS PELA PANDEMIA DA COVID-19 NA ESTRATÉGIA DE MARKETING DIGITAL EM PMES EXPORTADORAS DA COSTA RICA]]></article-title>
<article-title xml:lang="fr"><![CDATA[LES CHANGEMENTS CAUSÉS PAR LA PANDÉMIE DE COVID-19 DANS LA STRATÉGIE DE MARKETING NUMÉRIQUE DES PME EXPORTATRICES DE COSTA RICA]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Jiménez Arias]]></surname>
<given-names><![CDATA[María Laura]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Arce Gutiérrez]]></surname>
<given-names><![CDATA[Susan]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Faith-Vargas]]></surname>
<given-names><![CDATA[Margie]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Tecnológico de Costa Rica Cartago  ]]></institution>
<addr-line><![CDATA[Costa Rica ]]></addr-line>
<country>Costa Rica</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Tecnológico de Costa Rica  ]]></institution>
<addr-line><![CDATA[Cartago ]]></addr-line>
<country>Costa Rica</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Tecnológico de Costa Rica Cartago  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Costa Rica</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<volume>32</volume>
<numero>86</numero>
<fpage>75</fpage>
<lpage>87</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0121-50512022000400075&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0121-50512022000400075&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0121-50512022000400075&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN: Las pymes exportadoras son esenciales en las economías; sin embargo, debido a sus características, hay barreras que pueden debilitar su desempeño exportador. La crisis causada por la pandemia por COVID-19 se ha convertido en uno de esos obstáculos y ha impactado los negocios internacionales, por lo que han surgido nuevas formas de realizar los negocios como la movilización hacia la virtualización y el uso de medios digitales como parte de sus estrategias. Lo anterior denota la importancia del marketing digital, por lo que este artículo tiene como propósito evaluar los cambios en sus estrategias generados por esta pandemia y su relación con el desempeño en sus exportaciones. El presente estudio empleó una investigación cualitativa con un diseño de estudio de casos, donde se aplicaron entrevistas a profundidad a cinco pymes exportadoras costarricenses. Las principales limitaciones fueron la dificultad para contactar a las empresas y el desconocimiento en marketing por parte de estas. Los datos se analizaron a través del software ATLAS.ti 9, encontrando que los cambios en las actividades y herramientas de marketing digital han sido esenciales debido a la calidad de la información que han brindado, permitiendo mantener las actividades de las pymes durante la pandemia. Se destaca que el uso de esta información puede, a su vez, tener una relación con el desempeño exportador.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT: Exporting SMEs are essential in economies; however, some barriers can hinder their export performance due to their particularities. The crisis caused by the COVID-19 pandemic has become one of those obstacles since it has affected businesses worldwide, leading to new ways of conducting business, such as adopting virtual tools and using digital media as part of the business strategy. This reality shows the importance of digital marketing. Therefore, this paper seeks to evaluate the changes in SMEs' strategy as a result of the pandemic and their relation to the export performance by these firms. The study employed qualitative research through a case study design, in which we conducted in-depth interviews with five Costa Rican exporting SMEs. The main limitations were the difficulties for contacting enterprises and their lack of marketing knowledge. The data were analyzed through the AUAS.ti 9 software, finding that changes in the activities and digital marketing strategies have been essential due to the information they provided, thus allowing SMEs to maintain their marketing actions during the pandemic. These insights may have a bearing on export performance.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO: As pequenas e médias empresas (PMES) exportadoras são essenciais para a economia; contudo, devido a suas características, há barreiras que podem enfraquecer seu desempenho exportador. A crise causada pela pandemia ocasionada pela COVID-19 vem se tornando um desses obstáculos e impactando os negócios internacionais; por isso, vêm surgindo formas de realizar os negócios como a mobilização à virtualização e uso de meios digitais como parte de suas estratégias. Isso denota a importância do marketing digital, razão pela qual este artigo tem como objetivo avaliar as mudanças em suas estratégias geradas pela pandemia e sua relação com o desempenho em suas exportações. Este estudo utilizou uma pesquisa qualitativa com um desenho de estudo de caso, em que foram aplicadas entrevistas a profundidade a cinco PMES exportadoras costa-riquenses. As principais limitações foram a dificuldade para entrar em contato com as empresas e o desconhecimento em marketing por parte delas. Os dados foram analisados com o software AUAS.ti 9; a partir dessa análise, constatou-se que as mudanças nas atividades e ferramentas de marketing digital são essenciais devido à qualidade da informação oferecida, o que permite manter as atividades das PMES durante a pandemia. Destaca-se que o uso dessa informação pode, ainda, ter uma relação com o desempenho exportador.]]></p></abstract>
<abstract abstract-type="short" xml:lang="fr"><p><![CDATA[RÉSUMÉ: Les PME exportatrices sont essentielles aux économies ; ce-pendant, en raison de leurs caractéristiques, il existe des obstacles qui peuvent affaiblir leurs performances à l'exportation. La crise provoquée par la pandémie de COVID-19 est l'un de ces obstacles et a eu un impact sur le commerce international. De nouvelles façons de faire des affaires sont apparues, comme le passage à la virtualisation et l'utilisation des médias numériques dans le cadre de leurs stratégies. Cet article vise à évaluer les changements dans leurs stratégies générés par cette pandémie et sa relation avec leur performance à l'exportation. Cette étude a utilisé une recherche qualitative avec une conception d'étude de cas, oü on a ap-pliqué des entretiens approfondis à cinq PME exportatrices de Costa Rica. Les limites principales ont été la difficulté de contacter les entreprises et leur manque de connaissances en marketing. On a analysé les données à l'aide du logiciel Atlas.ti 9, et on a constaté que les changements dans les activités et les outils de marketing numérique ont été essentiels en raison de la qualité des informations qu'ils ont fournies, en permettant aux PME de maintenir leurs activités pendant la pandémie. Il est à noter que l'uti-lisation de ces informations peut, à son tour, avoir une incidence sur les résultats à l'exportation.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[COVID-19]]></kwd>
<kwd lng="es"><![CDATA[desempeño exportador]]></kwd>
<kwd lng="es"><![CDATA[estudio de casos]]></kwd>
<kwd lng="es"><![CDATA[marketing digital]]></kwd>
<kwd lng="es"><![CDATA[pymes]]></kwd>
<kwd lng="en"><![CDATA[COVID-19]]></kwd>
<kwd lng="en"><![CDATA[export performance]]></kwd>
<kwd lng="en"><![CDATA[case study]]></kwd>
<kwd lng="en"><![CDATA[marketing digital]]></kwd>
<kwd lng="en"><![CDATA[SMEs]]></kwd>
<kwd lng="pt"><![CDATA[COVID-19]]></kwd>
<kwd lng="pt"><![CDATA[desempenho exportador]]></kwd>
<kwd lng="pt"><![CDATA[estudo de casos]]></kwd>
<kwd lng="pt"><![CDATA[marketing digital]]></kwd>
<kwd lng="pt"><![CDATA[PMES]]></kwd>
<kwd lng="fr"><![CDATA[COVID-19]]></kwd>
<kwd lng="fr"><![CDATA[performance à l'exportation]]></kwd>
<kwd lng="fr"><![CDATA[étude de cas]]></kwd>
<kwd lng="fr"><![CDATA[marketing numérique]]></kwd>
<kwd lng="fr"><![CDATA[PME]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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