APPLICATION OF DIGITAL STRATEGIES IN THE ORGANIZATIONAL MANAGEMENT AND MARKETING OF SMES IN LATIN AMERICA

A documentary review was carried out on the production and publication of research papers concerning the study of the application of digital strategies within Organizational Management and Marketing in Latin American SMEs. The purpose of the bibliometric analysis proposed in this paper is to know the main characteristics of the volume of publications registered in the Scopus database during the period 2017-2021, achieving the identification of 87 publications. The information provided by the said platform was organized through tables and figures categorizing it according to its Year of Publication, Country of Origin, Area of Knowledge and Type of Publication. Once these characteristics were described, a qualitative analysis was used to refer to the position of different authors on the proposed topic. Among the main findings of this research, it is found that Brazil, with 33 publications, was the Latin American country with the highest scientific production registered in the name of authors affiliated with institutions of that country. The Knowledge Area that made the greatest contribution to the construction of bibliographic material related to the study of the application of digital strategies within Organizational Management and Marketing was Business, Administration and Accounting with 35 published documents, and the type of publication that was most used during the period mentioned above was the Journal Article, representing 63% of the total scientific production.