Identification of needs for digitalization in the wine conglomerate, Guanajuato Case

Authors

DOI:

https://doi.org/10.31637/epsir-2025-1273

Keywords:

Digitalization, Wine, Entrepreneurs, Social Innovation, Digital Content, Digital Marketing, Wine League, Guanajuato

Abstract

Introduction: This work identified the needs for digitalization that companies and entrepreneurial organizations in the State of Guanajuato belonging to the Wine conglomerate had, focusing on the area of ​​social innovation. Methodology: In carrying out the research, a qualitative, descriptive methodology was used using as theory the Resindex Index that measures social innovation in companies and was related to the digital communication needs of the sector. The instrument used was applied to entrepreneurs in the area, as well as to national and international organizations in the sector. At the regional level, the research worked with entrepreneurs, as well as with the Guanajuato Wine League and the Tourist Observatory of the State of Guanajuato. At the international level, the developers of the Argentine Observatory and the developers of the Swiss Wine Observatory were interviewed. Results: The discoveries were interesting since they provide information for the development of digital marketing strategies, information systems and development of mobile applications and websites in the region, at a national and even international level. Discussions: The conclusions corroborated the need for digitalization in the Wine conglomerate. However, there are only isolated efforts to innovate on the digital area.

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Author Biographies

Adriana López Barberena, Leon Technological University

D. in Management Sciences from Universidad del Valle de Atemajac, Master in Electronic Commerce and Master in Marketing from Instituto Tecnológico de Estudios Superiores de Monterrey. Bachelor's Degree in Communication from the Instituto Tecnológico de Estudios Superiores de Monterrey. Winner of awards in recognition of research by the University of Diderot in Paris and SASE Kyoto, 2018. Winner of the Trainer of the trainers Scholarship in Canada, 2022 and Winner of the Fullbright Scholarship, 2024. She advises companies from different sectors on digital marketing and market research topics. The lines of research are SMEs with specialization in marketing processes and the line of social innovation.

Laura Elena Zárate Negrete, Universidad de Guanajuato

D. in Human Development from the Universidad del Valle de Atemajac. Master in Organizational Development from the University of Guanajuato. Master's Degree in Personnel Administration from the University of Guanajuato. B.A. in Relationships from the University of Guanajuato. She has more than 10 years of experience in the private and governmental sector, in different areas of human capital management in organizations. She has made academic stays at the University of Shiga, Japan and at the Complutense University of Madrid, Spain. Member of the Academic Body: Design and Culture. She works on gender issues and university entrepreneurship.

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Published

2025-02-12

How to Cite

López Barberena, A., & Zárate Negrete, L. E. (2025). Identification of needs for digitalization in the wine conglomerate, Guanajuato Case. European Public & Social Innovation Review, 10, 1–21. https://doi.org/10.31637/epsir-2025-1273

Issue

Vol. 10 (2025)

Section

Innovation

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Copyright (c) 2025 Adriana López Barberena, Laura Elena Zárate Negrete

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