Los retos de las nuevas emprendedoras de negocios por internet en un mundo pospandémico

Abstract

The covid-19 pandemic pushed many women into microentrepreneurship supported by social networks, digital tools and information and communication technologies (ICT), which has generated economic benefits and greater empowerment. With data from the National Survey on Availability of Information Technologies in Households (ENDUTIH) for the years 2018, 2019 and 2020, and using descriptive statistics tools and correlation analysis, we study the evolution in the management of digital social networks and ICT of women entrepreneurs in Mexico, with special attention to the so-called "new internet business entrepreneurs" (nenis, in Spanish) in the environment of the beginning of the pandemic. The objective is to know if the dynamism observed in this commercial practice is guaranteed once the pandemic is under control or if the formula will require adjustments to maintain its validity. Among the results, it is found that the level of technological inclusion is significantly higher in the nenis in relation to the rest of the entrepreneurs, but it will be necessary a greater training and formality in their activities to achieve a technological advantage and the development of a differentiation strategy in accordance with consumers who will be more and more demanding.