Objetivo: Este estudio investiga cómo las microempresas utilizan tecnologías digitales para crear innovaciones frugales que posibiliten la transformación digital en contextos de mercados emergentes. El objetivo incluye caracterizar estas innovaciones, identificar los procesos de conocimiento relacionados con el bricolaje emprendedor y verificar cómo los diferentes patrones de bricolaje influyen en las soluciones de tecnología digital.
Método: La investigación es de carácter cualitativo y exploratorio, basada en un estudio de caso con diez microempresas ubicadas en una región emergente de Brasil. Se realizaron entrevistas semiestructuradas y análisis de datos secundarios. El análisis se apoyó en técnicas de categorización temática mediante el software Atlas.ti para la sistematización, codificación e interpretación de datos.
Resultados: Las microempresas demostraron capacidades dinámicas de detección, captación y transformación, así como capacidad de absorción, evidenciando el uso del bricolaje para adaptar tecnologías simples, como redes sociales (WhatsApp, Instagram), aplicaciones de mensajería y marketplaces. Estas tecnologías se han transformado en soluciones de bajo costo para ventas, marketing, logística y relaciones con los clientes. Los procesos de bricolaje implicaron imitación y personalización, combinando creatividad y eficiencia para superar limitaciones financieras y estructurales. Los hallazgos destacan la innovación frugal como una estrategia central para la transformación digital, promoviendo la competitividad y la resiliencia organizacional.
Originalidad y Valor: La investigación contribuye teóricamente integrando conceptos de capacidades dinámicas, bricolaje e innovación frugal, demostrando su aplicabilidad en contextos de recursos limitados. En la práctica, ofrece ideas para microempresas y formuladores de políticas sobre cómo superar las barreras financieras y tecnológicas mediante soluciones asequibles y sostenibles.
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La Revista Alcance es una revista brasileña de libre acceso, con publicación cua-trimestral, vinculada al Programa de Posgrado en Administración y Programa de Maestría Profesional en Administración - Gestión, Internacionalización y Logística de la Universidade do Vale do Itajaí – Univali. Buscamos publicar artículos de traba-jos teóricos-empíricos y tecnológicos en las áreas de Administración. Diferentes perspectivas teóricas y metodológicas son bienvenidas, desde que sean consisten-tes y relevantes para el desarrollo del área.
