E-commerce as a tool to boost the development of Cuban agribusiness companies

Abstract

E-commerce represents a driving force for the economic development of enterprises and businesses. E-commerce is widely used in developed countries, however, it is considered an alternative commercialization channel in developing countries. The development of electronic commerce in Cuba is incipient, mainly in institutions of the agribusiness sector that base their businesses on traditional models. This situation affects the commercial and economic development of these organizations and difficult the supply of food to the Cuban agricultural market. In this research, a strategy was developed to implement e-commerce in a medium-sized enterprise in the Cuban agro-industrial sector. Historical-logical method, in-depth interview, surveys, participant observation, theoretical triangulation and modeling were used as scientific methods. The strategy is aimed to improving the commercial management of the company and promoting its commercial and economic development. This paper contributes to increase the efficiency of Cuban agribusiness companies and the food market in this country through the use of e-commerce.