The business environment is subject to a series of rapid and profound changes that are inevitably leading to a profound transformation of processes, strategies and organizational structures.
Undoubtedly, one of the greatest catalysts of this transformation is Information and Communication Technologies (ICT), so achieving benefits derived from their use is one of the most important challenges in business strategies and, in particular, in the education of its human capital.
Certainly the business context is immersed in a profound process of change and restructuring, above all due to the appearance and diffusion that, in a continuous manner, is taking place of new ICT applications. This situation is observable both on a technical level, for example with the appearance of applications based on Internet environments, as well as on the market, thanks to the development of various ICT elements and systems, such as multimedia applications. This constitutes a process to which companies cannot remain outside, having to try to incorporate and properly manage all those instruments and mechanisms that allow them to offer greater value.
Information and Communication Technologies are increasingly used to support and automate all business activities. Thanks to them, organizations have managed to obtain important benefits, among which it is worth mentioning the improvement of their operations, reaching a greater number of clients, the optimization of their resources, the opening to new markets, a deeper knowledge about the Customers' needs to provide them with a better quality service and more fluid communication, not only with their employees but also with their customers and suppliers. In short, ICTs allow them to achieve a considerable increase in efficiency.
The constant advances and massification that technologies have experienced in the last two decades, especially the development of the Internet, have meant a true revolution within society, which is why large multinationals as well as SMEs have decided to get on board. the wave of ICT. In effect, organizations have realized that the application of new technologies in the workplace gives them the possibility, first of all, to arrive faster on the market and fill new positions, because distances are no longer a limit. They also allow them to offer an innovative company image to their competitors.
Information and Communication Technologies have an important impact not only on the growth of modern economies but also in a multitude of other scenarios that have to do with the productive sphere. One of them is the business entrepreneurship scenario, where financial variables, institutional conditions and the different decisions of entrepreneurs converge to sustain themselves in the market in a competitive way.
With certainty, the use of ICT in the different areas of companies has led to a reduction in costs and time, helping them in turn with better management of information flows.
In Cuba, it is of primary importance to advance in a broad process of computerization of society that guarantees the safe and broad use of ICTs in the business context, in an inclusive manner and based on the country's development. ICT must become a tool for human development, with special emphasis on Cuban business development, due to the opportunities it offers not only to individuals but also to organizations and communities in the development of their full potential, in promoting their sustainable development. and in improving their quality of life.
Its creative and intensive use will contribute favorably to the solution of fundamental problems related to society, companies and their economic, social and cultural challenges, which should be at the center of the attention of any company. It is true that its wide use imposes new challenges and challenges, but it is necessary to face and overcome such challenges and challenges.
In this sense, it is important that the directors of companies in Cuba understand that a basic infrastructure is required for the development of economic and business activities of organizations and of the country itself, but that they will ultimately favor an economic activity with high potential for growth. developing. Apparently, ICTs are here to stay and no one is oblivious to the changes that it brings, especially in the business world, since specialists have indicated, on more than one occasion, that “ whoever ignores the potential of ICT it will be far from business success ”.
Therefore, it is recognized that the appropriation and use of Information and Communication Technologies have affected all aspects of business dynamics, transforming not only the way in which companies carry out their productive activities, but also the creation of new sectors of economic activity and employment. Its implementation in practice has modified certain concepts and actions, such as the need to change the perception of time and space of the subjects in the communications of an organization, and the new forms in the cultural construction generated from the communication of the virtual spaces.
Consequently, in Cuban business practice it is necessary for the new Higher Organizations of Business Management, OSDE, to use an approach open to change and as a necessary priority, business managers must recognize the importance of developing the essential infrastructure to implement and promote learning virtual. Regarding Comercializadora Escambray, it is clear that its computer network is a very important part of this infrastructure, and that it has become the base and starting point for the achievement of such objectives.
In this first part of the work, some of the most notable influences that emerged in the context of management and business education with the emergence and application of ICT in companies and, in particular, their influence will be briefly outlined from theoretical and conceptual perspectives. possible positive impact on some of the various subsystems that must be implemented by Cuban companies, with occasional reference to Comercializadora Escambray. In the same way, mention will be made of the need for certain paradigm changes regarding this business education using the implementation of ICT as a support, and as a concept that they constitute an interesting and unavoidable process of technological convergence that is vital importance not only for the management of the company,but also to guarantee the training and education of each and every one of its workers.
In the second part, different traditional paradigms will be addressed, from the authors' perspectives, and the emergence of new paradigms with the application of ICT with special emphasis on business education, exemplifying how to move from one to another in the particular case of the applications developed or introduced at Comercializadora Escambray, which will contribute positively to its business management.
- Brief description of the Escambray Trading Company.
Figure 1 shows the interesting and competitive distribution throughout the Cuban national territory of the different Territorial Marketing Units (UCT) and Warehouse Bases of Comercializadora Escambray. The activities carried out in these are fundamentally Technical - Commercial in nature. It has offices, warehouses, showrooms and others, constituting an exceptional point of reference for clients, designers, investors and other interested parties; The latter also have the facilities provided by communication with the different directions of the organization that has a highly professional staff to be oriented to the best use of materials, equipment and tools for construction.The fundamental activities of the Warehouse Bases is the provisioning, storage and safeguarding of the resources to be distributed and commercialized by the Territorial Trading Units.
The Comercializadora Escambray constitutes the marketing channel of the Ministry of Construction (MICONS) of materials for construction and others, contributing to the investment process of the country the commercialization on integral parameters of service, which represents an element of balance in delivery times to investments and constructive maintenance in the country.
It is a company in Business Improvement that has a Quality Management System certified by the National Office for Standardization of the Republic of Cuba, a Communication Management System, Environmental Management, Human Capital Management, Science, Innovation and Technology and Resolution 60/11 of the Office of the Comptroller General of the Republic of Cuba has been implemented, a tool of vital importance for internal control in Cuban companies. In figure 2, the content of the different operating manuals and own documentation (particular) associated with the different processes and management systems of the organization is shown in summary.
Figure 2. Content of the different Management Systems of Comercializadora Escambray and associated specific documentation.
The methodological bases of its operation are supported by the laws of the country and reference standards of wide prestige and international use, as shown in summary in figure 3.
The management of the organization is carried out by Processes. The Process Map and the common documentation associated with each of these in the company is shown in figure 4.
The main competitive advantage of the company can be summarized in the aspects shown in figure 5.
It also has a powerful and updated Corporate Intranet that constitutes the fundamental information and knowledge management tool in the company, with updated information on all its UCTs and with real-time access to them throughout the country. Figure 6 shows an opening of the topics of the Process Management in the main menu of the Corporate Intranet of Comercializadora Escambray.
The managers of the organization show their conviction that ICTs are essential, but they must bear in mind that they must be applied with common sense. Therefore, it is appropriate to specify that for such an intention it must be based on some elementary principles among which we can mention:
- Technology is a means and never an end. That is, they must be used and get the most out of them. It is recommended to buy programs according to the needs of the organization, technologically speaking. Many times a lot of money is invested and many functionalities are not used either due to lack of training, or because they are excessive for the business in which they are applied Calculate the investment in ICT. There is no reason to buy the latest computer model, but rather the one that suits our needs.Before launching into great IT solutions, it is necessary to reflect on the existence of others of smaller size, price and production time that can give us the same performance It is necessary to develop your own applications that in their advance towards higher and improved versions,allow the creation of an internal culture in favor of this type of solution and, at the same time, contributing to the solution of problems in the organization.
The following recommendations should also be taken into account:
- It is necessary to foster a positive attitude towards the use of the Internet and ICT in general. They must be aware that it will be a tool that, in the medium and long term, will make their work more bearable. Although they were not created with the purpose of being applied to business education, its introduction with this perspective is a reality, a social need and a great challenge for entrepreneurs. In its introduction as a fundamental tool of business education it is necessary to combine technological aspects and pedagogical concepts. It would become a mistake strategic and conceptual expect to have the “latest and most up-to-date information” to create internal applications. The rapid development of ICT does not make it possible to wait for that ideal state and meanwhile ……..time passes.
- APPLICATION OF ICT IN BUSINESS MANAGEMENT AND EDUCATION AT THE ESCAMBRAY COMMERCIALIZER.
2.1 The first steps to introduce ICT. Some advantages derived from its introduction.
The path to introducing ICT as a management tool is a long process that must be carried out naturally, so that the result is to save time and money. The most powerful program is not always the most advisable, one must take into account the person's ability to adapt to the computer tool. It is not denying development, it is introducing the new at the right time. For this reason, it is essential to take training courses and use professional advice.
Entrepreneurship education is the basis for the development of the company, but it is a process that continues throughout its entire life cycle, and that must be continuously improved. The possibility of using the benefits that technology offers us, in terms of training our workers is something that cannot be overlooked if we take into account that:
- Once the entire infrastructure is in place, the education and training process would become cheaper. The actors involved would not have to travel long distances to move to the training sites. We would not depend on external providers to prepare the online training courses., since the organization has the professional force that can be prepared to do so.The personnel to be trained will have immediate access to the new content with the possibility of building and creating their own learning space, through the tools offered by the platform such as: the use of blogs, wikis, the forum, among others. Cooperative work that organizations need on training issues would be encouraged.Efficiency and responsibility would be increased among people who work in a distant office or with remote collaborators. Training time in the face-to-face mode would be reduced by giving more weight to online training. Global strategies would be facilitated, linked to training and development of human resources and the process would be less expensive.
Other advantages of the introduction of ICT in the company can be summarized as follows:
- Effective and fast way of managing and renewing knowledge, communication and information New ways of accessing information: navigation, search engines, forms and methods of communication Strengthening continuous and distance business education Positive contribution to the emergence of new methods and styles of leadership.
With all these advantages available to the human capital of the organization, virtual learning should then be a fundamental tool to help the company develop its full potential to the maximum. Technology will be neither the problem nor the solution. The challenges associated with virtual learning in our case, have more to do with promoting a culture based on training from these learning communities, capable of granting it the merit that it assists, an aspect referred to previously.
2.2 ICT in management and business education
The scenarios, environment and markets in which the group of the company Comercializadora Escambray develops its activity, like almost all companies in any latitude, are usually very demanding and require full time dedication. To the professional work we must add the added effort that management and administration tasks entail. This entails an added effort to control at all times the stock, the invoicing, the purchases, the rotation of the products, the purchases with the supplier companies, the relations with the clients, both internal and external and the interested parties. Faced with these day-to-day challenges, Information and Communication Technologies can provide a multitude of tools to improve management, facilitate access to new products and markets,new suppliers and customers, and improve the service offered to all its customers and stakeholders, with a positive and more competitive reflection in the market.
ICT are a fundamental instrument for your internal organization, as much as it can be for any business and company. Its use represents a significant saving of time and resources, by simplifying and streamlining management processes, decision-making, and facilitating direct contact with customers, supplier companies and interested parties. Thus, any company that does not use ICT is not that it is not innovative or modern, it is that it is impractical. Some examples of the benefits provided by ICT can be summarized as:
- Better use of time. Automation of routine tasks through computer systems allows more time to be spent on more productive tasks Better business management. By means of computer applications and certain electronic devices, it is possible to control all those variables and tasks that intervene in the business: warehouse stock, profitability of the products, purchases by supplier company… Reduction of the administrative burden. Thanks to computer tools, tedious cash counts, tax procedures, with increasingly frequent online procedures, and administrative tasks will be done intuitively and automated, without taking up part of personal time.
Likewise, in today's company, more and more importance is given to management control. Resources are scarce, processes are complex, and the information required for correct decision-making is increasingly critical.
For this reason, ICTs are essential tools to support decision-making, a complex process that entails responsibilities and risks that must be assumed, a concept now encompassing all functional areas of the company: process management, resource management, technology, environmental, sales, purchasing, suppliers, evaluation of customer and stakeholder satisfaction, human capital, logistics, information and communication management, quality management, risk management, marketing, and others, as will be seen throughout the Article.
In all companies, each department accumulates different data in relation to their customers, their inventories, their production, on the effectiveness of marketing campaigns, information on suppliers and partners, in addition to data that may come from abroad, such as those relating to competitors and other interested parties.
From now on, reference will be made to various advantages that ICTs represent in the management of various subsystems that must be implemented in Cuban companies.
2.3 Customer management.
There is a typology of computer programs that serve to store all the information related to the clientele, known in general as CRM. These types of applications are important when the commercial area has a lot of weight in a business. In this way, a large amount of data can be collected such as the actions carried out with each customer and interested party: the visits made, what has been sold to them and on what date, their preferences, their suggestions. In this way, all the information will be accessible to anyone in the company who needs it. These programs allow you to analyze trends, the amount of offers / budgets that become real business. In short, know our market better.
2.4 Information management.
In any business, it is vital that information flows smoothly. As it is computerized it is important that this fluency is not lost. If the business grows and has several computers, it does not make much sense for them to work in isolation since connecting them through a local network will be able to share information efficiently. Furthermore, nowadays this type of network can be wireless and they have a great advantage that we can install a possible program on a single central computer (which is usually called a "server"). The rest of the equipment will be connected to this computer, which allows, on the one hand, that everyone can access a certain program or information and, on the other, we can extend the useful life of those older computer models.
Figure 7 schematically shows the distribution of the national computer network that supports and supports the management of information and communications in Comercializadora Escambray, and which constitutes the backbone of its operation.
Figure 7. Scheme of the National Computer Network of Comercializadora Escambray.
2.5 Organizational Communication Management.
The turn of the century has brought with it a series of changes that, seen from the point of view of today, seem to be the most obvious consequence after witnessing (living) that new starting point that the technical and technological developments of communication tools symbolized.; and from those who looked from the past, as the great goal to achieve as far as communication is concerned.
It is not the first time that humanity has experienced a change / acceleration in the dynamics with which they live their daily lives due to the development of these technologies. At a certain point, tools such as television, radio and the printing press were able to in turn modify the relationships between subjects, and of these with their environment.
This is to emphasize that technological development is as inevitable as the changes it causes in societies. For better or for worse, ICTs are present and from the point of view of communication professionals it should be observed from two parallel situations: to what degree people are modified and restructured from the use of technology, and the way in that we can approach this phenomenon to study them; without falling into the error of observing each one from a segmented approach instead of seeing them as a whole, in their true systemic nexus.
Regarding the first situation, the use of ICTs has modified something greater than information flows. Paul Virgilio affirms that a change has been generated in the perception of time and space, where “the disposition of the territory, time counts more than space, but it is no longer about local and chronological time, but about world time that opposes both the local space and the world space of the planet ”.
The detachment of the subject from what Virgilio understands as "time" has been the cause of one of the realities that we face after the use of technological tools to communicate and, in turn, the relationships in terms of communication of the Business; the creation of a timeless time called "virtuality" in which we share a common space without territory.
Consequently, we live in a world where immediacy, one of the elements that distinguishes ICT, in the information flows brings up a new situation in which the barriers between the local and the global are annulled, allowing constant information (about) and comparison (with) of production on a planetary scale. This situation has business repercussions at the local level.
On the one hand, it is possible to find subjects (company workers for this case) with the availability of constantly accessing and issuing information not only with their co-workers, but with their peers in other organizations, whether national or anywhere in the world. This brings with it two consequences; the transformation in the internal relationships between subjects found within the company and their relationship with the environment that surrounds them.
With an organization as object of study, the generation of organizational culture is not now being framed by generated or mediated guidelines, as suggested by Stuart Hall in his structuralist paradigm as the situation in which “the subject and identities are socially determined positions and ideologically structured ”, but instead, they are constantly being modified by the same subjects who find a space in virtuality (use of ICT) for the generation of debates and agreements.
This type of communication, alien to the physical spaces of the company (as a limit for the generation of organizational culture both in space and in time), is one of the situations that require understanding and analysis by company managers, since that in them, in addition to transforming the relationship between the subjects, is where the perceptions of themselves with their daily work in the company (the relationship between them and their business environment) are born.
In the words of Michel de Certau, this is the "place" in which the "noise" that was previously generated in physical spaces through conversation is now introduced, and although it is easier to identify and collect in virtual spaces, it is more difficult to define in terms of the scope and types of communication that circulate without mediation.
Starting from this premise, we must rethink the way we are perceiving and analyzing culture, focusing on the interactions between subjectivity (the subject), power (politics) and culture (the symbolic), generated in virtual space. and that significantly affect business communications.
Along these lines, we estimate that one of the most effective ways in which we can approach this phenomenon is the one suggested by Renato Ortiz to modify the course of cultural studies, leaving aside the study of the effects that are produced from the structures of power, to pay attention to “the multiple correspondences, articulations, tensions and contradictions between the local, the national, the global”. In other words, to bring to the field of study the relationships that arise in virtual spaces where subjects interact in a place where time and space overcome the barriers of an organization.
It must be clear, then, that no culture is static or a closed system (the organization, although it meets physical times and spaces, can no longer limit interactions or the times in which they are generated and that are related to it), and that although be it a source of mutual understanding, it also becomes a constant source of conflict; added to the immediacy in the use of ICT and the reconfiguration of time and relocation of space, makes it a dangerous situation in which it can change, modify or destroy an organizational structure.
This interesting paradigm shift that arose from the emergence and development of ICT, and its own introduction into business management, could be exemplified from the scheme proposed by Lavandero in the way it is exposed in figure 8.
Due to the foregoing, the authors appreciate that the most relevant issues to take into account for communicative relationships in communications is to understand the change in the perception of time and space in which we find ourselves and that they are consequences of the use of ICT in the construction of virtual spaces that exceeds the rationalizing powers of an organization, how in these spaces interactions are generated that modify the development of internal communication of a company, how they are rebuilding the relationships between the symbolic, power and culture, between subjects and of them with their environment, and how information is being consumed and shared as key mediations in the interpretation of communication within an organization.
2.6 Knowledge management
The environment in which companies operate has definitely changed, now the development of human potential (knowledge, capacity, skills, development and learning potential) is essential to make our intangible assets truly productive and maintain a sustainable growth curve.
It consists of generating a work style and an infrastructure that allows information to be shared, so that it can be useful for other individuals when solving problems or making decisions, identifying valid practices or previous success stories and putting the documentation to the organization service.
Any knowledge management training program for SMEs must start by offering simple and valuable tools, that is, they can be used to a greater or lesser extent and complexity.
Companies that create and learn are more sensitive to changes and adapt better and more quickly to them. In this way, they also achieve greater performance from people.
Knowledge management requires working in two fields. First of all, we refer to the corporate culture because individuals must be willing to document and share everything they know, because knowledge management is based on collaboration.
The other field is the media, that is, that the company has the technological means to be able to store, find and share information. At this level of analysis it is important to bear in mind that in the deep and accelerated changes that occur in practically all fields of human knowledge, “if technology can be referred to as the great engine, the powerful accelerator of change, knowledge must be considered as the energy that fuels it. Hence, the relevant importance of the combination of ICT and Knowledge Management in any society and company.
In this aspect, the design and conception of the Escambray Corporate Intranet plays a relevant role, which facilitates access to the best performances within the organization, in each of the different systems and subsystems that govern the operation of Cuban companies. in the application of foreign methodologies widely used in the international context, as well as innovation, research and development work carried out by the organization itself and others worldwide through the sites of each UCT and Distance Education..
2.7 Human Capital Management.
The introduction of new technologies has been key in the transformation of society and of company administration systems. Payroll management software has been used for many years, tools that were the first computer applications at the service of personnel administration, and have evolved into a set of complementary programs that help manage and optimize the large amount of information that is available. generated in the Human Capital departments.
The employee portal or also known as Business to Employee is a personalized web page, available to any employee, that facilitates communication, access to information and knowledge among employees, increasing the efficiency of workers in the organization.
For the worker it means a considerable saving of time, permanent access to information, obtaining personalized services and products online.
All this integrated through the Network, accessible from any work station in each UCT. These platforms put all the company's information under an Intranet and provide their workers with value-added products and services.
On the other hand, it gives the company agility by allowing immediate access to a giant database that collects not only information, but resolved cases, developed processes, different training programs and services for employees, as well as facilitating exchange information between the staff and the latter with the managers.
Among the services that a portal can offer, we can highlight: agenda, news, news, vacation request, material request, notice board, payroll consultation, request training courses and others.
There are companies in which their portal only contains company news and events, the worker will consult it on several occasions out of curiosity, but if it is not updated, the employee will stop using it and then, the implantation in the company will not have been of any use. of this new tool.
Ultimately, the goal is to convert data into actions by bringing the company closer to the employee, providing all the tools to improve professionally and streamlining all communication processes.
2.8 Comprehensive Process Management (ERP)
Many companies have an isolated management of the information generated in the different departments and require a global solution that integrates and organizes the data so that it can support decision-making in an accessible way.
ERPs are the center of a company's information system and are of great importance at the strategic, organizational and operational levels.
It is a type of management system that is characterized because it tries to face all the information needs of the organization and allows the system to be adapted to the specific needs of a company, thus managing to improve processes in different areas: financial, operations, marketing, logistics, commercial, human resources, and others.
In this sense, one of the main integrations are between the back-office and the front-office, that is, those applications that support the sales force, marketing and customer service with the applications that allow companies to buy, manage and distribute products.
Reducing the uncertainty about the veracity of the information, improving communication between areas, reducing the duplication of information and the integration of processes are other reasons to carry out the implementation of an ERP system.
ERP systems are designed to increase efficiency in the operations of the company that uses it, and it also has the ability to adapt to the particular needs of each business. If the client wishes to organize themselves better, these systems are an excellent ally, since they allow them to increase the productivity of the company considerably.
ERP applications usually have a modular nature that allows each company to acquire the parts of the application that are necessary or interesting, which are of different use, for example: production, sales, purchases, logistics, accounting, project management, GIS (Geographic Information System), inventory and warehouse control, orders, payroll, etc., and facilitates the growth of the system if the inclusion of new competitors is adapted in the future.
Each company needs to satisfy its specific needs. However, existing programs and packages are built under world-class standards or practices. In this way, the ideal tool for each type of industry can be found in the market, to which some small adaptations are made to be tailored to each company.
It is advisable not to create programs or adaptations that go against the philosophy of the purchased package, because it can cause a great cost when migrating to future versions.
For the effective implementation of an ERP it is important to be aware that a collaborative work of the entire company is required, maintain a mentality of acceptance of change throughout the company, not only the users and therefore, the implementation of a system of this kind involves time and effort.
It is vitally important that the ERP project is appointed to a multidisciplinary team to avoid loss of business vision.
In return, the company will be able to reduce time and costs, eliminating various manual tasks, for example: reconciling information, reviewing interface errors and creating management reports.
In addition, you will be able to improve the relationship with customers and suppliers thanks to better resource management, being able to see in real time what resources you have in relation to the demands you receive.
Due to the ongoing process of globalization, a change is taking place in the way companies do their business, in addition to demanding higher levels of efficiency in operations and processes caused by competition.
In this sense, companies that wish to survive will require business information systems that allow them to increase their competitiveness.
At present it is necessary to establish that the management of information for an organization is the vital liquid for it to remain in open competition.
The information system must be flexible, interactive, and allow managers and directors to obtain and manipulate information.
It should be considered that the decision to incorporate an information system will even change the vision of the business and by doing it in a correct way and with a clear vision of the process, a very important competitive advantage will be gained.
By implementing an ERP, a company can optimize its processes and, thanks to the visualization of information, help operations flow, leaving records and without being stagnant in areas of the company.
These business processes must be properly managed using management information systems (ERP). This is possible thanks to the incorporation of the new Information Technologies that allow to redefine the processes reaching degrees of effectiveness and efficiency unimaginable a few years ago.
Organizations that are able to discover these possibilities and implement them correctly will achieve competitive advantages due to lower costs and increased flexibility in the face of customer requirements.
In short, ERP integrates everything necessary for the operation of the company's business processes because it allows optimizing business processes, accessing all information in a reliable, precise and timely manner (data integrity), sharing information among all components of the organization, eliminating unnecessary data and operations and reducing process times and costs.
2.9 ICT AND Business Intelligence
In a professional environment, ICTs provide specific tools, which, if they are included in a responsible way in the day-to-day business of the company, are excellent allies to improve work management. Information and Communication Technologies are allied to efficiency because they provide users with specific tools for time management.
Likewise, in today's company, more and more importance is given to management control. Resources are scarce, processes are complex, and the information required for correct decision-making is increasingly critical.
For this reason, decision support tools are essential, including Business Intelligence that helps managers in this regard.
Originally, management information systems provided basically economic-financial information. With the extension of Business Intelligence tools, this concept now covers all the functional areas of the company: human resources, logistics, commercial quality, marketing, etc., as we have expressed throughout this writing.
Decision-making in a company is a complex process that entails responsibilities and risks that must be assumed, so it is necessary to have state-of-the-art technology and be at the forefront to adapt the new techniques that emerge.
In all companies, each department accumulates different data in relation to their customers, their inventories, their production, on the effectiveness of marketing campaigns, information on suppliers and customers, in addition to data that may come from abroad, such as those referring to competitors and other interested parties.
In this sense, Business Intelligence can make different contributions to each department, always with the aim of integrating and optimizing the information available in the company.
In the marketing department, it makes it possible to identify customer segments more precisely and study their behavior in greater detail.
In the purchasing department, it allows access to market data, linking them with the basic information necessary to find the relationships between cost and benefit. On the other hand, it may be possible to monitor the information of each UCT, Warehouse Base or production chain, which helps to optimize the volume of purchases.
In terms of sales, it facilitates the understanding of customer needs, as well as responding to new market opportunities.
It provides a mechanism that allows to analyze the performance of any type of operational process, since it ranges from quality control and inventory management to planning and traceability.
In the economic-financial department, Business Intelligence allows access to data immediately and in real time, thus improving certain operations, which usually include budgets, projections, management control, treasury, balance sheets and income statements.
And in the human resources department, obtaining accurate data from the appropriate source allows us to analyze the parameters that can most affect the department: employee satisfaction, absenteeism, and others of interest.
In short, the aim is to make SMEs aware of the importance and impact of Information and Communication Technologies on their business model.
All this from an introductory and comprehensive view of all the possibilities, and then each one, depending on their situation and degree of technological advancement and budget, decide which of them is better in their value chain.
In conclusion, it must be remembered that new technologies are a tool. The important thing is to know the dynamic technological offer and know how to incorporate it into the business processes. The key is to get the business organization to internalize its uses and to take advantage of its implementation with optimal use of it. For this, the level of commitment of the company management, the choice of applications and the adaptation to the client's business model are decisive.
It is necessary to previously analyze your business, its processes, its needs and recommend the appropriate implementation for each need. It is necessary to effectively assess the scope and advantages provided by the solution, sequence its implementation progressively and make the most of the functionalities.
Perhaps the complex thing is to be able to identify the most suitable applications for each business model from the changing and growing offer. For this reason, the use of technology and business consulting services independent of the purchase of applications is increasingly frequent to support management in the evaluation processes of tools on the market and possible suppliers / implementers of the same.
Due to the economic cost, and especially due to the impact on the organization and the business model, the decision is absolutely strategic for the competitive development of the company in general and the SME in particular.
2.10 The move from videoconferencing to telepresence
Video conferencing has long gone from science fiction to becoming an everyday reality in any company. Today, meeting with a customer, vendor or stakeholder does not require a long and expensive trip. In an increasingly global world, information technologies have evolved so much that kilometers, once an insurmountable obstacle, only pose a time zone problem. For the rest, any meeting can be carried out with a good videoconferencing system, and there are even many free for those SMEs that cannot afford higher quality.
However, as the use of videoconferencing progressed and expanded, another need began to emerge: permanent contact between two or more teams working on the same project but who are in different locations of a company or belong to different organizations with a common project. In consulting, science or technological development this was increasingly common.
To solve this problem, telepresence was developed, a continuous videoconferencing system that allows its users to work together and share their analysis, data, statistics and whatever else is available on a third screen at all times. This system features great picture quality and a special audio system that makes participants hear as if they were all in the same room, helping to improve the quality of the meeting.
If we apply these principles to the context of business education at Comercializadora Escambray, we can exemplify this situation through the scheme presented by Litwin and shown in figure 9. Another case in which ICTs contribute to the breakdown of a traditional paradigm.
In the case of telepresence, communication does not have to be only bidirectional, but it can also be multi-channel, being able to work with more than two locations. This saves a lot of time and, what is more important, the possibility of increasing the feedback between the participants, who can contribute more ideas and rely on that of more colleagues. This system is also ideal for setting up a meeting with heads of departments or the different UCTs without them having to leave their workplace to attend the meeting. Saving time and resources makes the necessary investment viable.
2.11 ICT in the social sphere
The impact of the activity of companies in the social sphere is one of the aspects that are measured in any Business Excellence model currently applied in the world to evaluate its management. This impact generates an important promotional and competitive differentiation, and according to the authors' criteria, it contributes significantly to the prestige of the company in its environment and also outside it.
The social impact of ICT is felt in the strength and influence it has in the different areas and the new social structures that are emerging, producing a constant interaction between technology and society. The influence of technology on society has been clearly stated by Kranzberg, in his law on the relationship between technology and society: “Technology is neither good nor bad nor neutral”,
but this relationship should not be understood as a fatalistic relationship and deterministic, but rather as a relationship that leads us to new situations and approaches that should lead us through research and analysis of their effects to take positions that mark the path and direction to continue serving the society we want to build.
Possibly, in some cases, it is the different objectives of man that mark the directions to be followed, whether they are based on social criteria or on purely economic criteria, and this situation would not be the first in which economic criteria are prioritized over economic criteria. social and individual progress and development.
One effect of this interaction between technological innovations and social structures is the new global economic system. Globalization or Globalization is a phenomenon that is produced by the impact of information and communication technologies on organizational and social processes, and is directed or guided by different agents interested in the establishment of a new economic model that
allows them to growth and expansion both economic and strategic. In this complex set of interests and motivations, the political and national and international powers also advocate policies in order to direct the process and not be relegated to it.
It is necessary for society to analyze the changes and social consequences that can derive from the use of ICT, so that it meets the social and cultural needs of people. Reflection on the effects related to: inequalities between rich and poor countries, the effect of globalization on minority cultures and respect for human rights; It will allow the avoidance of possible negative effects and the establishment of policies oriented towards an information society for all, egalitarian and guided by social objectives, not by the interests of economic powers. Some of the impacts of ICTs on society are shown in figure 10.
CONCLUSIONS AND RECOMMENDATIONS.
- ICTs exist, they have transformed society; It is a reality that we have to assume in the education of our collaborators in the business world. Information and Communication Technologies have been gaining ground and have played an important role in business, since they have favored the success of companies and the The use of these systems allows to maintain better control of the main operations of the same as planning, organization, direction and control, because the proper administration of them entails being able to make better decisions that benefit the company and its objectives. the agents involved suffer directly the effects of the new technology, either through changes in their work practices or through changes in their decision-making power,or through organizational restructuring produced by the implementation of the new technology. This is because the adoption of new Information and Communication Technologies tends to present new important challenges for companies. The fundamental challenge is in the hands of leaders and the institutions themselves. The essential change is not technology, but paradigms of action. We must take advantage of the possibilities of ICT, to develop solid and deep business models, based on educational and pedagogical models. The greatest danger for today's business education is that we intend to do the same as we did yesterday, with today's tools.This is because the adoption of new Information and Communication Technologies tends to present new important challenges for companies. The fundamental challenge lies in the hands of leaders and the institutions themselves. The essential change is not one of technology, but one of paradigms of action. We must take advantage of the possibilities of ICT, to develop solid and deep business models, based on educational and pedagogical models. The greatest danger for today's business education is that we intend to do the same as we did yesterday, with today's tools.This is because the adoption of new Information and Communication Technologies tends to present new important challenges for companies. The fundamental challenge lies in the hands of leaders and the institutions themselves. The essential change is not one of technology, but one of paradigms of action. We must take advantage of the possibilities of ICT, to develop solid and deep business models, based on educational and pedagogical models. The greatest danger for today's business education is that we intend to do the same as we did yesterday, with today's tools.to develop solid and deep business models, based on educational and pedagogical models. The greatest danger for today's business education, is that we intend to do the same as we did yesterday, with the tools of today.to develop solid and deep business models, based on educational and pedagogical models. The greatest danger for today's business education, is that we intend to do the same as we did yesterday, with the tools of today.
BIBLIOGRAPHY
- Arnott, I., Bernardos, AM, “Information and communication technologies in logistics practices”. CEDITEC, 2005. Barceló, M., “Towards a knowledge economy”. ESIC, 2001. Coll, C. and Monereo. Psychology of virtual education. Learn and Teach with Information and Communication Technologies. Madrid 2008. De Pablos, C., López-Hermoso, JJ, and et. , "Direction and management of information systems in the company". ESIC. Birmingham School. Stuart Hall. In, Reguillo, Rosana. 2004. “Cultural studies. The uncomfortable map of an unfinished story ”. Available at: http://www.portalcomunicacion.com/esp/pdf/aab_lec/16.pdf Gimeno, M., "Information and communication technologies in SMEs and other avatars". Gómez, C., García, C., “Balanced scorecard, an innovative model for strategic management”, 2004. Gómez, D., Corbalán, L., “Electronic markets”. ESIC 2001. Hamel, G., and Prahalad, CK, “Competing for the future. Crucial strategy to create the markets of tomorrow ”. Ed. Ariel. Barcelona. "Business infobarometer of the Valencian Community". OVSI, 2006. Herrera, H., “Knowledge management (talent), as a tool to achieve organizational change”, 2006. http // www, calebclark.org in: Let Your Online Learning Community Grow ü http // www.noendpress.com / caleb / olc3principles-online-comm.pdf Martín Barbero, J."An agenda for the turn of the century - Imaginaries of globalization and images of the world" In: "Cartographer's profession". Martín Barbero Jesús. Santiago de Chile. FCE, 2002, p. 264-265. 2002 Luis, Arturo; Luis, Sandor. "Proposal of a Management Model of a Technological Intelligence System to be applied by entities with a focus on the development of Projects, Business and Marketing". May 2007. Luis, Arturo. "ICT in Business Management of Comercializadora Escambray". Master Conference. Informatics and Communications Workshop. Havana. Cuba. May 2012. Luis, Arturo.“Information and Communication Technologies (ICT) in the business world. Its impact on the Management of Comercializadora Escambray ”. Master Conference. Informatics and Communications Development Meeting. Havana. Cuba. June 19, 2012. Havana. Cuba. Luis Arturo. "ICT and the new paradigms in Education and Business Management of Comercializadora Escambray". Master Conference. Informatics and Communications Workshop. Havana. Cuba. May 2014. Matellanes, O., “Business management and ICT: The new role of ICT experts in the 21st century company”, 2004. “Mobility in SMEs”. ANETCOM, 2005. Matilla, M., Chalmeta, R., "Methodology for the implementation of a business performance measurement system", 2007.Michel de Certaou in Martín Barbero, J. (2002). "An agenda for the turn of the century - Imaginaries of globalization and images of the world" In: "Cartographer's profession". Martín Barbero Jesús. Santiago de Chile. FCE, 2002 Mora, C., "A small case of CRM for an SME". Marketing + Ventas, 2005. "Profitable Marketing: Search Engines". ANETCOM, 2006. Perry, G., “What barriers does E-Procurement face”. PwC, 2001. Sáez, E., Sánchez, M. and et., "The new information technologies: classification, applications in marketing and guidelines for its dissemination". Esic Market, 2003. Salinas, Jesús.Virtual Communities and Digital Learning. Edutec CD-ROM. Retrieved from: http://gte.uib.es/pape/gte/sites/gte.uib.es.pape.gte/files/Comunidades%20Virtuale% 20y% 20Aprendizaje% 20Digital.pdf. 2003 Salinas, Jesus. Methodological changes with ICT. Didactic strategies and virtual teaching-learning environments. Recovered from: http://mc142.uib.es:8080/rid=1K1RX87X3-25S6H65. 2004 Sánchez Rodríguez, J. Virtual teaching platforms for educational environments. Pixel-Bit. Revista de Medios y Educación (34), 217– 233. 2009 Sieber, S., “Effects of the adoption of innovations in company organization and work practices”. PwC, 2007. Sieber, S., Valor, J., “ICT as an agent of change in Spanish companies. Current situation and future trends ”. PwC, 2005. "Internet in SMEs". ANETCOM, 2005. Soret, I., “Logistics and marketing for commercial distribution”. ESIC Tapia, L., "The incorporation of E-Learning learning processes in the business training of SMEs". Torres, Julián Roa. "ICT and new communication relationships in companies". Test. Organizational communication. 2015 Wallerstein, I. In, Birmingham School. Stuart Hall. In, Reguillo, Rosana. 2004. “Cultural studies. The uncomfortable map of an unfinished story ”. Available at:
