<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0186-1042</journal-id>
<journal-title><![CDATA[Contaduría y administración]]></journal-title>
<abbrev-journal-title><![CDATA[Contad. Adm]]></abbrev-journal-title>
<issn>0186-1042</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0186-10422023000400107</article-id>
<article-id pub-id-type="doi">10.22201/fca.24488410e.2023.3344</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Estimación del nivel de digitalización de los canales de venta de empresas de Bahía Blanca, Argentina frente a la pandemia]]></article-title>
<article-title xml:lang="en"><![CDATA[Estimating the level of digitalization of companies&#8217; sales channels in Bahía Blanca, Argentina, in the context of the pandemic]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Alderete]]></surname>
<given-names><![CDATA[María Verónica]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
<xref ref-type="aff" rid="Aaf"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Álvarez]]></surname>
<given-names><![CDATA[Nicolás]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Jones]]></surname>
<given-names><![CDATA[Carola]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Nacional del Sur  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Argentina</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Nacional del Sur Departamento de Economía ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Argentina</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Nacional de Córdoba Facultad de Ciencias Económicas ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Argentina</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<volume>68</volume>
<numero>4</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0186-10422023000400107&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0186-10422023000400107&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0186-10422023000400107&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este trabajo mide el nivel de digitalización de los canales de venta de empresas de Bahía Blanca del directorio DesdeCasa, creado por el Municipio y otros actores durante la pandemia. Basado en un análisis de componentes principales sobre la presencia de estas empresas en diferentes plataformas digitales como Facebook, Instagram, WhatsApp, sitio web propio y nivel de comercio electrónico, se construye un índice de digitalización. Las 1 284 empresas son reagrupadas en 18 rubros de actividad. Se observa que los rubros &#8220;Muebles y decoración&#8221;, &#8220;Informática-electrónica y otras&#8221;, y &#8220;Alimentación saludable (sin TACC)&#8221; son los de mayor digitalización; mientras que &#8220;Farmacia&#8221;, &#8220;Alimentos en general&#8221; y &#8220;Almacén-autoservicio&#8221; son los de menor digitalización. Respecto del comercio electrónico, sólo 14.5% de las empresas alcanzó un nivel avanzado (transaccional). Si bien, la mayoría de las empresas (73%) no dispone de un sitio web propio, se destaca que 80% está presente en las redes sociales.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This work determines the sales channels&#8217; level of digitalization of registered companies in the &#8220;DesdeCasa&#8221; directory in Bahía Blanca built by the Town Hall and others through the pandemic. From principal component analysis on the presence of these companies on different digital platforms such as Facebook, Instagram, WhatsApp, its own website and the level of e-commerce, a digitization index is built. The 1 284 registered companies are regrouped in 18 areas of activity. It is observed that the categories &#8220;Furniture and decoration&#8221;, &#8220;IT-electronics and others&#8221;, and &#8220;Healthy eating (without TACC)&#8221; are the ones with the greatest levels of digitalization; while &#8220;Pharmacy&#8221;, &#8220;Food in general&#8221; and &#8220;Warehouse-self-service&#8221; are the ones with the least levels of digitalization. Regarding e-commerce, only 14.5% of companies are at an advanced level (transactional). While most of the companies (73%) do not have their own website, it is underlined that 80% are present on social networks.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[comercio electrónico]]></kwd>
<kwd lng="es"><![CDATA[pandemia]]></kwd>
<kwd lng="es"><![CDATA[TIC]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="es"><![CDATA[empresas]]></kwd>
<kwd lng="en"><![CDATA[electronic commerce]]></kwd>
<kwd lng="en"><![CDATA[pandemic]]></kwd>
<kwd lng="en"><![CDATA[ICT]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
<kwd lng="en"><![CDATA[businesses]]></kwd>
</kwd-group>
</article-meta>
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