las pyme y el comercio electrónico

Upload: creativoscolombianos

Post on 29-May-2018

216 views

Category:

Documents


0 download

TRANSCRIPT

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    1/122

    HC _YGE Y EH @BGE]@IBEHE@Q]JI@B=? `cb ae ~iqb hiae}cab pb} pyge epcbhc

    HC _YGE Y EH @BGE]@IB

    EHE@Q]JI@B=? `cb ae ~iqb hiae}cab pb} pyge epcbhc

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    2/122

    HC _YGE Y EH @BGE]@IBEHE@Q]JI@B=? `cb ae ~iqb hiae}cab pb} pyge epcbhc

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    3/122

    [e}b Dc`qb}y P*H*

    Ct* I`}ic =?5 = 3

    Qeh* 90 ==1 ?3 5? Dc 90 ==5 39 >3

    ?>??5 Mc}`ehbjcijdbOijdbjbgic*`bg

    nqqp;""vvv*ijdbjbgic*`bg

    Ijdbjbgic

    _}ige}c eai`ij; ai`iegm}e =??9

    Aepiqb Hefch;

    Aieb ae pb}qcac; Jcqhic Qei}c

    Igcfej ae pb}qcac; Eagbj ae Nc}b

    Gcsueqc`ij; Eagbj ae Nc}b

    Igp}eij; Pyqeg M@J P*H*

    Igp}eb ej Epcc ' _}ijqea ij Ppcij

    Ijdbjbgic jb e nc`e }epbjcmhe ae hc bpijibje e~p}ecac pb} hb cuqb}e .ejq}etiqcab( `b'

    hcmb}cab}e***) ji ae hb acqb sue dc`iqiqej b `bgejqej ej u q}cmckb .c}q`uhb( ejq}etiqc***) `bj

    hc jchiaca ae ekegphi`c} u c`qitiacae( e~pe}iej`ic b ne`nb sue `bjiae}ej ae ijqe} pc}c

    eh he`qb}*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    4/122

    JAI@E

    IJQ]BAU@@IJ***************************************************************************************************************************************** p* 1

    3* Cq}pchb* Ji hb auae( CQ]_CHB# ******************************************************************************** p* 6

    =* Ctcj`c}* @cgmic ae `b`ne `bgb ae `cgic********************************************************p* 3=

    0* Mc}}cm* Ujb pibje}b c suieje jb `bgie}bj hb ijaib*****************

    p* 341* @cj Kb}acjc* Aeh nue}qb c `cc ej uj `hi` **************************************************************p* =3

    5* A}itcjic* Eh qci ae hukb ******************************************************************************************************************* p* =6

    4* De}}eqe}c B}qi{* Qb}jihhb ej hc }ea ************************************************************************************ p* 0=

    6* Dhb}e D}e`c* Ujc b}( ujc bj}ic ***************************************************************************** p* 0>

    >* Hc M}uic aB}* ]epc}qi} ihuij pb} ijqe}jeq ************************************************************p* 10

    9* Hc qiejac nbge* Eh ae`cjb qcgmij pueae `bgp}c}e ************************p* 5?

    3?* Gcjfb* Ujc qiejac g( pe}b ij d}cjsui`ic ******************************************************p* 5533* Gi}c ej qu ijqe}ib}* _c}eae ae aieb ********************************************************************** p* 4?

    3=* Gbmipcy* Hc `c}qe}c gtih ******************************************************************************************************* p* 44

    30* G]V* Pefui} ch gejcke}b *************************************************************************************************** p* 6=

    31* _e`c ]piqc* Eh pe`cab g }piab ********************************************************************** p* 6>

    35* _}itchic* Eh hbv `bpqae hc gbac**************************************************************************************** p* >1

    34* _}bau`qb Fchhefb* Hc eej`ic ae Dijiqe}}e ej `cc***************************p* 9?

    36* _ukc hiqc* Eh jefb`ib eq ej hc pukc ************************************************************************** p* 953>* Pigphy@bhb}* Hc igphi`iaca ej hc b}ifijchiaca y eh `bhb} ****************p* 3??

    39* PbhbPqb`l* Uj ge}`cab ti}quch pc}c egp}ec *****************************************p* 3?5

    =?* =JAECH* Hb p}e`ib `hc}b******************************************************************************************** p* 33?

    @BJ@HUPIBJEP********************************************************************************************************************************* p* 336

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    5/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B1

    IJq}bAu@@IJ

    Eqc pumhi`c`ij( `uyc eai`ij nc iab pbimhe f}c`ic ch cpbyb aeh Gijiqe}ib ae Ijauq}ic( @bge}`ib y Qu}igb( c q}ctae bjab aeh _hcj Ctcj{c( gueq}c teijqe e~pe}iej`ic aepyge epcbhc sue ncj ae`iaiab cpbqc} `bj ue}{c pb} eh`bge}`ib ehe`q}ji`b*

    Pbj egp}ec ae e`qb}e guy aite}b .chigejqc`ij( ae`b}c`ij( b`ib)( jefb`ib jc`iab f}c`ic c ijqe}jeq y jefb`ib ae qbac hc tiac sue ncj cmiab cp}bte`nc} hc juetcbpb}qujiacae sue b}e`c hc }ea< b}fcji{c`ibje pesuec ybq}c sue e ncj ne`nb f}cjae< ej aejiqitc( egp}ec ae{bjc ae Epcc guy aipc}e `bj uj gigb aejbgijcab}

    `bgj; tejae} pb} ijqe}jeq*

    Ehefi} hc teijqe `cjaiacqc jb nc iab ujc hcmb} ej`ihhc ji(p}bmcmhegejqe( kuqc* C ac ae nby( ncy ejqejc}e ae pesuecy geaicjc egp}ec ej Epcc sue eqj ijti}qiejab qiegpby }e`u}b ej `bge}`ichi{c} u p}bau`qb b e}ti`ib pb} ijqe}jeq( y sue ge}e`ej( hb pb} eb( uj `cpquhb ej eqe him}b* Ae

    eqe gbab( sue}egb }e`bjb`e} eh g}iqb ae hb p}beibjchesue ncy aeq} y aeqc`c} sue `cac ujc ae hc b}fcji{c`ibjejchgejqe ehefiac }ep}eejqc c gu`nc bq}c sue ej eh gigbe`qb} hb eqj ijqejqcjab*

    qc( ncj iab ehe``ibjcac pb}sue `cac ujc ae ehhc qiejeuj ehegejqb aie}ej`icab} sue hc nc`e epe`ich; u q}cye`qb}ic(

    hc }etbhu`ij sue nc upueqb ej eh e`qb}( hc `cpc`iaca ae ejqejae} `gb uj`ibjc hc }ea y `um}i} uj nue`b `bj uj e}ti`ibijjbtcab}( cme} hhefc} ch `hiejqe jch ae ujc gcje}c `}ecqitcy }ejqcmhe***

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    6/122

    5=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    Ehcmb}c} eqc pumhi`c`ij nc upueqb `uhgijc} uj p}bye`qbcgmi`ibb sue p}eqejac c`ihiqc} hc igphcjqc`ij aeh `bge}`ib ehe`q}ji`b ej hc pyge epcbhc* qe nc `bjiqiab ejehcmb}c} ujc e}ie ae `hip pc}c e~phi`c} `bj`epqb ae `bge}`ibehe`q}ji`b ae gcje}c ej`ihhc .c`qu}c ehe`q}ji`c( qehebjc

    I_)( uj gcpc ej eh sue e gueq}cj ae b}gc f}`c hc e~pe}iej`ic ae ~iqb y ej b}fcji{c} ab etejqb `bj g ae 5??ciqejqe ej hb sue e gbq}c}bj hb }euhqcab aeh p}bye`qb.g ijb}gc`ij ej vvv*ijbjbgic*`bg)*

    Qbab ehhb `bj eh bmkeqitb ae ijpi}c} ch gcyb} jge}b aep}beibjche ae hc pyge epcbhc pc}c sue ae`iacj cpbqc}

    pb} eh `bge}`ib ehe`q}ji`b; ujc cpueqc `cac te{ g efu}c(g }ejqcmhe y g je`ec}ic* C pue( he ijtiqcgb c sue`bjb{`cj chfujc ae eqc e~pe}iej`ic ae ~iqb pc}c cjigc}hec `cgijc} ej ec ai}e``ij*

    _c }i

    Ai}e`qb} ae p}bye`qb( Ijdbjbgic

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    7/122

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    8/122

    6=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCPHC _YGE Y EH @BGE]@IB EHE@Q]JI@B

    Cq}_CHb

    JI Hb AuAEp( Cq}_CHb#_b} Acji Pchc .E=P _}bau``ibj)

    Cq}pchb ge}e`e}c uj p}egib ej eh gujab aeh jcgijf* Jijfj bq}b jbgm}e e}c gekb} pc}c aeji} hc hbbc ae eqc

    pujqb`bg mc}`ehbjec( `ejq}cac ej b}e`e} bhu`ibje ae b`ibc mckb `bqe b `bj f}cjae tejqckc c u ab gihhbje ae uuc}ib* Pu hbfbqipb( ujc ihueqc ej pbi`ij ae `c}}e}c( jb ijtiqcc pejc} cq}pchb y b}}e( cjqe ae sue e qe e`cpe eqc be}qc*Y e c `bgb tieje c uj`ibjc} eqc }gc qbqchgejqe bjhije*

    Cq}pchb e eh hae} jc`ibjch ej hc `bjq}cqc`ij ae c`qitiacaeae b`ib y qiegpb him}e( aeae epe`q`uhb ncqc ticke* Eb`}eegb( sue Cq}pchb e uj hae}( cefu}c ujb ae u `ucq}bb`ib ujacab}e( Ifjci Pchc* Pbm}e qbab c hc nb}c ae p}b'

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    9/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B>

    pbje} be}qc b phcje ijjbtcab}e pc}c `bjefui} }ebhte} ehp}bmhegc; su ncfb eqc jb`ne( su ncfb eqe j ae egcjc(su ncfb ej eh puejqe ae hc _u}igc( su ncfb ej gi tc'`c`ibje* Y q}cqcjab iegp}e ae `bgmijc} hb sue e}c ujcbe}qc ae ticke `bj ujc c`qitiaca( b `bj ujc be}qc ae fcq}b'jbgc( y c pc}qi} ae cn `bjefui} sue eqc c`qitiacae ecjhb g e`bjbgi`c pbimhe*

    Cq}pchb `uejqc `bj 31? q}cmckcab}e y 34? gihhbje ae eu}bae c`qu}c`ij cjuch( pe}b jc`i nc`e b`nb cb ae uj fc}cmcqb ej hc e}tihheqc ae uj mc}* Pu `ucq}b ujacab}e e ni`ie}bje`b ae hc `cjqiaca ae muqc`c tc`c ej hb qecq}b ae qbac Epcc( e ijtejqc}bj uj jefb`ib bjhijesue pe}giqie}c hhejc} hcchc bj muejc be}qc y c`e}`c} p}bpueqc uhqu}che c hb kteje* @bj ehhb( jb hb `bjifuie}bj hhejc} hc chc y cpb}qc}

    f}cjae ijf}eb c uj e`qb} `uhqu}ch ej nb}c mckc* Qcgmij`bjifuie}bj aepe}qc} ejq}e juetb pmhi`b( eej`ichgejqekteje( eh ijqe} pb} eh b`ib ae `chiaca*

    Ae cn( y aeh ~iqb hbf}cab( `hbjc}bj hc iaec pc}c }eqcu}cjqe( g qc}ae pc}c nbqehe ae te}cjb sue ej ijtie}jb sueacmcj tc`b y( jchgejqe( i}}ugpie}bj ej eh e`qb} ae ticke

    pb} gc}( qie}}c y ci}e* Nby( u e`}eqb `bjiqe ej `bgmijc}p}bpueqc `bgpheqc( aeae e`cpcac ae j ae egcjc sueij`b}pb}cj ticke( nbqeh y cfejac ae c`qitiacae( ncqc ticke caeqijb e~qi`b `bj chsuihe} ae ten`uhb y e~`huitc p}bpueqc fcq}bjgi`c*

    Pu jge}b( ae `hiejqe y ae c`qu}c`ij( ctchcj hc `bjcj{c

    aeh uuc}ib ej hc be}qc ae Cq}pchb( pe}b jb ue `ih bjtej`e}ch `hiejqe ae hc efu}iaca ae casui}i} u e}ti`ib y }ee}tcpcfcjab pb} ijqe}jeq* Ae ne`nb( Ifjci Pchc }e`bjb`e sue qb'actc e~iqe( cujsue guy pb`b( ujc `ie}qc }eqi`ej`ic ch pcfb

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    10/122

    9=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    bjhije bj qc}keqc( }c{j pb} hb uch qbactc e~iqe hc pbimihiacaae pcfc} epe`q`uhb ej qcsuihhc* @ucjab eb u`eae( eh uuc}ib `bgp}uemc sue `ueqc hb gigb pcfc} ej uj iqib sue ejbq}b( y c`cmc pb} `bjtej`e}e ae sue hb g `gbab e hhefc}ch aeqijb `bj qbab hb pcfb }echi{cab*

    Aeae Mc}`ehbjc pe}b `bj p}bye``ij( ae gbgejqb( ej Epc

    c e Iqchic( eh pe}bjch ae Cq}pchb }epc}qe u qc}ec pb} }ecepe`ichi{cac* Ae ne`nb( eh f}cj e`}eqb ae Cq}pchb }eiae ejhc `bgpeqej`ic ae uj pe}bjch chqcgejqe `uchi`cab pc}c ej`bjq}c} be}qc }epc}qiac pb} qbab eh gujab( jefb`ic} pcsueqe ae p}e`ib y `bguji`c} hb gekb} pbimhe qbac hc tejqckc chb uuc}ib* _c}chehcgejqe( uj esuipb ae `}ecqitb e aeai`c cpejc} ae su b}gc pueaej hhcgc} hc cqej`ij ch uuc}ib( `bj

    `cgpcc ae pumhi`iaca( eq}cqefic ae bguji`c`ij ae juetcbe}qc y bj`u}b bgb hc hqigc p}bgb`ij; hc b}fcji{c`ijae hc hujc ae gieh ae qu ueb* Y giejq}c qbab eb u`eae(eh hcmb}cqb}ib qe`jbhfi`b ae Cq}pchb `bjqijc aec}}bhhcjab

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    11/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B3?

    eh bqvc}ep}bpib ae hc `bgpcc pc}c cacpqc}hb c hc juetcje`eiacae aeh uuc}ib y c hc juetc pbimihiacae* Y e sueeh uqu}b jb hb }eiae ej ijqe}jeq ijb qcgmij ej eh gtih*Eqe f}upb ae `e}em}b eq aec}}bhhcjab uj iqegc geaicjqeeh `uch pba}egb }e`imi} be}qc ae b`ib `e}`c ae hc {bjc abjaejb ej`bjq}cgb* Mcqc} `bj ejtic} uj PGP aeae eh iqib y}e`imi}egb bq}b gejcke `bj hc hiqc ae pbimihiacae ae qiegpb him}e( epe`q`uhb( }eqcu}cjqe b chbkcgiejqb*

    Bq}c jbteaca ae Cq}pchb pc}c =??9 e hc Hcj{cae}c* Ejq}cgb ej eh cpc}qcab ej `ueqij ae hc vem( ijai`cgb ej sugbgejqb jb fuqc}c tickc} y c su `bjqijejqe( y jb cpc}e`euj gcpc `bj eqisueqc ej hb aeqijb `bj be}qc( `bj `bhb}eaie}ejqe ej uj`ij aeh p}e`ib* Eqe juetb gqbab( }e`iejqe

    gejqe pueqb ej gc}`nc( u}fi `ucjab jb aigb `uejqc aesue gu`nc te`e hc fejqe jb eq mu`cjab ejq}e uj hiqcabae aeqijb( ijb sue he }euhqc gu`nb g `ih te} uj gcpc`bj be}qc( c}fugejqc Pchc* Ujc te{ tiuchi{cab eh gcpc ae

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    12/122

    33=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    iqib ijqe}ecjqe( sue c p}ib}i jb bj aegcicab pbpuhc}e(hc fejqe ifue eqc qejaej`ic; aepu ae umi`c} hb aeqijbej eh gcpc( piejc nbgm}e( pe}b i eq `e}`c ae uj hcfb( bae hc `bqc( jb hb numie}c ai`nb juj`c y ejqbj`e e cjigc c`bjugi}hb pb}sue( caeg( b}e`ej muejc be}qc*

    Chfujb pueaej `bjiae}c} Cq}pchb( i `cme( `bgb eh hbv `bqaeh hbv bq( pb}sue e cpc{ ae ej`bjq}c} hc gekb}e be}qc ae

    ejq}e hc gekb}e be}qc .tchfc hc }eaujacj`ic)* _e}b( ae ne`nb(eh ejgejb ae hc ce}bhjec ae mckb `bqe .]ycjci}( Tuehijf(@hi`lCi} y bgpcc) nc meje`icab ejb}gegejqe pb}qche aebe}qc `bgb qe* _e}b ej eqe `cb( Ifjci Pchc ijiqe ej suehc `hcte nc iab hc ae e} `cpc`e ae `bgmijc} be}qc `bgb(pb} pbje} uj ekegphb( uj ticke c Nbhcjac tbhcjab ej EcyKeqncqc Cgqe}acg y tbhtiejab aeae Eijanbtej `bj ]ycjci}*

    Ae pb} geaib( Cq}pchb jb pba}c mu`c} jb`ne ej aie}ejqenbqehe ae eqe pesueb pc( gbjqc} ujc }uqc ae c`qitiacaeej `cac `iuaca ej abjae ab}gi}egb( mu`c}jb hb }eqcu}cjqe cp}bpicab y chsuihc}jb uj `b`ne c`b}ae `bj jueq}cpbimihiacae e`bjgi`c* @ucjab }ef}e}cgb( qbab e}cjbab pc}c `bjb`e} jueq}c e~pe}iej`ic y qbgc} muejc jbqc ae`c}c c hb uqu}b ticke}b*

    Cq}pchb nc cmie}qb uj mhbf( Cq}pchbpujqbmhbf( qch `bgbuejc .vvv*cq}cpchbpujqbmhbf*`bg)( pb}sue qch `bgb uejce `bgb e pueaej e~p}ec} u `hiejqe* Ae ne`nb( hc f}cj`hcte ae Cq}pchb c jiteh `uchiqcqitb( efj u }epbjcmhe(e eh ejb}ge eeamc`lejq}e ehhb y hb uuc}ib( sue ej qbabgbgejqb qiejej hc bpb}qujiaca ae `bgejqc} u e~pe}iej`ic

    ej nbqehe( ticke( epe`q`uhb b }eqcu}cjqe* B ec( jb e sueCq}pchb jb qejfc aepc}qcgejqb ae `bjq}bh ae `chiaca( ijbsue ab gihhbje ae uuc}ib ae`iaej `bjqcjqegejqe pb} sup}bau`qb y p}bteeab}e tche hc pejc cpbqc}*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    13/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B3=

    CtCJ@C}

    @CgmIC AE @b@nE @bgb AE @CgIpC_b} Icmeh _ch

    @bjau`i} uj b`ne aie}ejqe cac ac2 P( e pbimhe y caeg(igphe* Nc`egb hc }ee}tc pb} ijqe}jeq( cm}igb eh `b`ne( sue

    e ej`uejq}c ej ujc phc{c }ee}tcac( y `bjau`igb* Eqc e hc`ih e`uc`ij sue phcjqec Ctcj`c}( ujc iji`icqitc sue jc`e ejeh =??5 ucjab `bgb epekb hc e~pe}iej`ic ae `c}nc}ijfaepce `bgb Pui{c b Chegcjic*

    Pe q}cqc ae ujc egp}ec ae chsuihe} ae cuqbgtihe c `b}qbphc{b* Eh uuc}ib pueae aipbje} ae uj ten`uhb ec au}cjqe

    uj pc} ae nb}c b tc}ib ac* E ujc }guhc ee`qitc y sue(qcgmij( cyuac c }e`b}qc} fcqb* Qch `bgb jb e~phi`c De}jcjab ae hc ]bc( sue uc eqe iqegc c qquhb pe}bjch( pe}bqcgmij c jiteh ae egp}ec; @bj ehhb cnb}}cgb ae 0?? c1?? eu}b }epe`qb c hb sue fcqmcgb cjqe ejq}e qc~i ycpc}`cgiejqb*

    Eh uj`ibjcgiejqb e ej`ihhb y eq guy miej epe`i`cab ejvvv*ctcj`c}*e* _}ige}b e }ee}tc eh ten`uhb pb} qehbjbb c q}ct ae hc p}bpic pfijc vem( abjae e pueae e`bfe}eh qipb ae cuqbgtih sue e je`eiqe y cme} ej su cpc}`cgiejqb eq .Ctcj`c} qieje uj qbqch ae 3?? phc{c pc}c uten`uhb }epc}qiac ej 0>pc}lijfae Mc}`ehbjc( Pcjq @ufcq(Pcmcaehh y F}cjbhhe})* Ujc te{ ehe``ibjcab eh gbaehb ae

    `b`ne sue sue}egb( qbac hc ijb}gc`ij e q}cjgiqe c qey ucjab eh uuc}ib bhb`c u qc}keqc ej`igc aeh ten`uhb( qehc iaejqi`c y e cm}e* E uj iqegc sue c`ihiqc eh c``eb ch`b`ne( jb `uejqc Kbep Pchc( ai}e`qb} feje}ch ae Ctcj`c}

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    14/122

    30=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    @c}nc}ijf* Eh qu}igb iegp}e aeme aetbhte}e ch iqib abj

    ae e nc }e`bfiab y eh jge}b ae lihgeq}b y eh qiegpb sueeh `hiejqe nc aipueqb ae h e c`qu}c c jch ae ge( ccae*

    B}e`e} uj e}ti`ib aie}ej`ich e hb sue aeje eh ep}iqu aeCtcj`c}( sue qieje `bgb p}ij`ipch bmkeqitb p}bpb}`ibjc} uje}ti`ib ae gbtihiaca sue p}bau{`c uj ub g }c`ibjch aehb geaib ae q}cjpb}qe* _ueae aipbje} ae uj ten`uhb ij

    e} q eh p}bpieqc}ib* Ctcj`c} aipbje ae uj hb`ch i`b( cujsue eh q}cqb `bj eh `hiejqe e nc`e( `ci ej u qbqchiaca( c q}ctae qehbjb b pb} ijqe}jeq* Eh iqegc mu`c ujc g~igc cfihiaca* _b} eb ijqe}jeq e} ujc pie{c hcte* Y( ie}qb( hc }ea enc `bjte}qiab pc}c Ctcj`c} ej ujc qiejac sue pueae qeje}ej qu `cc qbab eh qiegpb* E ujc ne}}cgiejqc guy qih pc}chb `e}`c ae 0*1?? `hiejqe aeh e}ti`ib* Uuc}ib sue( etiaej

    qegejqe( ncj p}bpb}`ibjcab c hb p}beibjche ae Ctcj`c}ghqiphe cj`abqc( hc gcyb}c p}bpic ae hc ije~pe}iej`ic(aeh jb cme} guy miej `gb uj`ibjc eh iqegc* Ujc te{numb ujc pe}bjc c suiej jb e he cm}c eh `b`ne* Jb `bq

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    15/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B31

    aeqe}gijc} sue jb eqcmc `bhb`cjab hc qc}keqc `b}}e`qcgejqeej eh caneitb }bjqch aeh ten`uhb( }e`ue}ac Kbep Pchc*

    Eh `c}nc}ijf.c e he hhcgc c eqe e}ti`ib) sue b}e`e Ctcj`c}e `c}c`qe}i{c pb} e} guy aie}ej`ich; Ej Epcc jb ncy iji

    `icqitc ae eqe qipb( ej bq}b pce ncy g ae ujc egp}ecsue bpe}c ej eh e`qb}* Hc aie}ej`ic e sue Ctcj`c} b}e`e ujqipb ae e}ti`ib epe`ichi{cab c `b}qb phc{b* Chsuihcgb pb}nb}c b pb} ac* E aie}ejqe ch e}ti`ib sue pueae b}e`e} ]ejqc @c}( sue e pb} pe}bab g hc}fb* Jb bgb `bgpeqej`ic(jb `bgphegejqcgb*

    _e}b( `uh e eh pe}h ae uj uuc}ib aeh `c}nc}ijfae Ctcj`c}2E ai`ih ae aeqe}gijc} pb}sue( efj Pchc( eh qipb ae hiejqe eguy q}cjte}ch* Pi c`bqcgb pb} pb}`ejqcke pba}c e} chfbc; 6?% mc}bje y 0?% guke}e( ej hc }cjkc ae 0? c 5? cb*Eh ub ae pc}qi`uhc}e e ac g ej je ae egcjc y e guyqih pc}c cgihic abjae ncy g pe}gib ae `bjau`i} sueten`uhb* Ucjab hc egpcqc( Kbep Pchc e pbje ej hc pieh aeh

    `hiejqe y aeqc`c ab cpe`qb pbiqitb sue pueaej igpuhc} ehub aeh `c}nc}ijf* Eh p}ige}b e sue eh uuc}ib hb pcfc hblihgeq}b }e`b}}iab y eh efujab( sue qieje ujc pe}pe`qitcb`ich( p}bgbtiejab uj ub }c`ibjch aeh ten`uhb* Eh uuc}ib e

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    16/122

    35=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    hb piejc cjqe ae `bfe} eh `b`ne* E qe( ej pc}qe( eh gbqitbpb} eh sue eh `c}nc}ijfnc `bjqcab `bj eh cpbyb ae hc cagijiq}c`ibje cujsue ij umtej`ibje* Ae qbab gbab( `cmeaeqc`c} sue hb p}bgbqb}e iji`iche ue}bj hc Feje}chiqcq ae@cqchuc( eh Cyujqcgiejqb ae Mc}`ehbjc y eh Gijiqe}ib ae Ijauq}ic y @bge}`ib aeh Eqcab*

    Hc hcte aeh ~iqb( efj Pchc( bj hc gbae}jiaca bj`epquch

    aeh iqegc y hc de~imihiaca y aipbjimihiaca ae qe* Eqcgb`ci iegp}e guy `e}`c ae ajae q eq* Ae ne`nb( cnb}c ehe}ti`ib eq bjbhiacjab u c`qitiaca ej Mc}`ehbjc y iuacae`bgb F}cjbhhe}( Pcjq @ufcq y Pcmcaehh* Jueq}b bmkeqitb e}ec}gc} eh e}ti`ib ej eqc `ucq}b pbmhc`ibje pc}c aepu`}e`e} nc`ic bq}b hufc}e abjae ncyc uj gjigb ae pbmhc`ij( e~phi`c Pchc*

    Eh `bjq}cqb iji`ich pc}c eh `hiejqe e ae uj cb y e tc p}b}}bfcjab( i h jb ai`e hb `bjq}c}ib* Ae gbgejqb( pc}e`e sueeh e}ti`ib tc bm}e }ueac y eb e etiaej`ic `bj hc `i}c aetiiqc ej hc vem( sue uehe e} ae ujc 5*??? gejuche* Ehae Ctcj`c} e( ij auac( uj ekegphb ae p}bpueqc ijjbtcab}c(mcjabe ej iaec ae hb pce te`ijb( pe}b hhetjabhc c u

    qe}}ejb y nc`iejab sue uj`ibjej* Uj ~iqb c jiteh egp}ec}ich( pe}b qcgmij b`ich( pue upbje uj pcb g nc`ic ujub aeh q}cjpb}qe u}mcjb mccab ej hc bqejimihiaca*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    17/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B34

    mC}}Cmp

    uJbp _IbJE}bp C suIEJEp Jb @bgIE}bJ HbpIJAIbp_b} Icmeh _ch

    qc e hc niqb}ic ae ujc f}cj e`chcac sue qieje eh `cgpb

    mce ej Mejcsue( uj puemhb aeh _i}ijeb c}cfbj* Pe q}cqc aehc niqb}ic ae Mc}}cm( ujc qiejac sue( ch ifuch sue u c`ejbej eh ge}`cab bjhije( jc`i pc}c tejae} gcqe}ich c csuehhbsue( `bgb ehhb( qiejej fcjc ae e`chc}* Eqb( ej `cgmib( hbnc`ej hiqe}chgejqe* Mc}}cm p}ige}b tejae pb} `cqhbfb y(ej 3990( ej uj `bjf}eb bm}e i`c( hb igpuhb}e ae Mc}}cm bjhije( ej`uejq}cj ujc ihc ae `bjb`igiejqb( efj

    jb e~phi`c @c}hb Mc}}cm* Chh egpie{cj c ijqe}ec}e pb}hc cuqbpiqc ae hc ijb}gc`ij* Hc p}bpueqc equtb ej ehci}e guy p}bjqb( ej eh 95 e `bjbhia y ej eh 94 yc e}c ujc}echiaca guy cgphic y ujc be}qc sue e}ti}c ae gbaehb pc}cgu`nc bq}c egp}ec*

    Mc}}cm( sue e aeai`c c hc tejqc ae gcqe}ich ae chpijigb y

    aepb}qe ae gbjqcc( yc `bjqcmc `bj ujc qiejac i`c( y hcai`uhqca ue hc chqc ae }ee}ej`ic y cacpqc} eh gujab qe`jbhfi`b c chfb sue jb hb e}c* _e}b eqe e eh p}e`ib c pcfc} pb}e} pibje}b; ]e`ue}ab ujc }ce sue ge aikb uj p}beb} ujac sue ui c ac} ujc `nc}hc y sue ae`c; @nctch( guy mbjiqb(pe}b c hb pibje}b e hb `bgej hb ijaib* Eb sui{ ejpc}qe e uj pejcgiejqb fhbmch( hc fejqe uehe i} bm}e efu}b(

    pe}b y i qe cq}ete c aecc} ch }iefb2 Ejqbj`e( ( qe pueaej`bge} hb ijaib( pe}b qcgmij pueae e} ijjigb ae ~iqb;E te}aca sue i eh pibje}b `bjifue gcjqeje} ujc {bjc yc`bqc}hc e guy `ih sue e sueae pb} gu`nb cb* Y c e

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    18/122

    36=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    `bgb Mc}}cm cpbq ue}qe( pi qe}}ejb ti}fej `bj ejquicgb y e suea( ncqc nby( `bj eqc pc}`ehc aeh ge}`cab( qcjqb`bj u qiejac i`c `bgb `bj u qiejac bjhije*

    _b} eb( pc}c uj fu} ae ijqe}jeq ejqejae} ujc egp}ec ijqe`jbhbfc e ije~phi`cmhe( c jb e} sue qu bmkeqitb ec jb

    `}e`e}* Hc }ea nc pe}giqiab c eqe jefb`ib hhefc} c uj gcyb}jge}b ae pmhi`b( epe`ichi{cab ej hc gcqe}ic y( pb} hb qcjqb(e~ifejqe* Hb uuc}ib ncj pccab c `bjfu}c} ujc epe`ie ae`bgujiaca ti}quch* Muejc pc}qe ae hb sue nby e Mc}}cm ej}echiaca hb ncj ne`nb ehhb( c}gc @c}hb Mc}}cm* Y e sueej hc pfijc vem jb bhb e pueaej `bgp}c} p}bau`qb epe``b sue tcj aeae ujc `gc}c nipe}m}i`c ncqc ujc `cj

    qigphb}c( ijb sue eh uuc}ib y `hiejqe pueae ej`bjq}c} qbabqipb ae ijb}gc`ij }ehc`ibjcac `bj eqb aepb}qe* Jbqi`ic(taeb e ij`hub }ee}ej`ic bm}e eh qiegpb* E hc b}gc ae te}hc tiac ae Mc}}cm( ujc hbbc ej u ac c ac ae q}cmckb y

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    19/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B3>

    qcgmij ae `bqiaicjiaca* Mc}}cm jb e jcac ij qe`jbhbfc*E ujc b}gc ae te} hc tiac y ae ejqejae}hc* Mc}}cm }epbjaec uj `bj`epqb sue jb pueae aetij`uhc}e ae hc ijjbtc`ij*

    _c}c `bgp}c} chfujb ae hb p}bau`qb sue tejae Mc}}cm bj'hije.sue e esuipc}cj `ci ej u qbqchiaca `bj hb ae hc qiejaci`c)( eh `hiejqe hb aeme ai}ifi}e c vvv*Mc}}cm*`bg* Chh

    aeme} }efiq}c}e y pcec} ejq}e hc f}cj `cjqiaca ae p}bau`qbae hb sue aipbje eh epc`ib; p}bau`qb ae esu( chpijigb(e`chcac( q}ellijfy `cgpijf( ejq}e bq}c c`qitiacae ae gbjqcc* Ij`hub pbaegb ej`bjq}c} him}b y gcpc* Eh `hiejqeji`cgejqe aeme ehe``ibjc} eh p}bau`qb sue aeec casui}i} y`c}fc}hb c hc eqc ae hc bgp}c* Ej pc}chehb( egpie{c( qcgmij(ujc baiec pc}c hc fejqe ae Mc}}cm sue aeme feqibjc} eh pe

    aiab y p}epc}c}hb pc}c nc`e}hb hhefc} hb cjqe pbimhe* Aejq}baeh p}b`eb ae }e`ep`ij( `ucjab Mc}}cm }e`ime eh peaiab eaecqc ujc `caejc* Ejq}c ej kuefb hc hbfqi`c( hc cqej`ij ch`hiejqe( hc tiij fhbmch ae qe y hc ai`uhqca feje}ch aeh p}b

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    20/122

    39=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    au`qb* Qbac ujc `c}}e}c ae bjab sue Mc}}cm bhu`ibjc ctehb`iaca ae `}u`e}b yc sue gigc} c u pmhi`b e ujb ae up}ij`ipche bmkeqitb* E( ej aejiqitc( u gekb} chicab*

    Eh `hiejqe ae Mc}}cm qieje u pe}h p}bpib* Pe q}cqc ae fejqec suiej he fuqc hc gbjqcc y `bj hc sue `bij`iaigb( yc suepc}c jbbq}b hc gbjqcc e ujc gcje}c ae titi}( `uejqc @c}

    hb Mc}}cm* _b} eqe gbqitb( pb} u igphi`c`ij y `bje~ij`bj hc iaibij`}cic ae hc egp}ec( hb `hiejqe `bjqiquyej ujcae hc q}e pujqc aeh q}ijfuhb aeh ~iqb aeh jefb`ib* Hc efujac bj hc pe}bjc sue `bjb}gcj eh esuipb; Uj f}upb aefejqe qe}}imhegejqe ijjbtcab}c( `cpc{ ae `}ec} uj gi`}b`}`uhb ti}qubb ae ijjbtc`ij* Uj pujqb ej eh sue( i cpc}e`e chfb(eh te`ijb cpbyc pc}c sue pueac nc`e}e gekb}* Y( pb} hqigb(

    Mc}}cm uejqc bj ujc tiij eq}cqfi`c guy hc}c ae ej supc}qe suie}e eqc} pbi`ibjcab y( iegp}e( ejb`cab c uj pmhi`b jb guy f}cjae pe}b e~ifejqe* ]c{bje g sue u`iejqe pc}c kuqi`c} eh pbi`ibjcgiejqb ae Mc}}cm ej hc }ea*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    21/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B=?

    Uj e`qb} sue nc e~pe}igejqcab uj f}cj `cgmib ej hb hqigb 35 cb; Cnb}c gigb hc q}cjb}gc`ij aeh gujab qiejegu`nb sue te} `bj hc `cpc`iaca ae ijqe}jeq( cujsue qcgmijncy bq}b c`qb}e c qeje} ej `uejqc( `bgb eh aieb b uj gcyb}`bjb`igiejqb aeh ejqb}jb y aeh `bjqe~qb `cgmicjqe*

    Ej aejiqitc( c ku{fc} pb} hb }euhqcab( pc}e`e sue Mc}}cmue uj pibje}b sue e`cp ae hb ijaib* Nc `bjefuiab u

    epc`ib ej eh ujite}b ti}quch y ifue }eijtejqjabe `bjqijucgejqe; Jbbq}b egpe{cgb nc`e cb( cnb}c jb }ephcjqecgb uj `}e`igiejqb `bjqijub* E chfb sue tcgb nc`iejab*Pbgb ujc egp}ec ae `}e`igiejqb b}fji`b( ejqej`ic @c}hb Mc}}cm* Y ej eqc hjec ifue e`chcjab( y juj`c gekb}ai`nb( pb} hc ee}c ae hc }ea( `bjifuiejab jb hb e} qiejacae }ee}ej`ic bjhije ijb qcgmij ujc `bgujiaca ti}quch ae

    cgcjqe aeh chpijigb*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    22/122

    =3=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    @CJ Kb}ACJC

    AEH nuE}qb C @CpC EJ uJ @HI@_b} Cjjc Tihckbcjc y Acji Pchc .E=P _}bau``ibj)

    Kb}ai @b}mchj e uj cgpeijb tiibjc}ib* Nc`e ij`b cb( ephcjqe e~phb}c} hc pbqej`ichiacae ae ijqe}jeq pc}c tejae} hb

    p}bau`qb aeh `cgpb chqjabe eh `i}`uiqb q}cai`ibjch( hhejbae ijqe}geaic}ib y g}feje pe}aiab* Pu `bgpce}b cf}i`uhqb}e e qbgc}bj c m}bgc eh p}bye`qb; @gb tc c tejae}uj pcy( sue q}cmckc ej eh nue}qb( u he`nufc y qbgcqe pb}ijqe}jeq2( e p}efujqcmcj( e`pqi`b( chfujb* Hc }epueqcb hc `bjq}cai``ij jb e ni{b epe}c}*

    @b}mchj eqcmc `bjtej`iab ae sue qejc ej u gcjb ujcmuejc bpb}qujiaca ae jefb`ib* He pub cnj`b* @bjqc`q `bjuj aiecab} ae vem( uj `cjcaieje }eiaejqe ej Mc}`ehbjc(pc}c sue he p}epc}c}c uj p}bye`qb c hc geaiac ae u je`eiacae y c jc`i @cjkb}acjc*`bg*

    Hc j`c ae @cj Kb}acjc eq iqucac ej Eh Gcjbu( ej hc `b

    gc}`c gc}qigc aeh Gc}ege( guy `e}`c ae Mc}`ehbjc* Nby(`ucjab gi}c cq}( e gueq}c b}fuhhbb ae hc etbhu`ij ae ujefb`ib* Ae ne`nb( c`quchgejqe( c q}ct ae hc }ea e pueae`bgp}c} ae qbab b `ci ae qbab( pe}b `ucjab eqe cf}i`uhqb}aib eh chqb c ijqe}jeq( e c}}ief y @cjkb}acjc*`bg e `bjti}qi ej ujc ae hc pfijc vem pibje}c ej b}e`e} hb p}bau`qbaeh nue}qb c abgi`ihib ej qcj hb uj `hi`*

    @b}mchj qejc guy `hc}b sue jb sue}c uqiqui} eh `cgpbpb} ujc gec ae b}aejcab}* @u}ibcgejqe( h e cf}i`uhqb}ae `bjti``ij y jb pb} q}cai`ij< hc j`c e ae hc cgihic ae

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    23/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B==

    u guke}< u uef}b y u `ucab e aeai`cj mi`cgejqe ch`uhqitb ae db}e( guy c}}cifcab ej eqc {bjc* _e}b u `bjtej`igiejqb c gcjqeje} hb b}feje ae u epbc y c hu`nc} pb}`bje}tc} eh pcq}igbjib hefcab pb} ae`ejc ae feje}c`ibjehe ncj `bjte}qiab ej uj cpcibjcab ae eqe cj`eq}ch b`ib*_e}b ej qiegpb gbae}jb jb ncy hufc} pc}c eh }bgcjqi`igb( y i ujb e suie}e fcjc} hc tiac ej hb sue suie}e( aemehu`nc} pc}c `bjte}qi}hb ej `bgpeqiqitb*

    _b} hb qcjqb( u p}bpiqb e}c }c{bjcmhe( igphe y `hc}b; gekb

    }c} hc }ejqcmihiaca ae u e~phbqc`ij etiqcjab hb ijqe}geaic}ib* Ae qbab e cmiab sue hc aie}ej`ic ae p}e`ib ejq}e hb suepcfc eh `hiejqe pb} ujc he`nufc y hb sue ijf}ec eh cf}i`uhqb}jb }epe}`uqe ej eh mbhihhb ae eqe hqigb* Y ae eb e hb sue esuekcj hc gcyb}c ae p}bau`qb}e* Eh q}cjpb}qe( hc `ejq}cheae `bgp}c y eh p}bpieqc}ib ae hc qiejac b upe}ge}`cab suetejae eh p}bau`qb qcgmij e meje`icj `bgb jb pba}c e}

    ae bq}c gcje}c ae ec gigc he`nufc*

    Eh p}bpieqc}ib ae @cjkb}acjc*`bg qcgmij qejc bq}b p}bpiqb `ucjab pub ej gc}`nc u vem; aegbq}c} sue q}cmckc} chfb

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    24/122

    =0=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    qcj i`b `bgb hc qie}}c jb e ij`bgpcqimhe `bj abgijc} ujepc`ib qcj ti}quch `bgb e ijqe}jeq*

    Ej @cj Kb}acjc bhcgejqe q}cmckcj ab pe}bjc h gigb eIcc`( uj kbtej sue he cyuac `bj eh }epc}qb* _b} hc gcjb aeKb}ai @b}mchj pcc qbab hb sue e q}ckijc ej hc j`c* h uhqitchb ckb( hc c`ehfc( hc he`nufc( hb qbgcqe( hc {cjcnb}ic(qbab hb p}bau`qb aeh cgpb y( c hc te{( e ej`c}fc ae c`quchi

    {c} hc vem aic}icgejqe* E ae`i}( `bhb`c hc bqb ae u }uqc yte}au}c y eh p}e`ib ae tejqc ch pmhi`b( e ej`c}fc ae }e`imi} hbpeaiab qcjqb pb} ijqe}jeq `bgb pb} qehbjb( hb p}epc}c yhb aiq}imuye c abgi`ihib* Chfuiej ac g2

    Pu kb}jcac hcmb}ch e b}fcji{c ae hc ifuiejqe gcje}c; ae acq}cmckc hc qie}}c y( `ucjab qe}gijc( e iejqc aehcjqe aeh b}

    aejcab} pc}c ijb}gc} c hb `hiejqe sue ejq}ej ch ac ifuiejqe ej u vem ae `uhe bj hb p}bau`qb }e`b sue pueaeb}e`e}he* Huefb( aeqijc ab qc}ae y ab jb`ne c hc egcjcc }epc}qi} hb ej`c}fb ae }uqc y te}au}c c u `bgp}cab}e(sue p}b`eaej( bm}eqbab( ae Mc}`ehbjc( Mcachbjc( eh Gcjbuy u ch}eaeab}e*

    Eh tbhugej ae aegcjac sue nc `bjefuiab eqe cf}i`uhqb} cq}ct ae hc u vem nc upe}cab u p}bpic e~pe`qcqitc*

    @b}mchj nc hbf}cab( f}c`ic c @cjkb}acjc*`bg( cugejqc} ugc}fej ae meje`ib pb} eh gigb qbgcqe y hc gigc he`nufcsue `uhqitcmc cjqe ae cm}i} u qiejac ej ijqe}jeq* _c}qe aeh~iqb ae u p}bye`qb e aeme c hc fc}cjqc ai}e`qc sue ac ch

    `bjugiab} ae sue u p}bau`qb bj }e`b y sue pccj ai}e`qcgejqe aeh `cgpb c u gec* Pij sue}e}hb( nc iab `cpc{ae `bjte}qi} ej }echiaca ujb ae hb gejcke pumhi`iqc}ib suehc egp}ec aeh e`qb} ae hc chigejqc`ij ijqejqc} aiujai}

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    25/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B=1

    ejq}e u `hiejqe; hc fc}cjqc sue csuehhb sue `bgej e cjby }e`b*

    _b`c cgihic( `ucjab nc`ej hc `bgp}c egcjch( qiejej hcbpb}qujiaca ae `bjb`e} hc pe}bjc sue `uhqit y }e`bfi ehp}bau`qb sue geqej ej u `eqc y( ~gejb cj( igcfijc}e sueeh }epc}qiab} sue he hhetc ch }ehhcjb ae u e`che}c eh peaiab ehc gigc pe}bjc sue hb phcjq y }e`bhe`q ej u nue}qb* Hb

    `hiejqe ae @cjkb}acjc*`bg qiejej ee phc`e} pb} uj p}e`ib}c{bjcmhe( efj bpijc @b}mchj( qejiejab ej `uejqc hc `chiaca sue e he b}e`e*

    Hc muejc c`bfiac ae @cjkb}acjc*`bg he nc `bjau`iab `ci chhgiqe ae hc cqu}c`ij* @b}mchj qieje guy `hc}b sue( pc}c ac}`chiaca y p}e`ib( u jefb`ib qieje uj qe`nb y( ej eqe gbgejqb(

    jb e phcjqec upe}c}hb* Jb suie}b `}e`e} g pb}su jb geijqe}ec pe}ae} eh bjqc`qb bj eh cgc ae `cc( y jb suie}b suehc }ehc`ij `bj eh `hiejqe e `bjtie}qc ej chfb }b( cefu}c* Epb} ehhb sue qieje higiqcac hc {bjc ae aiq}imu`ij y hb hb`bgp}cab}e ae ujb aie`ii guji`ipib `e}`cjb c hc j`cpueaej meje`ic}e ae u e}ti`ib*

    Pu `bhefc cf}i`uhqb}e aeh ge}`cab guji`ipch ae Gcjbu(sue tecj `bj e`epqi`igb hc ticmihiaca aeh jefb`ib bjhije( jbqiejej( ej hc c`quchiaca( jijfujc auac ae sue hc tejqc ae }uqcy te}au}c pb} ijqe}jeq uj`ibjc y( bm}eqbab( e guy }ejqcmhe*Ae ne`nb( uj f}upb ae p}bau`qb}e aeh guji`ipib yc e nccf}upcab ej ujc `bbpe}cqitc y nc egpe{cab c `bge}`ichi{c}hb p}bau`qb aeh `cgpb pb} hc }ea*

    @b}mchj nc cpbqcab( g sue pb} `}e`e}( pb} gekb}c} hc `chiaca ae u c}q`uhb y cugejqc} hc be}qc ae e}ti`ib ch `hiejqe*Eh `bgp}cab} sue ejq}c ej u vem pueae te} hc hiqc ae }uqc(

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    26/122

    =5=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    te}au}c y nb}qchi{c ae @cj Kb}acjc( bj ijb}gc`ij aeh p}e`ib y hc e`nc p}etiqc ae `be`nc* Qcgmij aipbje ae ijb}gc`ij bm}e hb }uqb aeh `cgpb ej be}qc* Caeg( aeaenc`e pb`b gee( nc ccaiab c u cmcji`b ae p}bau`qb p}bpib bq}b ae }uqc y eqc( y uj cpc}qcab ae nie}mc `uhijc}ic`bj ijb}gc`ij guy mi`c bm}e `uhe bj hb phcqb suegekb} hb c`bgpccj*

    Hb `hiejqe g ehe`qb ae @cjkb}acjc*`bg qcgmij pueaej c``eae} ch }ij`j aehi`cqeej( abjae pueaej `bgpheqc} u`bgp}c bj( pb} ekegphb( cj`nbc aeh @cjqm}i`b b gekihhbjeae Fchi`ic* Pi hb sue e mu`c bj }e`eqc( hc vem qcgmij b}e`euj cpc}qcab ijqe}c`qitb pc}c sue hb `bgp}cab}e `bgpc}qcju phcqb p}ee}iab bgb ujc ejchcac ae te}cjb y ujc }egc

    ae chcmc`j* @b}mchj uejqc sue u gekb} pumhi`iaca nc iabeh iqegc mb`cb}ekc; @ucjab fcjc uj `hiejqe juetb ej ujmhbsue ae eai`ib( ch pb`b qiegpb efu}b sue qieje bq}bsue e te`ijb aeh p}ige}b y sue qcgmij suie}e sue he hhete

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    27/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B=4

    hc `bgp}c c `cc* Eqe qipb ae pumhi`iaca( hc g ai}e`qc suee~iqe( he nc ne`nb qege} hhcgcac bgb hc jueq}c pc}c }echi{c}eqe }epb}qcke* Ejqiejae sue e pbiqitb fcjc} jbqb}ieaca y suehc p}ejc ncmhe miej ae u gc}`c( pe}b hb sue g he p}eb`upcej eh gujab e sue hc bhi`iquae ae juetb `hiejqe he pueacjnc`e} aecqejae} c u pc}}bsuic g eh* Cgifb he`qb}( }bfcgb qejfc pc`iej`ic*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    28/122

    =6=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    A}ItCJIC

    EH qC~I AE HuKb_b} Acji Pchc .E=P _}bau``ibj)

    Suiej }gc eqe c}q`uhb nc peaiab uj qc~i uj qcjqb epe`ich*Pbj hc ab`e aeh geaibac `ucjab chigb ae ujc ejq}etiqc

    ae qehetiij( `ucjab jb }e`bfe eh `b`ne( pujquch `bgb iegp}e* Eh `ne} mckc aeh ten`uhb( jb ijtiqc c ejq}c} `bj cgcmihiaca y e pbje ej gc}`nc* Pij p}ic pe}b ij pcuc( c hbab gijuqb hhefcgb c aeqijb* @hc}b sue e q}cqcmc ae ujcpesuec p}uemc( y eh q}cye`qb e }eau`c c uj pc} ae `chhe( hcsue epc}cj hb equaib `cqchcje ae Qehetiij Epcbhc y hceae gujaich ae A}itcjic( ej Pcjq @ufcq aeh Tchh* Y ae`igb

    gujaich pb}sue( aeae csu( e bjq}cqcj e}ti`ib ai`}e`ibjche ae `b`ne ae jefb`ib `bj `ne} ej => `iuacae epcbhcy >? pce aeh gujab*

    Yc ae`cgb sue eh qc~i ae nby e}c uj pb`b epe`ich*** Ee`qitcgejqe; ujc epe`ie ae qc~i ae hukb( `bj e}ti`ib e~`huitb(ai`}e`ibjch y ae chqc p}eqc`ibje* Pi e uqea cgbb( hc ae

    A}itcjic e} u gekb} bp`ij pc}c pcc} aecpe}`imiab< i qieje gu`nb aije}b y nc cqe}}i{cab ej uj ce}bpue}qb q}c tbhc} ejp}ige}c hce( eh q}chcab ej uj b`ne ae hukb ij`hub ej higuijc e} uj fbhpe ae ee`qb< cujsue i( ej`ihhcgejqe( qiejefcjc ae sueac} miej y c`cmc ae `bm}c} hc pcfc abmhe( qcgmijpueae uqihi{c}hb pc}c hhetc} c `ejc} c chfuiej guy epe`ich*

    _e}b eh `ejq}b ae jueq}c cqej`ij jb }cai`c ej hc `chiaca i`caeh e}ti`ib ae A}itcjic( ijb ej hc igphegejqc`ij ae hc juetc qe`jbhbfc ijqe}jc y e~qe}jcgejqe* Ijqe}jc( pb} u hqigcf}cj ijte}ij; uj iqegc ae efuigiejqb bjhije ej qiegpb

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    29/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B=>

    }ech( ij gbte}e ae hc ihhc( ae `uchsuie} e}ti`ib ej `uchsuie}pujqb aeh phcjeqc* Ujb ae u q}e b`ib ujacab}e y pb}qctb{ ncmiquch ae hc egp}ec( Fe}c}a Gcq}eq( ijiqe ej suehc ijte}ij g igpb}qcjqe ae A}itcjic iegp}e nc iab hcqe`jbhbfc* Negb ucab uj iqegc ae `bjq}bh ae e}ti`ib yae }ee}tc( sue negb hhcgcab ]bbq Bje( y sue e uj mc`lbd`esue jb pe}giqe `bjq}bhc} `uchsuie} e}ti`ib pb} guy

    f}cjae sue ec eh tbhugej ae q}cmckb ej uj bhb ac( ej `uch'suie} hufc} aeh gujab( ij je`eiaca ae qeje} sue nc`e} ujefuigiejqb nugcjb* @bj eb e}}cai`cgb muejc pc}qe aehb e}}b}e sue pueaej cpc}e`e} ej eqe qipb ae bpe}c`ibje*

    Y bj eb( p}e`icgejqe( bjq}bhcj qbab u gbtigiejqb fhbmchaeae uj ejqb}jb qcj hb`ch `bgb u p}bpic `iuaca* Eq `hc}b

    sue ujc ae hc f}cjae tejqckc ae hc }etbhu`ij qe`jbhfi`c ehc pbimihiaca sue casuie}e `uchsuie} nugcjb ae q}cmckc} aeae abjae suie}c y pc}c `uchsuie} pujqb aeh gujab* Cujsueqcgmij e te}aca sue( pb} ueqibje ae p}b~igiaca( hbfqi`c

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    30/122

    =9=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    y `uhqu}c egp}ec}ich( A}itcjic yc nc ccj{cab ujc b`ijc ej_c}( y p}eqejae eqcmhe`e}e ej Juetc Yb}l y Hbja}e ej hbp}~igb gee*

    Tcgb c hc cphi`c`ij e~qe}jc ae hc juetc qe`jbhbfc* Ej hcvem ae A}itcjic pbaegb `bjq}cqc} uj q}chcab aeae eh ce}bpue}qb aeh _}cq ncqc eh Nbqeh C} pb} uj e}ti`ib gjigb

    ae 36> c =50 eu}b( pe}b qcgmij qeje} c jueq}c `bgpheqcaipbi`ij uj `b`ne ae hukb ej Pyajey( Qblib b Mu}ujai*Hb gekb} ae qbab e sue( f}c`ic c bq}c ae hc }e`iejqe ijte}ibje ej bqvc}e( sue nc `bqcab `ci uj cb ae q}cmckb(eh `hiejqe pueae `bjb`e} ae b}gc cuqbgqi`c `ujqb he tc c`bqc} `uchsuie} e}ti`ib `bj`}eqb( pb} pe}bjchi{cab sue ec*Ch q}cqc}e ae e}ti`ib ai`}e`ibjch( q}cjpb}qe `n}qe}( eb

    suie}e ae`i} sue `cac e}ti`ib qieje ujc `bqi{c`ij pujquch(`cac p}e`ib pueae e} aie}ejqe ej ujc u bq}c `iuaca< qcjqbp}e`ib( qcjqb `hiejqe* _b} qcjqb( nc iab guy igpb}qcjqe`}ec} uj chfb}iqgb ujite}ch( sue `bqi`e e~c`qcgejqe eh p}e'

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    31/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B0?

    `ib ae uj e}ti`ib ej qiegpb }ech* Ae ec b}gc( jb negbcnb}}cab gu`nb q}cmckb bpe}cqitb y negb q}chcacab hc`bqi{c`ij c jueq}b `hiejqe*

    Pi suie}e( pueae `bgp}bmc}hb uqea gigb; ejq}e ej hc vemae A}itcjic y te} `bgb ej uj cm}i} y `e}}c} ae bkb pueaebmqeje} uj p}eupueqb `e}}cab pc}c `uchsuie} e}ti`ib( aeaeuj ji`b q}chcab ncqc uj iqije}c}ib `bgpheqb `bj qbac hc

    pc}cac y epe}c `bjqegphcac* _ba} `bjb`e} su aie}ej`icae p}e`ib e~iqe ejq}e uj `b`ne ae fcgc eqjac} jb suie}eae`i} uj qu}igb( ijb uj f}cj `b`ne y bq}b ae f}cj hukb*

    Ej qbab `cb( eh cuqbgtih sue he }e`bkc ijaepejaiejqegejqe ae hc fcgc sue ehikc hb nc} `bj uj q}cqb p}ee}ejqe* Hb`ne}e( ujb =*??? ej qbqch( jb eqj ej phcjqihhc( bj cu

    qjbgb sue p}eqcj u e}ti`ib c A}itcjic( pe}b hc }gc hee~ife ujc aee}ej`ic epe`ich* Fe}c}a Gcq}eq ijiqe ej eqepujqb; Jueq}b `bjqc`qb pe}bjch `bj eh `hiejqe e }eau`e cujc pe}bjc sue e pcc eh ac ch tbhcjqe( y pc}c jbbq}b hbg igpb}qcjqe e sue eqc pe}bjc he b}e{`c uj muej e}'

    ti`ib* Ch `ne} jb he peaigb sue ec uj e~pe}qb ej juetcqe`jbhbfc( eb e `bc jueq}c< hb ji`b sue he peaigb e

    sue `bjau{`c miej y sue ec guy cgcmhe `bj hb uuc}ib*

    Etiaejqegejqe( suiej hhetc eh tbhcjqe e `bjtie}qe ej eh ijqe}hb`uqb} g ai}e`qb `bj eh `hiejqe( ne`nb sue hc egp}eccp}bte`nc pc}c `bjb`e} hc bpijij ae hb uuc}ib* Y e sueA}itcjic jb suie}e bmtic} eh `bjqc`qb ai}e`qb `bj eh `hiejqepb} gu`nb ijqe}jeq sue ncyc ae pb} geaib( y jb e gejb

    f}cj pc}qe aeh pmhi`b c`cmc p}e}iejab hc hhcgcac qeheji`cc hc `bjq}cqc`ij e~`huitcgejqe ehe`q}ji`c* Eh q}cqb nugcjb(efj A}itcjic( aeme e} e~suiiqb ej qbab hb `cb( aeae ehbpe}cab} sue ej`c}fc hc }ee}tc ncqc hb `ne}e sue eke`uqcj

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    32/122

    03=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    eh e}ti`ib* Ej f}cjae geq}pbhi bgb Juetc Yb}l( Hbja}e(_c}( Gca}ia b Mc}`ehbjc( hc gcyb}c ae `bjau`qb}e q}cmckcje~`huitcgejqe mckb eh pc}cfuc ae A}itcjic( y ej bq}c `bjgejb tbhugej pbqej`ich b}e`ej e}ti`ib pujquche* Hc e~pcjij ijqe}jc`ibjch `ejq}c eh nb}i{bjqe ae hc egp}ec( cujsue eh epcbh e uj ge}`cab `bj gu`nb pbqej`ich( epe`ichgejqe ej hb f}cjae `ejq}b e`bjgi`b aeh pc*

    Pbjc} c qpi`b( pe}b eqc egp}ec jc`i yc `bj tb`c`ij fhbmch(y hb ni{b ej uj q}cqe}b( ae hc gcjb ae hb q}e ne}gcjb sue ieqe cb aepu qbactc cugej hc ai}e``ij* Fe}c}a Gcq}eq eeh pesueb( bj qcj hb 0? cb e ae`i}( egp}ejai eh jefb`ib`bj =0* @bj A}itcjic( hb Gcq}eq ncj `be`ncab f}cjae hbf}by juge}bb }e`bjb`igiejqb aeh qekiab egp}ec}ich epcbh*

    Q}c u q}iujb ej eqe e~`huitb e`qb}( eh ejgejb A}itcjic(iegp}e ej hc `}eqc ae hc bhc qe`jbhfi`c( e ijq}bau`e cnb}c ejbq}c tc ae jefb`ib; hb q}cjpb}qe ej cuqb`c} y gijimu( `bjg pccke}b pe}b ifuchgejqe ehe`qb*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    33/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B0=

    DE}}EqE}C b}qI{

    Ej 3999( hc cgihic B}qi{ equaicmc ajae `}e`e}( ej ajaeumi`c} ujc juetc qiejac( y hb qutb `hc}b; hc juetc u`u}ch e

    hhcgc}c De}}eqe}icb}qi{*`bg* Ej csuehhc e`nc( guy pb`b enumie}cj cq}etiab c ejq}c} ej ijqe}jeq `bgb hb ni`ie}bj hbB}qi{( ujc egp}ec ae qbac hc tiac y phejcgejqe `bjbhiacac`bgb uj hae} ej hc @bgujiaca ae Gca}ia* Pij auac( hc i}}up`ij ej eh ejqbj`e ij`ipiejqe gujab aeh bge}`ib ehe`q}ji`bnc iab hc gekb} eq}cqefic ae gc}`c ae eqc }gc ae Hefcj*Pu ai}e`qb} nikb aeh ujacab}( Gifueh Cja} B}qi{( `bj

    iae}c sue hc juetc qiejac ti}quch jb nc cpb}qcab( c pc}qeaeh }e`bjb`igiejqb ae gc}`c( uj p}eqifib c jiteh jc`ibjchej qbab eh e`qb} ae e}}eqe}c* Duigb hb p}ige}b( negbne`nb mcqcjqe miej hc `bc( y hc fejqe tiiqc jueq}c pfijcuj pb`b `bgb }ee}ej`ic ae qbab eh e`qb}*

    Caeg( hc e~pe}iej`ic ae hc pueqc ej gc}`nc ae hc aiti

    ij ae `bge}`ib ehe`q}ji`b nc e}tiab c eqc egp}ec pc}cb}fcji{c}e gekb}; Jb nc cpb}qcab uj `cgmib ej hc b}fc'ji{c`ij aeh q}cmckb y ae hc feqij( pb}sue jb nc e~ifiabq}cmckc} c jiteh ijqe}jb( c jiteh ae mce ae acqb( c jiteh aesue qbab hb p}bau`qb sue eqj i`cgejqe( eqj qcg'mij ej ijqe}jeq( `bj bqb( `bj u `c}c`qe}qi`c( `bj up}e`ib ej hc qiejacbjhije* Qbab eqb nc ne`nb sue gekb}e'

    gb ijqe}jcgejqe jueq}b p}bpib iqegc( sue nby e guy`bgpeqiqitb* Ej hc c`quchiaca( eh `cgijb }e`b}}iab i}te ceqc egp}ec pc}c aipbje} ae ujc igpb}qcjqe mce ae acqb(f}c`ic c hc `uch pueae q}cjgiqi} c u pmhi`b pbqej`ich hc

    qb}JIHHbp EJ HC }EA_b} Acji Pchc .E=P _}bau``ibj)

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    34/122

    00=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    be}qc aeh gbgejqb y hc p}bgb`ibje pujquche ae u aie}ejqe aepc}qcgejqb*

    C p}bmc} e nc ai`nb* Ejq}cgb ej hc vem ae De}}eqe}c B}qi{y( ee`qitcgejqe( ej`bjq}cgb g }ee}ej`ic ae hc sue uj jbejqejaiab pueae hhefc} c cigihc}* G ae 0?*??? c}q`uhb aiqijqb( aeae pbgb ae pue}qc ncqc gsuijc }ecab}c pc

    cjab pb} `b}qc`peae( mbqe ae pijqu}c( ehegejqb ae mcby `b`ijc( tckihhc y ne}}cgiejqc ae qbab qipb( eqj hiqb y ejeqb` pc}c sue eh `hiejqe hb pueac casui}i} ej uj `hi` y }e`imi}ej `cc cjqe ae =1 nb}c*

    Ncy e~iqej`ic ae qbab ij`hub qb}jihhb#( yc sue hc q}cai`ij cgihic} ej eh b`ib `bjtie}qe hc pbhqi`c ae e~iqej`ic

    ej ujc `ueqij ae `c}`qe}; Pbgb e}}eqe}b( y eh e}}eqe}bq}cai`ibjchgejqe qieje uj `}iqe}ib aie}ejqe ch ae hb p}be'ibjche ae gu`nb bq}b e`qb}e* Qejegb gu`nb g e'qb`( pb}sue hb sue suie}e e ac} e}ti`ib c csueh `hiejqe sue

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    35/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B01

    suie}e uj p}bau`qb pc}c nby* Eqb nc feje}cab ujc c`qiquasue ijiqe ej }ejqcmihi{c} gekb} eh f}cj eqb` sue efuigbqejiejab( pb}sue jueq}b iqegc ae q}cmckb e mcc ej qeje}eh p}bau`qb* Pi eh `hiejqe suie}e chfb( hb suie}e nby< i jb(jb he i}te*

    De}}eqe}b `bgb hb ae cjqe e hb sue jb nc sue}iab aekc} ae e}

    De}}eqe}c B}qi{( cujsue ej hb hqigb cb nc aite}i`cab ube}qc( aeae hc kc}aije}c ncqc eh m}i`bhcke abgqi`b( pccjabpb} eh guemhe ae `b`ijc( eh gejcke b eh mcb* Ae hc gigc b}gc( nc `}ecab u`u}che epe`ichi{cac ej m}i`bhcke c`ibjcab(efu}iaca( ijqe}ib}igb( y nc bjqiquiab ujc b`ijc q`ji`c bjp}beibjche p}bpib* @bj eh qiegpb y f}c`ic c u }ejbgm}e( enc `bjte}qiab ej aiq}imuiab} b`ich ae hc gcyb}c ae p}ige}c

    gc}`c ej gcqe}ich ae e}}eqe}c( gsuijc ae b`ib p}beibjche( ne}}cgiejqc ae m}i`bhcke e ijq}ugejqb ae kc}aije}c* Ehe`}eqb eq ej hc etbhu`ij( y hc etbhu`ij( ej uj e`qb} `bj }c`e qcj q}cai`ibjche bgb hc e}}eqe}c( bjiqe ej hc aite}i`c

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    36/122

    05=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    `ij* Hc iaec ae hb }epbjcmhe ae De}}eqe}c B}qi{ e `ejq}c ej`bjefui} sue eh `hiejqe jb hb ej`uejq}e ej u qiejac ti}quchy i`c `uchsuie} p}bau`qb ej eqb`( ijb sue pueac ej`bjq}c}hc bhu`ij c `uchsuie} p}bmhegc pc}qi`uhc} b p}beibjch( ec aehc ai`iphijc sue ec( ac ifuch i je`eiqcgb c}}efhc} ujc ce}c(pijqc} ujc pc}ea( `b}qc} eh `pea b nc`e} ehi`e c hb jueq}b`bj ujc juetc au`nc c p}eij*

    Ej `uchsuie} `cb( hb sue jb nc bhtiacab eqc egp}ec ae e}}eqe}c e u q}cai`ij( y eh f}cj `bjb`igiejqb sue nc c`uguhcabej hc c`eqc g c}qecjch ae u b`ib* @bje}tc eh qeqifb aehc feje}c`ibje pccac f}c`ic c ujc hich qcgmij p}eejqe ejijqe}jeq( [iq}b sue( keje( e B}qi{ ch }et* [iq}b e aeai`c chc e}}cke}c hi`c( y e hhetc p}`qi`cgejqe qbab eh pcqeh ej eqege}`cab* Pu ejb}ge `c`n ej eqc hjec nc `bjte}qiab c B}qi{

    b [iq}b ej ujb ae hb f}cjae jbgm}e c jiteh gujaich* _b}ehhb( ncj }esue}iab u e}ti`ib juge}bc p}bau`qb}c ijegcqbf}`c y qehetiitc* Uj f}cj ekegphb e hc upe}p}bau``ijae Nbhhyvbba Eh ]eijb ae hb @iehb( aeh ai}e`qb} ]iahey P`bqqej ujc `bp}bau``ij ejq}e Eqcab Ujiab( Epcc y eh ]eijbUjiab* _e}b qcgmij ncj cm}i`cab ne}}cke pc}c hc pbpuhc} e}ieae Cjqejc 0 Eh ijqe}jcab( y Vchq Aijey he nc chsuihcab tc}ic

    ne}}cgiejqc y ne}}cke pc}c p}bau``ibje ae ije e ijqchc`ibjeqegqi`c ej aie}ejqe pce ae Eu}bpc*

    Ae tuehqc c `cc( qcgpb`b pccj aecpe}`imiac cpb}qc`ibjeae aiecab}e ae hc qchhc ae Cfcqnc ]ui{ ae hc _}cac b Fuihhe}gb Pbh( cuqb}e ae ab ae hb cgmiejqe sue eh tiiqcjqepueae te} i e c`e}`c c hc eae `ejq}ch ae Hefcj* Hc pbhqi`c

    `bge}`ich ae hc }gc bjiqe ej eq}ejc} pe}iai`cgejqe epc`ib aiecab jqef}cgejqe pb} f}cjae jbgm}e jc`ibjche(pb}sue( caeg ae fcjc}e hc cp}bmc`ij aeh `hiejqe( `bjifueujc }epe}`uij geaiqi`c ae gcfjiqua( bj hc p}bye``ij sue

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    37/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B04

    eb `bjhhetc* E ai`ih tejae} qbab eh cgmiejqe( pe}b eh `hiejqee pueae nc`e} ujc iaec ae `gb pba}c sueac} ee b( eeceb b ec hgpc}c ej u nbfc}*

    Etiaejqegejqe( qbac eqc igcfej ae pue}qc nc`ic ue}c }epe}`uqe pbiqitcgejqe ej eh jge}b ae ejq}cac ej hc vem( sueeq hhcgcac c `bjte}qi}e ej ujc f}cj uejqe ae jefb`ib ej uj

    uqu}b c geaib phc{b* Ej uj phc{b g `b}qb( hc tejqc bjhije`bjqiquye uj pb}`ejqcke pb`b igpb}qcjqe( y( `bgb hc tejqcej hc qiejac cugejqcj p}bf}eitcgejqe( eh pb}`ejqcke ae ijf}eb ae hc vem qiejae c gcjqeje}e cujsue umc ej `i}c cmbhuqc* Ej hb p}~igb gee( B}qi{ tc c eq}ejc} ujc juetcpfijc( gu`nb g ijquiqitc( g p}`qi`c sue hc c`quch( `bjg be}qc y fihe iqegc ae hcj{cgiejqb ae p}bgb`ibje*

    Eh uqu}b e ae hb tchiejqe( ai`ej( y hc f}cjae geqc iegp}e aemej eqc} ej eh nb}i{bjqe ae qbab egp}ejaeab}* Uj}eqb `ci pe}bjch ae Gifueh Cja} B}qi{ e eh ae `bjefui}

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    38/122

    06=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    tejae} ujc `b`ijc ejqe}c pb} ijqe}jeq* Suiej ai`e ujc `b`ijc( ai`e uj mcb( b cgmc `bc* Q}cjsuihb( ee ac hhefc}* Cujsue hb `ie}qb e sue gu`nb `hiejqe sue c`cmcj `bgp}cjab ujc `b`ijc( hhefcj ch guhqi`ejq}b `bj hc he``ij miejcp}ejaiac f}c`ic c hc igfeje sue ncj pbaiab tiuchi{c} ejhc vem* Bab `b`ijc*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    39/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B0>

    DHb}Ep D}Ep@Cp

    C suij jb he fuqc}c }e`imi} uj }cgb ae db}e ej `cc( ijqcj isuie}c qeje} uj gbqitb epe`ich pc}c ehhb2 Hc egp}ec

    gca}ihec Dhb}e D}e`c nc`e }echiaca hb sue pc}e`c uqpi'`b* C q}ct ae ijqe}jeq b}e`e c u `hiejqe hc pbimihiacaae }e`imi} q}e }cgb ae db}e aiqijqc; uj }cgb tc}icab(uj }cgb ae }bc y hc hhcgcac db}e ae hc egcjc( sue`cac egcjc bj ae ujc tc}ieaca aiqijqc* Hc hbbc aeDhb}e D}e`c( sue jc`e ej =??1( u}fe ae hc je`eiaca aepbae} aipbje} ae db}e }e`c ej `cc( cujsue jb e qejfc

    gu`nb qiegpb pc}c i} c hc qiejac y `bgp}c}hc* Hc iaec epbae} hhetc} hb meje`ib ae ijqe}jeq c chfb qcj `bqbb`bgb `bgp}c} db}e( e~phi`c Me}jc}ab Ne}jjae{( b`ibujacab} ae hc egp}ec*

    @bj eqc hbbc q}cmckc vvv*db}e}e`c*`bg y hb nc`e bjejquicgb y chef}c* _b}sue jb ncy gekb} gcje}c ae q}c

    mckc} `bj fcjc sue }baecab ae db}e ae qbab hb `bhb}e yc}bgc* C ujc he }bmcj ujc bj}ic ij cpejc ac}e `uejqc*Caeg( Dhb}e D}e`c p}bguete eh e}ti`ib ae u`}ip`ijpc}c ejtic} db}e `cac egcjc( b ujc y ujc jb* C( ejte{ ae uj ji`b }cgb( pbaegb }efchc} db}e }e`c ej hcpue}qc ae `cc au}cjqe uj cb; Gi gca}e y gi cmuehc hc}e`imej y eqj ej`cjqcac( `uejqc Ne}jjae{* Ej hc pfijc

    vem qcgmij e~iqe hc bp`ij ae sue eh uuc}ib ehe``ibje ehac sue p}ee}e pc}c sue e ejte u peaiab* C( qcgmijpueae nc`e} `bij`iai} hc ejq}efc aeh peaiab `bj ujc e`nc echcac* _c}c sue eh }cgb hhefue kuqb c qiegpb ae b}p}ejae}(

    uJC DHb}( uJC pbJ}IpC_b} Icmeh _ch

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    40/122

    09=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    pb} ekegphb( ej uj cjite}c}ib* Hc ejq}efc ae hb peaiab e}ehcqitcgejqe }piac( aepejaiejab aeh hufc} aeh ejtb( pb}sue aeme qeje}e ej `uejqc sue Dhb}e D}e`c bpe}c ej qbachc _ejjuhc Im}i`c*

    Ncy gu`nb cpe`qb sue aie}ej`icj Dhb}e D}e`c ae ujcdb}iqe}c `bjtej`ibjch* _b} ekegphb( eh ne`nb ae sue eh f}cj

    meje`ib jb hb eq ej hc `bgbaiaca ae hc `bgp}c( ijb ejeh cnb}}b ej hb `bqe< uj }cgb jb}gch `bgp}cab ej uj f}cj`ejq}b `bge}`ich jb pueae `bqc} ejq}e 45 y 6? eu}b< ej `cg'mib( pb} ijqe}jeq pbaegb qeje} eh gigb }cgb ejq}efcabpb} =1 eu}b( ITC y fcqb ae ejtb ij`huiab* qe e( etiaej'qegejqe( uj }cfb aie}ej`icab} ae hc egp}ec; eh p}e`ib* _e}bncy g cpe`qb sue ncj cyuacab c Dhb}e D}e`c c fcjc}e c

    u `hiejqe* Ujb ae ehhb e hc au}cmihiaca ae hc db}( sue `bj ehiqegc ae bgp}c sue uqihi{cj pueae hhefc} c au}c} gu`nb gqiegpb* _b} hqigb( eq hc uj`ibjchiaca ae hc pfijc vem( suecagiqe }ee}tc hb 045 ac aeh cb c `uchsuie} nb}c*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    41/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B1?

    Caeg ae qbac eqc tejqckc( Dhb}e D}e`c b}e`e ej u pb}qch bjhijeujc cgphic ijb}gc`ij ae qbac hc db}e( u b}feje y u niqb}ic( ej uj chefcqb ej aeejc aeh pcpeh ae ujc db}*Jb e q}cqc hb ae uj bmkeqb eqqi`b sue cyuac c bj}e}( ijbsue e uj e} titb sue nc hhefcab c jueq}c tiac pb} aie}ejqe`u}ibiacae* Hc db}e qiejej gu`nc niqb}ic y eqb hc nc`eij`hub g cq}c`qitc( e~phi`c Ne}jjae{*

    Etiaejqegejqe( jb qbab e qcj mbjiqb `bgb pc}e`e* Hc nb}c ae q}cmckb aeq} ae uj p}bye`qb ae eqc `c}c`qe}qi`c epbjej ej etiaej`ic `bj hb }euhqcab jche y hc cqic``ijaeh `hiejqe* @bj qbab( ej u iji`ib Dhb}e D}e`c `nb` `bjhb ab c`qb}e pb} e~`ehej`ic ae csuehhb sue jb e ckejb; ehae`bjb`igiejqb y hb gieab( cujsue Me}jc}ab Ne}jj

    ae{ uejqc sue yc e nc etbhu`ibjcab gu`nb ej eqe cpe`qb*Ae qbab gbab( eh b`ib ujacab} ae Dhb}e D}e`c nc`e ujhhcgcgiejqb c aegbhe} giqb* Hc fejqe qieje gieab bm}e qbabej eh gbgejqb ae nc`e} ee`qitb eh pcfb( pe}b hb pbimhe

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    42/122

    13=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    }cuae eqj cnb}c gu`nb g `umie}qb< caeg( ej Dhb}eD}e`c e pueae pcfc} ucjab hc qc}keqc ej ujc pcc}ehc aepcfb efu}c( b tc _cy_ch( c`hc}c*

    Pu gcje}c ae ac}e c `bjb`e} nc iab( iegp}e( c q}ct aeijqe}jeq( nc`iejab gc}leqijf bjhije( pe}b qcgmij c q}ct aehc }ee}ej`ic pbiqitc sue ncj iab aekcjab u `hiejqe; Eh

    mb`c c b}ekc uj`ibjc guy miej* Cnb}c pueaej geai} eh jge}b ae hiejqe c q}ct ae hb peaiab sue qb tcj nc`iejab;Pbj tc}ib gihe `cac ab b q}e gee*

    _e}b jb qbab qe}gijc csu* Cnb}c hc egp}ec qieje u epc`ib( u

    pujqb aie}ej`ich y nc ej`bjq}cab c uj pmhi`b cqie`nb c suiej

    he ej`cjqc qeje} hc `cc hhejc ae hc chef}c sue aep}ejae ujc db}*

    _e}b( `bgb ej qbab( ncy cpe`qb ej hb sue ncy sue q}cmckc};Ujb ae hb }eqb e hc `bguji`c`ij( sue hc fejqe qejfc uj gc'

    yb} `bjb`igiejqb( y uj efujab }eqb e hhefc} c bpqigi{c} hc hb'

    fqi`c pc}c sue hc ejq}efc e pueacj nc`e} `bj g cfihiaca*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    43/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B1=

    Y ej ee cgijb e ej`uejq}c cnb}c gigb eqc e~pe}iej`ic ti}quch sue qieje u `ejq}b ae bpe}c`ibje ej hc `chhe C{u`ejc aeGca}ia* Jb b pc}e`e uj jbgm}e cae`ucab pc}c uj jefb`ibdb}ch2 _b} `ie}qb( hc c{u`ejc ue hc p}ige}c db} ae hc egcjcsue }epc}qi Dhb}e D}e`c*** `bij`iaej`ic2

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    44/122

    10=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    HC m}uI~C Ab}

    Hhefc uj e'gcih`bj eh qquhb Eh Fb}ab e tejae csu* Eh p}bau`qb e hhcgc Eh Pc`b ae B}b( `ueqc 3?? eu}b y `bjiqe

    ej uj pcsueqe ae pc}qi`ipc`ibje ej 1?? a`igb aie}ejqe aehc hbqe}c jc`ibjch* Hc be}qc `b}}epbjae c Hbqbjeq( p}bteeab}ae cpueqc bjhijeae ujc pesuec cagijiq}c`ij( ej uj pesueb puemhb ae 3*5?? ncmiqcjqe ej eh _i}ijeb `cqchj* Heuejc Hc M}ukc ae B}b2

    Muejb( ncmhcgb ae ujc cagijiq}c`ij pesuec ji`cgejqe

    ej geq}b `uca}cab( pb}sue e hc sue g tejae ej Epcc`bj aie}ej`ic( g sue qbac hc Ihc @cjc}ic( Fchi`ic( b hc]ibkc( Jctc}}c y @cjqcm}ic kujqc* Pu c`qu}c`ij ej =??> ncupe}cab hb 33? gihhbje ae eu}b( g aeh >5% ae hb `uchee tejaej pb} ijqe}jeq* C pec} ae e} uj jefb`ib `bj g ae3? gihhbje ae `hiejqe( Hc M}ui~c aB} jbgm}e b}ifijch( ej`cqchj ijtie}qe cb q}c cb ej eh gujab ti}quch pc}c efui}

    iejab hae} jb hb ae hc cpueqc ej Eu}bpc( ijb ej eh ge}`cab aeh `bge}`ib ehe`q}ji`b gujaich*

    C pec} ae tbhc} pb} hc }ea c }iqgb ijch`cj{cmhe pc}c `uchsuie} `bgpeqiab}( `ucjab ^ctie} Fcm}ieh( p}bpieqc}ib y ujacab}( cm}e eh eqcmhe`igiejqb `cac ac c hc juete y geaicae hc gccjc( yc he eq epe}cjab ujc hc}fc `bhc ae `hiejqe*

    C`uaej c eqe puemhb `bgb cuqjqi`b pe}ef}ijb c hc msueac ae hc ue}qe( cujsue Fcm}ieh p}ee}e ae`i} sue hb suetejae e ihuij y bpqigigb* Ee`qitcgejqe; hc tejqcjihhcae hc cagijiq}c`ij }epc}qe ihuij y bpqigigb c =? eu}b

    }E_C}qI} IHupIJ _b} IJqE}JEq_b} Acji Pchc .E=P _}bau``ibj)

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    45/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B11

    eh a`igb( c ujb `hiejqe sue jb hb `bgp}cj pc}c ehhb(ijb pc}c guhqiqua ae cgifb( cgihic}e( te`ijb y `bjb`iab* G ae `ij`b gihhbje ae a`igb `cac cb# Pb}q eqhekb ae `ci qbab eh gujab( y tche hc pejc cp}bte`nc} eh tickeae chfuiej ae `bjcj{c pc}c ej`c}fc}he ujc abi ae b}qujc*Ej uj ac jb}gch( pueaej pcc} pb} hc cagijiq}c`ij aePb}q `u}ibcgejqe ej eh jge}b 30 ae hc Ctejiac Feje}chiqcq uj gihhc} ae pe}bjc*

    Etiaejqegejqe( au}cjqe hb je ae egcjc ae jbtiegm}e yai`iegm}e( hc geaic e q}iphi`c* ^ctie} Fcm}ieh e gueq}c cqie`nb aeh q}iujb ae u jefb`ib ej ijqe}jeq( pe}b qcgmijb}fuhhbb ae sue( c pec} ae hb `ih sue e `bgp}c} c aiqcj`ic(`cac ac e c`uguhej gcyb}e bhc ej u ji`b eqcmhe`igiej

    qb i`b( c q}e nb}c ej `b`ne aeae Mc}`ehbjc b [c}cfb{c*

    @ucq}b pe}bjc aepc`ncj ae `c}c ch `hiejqe c uj }iqgb te}qifijbb( ij ae`cjb( cujsue pc}c `cjqiacae igpb}qcjqe hb

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    46/122

    15=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    ijf}eb hhefcj ai}e`qcgejqe pb} hc }ea c q}ct ae hb mcj`b*Ae qbab gbab( c hb `bjb`iab ae }ee}tc igpb}qcjqe e heijtiqc c pcc} y c e} cqejaiab pe}bjchgejqe pb} ^ctie} b pb}u epbc( ]bc Fch( sue e c hc te{ hc qiquhc} aeh jefb`ib* Hc`bhc }ech( e guy }ech# Y hb sue `bgp}cj ej hc }ea( m}bgec^ctie} Fcm}ieh( e}cj hc gu}chhc pe}e`qc pc}c sue jcaie `}u{c}c eh _i}ijeb#*

    Hb sue ij auac jb pueaej nc`e} hb `hiejqe bjhijee eh }iquchg cf}cab ej Pb}q; }bqc} u a`igb ej hc jc}i{ ae hc eqcqucae hc M}ukc sue p}eiae eh `bge}`ib( pe}b eh p}~igb cb jbac} hc b}p}ec ae `gb qeje} hb a`igb }bqcab tc bjhije*Eh hbqe}b g cgbb aeh gujab ijiqe ej sue hc `bhc aehcjqe ae hc cagijiq}c`ij bj gc}leqijf ij bqe chfujb* Eq`hc}b sue cf}cae`egb ejb}gegejqe c qbab eh sue nc`e uj

    eue}{b pc}c c`e}`c}e ncqc Pb}q( pb}sue( f}c`ic c eb( hbuqu}b `bgp}cab}e ejq}cj ej uj gujab ae gcfic( ihuijy chef}c* E cjqqi`b te} cgifb y `hiejqe epe}cjab u gbgejqb pc}c `bgp}c} u a`igb `bj ujc c`qiqua pbiqitc( ij`hub q}c hc epe}c `bj uj mb`caihhb ej hc gcjb( pc}c jbpe}ae} u qu}jb( y hb gigb e `bjqegphc ej hc gec ae hb}eqcu}cjqe( sue e qu}jcj pc}c c`uai} c hc `bgp}c ae hbqe}c

    pc}c hb uyb( pc}c u `bge}`ib b pc}c u egp}ec*

    Hc ihuij( b hc ue}qe( jb e tejae ji`cgejqe ej b}gc ae a`igb* Ej hc vem ae hc M}ukc ae B}b pbaegb ej`bjq}c} bgmijc`ibje pe}bjchi{cac( gbae}jc( cacpqcac c qbab hb mbhihhb y fuqb* _ueqb c `}ec} niqb}ic ae hc sue ihuibjcj ch`hiejqe( hb bq}b kuefb ae hc Hbqe}c Jc`ibjch eqj quqehcab

    pb} hb pca}e ae hc M}ukc* Ij`hub qejegb hc pbimihiaca aeae`c}fc}jb( ae b}gc qbqchgejqe f}cquiqc( qbac hc be}qcy jbteacae ae hc vem( ejq}e ehhc ijjbtcab}e chtcpcjqchhc(bjab y gp0 pc}c b}aejcab} y gtih* Eh bmkeqitb ae eqe ge}'

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    47/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B14

    `ncjaiijfti}quch e eh ae hhetc} hc gc}`c ae Hc M}ukc c qbabhb }ij`bje( y pc}c eb jb ncy jcac gekb} sue b`upc} qbac hcpcjqchhc aeh gujab*

    D}uqb aeh `cgijb }e`b}}iab ej gcqe}ic ae `bge}`ib ehe`q}ji`b( Hc M}ui~c aB} .Hc M}ukc ae B}b) nc }epc}qiab f}cjaep}egib pb} hc }ea( chfujb ae ehhb tejaiab jqef}cgejqebjhije* Ae ne`nb( yc e `uejqcj pb} `ejqejc}e hb gihhbje

    ae eu}b }epc}qiab f}c`ic c u aitiij bjhije* Pefj ^ctie}Fcm}ieh( eh }epc}qb ae f}cjae p}egib ae b}gc ti}quch jbnc pe}giqiab gbq}c} `gb hc M}ukc tuehc( pb} hb ci}e( sueeq ej ijqe}jeq pc}c eqc} `bjqifb iegp}e sue q suie}c* Chc te{( hc }ea qe pe}giqe( ij gbheqc}qe( casui}i} qu a`igbae ujb ej ujb b ae gih ej gih hc ab`e nb}c aeh ac*** Y hcab`e ae hc jb`ne*

    Eqc de~imihiaca( etiaejqegejqe( `bjq}imuye c ij`}egejqc}ij`ecmhegejqe `hiejqe y jge}b ae tejqc bjhije* Qbactce~iqe ujc `ie}qc }eqi`ej`ic aeh uuc}ib c pcfc} ti}quchgejqe(pe}b hc cgc( jbqb}ieaca y p}eqifib ae Hc M}ukc ae B}b chtc eqe bmq`uhb jcqu}ch( efj u p}bpieqc}ib* Pi chfuiejsuie}e qeje} jueq}b a`igb ej hc gcjb( mcqc `bj sue

    kuefue uj gjigb ae 3?? eu}b pc}c sue ch ac ifuiejqepueac qeje} u a`igb ej eh bq}b e~q}egb ae Epcc( cefu}c Fcm}ieh* _b} eb e nc `bjte}qiab ej eh p}ij`ipch `hiejqeae Peu} ej Epcc*

    Aeh ejgejb ti}quch ae Hc M}ukc ae B}b ncmhcj geaib qbabeh gujab( c`}e`ejqcjab hc }epe}`uij y hc aigejij ae hc

    mce ae acqb ae eqc }gc( sue( c pec} ae gcjqeje} u jcqu}che{c cgihic}( e `baec `bj f}cjae egp}ec y guhqijc`ibjche mcj`b( `bgpcc eje}fqi`c( `caejc `bge}`iche ejc`ue}ab ae `bhcmb}c`ij bm}e igpb}qcjqe p}bgb`ibje*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    48/122

    16=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    Hc M}ui~c aB} nc iab pibje}c ej eh gujab ti}quch* Ej 3991(`bhf u p}ige}c vem( y aeae ejqbj`e nc iab hc p}ige}c qiejac ti}quch ej hb sue c cpueqc e }ee}e* Qcgmij ej hc vem(`bge}`ichi{c ge}`ncjaiijfc q}ct ae hc qiejac ae u ujac`ij*Hc Dujac`ij ae hc M}ukc ae B}b( ijtbhu`}cac ej hc cyuac cjib `bj ja}bge ae Abvj y eje}geacae ijuuche ae mckcp}etchej`ic( }e`ime cjqiacae igpb}qcjqe f}c`ic c hc tejqc ae`uchsuie} c}q`uhb 3=? }ee}ej ic ae kbye}c( }bpc( `bgeqimhe

    y kufueqe( c `bgb eh meje`ib jqef}b ae hb him}b ae ^ctie}Fcm}ieh( eh hqigb Hc 30 `hcte ae hc ue}qe .Jbv Mbbl)*

    Ifuchgejqe( ej hc vem pbaegb bmqeje} eh ji`b p}bau`qbsue( efj hb e~pe}qb( juj`c pie}ae tchb}; uj hijfbqe ae b}bae aie}ejqe peb pe}b( iegp}e( ae =1 lihcqe ae pu}e{c y

    `e}qi`cab pb} kbye}b ae p}eqifib jc`ibjch*

    _e}b hc c}}e}c qe`jbhfi`c jb c`cmc csu* ^ctie} Fcm}ieh suie}eeqc} iegp}e c hc hqigc( `bjb`e} hb gekb} y hc jbteacae

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    49/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B1>

    g cq}c`qitc pc}c eh `hiejqe b eh uuc}ib* ^ctie} y Hc M}ukcqiejej uj `cjch p}bpib ej Ybuqume `bj g ae q}eijqc taebae p}bau``ij p}bpic( u f}upb ej Dc`embbl( u hmuge aeDhi`l} y u epc`ib ej hc Vilipeaic y ej GyPpc`e( caeg aeijjuge}cmhe cjigc`ibje ae Hc M}ukc ae B}b `i}`uhcjab pb}eh `ime}epc`ib* Hc ijqej`ij ae hc }gc e efui} cugejqcjabhc jbqb}ieaca ae gc}`c y eh g~igb ae tiiqc y }efiq}b ej u

    vem( y pb} eb bgejqc hc cpc}i`ij ej }eae b`iche aeae hc`uche eh uuc}ib e tec ijtiqcab c tiiqc} vvv*hcm}ukcaeb}b*e*

    Eh gigb gbqitb nc hhetcab ^ctie} Fcm}ieh c `bjte}qi}e ejujb ae hb pe}bjcke g geaiqi`b aeh Eqcab( cpc}e`iejabncqc eh gbgejqb ej g ae 5*0?? ejq}etiqc c geaib ijqe}ecab ej eh q}iujb ae eqe ijjbtcab} egp}ejaeab}( ieg

    p}e pejaiejqe ae pejc} ej hb hqigb pc}c e} eh p}ige}b* Y esue( cjqe ae e} hbqe}b( igphcjq hb aepb}qe ae ctejqu}c ejEpcc( `bgb eh }cqijfy ujc ab`ejc g( c hc te{ ae p}bau`i}ab e}ie ab`ugejqche ej phejb Cgc{bjc( Jemhijc yTejqc'

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    50/122

    19=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    jc ch @iehb( casui}iac pb} qehetiibje eu}bpec( uacge}i`cjc( ae Kcpj y Eqcab Ujiab*

    Pu juetc ctejqu}c e} eh ticke epc`ich c mb}ab ae ujc jcteae Ti}fij Fchc`qi`p}bpieaca ae ]i`nc}a M}cjbj* Aejq}b aeguy pb`b gee( Fcm}ieh e `bjte}qi} ej eh p}ige} qu}iqcepc`ich epcbh( y eh p}ige} `cqchj ej pic} eh epc`ib( ujccuqjqi`c `cgpcc ae gc}leqijf sue h gigb `chi`c `bgb

    hc gekb} aepu ae @}iqmch @bhj*

    Aeae eqe puemhb `uyb jbgm}e( Pb}q( h gigb q}caukb ch`cqehhcjb `bgb ue}qe( Hc M}ukc ae B}b nc }epc}qiab `e}`cae q}eijqc f}cjae p}egib ae hc Hbqe}c Jc`ibjch* Y eb( ij`bjqc} ej iquc`ibje `bgb hc aeh b}qeb ae Jctiaca ae =??6(`ucjab caeg ae ac} eh Fb}ab g ae hc giqca ae hb a`i

    gb bm}c}bj chfj }eijqef}b f}c`ic c uj f}cj }iefb c`epqcabpb} ^ctie} Fcm}ieh; `bjc} ej sue eh Fb}ab c`cmc}c ej ujby casui}i} hc giqca ae hc e}ie ej eqc qe}gijc`ij* Ej `cb`bgb qe( eh hbqe}b aekc ae hcab qbac `iej`ic b qe`jbhbfc pc}cejqej`ic}; Hc M}ukc ge ni{b `cb*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    51/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B5?

    HCqIEJAC nbgE

    E~iqej chfujc pcuqc mi`c pc}c cefu}c}e uj gekb} uj`ibjcgiejqb aic}ib y }ejai} ch g~igb* Ejq}e ehhc( sui{ hc

    g }epeqiac bj hc ae efui} ujc muejc chigejqc`ij y ab}gi} miej* _}e`icgejqe ae eqc efujac p}egic e ae hc sue eb`upc Qiejac Nbge( ujc egp}ec pibje}c ej hc tejqc ae esuipb ae ae`cjb c q}ct ae ijqe}jeq; vvv*hcqiejacnbge*`bg*

    Hc iji`icqitc e`n c cjac} ej =??0 y ej csuehhc pb`c qutbsue ej}ejqc}e c uj ge}`cab `bj e`cc `uhqu}c ehe`q}ji`c(

    ej `bgpc}c`ij `bj hb Eqcab Ujiab b chfujb pce eu}bpeb* Hc te}aca e sue ej Epcc eh `bge}`ib ehe`q}ji`be}c p}`qi`cgejqe ije~iqejqe( `bgejqc Kcige ]umib( ai}e`qb}feje}ch ae Qiejac Nbge* Due uj p}bye`qb sue hcj{cgb `bjgu`nc ihuij( ij sue epe}egb hb }euhqcab bmqejiab*Ae ne`nb( nc iab eh p}bye`qb sue gekb} nc uj`ibjcab ae hbsue negb `}ecab( ccae* Ej u b}feje( hc Qiejac Nbge

    aipub ae uj hb`ch cmie}qb ch pmhi`b( pe}b jchgejqe ae`iaicpbqc} pb} eh bge}`ib bjhije* Ae qbab gbab( aipbje ae ujepc`ib i`b ej Fcjac* Jb pueae `bjiae}c}e p}bpicgejqeujc qiejac< e}c g miej ujc chc ae e~pbi`ij y eh mc`lqcfeaeh pb}qch( e ae`i}( abjae e `ue`e qbab eh p}bau`qb jch*

    Hb p}ij`ipib juj`c ncj iab `ihe* Puejc c qpi`b( pe}b pc}c

    su ijtejqc} ujc }ce gekb}( i qc e ckuqc c hc }echiaca2 Hcp}ij`ipch ai`uhqca ae Qiejac Nbge ue hc ij`}eauhiaca ae hbp}bteeab}e( pe}b qcgmij numb sue hiaic} `bj p}bmhegc aehbfqi`c* _b} ue}qe( nby e pueae gi}c} nc`ic cq} `bj chitib*

    EH AEp@CJpb qCgmIJ _uEAE @bg_}C}pE_b} Icmeh _ch

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    52/122

    53=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    Qbab eqb c`qb}e eqj g sue bhu`ibjcab* Ae ne`nb( hctejqc ej hc }ea nc upueqb c Qiejac Nbge gu`nc g tejqckc sue ij`bjtejiejqe* Hc tejqckc ae ijqe}jeq egpe{c}bjpb} cm}i} juetb ge}`cab( `bjb`e} y qeje} juetb `hiejqe ypbae} hhefc} c abjae jb hhefmcgb* Jueq}c egp}ec hb qejc uj gmiqb }efibjch( bpe}cmc ej hc bgujiaca tchej`icjc( ycnb}c `um}igb qbac Epcc( e~phi`c ]umib*

    _c}c hc egp}ec hc tejqckc bj ghqiphe( pe}b qcgmij hbbj pc}c eh `hiejqe* Eh qegb} pueae eqc} ej jb pbae} qb`c} i`cgejqe eh p}bau`qb y eh `bjifuiejqe ejqigiejqb aeijefu}iaca sue pueac feje}c}e* Hc Qiejac Nbge( ijegmc}fb( cme `bjq}c}}eqc} eqc `bjq}c b}e`iejab gu`nbg p}b( pc}c sue hc mchcj{c e ij`hije c u ctb}* Jbb

    q}b uphigb eh jb pbae} qb`c} eh c}q`uhb `bj ujc cgphicijb}gc`ij ej jueq}c pfijc vem* Caeg( ccaigb gu`nc `chiae{( yc sue aipbjegb ae ceb}e ej ae`cjb sue}euehtej qbac hc auac aeh `hiejqe( `bgejqc Kcige ]umib*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    53/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B5=

    Eh `bgp}cab}( jb hb fb{c ae eqe c`qb} pbiqitb( ijb suecaeg qieje c u aipbi`ij uj e}ti`ib =1 nb}c au}cjqehb 045 ac aeh cb*

    Y eb ij bhtiac} hc fu}c aeh ceb}( sue tc qeheji`c pueaeb}iejqc} ch bjugiab} bm}e uh e eh `bh`nj sue pueae e}heg `bjtejiejqe* Pe aie}ej`ic ae uj qehebpe}cab} ej sue ehp}ige}b hee uj fuij y( eh efujab( hb sue eq nc`iejab e

    te} hc je`eiacae aeh `hiejqe* C( `ucjab ujc pe}bjc bhi`iqc uj `bh`nj cae`ucab pc}c ehhc( eh ceb} qieje ej `uejqcp}efujqc c`e}`c ae hc eaca aeh au}giejqe( u peb y i u}echfujc pcqbhbfc* Ej eqe pujqb e etiaej`ic hc igpb}qcj`icsue qieje( pc}c Qiejac Nbge( eh q}cqb ai}e`qb y hc pe}bjchi{c`ij ej eh gbgejqb ae e`bfe} uj `bh`nj*

    Aeqc`c( qcgmij( hc igpb}qcj`ic ae `cgmic}hb c u aemiab qiegpb< pc}c g efu}iaca( `cac > 3? cb( `bgbg~igb*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    54/122

    50=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    @bjekb pe}bjchi{cab y ujb p}bau`qb `bj p}e`ib guy`bgpeqiqitb ncj cyuacab c eqc egp}ec bjhijec fcjc}e upc}qe aeh pcqeh `bge}`ich* Ej u gcyb}c( hb p}bau`qb suetejae p}b`eaej ae cm}i`cjqe ae p}eqifib c e`chc jc`ibjch*

    @bj qbab( eh ne`nb ae uqihi{c} Nbge `bgb gc}`c `bge}`ichhe pe}giqe cmc}cqc} `bqe y b}e`e} p}e`ib g ckuqcab* Hb

    c}q`uhb ij`huyej( qcgmij( `e}qi`c`ibje ae `chiaca y qiejejuj phc{b ae ejq}efc guy b}qb* Hc f}cj aie}ej`ic ae jueq}bp}bau`qb( ej }ehc`ij `bj hb p}bau`qb ae bq}b `bge}`ib(}cai`c ej sue jueq}b bh`nbje ti`behqi`b qiejej hc gcyb}aejiaca aeh ge}`cab `e}qi`cac y( c pc}qe( u p}b`eaej`ic e ae b}ifej jcqu}ch* Ej `ucjqb c e`bhbfc y meje`ib pc}ceh `ue}pb( bj hb gekb} sue pbaegb }e`bgejac}*

    @bj uj p}eejqe }euehqb .ujc p}etiij ae tejqc ae 6 gihhbje ae eu}b ej =??9 y g ae 5?*??? `hiejqe) y uj uqu}bp}bgeqeab}( hc Qiejac Nbge piejc cnb}c ej u `}e`igiejqb*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    55/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B51

    Dikc eh =?3? pc}c e~pcjai}e nc`ic D}cj`ic y( cujsue e `ejq}cej hb p}bau`qb ae ae`cjb( piejc cpbqc} qcgmij pb} c}q`uhb `bgb( pb} ekegphb( b*

    C( `bj f}cjae p}etiibje ae `}e`igiejqb( hc Qiejac Nbgee bjbhiac ac c ac ej eh ge}`cab aeh ae`cjb* Pe p}eb`upc(ej aejiqitc( ae sue `ucjab qbab qe}gijegb jueq}c kb}jcac pbacgb ae`bje`qc}( e}}c} hb bkb y pbae} ai}uqc} ae uj

    ge}e`iab ae`cjb* Pnnn#

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    56/122

    55=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    gCJfb

    Ae Gcjfb cmegb sue e ujc `caejc aeai`cac c hc tejqc ae}bpc y `bgphegejqb ae aieb p}bpib* Hc }gc( jc`iac ej

    eh _ceb ae F}c`ic ae Mc}`ehbjc( e nc e~pcjaiab jc`ibjch eijqe}jc`ibjchgejqe c pc}qi} aeh gbaehb ae }cjsui`ic; eh p}bpieqc}ib b c}}ejacqc}ib ae uj hb`ch `bge}`ich `bjtie}qe eqeepc`ib ej ujc qiejac Gcjfb( y eqc egp}ec e `bjtie}qe ejb`ib aeh jefb`ib*

    Hc ijgejc gcyb}c ae `caejc ae eqc jcqu}che{c qieje chfujc

    qiejac p}bpic( pe}b pb`c ae`iaej bqb}fc} eqc `bjai`ij( yjijfujc g( c u qiejac ti}quch* E~c`qb; Gcjfb `bjiae}c uqiejac bjhije( Gcjfbnbp*`bg( ujc qiejac g( efj hcc}gc`ibje ae u ai}e`qb}c ae `bge}`ib ehe`q}ji`b( Eqne}Chbjb* Ch j y ch cmb( Gcjfb jb je`eiqcmc eqc} ej ijqe}jeq(y cj c ue ae hc p}ige}c egp}ec ej bge}`ib ehe`q}ji`b*Nby Gcjfb tejae hb eh ?(5% bjhije( y eh ji`b tchb} cc

    aiab sue ej`uejq}c ej u qiejac ehe`q}ji`c e sue eh `hiejqepueae ej`bjq}c} g `ihgejqe hb sue mu`c*

    Eh pe}h aeh bgp}cab} e eh gigb sue ej eh gujab i`b( uj`bjugiab} sue `bjb`e Gcjfb c hc pe}e``ij* Eqne} Chbjb}e`bjb`e sue f}cj pc}qe aeh `hiejqe bjhijee eh `hiejqe ncmi'quch ae jueq}c gc}`c* Eh `bjb`igiejqb ae gc}`c sue qieje

    nc`e sue ec guy ej`ihhb pbae} tejae}he jueq}b p}bau`qb(pb}sue hb `bjb`e( `bjb`e u qchhc( cme suij Gcjfb( bec( sue ej`uejq}c ujc fc}cjqc aeq}* Chbjb jb `bjiae}c igp}e`ijaimhe hc p}eej`ic ti}quch( cujsue pueae e} uj

    uJC qIEJAC gp( _E}b pIJ D}CJsuI@IC_b} Acji Pchc .E=P _}bau``ibj)

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    57/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B54

    muej `bgphegejqb c jueq}c tejqc ej hc qiejac* Ae ne`nb( ujac qcjqb qe nc`ej ujc `bgp}cbjhije`bgb ch }et( pb}suee~iqe gu`nc de~imihiaca ej eqe cpe`qb; ncy gu`nc fejqesue `bgp}c ej Gcjfbnbp( pe}b i jb he sueac miej b jbhe `bjtej`e( tc c `cgmic} eh p}bau`qb c ujc qiejac i`c< y

    ch }et; ncy fejqe sue nc tiqb pie{c ej chfujc ae jueq}cqiejac( e hc nc p}bmcab y( `bgb jb ncmc ae u qchhc( hc nc`bgp}cab pb} ijqe}jeq*

    E`ncjab uj tiqc{b ej eqe iqe( pbaegb pe}`cqc}jb ae hbsue e hhetc} `ucjab hhefue eh muej qiegpb* @hc}b sue( giejq}c eb jb u`eac( pbaegb efui} hb pcb ae hc ne}gcjc

    @}u{( _ejhbpe y Gji`c( eqcjac}qe ae hc `bhe``ij g `bbhae Gcjfb* Hb c}q`uhb cmcjae}cab pb} hc ab c`q}i`e jbai}uqcj ae g tejqckc ej ijqe}jeq sue ej uchsuie} }cjsui`ic( pe}b hc }gc equaic }ec} p}bgb`ibje epe`iche ej hc }eapc}c chfujc ae u hjec ae p}bau`qb*

    Gcjfb `bgej{ u cjacau}c ej 3991( y uj cb g qc}ae

    yc qejc pfijc vem* Pu qiejac ti}quch uj`ibjc aeae eh cb=???( y c q}ct ae ehhc tejae ej hb `uc}ejqc pce abjaeqieje qiejac* Cnb}c Gcjfb equaic hc e~pcjij i`c ej Cic(pe}b jb e}c ae`cmehhcab pejc} sue p}ige}b hhefce u tejqc

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    58/122

    56=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    bjhijesue ujc }cjsui`ic* Eh ge}`cab fhbmch jb epe}c( y hcjuetc qe`jbhbfc bj ujc muejc chqe}jcqitc c hb `bqe ae hce~pcjij i`c* Aeae nc`e ujb gee( Gcjfbnbp*`bg yctejae ej Eqcab Ujiab( y aipbje ae ujc `ejq}ch aiq}imuiab}c p}bpic ej Juetc Ke}ey `iuaca( pb} `ie}qb( ae jbgm}ecp}bpicab pc}c ujc }gc ae }bpc*

    Ae qbab gbab( qbab hb sue tejae ej `uchsuie} pujqb aehphcjeqc y hb pb`b sue pbaegb `bjb`e} ae hc juetc qegpb}cac chtb hb tiqb ej hc hqigc pcc}ehc ae gbac che aehnbv}bbg ae Gbhheq aeh Tchh( ej hc ijqchc`ibje `ejq}che aehc `bgpcc* Jb pbaegb `bjqc}he `bj gu`nb aeqchhe hb suetieje( pb}sue hb gbaehb sue negb pbaiab te} ej p}ige}cpe}bjc( y sue feje}chgejqe hb pueaej te} hb }cjsui`icab

    pc}c pbae} e`bfe} su fje}b ej`c}fcj pc}c u qiejac( qbactcjb e ej`uejq}cj ej eh ge}`cab* Hb juetb `bhb}e( hc juetc qejaej`ic( eh juetb `b}qe( hb juetb gcqe}iche y qe~qu}cb}gcj pc}qe aeh ljbv nbvae hc gc}`c( eh e`}eqb g miej

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    59/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B5>

    fuc}acab }ejqe c hc au}e{c ae ujc `bgpeqej`ic sue `cac te{}ee}tc gejb `bjqegphc`ibje* Ej qbab `cb( he ijtiqcgbc ejq}c} ej Gcjfbnbp*`bg( `uyc be}qc e hc gigc sue ej`uchsuie} bq}c qiejac( `bj hc aie}ej`ic ae sue }c}c te{ e nccfbqcab uj p}bau`qb*

    Y( pueqb c `u}ibec}( pb} pbimihiacae sue jb sueae( y i

    jb( bkeegb hc kbtej qiejac buqheq* Ujc `cgieqc pb} gejbae 0 eu}b* Uj teqiab pb} gejb ae =?* Hc fcjfc ae ijqe}'jeq e~iqe#( cujsue hc }epbjcmhe ae e'`bgge}`ejb gueq}egu`nb jci ej eqc c`eqc; Hb cm}igb ej gcyb ae =??4*

    Yc ej uj p}ij`ipib( hc ijqej`ij e}c igphegejqe `bgpheqc}

    hc bde}qc( e ae`i}( ac} uj ccaiab c hb sue yc eqcgb acj'

    ab `bj Gcjfbnbp* Duj`ibjc guy miej( pe}b `hc}b( jb e

    gbac( yc e }bpc ae bq}c qegpb}cac* Ej eqb e jbqc( sueeh buqheqtejae g miej mi`b b `bc ae`cqchbfcac( ej

    hufc} ae gbac* Hc gbac eq ej Gcjfbnbp*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    60/122

    59=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    E hfi`b sue Gcjfb cpueqe g pb} u tejqc ae gbac bjhi'jesue jb pb} hc tejqc ae c}q`uhb ae`cqchbfcab b ue}c aeqegpb}cac( chqc}c g* Cujsue e `ie}qb sue( `bj hc sue eqaekcjab `ce} hc `}ii( tche hc pejc qeje} c gcjb uj muej }e`u}b buqheq( sue juj`c eq ae g*

    _e}b ( jb nc sueacab `hc}b sue Gcjfbnbp eq ae gbacjuj`c gekb} ai`nb y sue ej`bjq}c}egb ej ehhc hb gigb

    sue ej eh }eqb ae qiejac( pe}b ij nb}c}ib( `bhc ji c}q`uhbij eqb`* Qcgmij pbaegb ej`bjq}c} c}q`uhb pc}c nbgm}e(ujc ae hc cifjcqu}c pejaiejqe pc}c gu`nc qiejac Gcjfbej `iuacae pesuec( sue( c hc nb}c ae p}ib}i{c}( p}ee}ej ac}g `cj`nc c u be}qc egejijc* Hb hqigb ej Gcjfbnbp ehc juetc `bhe``ij ae }ehbke* Due}c m}bgc; aieb e~`huitbaeae qcj hb 59 eu}b y ncqc 319( p}e`ib sue qejegb sue

    pcfc} pb} uj }ehbk( `bgb gjigb( `u}ibb; uj `bhfcjqe ae phcqc `bj uj }ehbk ej eh e~q}egb*

    Qbab cmegb `gb sueac uj }ehbk( pe}b hb g ai`ih pueaee} igcfijc}jb `gb jb pueae ejqc} uj q}cke b uj teqiab*_c}c ehhb( qbab hb gbaehb aipbjej ae bqbf}cc aeae tc}ib pujqb ae tiqc `bj uj `ni`b b `ni`c ejujajabe hc pie

    {c* _}e`icgejqe( i chfb e`ncgb ae gejb jctefcjab pb} hcvem ae Gcjfb e hc }e`eqc pc}c sue c qbab jb sueae qcj miejhc }bpc bgb c hc gbaehb ae hc bqb* _e}b eb jb ncy qe`jbhbfcchfujc sue hb }egeaie*** Ae gbgejqb*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    61/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B4?

    gI}C EJ qu IJqE}Ib}

    _C}EAEp AE AIpEb_b} Cjjc Tihckbcjc y Acji Pchc .E=P _}bau``ibj)

    Pi chfb qiejej ej `bgj hc gcyb}c ae `cc( yc ecj pibae 1? geq}b `uca}cab( ujicgihic}e cabcac b titiejac ae

    q}e ncmiqc`ibje `bj mcb y qe}}c{c( bj hb qe`nb y pc}eae*_b} qcjqb( i qbab eh gujab ch gejb qieje ucq}b pc}eae y ujqe`nb( ncy ge}`cab#

    Ujc egp}ec ae Gbhheq aeh Tchh( ej Mc}`ehbjc( e nc epe`ichi{cab ej c`c} eh g~igb pc}qiab eqqi`b c hc pc}eae sue jbc`bgpccj ej jueq}b suenc`e} aic}ib( yc ec ej eh abgi`ihib

    pc}qi`uhc} b ej eh q}cmckb* Pe q}cqc ae ujc p}bpueqc igcfijcqitcsue tc g chh ae egpcpehc} pc}eae b `bhfc} `uca}b*

    Gi}cejquijqe}ib}*`bg u jbgm}e yc e ujc ijtiqc`ij c hc }ede~ij e `bjqiquy nc`e uj cb y geaib( y jb qieje qiejacji equaib cmie}qb ch pmhi`b* Eb jb suie}e ae`i} sue jb jbcm}cj u pue}qc pc}c `bgp}bmc} u aieb ej pcjqchhc b

    cphi`cab c hc p}bpic pc}eae ae u b`ijc* _e}b hc c`qitiacaae eqc }gc e }echi{c e~`huitcgejqe c q}ct ae ijqe}jeq( yhc b}ifijchiaca ae u jefb`ib e mcc ej b}e`e} muejc abiae aieb e igcfijc`ij pc}c ae`b}c} eh ejqb}jb ae jueq}ctiac ae ujc gcje}c ej`ihhc 'e ae`i}( ij `bgphi`c`ibje aegbjqcke' y `bj hc pbimihiaca ae sue ujb gigb 'ij qeje}sue e} uj gcjiqc' pueac }eae`b}c} u epc`ib*

    Su nc ne`nb Gi}cejquijqe}ib}*`bg pc}c }etbhu`ibjc} eh`bj`epqb ae hc ae`b}c`ij2 _ue cphi`c} eh tijihb( uj gcqe}ichphqi`b sue aeae nc`e cb e uqihi{c pc}c }bquhc} ten`u

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    62/122

    43=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    hb y eqcmhe`igiejqb `bge}`iche( ej eh egmehhe`igiejqb aeijqe}ib}e* @uchsuie} igcfej( pchcm}c b }ce( f}cjae `bgbpc}c b`upc} qbac ujc pc}ea y pc}qe ae bq}c b pesuec `bgbpc}c `bhb`c}e ch hcab aeh ijqe}}upqb} ae hc hu{( aemckb ae ujctejqcjc( ch hcab ae ujc pue}qc b ej`igc ae ujc gec( qiejeepc`ib ej eqc vem ae ae`b}c`ij*

    Gc}imeh _e{( ai}e`qb}c `}ecqitc ae hc egp}ec( e~phi`c sue( aene`nb( e nc ijjbtcab g ej eh bj`epqb sue ej eh gcqe}ich* Eh

    iqegc e eh gigb sue e uqihi{c pc}c }bquhc} bm}e uj tia}ib* Hb

    sue negb ne`nb e `bhb`c} eh tijihb bm}e ujc pc}ea( y eqe e

    uj gqbab gu`nb g d`ih ae ijqchc}* Pij `bgphekb chfujb(

    ccae; Hb iejqb( pe}b jb bgb bgpheqcgejqe b}ifijche#*

    Hc b}ifijchiaca( ij auac( e hc ncj }ee}tcab pc}c hb gbqitb ae`b}cqitb* Hc vem gueq}c ujc fche}c ae ufe}ej`ic qcjcq}c`qitc sue aepie}qc hc fcjc ae ae`bhfc} qbab hb uca}bae hc pc}ea y egpe{c} c e~pe}igejqc}* Pij auac( hc }ce ujc

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    63/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B4=

    igcfej tche g sue gih pchcm}c tc `bgb cjihhb ch aeab pc}ceqc egp}ec ae aiecab}e f}`b `bj eqihb p}bpib*

    _hcjqec p}bpueqc ijjbtcab}c bgb c`bgpcc} eh gbmihic}ibae cc bj gbqitb db}che* Eh }euhqcab tc aeae bhb`c} ej hc`cme`e}c ae hc `cgc uj aieb ae nbkc y db}e c nc`e} m}bqc}hc tefeqc`ij ej `cc `bhb`cjab uj }mbh ch hcab ae uj b biguhcjab ujc }bjabc phcjqc ej hc pc}eae aeh pcihhb*

    C pc}qe ae hc db}iqu}c( Gi}cejquijqe}ib}*`bg qcgmij b}e`eaieb bj}i`b* Ej u vem e pueae te} ujc kcuhc `bhb`caceq}cqfi`cgejqe ej hc pc}ea `bgb i e bqutie}c bm}e ujguemhe( uj }bq}b `bj ujc hc}fc gehejc( b ujc `ckc cmie}qcae hc sue e e`cpcj gc}ipbc* Bq}c p}bpueqc `bj ehetcac

    abi ae igcfijc`ij e }ee}ej c hc ae`b}c`ij ae ncmiqc`ibjeijcjqihe y c hb sue hhcgcj aeqchhc{b( sue bj pesueb aimu kb sue e `bhb`cj ch hcab aeh qehbjb( aeh ijbab}b( aeh ci}ec`bjai`ibjcab b ae hc hgpc}c sue `uehfc aeh qe`nb*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    64/122

    40=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    _e{ `uejqc sue hc muejc c`bfiac ae u egp}ec e aeme c hcpbimihiaca ae b}e`e} c hb `hiejqe uj aieb eqcjac}i{cab(pe}b `bj uj qbsue ae e~`huitiaca( y c uj p}e`ib g `bgpeqiqitb sue i uee pb} ej`c}fb* Hc c`ihiaca ae bhb`c`ij e bq}bc`qb} sue kuefc c u ctb}( pb}sue eh aieb ae tijihb e `bhb`cc pc}eae y qe`nb `bgb i uee uj caneitb* _b} hb qcjqb( ehp}bpib `hiejqe pueae cugi} hc ijqchc`ij ae b}gc p}`qi`c yej`ihhc* Caeg( jb e je`ec}ib pijqc} hc pc}ea ae juetb* Qcj

    hb e je`ec}ib efui} hb pcb sue e cakujqcj bj hc ejq}efcaeh tijihb Y hiqb#

    Hc ai}e`qb}c `}ecqitc e~phi`c sue( `bgb aiecab}e( u qc}ec e`}ec} y ehcmb}c} p}bye`qb c geaiac ae u hiejqe* Hc iji`icqitcae Gi}cejquijqe}ib}*`bg e mccmc( ej pc}qe( ej phcjqec}jbujc juetc b}gc ae }ejqcmihi{c} jueq}c iaec y aieb* E

    ae`i}( yb jb pueab nc`e} uj hbfb y teja}ehb c aie{ pe}bjc(pe}b pueab nc`e} uj aieb y sue ge hb `bgp}ej aie{ pe}'bjc* @cac aieb qeja} u qcgcb( u `bhb}( y e b}iejqc}nc`ic uj iqib b nc`ic bq}b( `bj hb `uch eh }euhqcab e} aie'}ejqe ej `cac `cb* Ej }echiaca( Gi}cejquijqe}ib}*`bg e ujp}bye`qb jc`iab ae Gi}e( eh equaib ae aieb f}`b ch suepe}qeje`e qbab u pe}bjch `}ecqitb*

    Ch gc}fej ae u `cqhbfb( eqc egp}ec qcgmij b}e`e aiebc hc `c}qc pc}c sue hb `hiejqe g cq}etiab pueacj ufe}i}u iaec y( p}etib p}eupueqb( igp}igi}hc ej tijihb* Eh cpc}qcab ae `bjekb ae u vem ijtiqc c nc`e} tbhc} hc igcfijc`ij*_}bpbje }echi{c} uj }e`b}}iab tiuch pb} eh chj( hc `b`ijc( hcncmiqc`ibje _c}c ae`um}i} csuehhb }ij`bje ej hb sue e

    cacpqc}c ujc p}bpueqc f}`c* Ijiqej ej sue hc ufe}ej`icsue p}bpbjej jb ncj ae e} uj `bjai`ibjcjqe* Uj gbqitbsue nc`egb cpc}e`e} pb} aeq} ae uj b pueae uj`ibjc}pe}e`qcgejqe ej qu cc cbgcjab pb} eh e`}iqb}ib( hc gec(

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    65/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B41

    eh c}gc}ib( c`hc}cj* Bq}b `bjekb qih; bhtiac}e ae hb hgiqe y ae hb gc}`b* E ae`i}( eh aieb pueae ijtcai} abpc}eae c hc te{( b chpi`c} uj qe`nb b gcj`nc} ujc `bhugjc*Uqihi{c qu igcfijc`ij pc}c umi`c} eh aieb ae ujc gcje}cb}ifijch y `}ec} gcyb} p}bujaiaca* Hc egp}ec b}e`e teijqi`ucq}b `bhb}e ae tijihb aiqijqb( hb sue pe}giqe `bgmijc}`bj eh `bhb} ae hc pc}ea e~iqejqe ij je`eiaca ae ijq}bau`i}

    aegcicab cgmib*

    Eh cgpb ae q}cmckb ae eqc egp}ec ae aieb jb e `ie e~`huitcgejqe c hb abgi`ihib pc}qi`uhc}e* Pu p}bpueqc ae ae`b}c`ij ae ijqe}ib}e qcgmij e b}iejqcj c b`ijc( egp}ec(nbqehe( }eqcu}cjqe( hb`che ae gbac( qiejac ae ae`b}c`ij(equaib ae c}suiqe`qu}c e ijqe}ib}igb y( ej feje}ch( qbab qipb

    ae eqcmhe`igiejqb*

    Hc muejc gc}`nc aeh p}bye`qb nc hhetcab c hc egp}ec c cgphic} eh e}ti`ib `bj hc casuii`ij ae hc gsuijc igp}eb}c

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    66/122

    45=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    pc}c eh tijihb* Ae eqe gbab( Gi}cejquijqe}ib}*`bg `bjq}bhc}qbab eh p}b`eb aeh ej`c}fb; aeae eh aieb ncqc eh ejtb ch`hiejqe* Ej eqe gbgejqb( eh phc{b ae ejq}efc e ae `ucq}b achcmb}cmhe* Hc iaec `}ecqitc jb pc}cj ae db}e`e} ej eqe jefb`ib ajae yc e eq `b`iejab ujc juetc hjec ae p}bau`qb;ej hb p}~igb gee( hc }gc iji`ic} ujc juetc eqcpc eju be}qc ae p}bau`qb( sue `bgmijc} eh tijihb `bj aiqijqbgcqe}iche* Piegp}e e nc ai`nb sue e aeh ijqe}ib} ae abjae

    chej hc gekb}e iaec* Y eqc egp}ec cqchcjc e nc cp}ejaiabhc he``ij ch pie ae hc heq}c*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    67/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B44

    gbmI_Cy

    HC @C}qE}C gtIH_b} Acji Pchc .E=P _}bau``ibj)

    Ej uj uqu}b guy `e}`cjb( jb jb gi}c}egb eh qehbjb gtih `bj hb gigb bkb `bj sue hb nc`egb nby* Eh gtih e

    eh cpc}cqb sue g nc ijduiab ej jueq}c }ehc`ibje b`icheau}cjqe hc hqigc a`cac y( pb} }epeqiqitb sue pueac pc}e`e}(ej hb p}~igb cb e tc c `bjte}qi} ej uj ijq}ugejqb sue(caeg ae qbab( jb pe}giqi} }echi{c} hhcgcac* _b} cnb}c( hctiij e ijte}c; `bj eh gtih pbaegb }echi{c} gu`nc gbpe}c`ibje caeg ae hhcgc}* G chh ae ncmhc} aeae abjaesue}cgb i cjqc `bme}qu}c jb hb pe}giqe( i}te pc}c `b

    je`qc}jb c ijqe}jeq( nc`e} bqb `cac ac g muejc( kufc}(gcjac} PGP y*** Cqej`ij# Ij`hub pbaegb pcfc}*

    Gbmipcy e hc egp}ec hae} ej eh ege}fejqe ge}`cab aeh pcfbpb} gtih y eq hhcgcac c `bjte}qi}e ej ujb ae hb f}cjae}ee}ejqe ej hc ee}c eu}bpec* _b} geaib ae u iqegc ae aec}}bhhb p}bpib( pbaegb `bgp}c} ticke ae q}ej( kufc} c hc hb

    qe}c( pcfc} c uj qc~iqc( cmbjc} eh I]_D b nc`e} abjc`ibje cBJF( pb} pbje} chfj ekegphb* Hc iaec ue qcj ej`ihhc `bgbaeqe`qc} hc p}bhie}c`ij aeh gtih ej hc tiac `bqiaicjc y c`c}pc}qiab ch pbqej`ich ae ee ejgejb ej pcfb `uyb igpb}qejb hhefcmc c hb gjigb e~ifiab `bj hc qc}keqc* Piejab p}`qi`b; jcaie jb pbja} jijfj p}bmhegc c sue pcfuegb ujc`ejc( pe}b ifuch jb pbjej gchc `c}c i ijqejqcgb pcfc} `bj

    eh phqi`b uj pe}iai`b( uj }e}e`b b uj pcsueqe ae `ni`he*

    Eh ai}e`qb} feje}ch ae eqc `bgpcc gca}ihec( Kctie} Ac{(}e`ue}ac sue( cjqe aeh jc`igiejqb ae Gbmipcy( ncmc e'

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    68/122

    46=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    pc`ib( ejqb}jb ae `bge}`ib( abjae eh pcfb `bj qc}keqc jbsueacmc `umie}qb* Y pb} bq}b hcab `bjqmcgb `bj uj ej'gejb ijaiqb( sue e}c hc chqigc pejeq}c`ij ae hb qehb'jb gtihe ej hc b`ieaca* E guy ai`ih ej`bjq}c} chfuiejsue jb qejfc uj qehbjb gtih y sue jb eq ncmiqucab cuc}hb( jb hb pc}c `bguji`c}e ijb pc}c q}cje}i} y }e'`imi} acqb* Qbab eh gujab cme ejtic} uj gejcke `bj ehgtih* Tigb sue eh pcfb e}c uj `bj`epqb sue e c`bphcmc

    ae b}gc guy jcqu}ch* Pe q}cqcmc( igphegejqe( ae uji} ehqehbjb gtih c hc qc}keqc y ae cn }echi{c} pcfb*

    _}e`icgejqe `bj ujc ge`ji`c igihc} c hc aeh pcfb `bj qc}keqc ae `}aiqb b ae amiqb( `bj `c}fb ai}e`qcgejqe ej hc `uejqcmcj`c}ic tij`uhcac ch gtih b miej pb} `bjugb ae uj chab

    ae p}epcfb( eh uuc}ib aeh e}ti`ib ae Gbmipcy pueae `bgp}c}c ae `ih( c ae ej`ihhb; mcqc `bj ac}e ae chqc ch e}ti`ib aeGbmipcy( ejq}c} ej ujc vem ae `bge}`ib ehe`q}ji`b u`}iqc y(ej eh gbgejqb ae pcfc}( e`bfe} hc bp`ij ae pcfb pb} gtih*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    69/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B4>

    Cuqbgqi`cgejqe( hc vem ej `ueqij c`ihiqc uj `aifb sue ehuuc}ib aeme ijq}bau`i} ej u qe}gijch( ejtic} y hiqb# Pe jb`c}fc} eh igpb}qe ej hc `uejqc mcj`c}ic tij`uhcac c jueq}bgtih( sue pueae e} b jb hc gigc c q}ct ae hc uch pcfcgbeh }e`imb qeheji`b*

    _e}b( ijiqigb; pc}c pbae} }echi{c} eqc bpe}c`ij( egib} y

    }e`epqb} qiejej sue eqc} acab ae chqc ej Gbmipcy* Pi cgmcpc}qe jb ncj e~p}ecab e~ph`iqcgejqe u tbhujqca ae pc}qi`ipc} ej eqe juetb iqegc ae pcfb( jb e pbimhe }echi{c} hcbpe}c`ij* Y( cjqe qbab( pc}c sue eh ub e feje}chi`e qbactcchqc chtc} eh }e`ehb aeh pmhi`b( ujc qc}ec jcac ej`ihhc pc}ceh esuipb ae tejqc ae eqc egp}ec ijqchcac ej hc hb`chiacagca}ihec ae Ch`bmejac*

    Hb epcbhe qiejej p}epc}cac hc p}efujqc aeh gihhj `ucjabe q}cqc ae }c`c}e eh mbhihhb; e efu}b pcfc} `bj eh gtih2 Kctie} Ac{( `bgb jb pbac e} ae bq}c b}gc( jb hb eq

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    70/122

    49=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    c`bqugm}cab c }epbjae} eqc `ueqij( ijb sue hc qieje p}epc}cac ch ijqcjqe; E efu}b aeae eh gbgejqb ej sue jbe eqj gcjekcjab acqb( jb eqj tickcjab acqb ejimheej hc q}cjgiij* E efu}b yc sue hc `bguji`c`ibje aehqehbjb gtih chej `i}cac( y (pb} qcjqb( hb acqb pc}c cu'qb}i{c} hc bpe}c`ij jb bj `cpqu}cab* E efu}b yc sue eh`bge}`ib sue `bm}c he cpb}qc hc fc}cjqc sue hc pe}bjc sueeq pcfcjab `bj u gtih eq pcfcjab `bj u _IJ( y eq

    uqihi{cjab uj bj`epqb esuitchejqe ch sue e uqihi{c ej eh cke'}b cuqbgqi`b c hc nb}c ae c`c} aije}b* Eq `hc}b( jb2

    Bq}b hc}fb `cgijb pb} }e`b}}e} e hc `cpqc`ij ae juetc egp}ec sue bjej ej hb e}ti`ib ae Gbmipcy y( ej bje`uej`ic( ae`iacj c`epqc} eh pcfb pb} gtih ej u vem ae `bge}`ibehe`q}ji`b* Yc `uejqcj `bj eqc tc ae ijf}eb egp}ec ae

    cpueqc bjhije( aie}ejqe aepc}qcgejqb fume}jcgejqche(`bgpcc ae q}cjpb}qe e}}btic}ib y c}eb( qc~iqc y aie}ejqe bge}`ib i`b y }eqcu}cjqe* Cujsue( bgb hc je`eiacanc`e hc b`cij( gu`nc egp}ec e `bjb}gcj qbactc `bju pcc}ehc ae pcfb ti}quch `bjtej`ibjche e ij`hub `bj eh`bm}b `bjq}c }eegmbhb*

    @bc sue qieje e} eh p}ige}b ej hb sue ec* @ucjab e nc`echfb `bgpheqcgejqe juetb( p}ige}b e je`ec}ib sue hc b`ieaca `bgp}ueme sue uj`ibjc( y pb} eb Gbmipcy nc qejiabsue }echi{c} uj pihbqb pc}c `cac juetc pbimihiaca ej eh pcfb*Q}c hc p}ige}c p}uemc fej}i`c ej Tchhcabhia( ej eqe gbgejqb ujc hb`chiaca ae hc `bqc `cqchcjc yc nc pueqb ej gc}`nc ehp}ige} iqegc ae pc}lgeq}b sue e pueae pcfc} `bj eh g

    tih* Hb `bjau`qb}e pueaej i}e q}cjsuihb q}c pcc} pb} ehaipbiqitb ae `bm}b e ije}qc} eh `aifb ae pcfb ej eh gtih(c`bgpccab aeh jge}b ae u gcq}`uhc( ij qisueqe aeq} aehc hujc aehcjqe}c ae u ten`uhb* @ucjab ec eh gbgejqb( eh ti

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    71/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B6?

    fihcjqe aeh pc}lgeq}b hhefc} aehcjqe aeh `b`ne( qe`hec} ej u_AC eh jge}b ae gcq}`uhc y `bgp}bmc} i eq eqc`ibjcab`b}}e`qcgejqe ej hc {bjc c{uh b te}ae*

    _e}b eh iqegc g }etbhu`ibjc}ib nc jc`iab ej Ghcfc( f}c`ic c hc `bhcmb}c`ij ae hc egp}ec guji`ipch ae q}cjpb}qe yGbmipcy( `bj eh Cyujqcgiejqb `bgb pc}qje}* Hc ij`b}pb}c`ij ae uj ge`cjigb ae qe`jbhbfc ij bjqc`qb pe}giqe c hb

    ticke}b `nc} pccjab eh gtih pb} aehcjqe ae uj aeqe`qb}*

    Cuqbgqi`cgejqe( e he ae`uejqc uj ticke aeh mbjb sue ycncj `bgp}cab `bj eh gtih*** Suij cme i ujb efujabcjqe ae umi}* Eh qehbjb gtih( pb} hb qcjqb( ijqef}c hc uj`ibje ae ujc qc}keqc `bj mcjac gcfjqi`c( ae ub pe}bjch e

    ijq}cje}imhe( sue hb pbaegb uqihi{c} jbbq}b pb}sue ehqehbjb gtih jb e hb pbaegb aekc} c jcaie* Qcgmij e`ie}qb sue jb qbab hb aipbiqitb pueaej uj`ibjc} `bj eqeiqegc( ji`cgejqe hb g ctcj{cab( pe}b ej uj uqu}b guy

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    72/122

    63=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    `e}`cjb e} pbimhe `bj qbab hb qehbjb* _ueqb c mu`c}hc geqb}c ej eqe `cgpb( eh uqu}b eq ej umi}e ch q}ej aehp}bf}eb( ch mu aeh pcfb pb} gtih*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    73/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B6=

    g}V

    Pbj hc ab`e aeh geaibac ej Eh _}cq ae Hhbm}efcq( c `ij`bgijuqb ae hc ejq}cac u} ae Mc}`ehbjc* _b`c fejqe hb cme(

    pe}b pueae sue aepu ae hee} eqe c}q`uhb e `bjtie}qc ejuj epe`q`uhb pc}c hb `u}ibb ae hc {bjc* Jb }ee}igb c hcchiac ae u}fbjeqc ae hc ijqchc`ibje mc}`ehbjec ae G]V(ej pe}e`qc ij`}bji{c`ij( `bj cmbhuqc pujquchiaca( ej }ifu}bb b}aej eqcmhe`iab ae gc}`nc* Eh p}ige} u}fj e ai}ife chce}bpue}qb iqucab kuqb ch hcab ae eqe pbhfbjb pc}c `c}fc}u `bjqejiab ej eh puejqe c}eb nc`ic Gca}ia* Eh hqigb ae

    hb `b`ne e( hfi`cgejqe( eh sue e ai}ife c hc }cjsui`ic g`e}`cjc* _b} i ue}c pb`b qbab eqe b}aej( hc `c}}b`e}c eqjigpe`cmhe( }e`ij hctcac*

    C e eh ac c ac ej G]V; ujc pe}e`u`ij `bjqcjqe ae hc e~`ehej`ic ej eh q}cjpb}qe ae pcsueqe y bm}e( bgej{cjab pb}hc chiac y c`cmcjab ej hc }ebhu`ij ae `uchsuie} ij`iaej`ic*

    E pb} eb sue eqe hae} aeh e`qb} ae hc gejcke}c nc cp}bte`ncab hc juetc qe`jbhbfc pc}c c`ihiqc} hc `bguji`c`ij`bj eh uuc}ib( pe}b aeae hc }c{; p}c`qi`cjab uj efuigiejqbbjhijeaeh ejtb pc}c pbae} ijb}gc} ch ijqcjqe ch `hiejqe( ycec `bj hc ijqe}hb`u`ij ae u bpe}cab}e qeheji`b b miej`bj eh c``eb ai}e`qb ae hb uuc}ib c hc ijq}cjeq*

    G]V jc`i ej 3966 ej Mc}`ehbjc( y nby e hc p}ige}c egp}ec ae q}cjpb}qe u}fejqe ae hc pejjuhc( bj 3*0?? }cjsui`ic(g ae 3?*??? q}cmckcab}e( 5*??? ten`uhb qe}}eq}e y ucq}bctibje* Qieje `ejq}che hbfqi`c ej qbac hc `bgujiacae

    pEfuI} CH gEJpCKE}b_b} Acji Pchc .E=P _}bau``ibj)

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    74/122

    60=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    cuqjbgc( y g ae uj gihhc} ae }uqc qe}}eq}e `bj pujqbij`}bji{cab ae `}u`e pujqb eq}cqfi`b abjae ab b gten`uhb e ej`uejq}cj pc}c ijqe}`cgmic} pcsueqe y fc}cjqi{c} sue qbab hb q}cjpb}qiqc tuehtej ch pujqb ae b}ifejau}cjqe hc kb}jcac hcmb}ch*

    Etiaejqegejqe( i G]V suie}e efui} iejab eh p}ige}b ej

    eh ejtb ae pcsueqe}c ej Epcc( Cjab}}c y _b}qufch( aemee} eh p}ige}b ej eh ub ae hc juetc qe`jbhbfc( y c e efj u ai}e`qb} ae qe`jbhbfc ae hc ijb}gc`ij( Fuihhe}gb]ui{; Hc qe`jbhbfc ae hc ijb}gc`ij y hc `bguji`c`ij

    kuefcj uj pcpeh ujacgejqch pc}c jbbq}b( ej ab hjecujacgejqche; ujc( sue e jueq}b p}bpib `hiejqe( jueq}b`hiejqe ai}e`qb( pc}c eh `uch qejegb aie}ejqe iqegc ae

    efuigiejqb ae ejtb* Y qcgmij ujc efujac hjec guyigpb}qcjqe( sue e hc sue pe}giqe c eqb uuc}ib b}e`e}c u `hiejqe eh efuigiejqb ae ejtb geaicjqe u p}bpicpfijc vem ae `bge}`ib ehe`q}ji`b*

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    75/122

    HC _YGE Y EH @BGE]@IB EHE@Q]JI@B61

    E ae`i}; jb eqcgb ncmhcjab ae ujc egp}ec sue uqihi`e ai}e`qcgejqe eh `bge}`ib ehe`q}ji`b pc}c u bpe}cqitc ncmiquch(ijb uj e}ti`ib cu~ihic} y ujacgejqch ch `bge}`ib ehe`q}ji`b ae u hiejqe* F}c`ic ch e}ti`ib ae efuigiejqb bjhijeaeG]V( gu`nc qiejac ti}quche `bjifuej fcjc}e hc `bjcj{cb hc q}cjsuihiaca ae u uuc}ib b}e`ijabhe hc pbimihiacaae `bgp}bmc} eh eqcab aeh ejtb ae u peaiab* Hc igphegejqc`ij ae eqe iqegc ej `cac te{ g vem ae `bge}`ib ehe`

    q}ji`b `bjtie}qe eh uuc}ib pc}qi`uhc} ej uj pmhi`b pbqej`ichej cufe( u`epqimhe ae bjb`e} G]V y suij cme2 ae`iai}`bjqc} `bj u e}ti`ib pc}c ejtb jb p}beibjche*

    Eh iqegc ae efuigiejqb bjhijeuj`ibjc aeae eh cb =??3( yu `}e`igiejqb nc iab p}bf}eitb ncqc nby( gcyb}iqc}icgejqe

    ae hc gcjb ae egp}ec y p}beibjche* Pij auac( tc c `bjq}imui} ej eh ub abgqi`b eh p}ige} pcb ae G]V ej hc tejqcehe`q}ji`c ai}e`qc ne csu hc e~`ep`ij ae hc sue ncmhmcgbujc hjec cjqe* Aeae nc`e ujb gee( hc }gc `bge}`ic

  • 8/8/2019 Las Pyme y el Comercio Electrnico

    76/122

    65=? @CPBP AE ~IQB HIAE]CABP _B] _YGEP EP_CBHCP

    hi{c ej u vem ab qipb ae pcsueqe ae p}epcfb( b ec( bm}esue pcfcgb cjqe aeh ejtb( }e`imigb c abgi`ihib y pbaegbuqihi{c} pc}c ejtic} hb sue ec `ucjab sue}cgb< muejb( hb sueec( giejq}c suepc ej eh bm}e( `hc}b*

    Dhe~imihiaca y qe`jbhbfc ch ch`cj`e aeh `hiejqe Y qcgmij ejhc gcjb aeh gejcke}b* G]V eq c`cmcjab ae pe}e``ibjc}uj p}bye`qb pihbqb sue eq c pujqb ae `bjte}qi}e ej }echiaca*

    Pe q}cqc ae hc _AC sue uqiqui} qbqchgejqe eh chmc}j ae c`ue ae ejq}efc b }e`ep`ij* @bj eh juetb aipbiqitb( egib}ey }e`epqb}e ae pcsueqe aekc}j `bjqcj`ic ae hc chiac b hchhefcac ae `cac ejtb ai}e`qcgejqe bm}e eh qe}gijch( e ijqcjqjecgejqe ijf}ec}j eb acqb ej eh iqegc ae efuigiejqbae G]V* Ej bq}c pchcm}c; eh efuigiejqb aeh ejtb e} ejtitb( `ugphiejab c `bj eh bmkeqitb ae q}cjpc}ej`ic qbqch ej

    hc ijb}gc`ij `bj u `hiejqe*

    F}c`ic c phcqcb}gc qe`jbhfi`c bgb hc sue uqihi{c hc juetc}ea ae _AC '`bj `bje~ij F_]P ybqvc}ep}bpib'( G]Vnc cgphicab u hiae}c{fb c hc te}qiejqe ehe`q}ji`c aeh e`qb} aegejcke}c* Cujsue hc }etbhu`ij ae hc juetc qe`jbhbfc aehc ijb}gc`ij y hc `bguji`c`ij pueae `bjqiqui} ujc cge

    jc{c ej eh q}cqb `bj eh `hiejqe( uj }iefb sue eqc `bgpcc jbe suie}e pe}giqi}* Fuihhe}gb ]ui{ }e`bjb`e sue eqe pehif}beq p}eejqe ej qbab hb e`qb}e( e