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Administration of chemical companies in Medellin with a tendency towards the organization 4.0Administración en empresas químicas de Medellín con tendencia a la organización 4.0
(Universidad Nacional Abierta y a Distancia, UNAD, 2020-02-20)
Chemical companies have a focus on sales and not marketing, which has been a reason that makes it difficult to join a 4.0 organization (Li, 2018). The objective of the article is to identify the characteristics of chemical companies in order to adapt to organizations 4.0 from a marketing perspective. Organizations 4.0 are a business model where the behaviors of digital customers participate, which forces a traditional ...