Resumen

VILLEGAS GUZMAN, Ana Paula  y  RODRIGUEZ RODRIGUEZ, Dulce. Transformación digital en las agencias de comunicación estratégica en Costa Rica. Intersecc. comun. (En línea) [online]. 2023, vol.1, n.17, pp.8-8. ISSN 2250-4184.  http://dx.doi.org/https://doi.org/10.51385/ic.v1i17.178.

This article examines the digital transformation in strategic communication agencies in Costa Rica. To achieve this goal, the Westerman, Bonnet, and McAfee digital transformation model was used and explored four key areas including leadership, technology resources, successful strategies, and common challenges. The main objective of the research is to understand the current state of strategic communication agencies in Costa Rica to remain competitive in the global communication market.

Qualitative and quantitative techniques were applied to obtain the information, the results suggest that although the importance of implementing the necessary digital tools and strategies is understood, many agencies do not believe that digital transformation offers substantial benefits to their organizations. Overall, the study demonstrates the importance of digital transformation for strategic communication agencies in Costa Rica, and the need to understand the challenges and opportunities associated with this transformation in order to remain competitive in the global communication market.

Palabras clave : strategic communication; digital transformation; communication agencies..

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