Liderazgo transformacional y prácticas digitales en la adaptación organizacional de una pyme del sector salud

José Luis     Sarmiento Andrade; José Antonio     Arévalo Tuesta

doi:10.47606/ACVEN/PH0587

Authors

José Luis Sarmiento Andrade Universidad Nacional Federico Villarreal, Lima- Perú https://orcid.org/0000-0003-1170-7012
José Antonio Arévalo Tuesta Universidad Nacional Federico Villarreal, Lima- Perú https://orcid.org/0000-0003-0341-7234

DOI:

https://doi.org/10.47606/ACVEN/PH0587

Keywords:

transformational leadership, digital marketing, organizational adaptation, Small and medium-sized enterprises, healthcare sector.

Abstract

Understanding the relationship between technology, people, and organizational practices is key to the digitalization of SMEs. The objective of this study was to analyze the association between the dimensions of transformational leadership and digital marketing activities in a Peruvian SME in the healthcare sector, interpreting the results from the perspective of the human and managerial capabilities that accompany digitalization processes. A quantitative approach was adopted, with a correlational scope and a non-experimental, cross-sectional design, based on data obtained from 50 employees of a Peruvian SME engaged in the supply and commercialization of medical products. Transformational leadership and digital marketing were analyzed using descriptive techniques and a non-parametric association test based on Spearman’s rho coefficient. Participants reported high levels of transformational leadership (94.0%) and digital marketing (94.0%). However, the relationship between the two variables was not statistically significant (? = 0.252, p = 0.078). When the variables were examined by dimensions, although authority showed a positive relationship that was not statistically significant, only individualized consideration demonstrated a positive, moderate, and statistically significant association with digital marketing (? = 0.478; p < 0.001). These findings illustrate a pattern in which the adoption of digital practices does not stem from generally favorable leadership, but rather from specific human capabilities related to supporting and developing the organization’s employees.

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