MARKETING Y NUEVOS NEGOCIOS EN LA INDUSTRIA TECNOLÓGICA ENTRE LOS AÑOS 2017 AL 2023: UNA REVISIÓN SISTEMÁTICA DE LA LITERATURA CIENTÍFICA

The purpose of this article was to analyze the study on the technology industry, where a notable transformation has been experienced in its marketing strategies and in the configuration of new businesses, during the period from 2017 to 2023. The methodology used was based on the guidelines established by PRISMA. Likewise, five sources of information were used: Redalyc, Scielo, Doaj, Dialnet and Scopus. The selection of articles was based on Boolean functions, which included terms such as “Marketing”, “Technology”, “New Business”. “Innovation” and “Evolution”. On the other hand, the study approach, resources used, search and inclusion and exclusion criteria were identified, where filters were made according to the language and year of publication, which led to selecting 30 articles for analysis. The results highlighted the main journals, countries, years, keywords and databases where the studies were found. However, limitations regarding language and research time were recognized. In conclusion, this study reveals how technology and marketing have changed the dynamics of interaction of companies with their context and how they are adapting their strategies to remain competitive in a constantly evolving market.