Stakeholder Model in Digital Services in Ecuador

Abstract

The globalization of markets, technological innovation, interconnectivity, IoT, and blockchain have brought about significant changes in the processes of negotiation and commercialization of goods and services, steering them toward a digital economy. This new business reality highlights the importance of managing relationships, responsibilities, attributions, rights, and obligations of the various stakeholders involved in the digital ecosystem. In this context, the objective of this research is to identify the main stakeholders in digital services in Ecuador. To achieve this, the methodology proposed by Mitchell, Agle, and Wood was applied to a sample of 356 companies that market their products through digital means. The result was a stakeholder model based on the prominence, responsiveness, and attributes of the actors, namely power, legitimacy, and urgency. The study identified companies and financial institutions as stakeholders with power; influencers, content creators, and investors with legitimacy; and customers as stakeholders with urgency.