Digital Transformation and Competitiveness in Family Businesses: A Focus on Technological Innovation

The technological era has catalyzed the growth of new generations, radically transforming the business world. This not only makes the job easier, but also improves marketing strategies and optimizes business models. This article examines how emerging technologies benefit family businesses, drawing on desk research that analyzed previous studies, academic papers, and industry reports. The findings indicate that the integration of new technologies has increased operational efficiency, enabled more effective marketing strategies, fostered innovation in business models, and facilitated geographic expansion. In conclusion, technology plays a crucial role in the success of family businesses, underscoring the need to continue investing in technology to stay competitive in an ever-changing business environment.