Análisis de las oportunidades de Big Data para la empresa exportadora Asociación Tierra Fértil, 2025

Abstract

The exporter Asociación Tierra Fértil, located in Pasaje, El Oro province, faced structural challenges in 2025 related to a traditional agricultural management model, which limited its competitiveness in the agro-export environment. In this scenario, emerging technologies such as Big Data represent a key opportunity to transform production processes, increase efficiency and respond strategically to international market demands. The general objective of the research was to determine the opportunities offered by Big Data for the exporter Asociación Tierra Fértil en Pasaje in 2025. To carry out the research, a methodological approach of applied, descriptive, field, cross-sectional and study of specific situations was applied, the research starts from a pragmatic position, assuming the theory of complementarity of paradigms and is developed from a quantitative and qualitative method. Theoretical methods such as the logical historical, synthetic analytical and deductive inductive methods were used, in combination with empirical methods such as the in-depth interview and the survey. The results show a favorable attitude towards the use of Big Data in logistic, productive and positioning areas. However, limitations persist in terms of technical training and data-driven organizational culture. Clear opportunities are identified to train personnel, improve technological infrastructure and establish a strategic vision, which would allow, in case of implementation, to take full advantage of the potential of Big Data in the agro-export sector.