Relación entre herramientas tecnológicas, características de la empresa e ingresos en las MiPymes mexicanas: análisis de asociación por grupos (clusters).

This research evaluates the association between the monthly income of micro and small enterprises and the variables: age of the owner, age of the company, size of the company, use of the Internet, use of Facebook, use of digital marketing and increase in sales with social networks. The variables are grouped by the K-means method and an unsupervised analysis is performed on a group of 105 micro, small and medium-sized enterprises in Mexico City. The results show that the increase in the income of micro, small and medium-sized enterprises is associated with the age of the entrepreneur, the age of the company, the size of the company and digital technologies. The cluster of MSMEs with higher revenues exhibits higher sales revenues, where socioeconomic characteristics and the use of technological tools showed a direct association with revenues. It is concluded that, in terms of key aspects for business success, the association between social characteristics of the company and the use of technologies is crucial to achieve higher revenues. [ABSTRACT FROM AUTHOR]