Globalization, innovations, and the COVID-19 pandemic promoted changes in
negotiations through communication digitalization using digital media. Therefore, Micro
and Small Businesses (MSEs) needed to adapt abruptly. To mitigate impacts and
generate competitiveness, we transfered Know-how through process mapping, using
the Technology-Organization-Environment (TOE) framework, the European Skills
Assessment Framework (DIGICOMP), and digital business models. In this sense, we
sought to answer the following questions: Q1 - What factors interfere the
communication digitalization of MSEs? Q2 - What digital strategies can help increase
the competitiveness of MSEs? To this end, bibliographical, documentary, prescriptive
research, and action research of a quantitative-qualitative nature were carried out with
MSEs in Santarém - Pará. Teaching materials were developed, specifically guides and
instructional media programs, to adapt and standardize digital communication
processes based on data collection and training. To align the methodology, a pilot was
carried out with 11 MPEs and later with 15 MPEs; The results demonstrated that
despite the available technology, digital media were not fully utilized by MSEs. The
actions promoted sustainable development and increased the competitiveness of the
companies served. The main barriers to adapting to digital were the entrepreneurs'
time, lack of soft skills (such as leadership and organization), lack of training in digital
resources, and generating low employee skills. The influencing factors were flexibility,
market pressure, and public policies. It was found that there is room to gain
competitiveness by using digital media based on strategic planning development and
skills improvement.
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