MATRIX OF FORGOTTEN EFFECTS AS A SUPPORT TECHNIQUE FOR THE OPENING OF NEW MARKETS
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Abstract
This research develops a matrix of forgotten effects, a tool of fuzzy logic applied to a group of merchants and artisans who
sell their products through fairs organized by the current mayor’s office, who open them to be located in the different squares
of the city. The problem arises because the merchants have presented great economic losses in their businesses due to the
confinement and the little knowledge about other sales modalities such as digital commerce. The objective of this article is to
find the hidden variable or forgotten effect, which cannot be easily detected by experts, through the identification of actions
and effects derived from the study problem. Within the methodology, a square matrix of forgotten effects is presented, based
on a quantitative approach, through survey techniques, using the endecadary scaling instrument that offers fuzzy logic for the
collection of information. As a result, it was obtained that positioning strategies have an impact on new market niches through
the hidden variable of digital commerce knowledge
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