This section describes the social impact of startups (SIS), its meaning in Mexico, the Oslo Manual and the concepts of innovations and how is related with the Digital Marketing Model Innovation (DMMI) as a pre-Covid era.
The Social Impact Startups in Latin America
In Latin America, several online platforms are generating information about social impact startups. For instance, AngelList (ANL, 2020), the investors are using this database looking for information about startups for their decisions, being Brazil, the country with the highest number of startups in Latin America, followed by Mexico. According to ASPEN (2017), in Mexico, are registered 416 SIS, with more than half aimed to work with social impact interest; Mexico is the country where SIS ecosystems are more distributed in its territory, with 32% of startups in Mexico City, 10% in Guadalajara, and 8% in Monterrey (OECD, 2016).
The social impact startups (SIS) have emerged as key drivers of job creation due to economic growth and are often the source for radical innovation. During the coronavirus (Covid-19 pandemic and the next normal) crisis, the SIS has played a critical role for economies to the next normal. Some innovative new SIS have responded quickly and flexibly to the pandemic, which is essential to help many countries switch to digital education, work, and health services, provided innovations in medical goods and services. Some examples include adjusting commercial products (such as snorkeling masks for oxygen supply in hospitals); launching a series of digital health services, including Covid-19 and the next normal trackers, remote patient monitoring and remote consulting tools; the introduction of “no-contact” food delivery; and provide researchers and scientists with artificial intelligence solutions, remote working tools or online learning and entertainment, in some cases free of charge. (OECD, 2020).