Estrategias de gobernabilidad corporativa y la identidad de marca para la sucesión exitosa de la empresa familiar Sastrería Estrella

Abstract

Sastrería Estrella Company has been dedicated to the production and marketing of clothing tailored for men, women and children in the line of tailoring for 45 years, during which has experienced phases of introduction, growth and maturity in which is to present, therefore it is essential to make strategic to maintain and improve a product successfully market shares. It is for this reason that the present research is focused on making a comprehensive analysis of internal and external environment of the company, in order to establish strategies to increase sales for the company and for the potential customer. The data collected in the field research applied to external customers Sastrería Estrella indicate that it is important to correct issues such as corporate strategies, improve brand image, potentiate and improve communication two-way, since the lack of these strategies has caused that is immersed in certain governance problems, research is aimed at the practice of "good business management" thus developing rules for the presentation of information and the laws of fulfillments of operation, together lead to the appointment of Good Corporate Governance. Thus the proposal resulting from this research are governance strategies to position the brand.