Ciencias Administrativas

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    El emprendimiento desde la perspectiva de las incubadoras de empresas: Un análisis comparado por países
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera Organización de Empresas, 2018-09) Moposita Yanchatuña, Edwin Cristóbal; Rivera Badillo, Pilar Lorena; Morales Urrutia, Diana Cristina
    Entrepreneurship is a fundamental part of the economic development of the countries. Therefore the creation of business incubators are born to provide support and accompaniment to new ventures in the process of pre-incubation, incubation and post-incubation of new companies, which has generated a great impact and its replication in several regions of Europe, Central America and Sub America. Offering these centers different services such as: infrastructure, specialized personnel, financing, business contact among others. For this reason, in the present study it has focused on knowing possible similarities in the behavior, at the time of the creation of business incubators in the seven countries analyzed (United Kingdom, Germany, Spain, Mexico, Brazil, Chile and Ecuador). Therefore, it is necessary to know which countries motivate such differences in the creation of incubators. First, the homogeneity of the data is analyzed through the Levene test, later using the ANOVA statistical test, it is observed the existence of differences between the seven countries analyzed at the time of creating the incubators, and applying factorial ANOVA shows the conformation of three groups of countries that have similar behavior in the generation of incubators, due to their public policies, equality of operating characteristics according to their economic territory. Resume this research as future lines of research, those related to the analysis of internal and external factors that determine the failure or success of incubators.
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    Factores determinantes de la dinámica empresarial: un análisis multivariante concluyente de la industria ecuatoriana
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera Organización de Empresas, 2018-08) Guaita Paucar, Tania Lucrecia; Carvajal Larenas, Ramiro Patricio
    At present, companies operate in an environment that presents constant changes, because in order to survive they need processes of changes in their activities. In this way the business dynamic is the discipline that studies the competitive forces that cause changes which produces that companies enter a state of imbalance, from a positive perspective creates the need to develop or renew skills and competencies to adapt to the environment complex. The main objective of the research was to study the dynamics of the industrial sector of the province of Tungurahua from the hypothetical deductive theoretical method. For validation of the categorical system, measurements were taken in the sample that was obtained from the most important industrial sectors of the province, for the collection of information a structured questionnaire of interval metrics with Likert scales was applied. For the statistician, the factorial analysis was used from the maximum likelihood method, the results show a compact level of dynamics with a considerable CMO indicator and an acceptable level of statistical significance.
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    Factores determinantes de la competitividad: un análisis multivariante concluyente de la industria ecuatoriana
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera Organización de Empresas, 2018-08) Ganán Criollo, Belén Carolina; Saltos Cruz, Juan Gabriel
    Strategy is a term that is linked to the military world and planning, that word means strata referred to military and argos referring to drive something or a group of people, from globalization, the company's twenty-first century must link all levels and areas organizational to their objectives, to survive in a highly competitive market, the organizational strategic configuration must be aligned with the competencies and capabilities of the organization. The main objective of this research was to study the competitive profile of the industrial sector of the province of Tungurahua from the hypothetical deductive theoretical method. For the partial validation of the categorical system, measurements were taken in a sample of the main industrial sectors of the province, with a structured questionnaire of interval metrics with Likert scales. For the statistical analysis, the factor analysis was used from the maximum likelihood method, the findings denote a compact competitiveness profile with an acceptable CMO indicator and a high level of statistical significance.
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    Factores determinantes de la productividad: un análisis multivariante concluyente de la industria ecuatoriana
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera Organización de Empresas, 2018-08) Camacho Tipan, Henry Javier; Carvajal Larenas, Ramiro Patricio
    Business productivity is currently a factor that many industries do not pay much attention, or simply relate it to produce the largest amount of goods, without realizing that it will allow the organization to achieve higher levels of competitiveness, and therefore generate large benefits for the actors involved (company, society and workers). For this research, productivity is conceived as the intimate relationship between the good management of resources (human, technological, capital, material), the generation of knowledge and therefore the continuous improvement of the industry. The main objective of the research was to study the productivity index of the Tungurahua industries, this from the application of the hypothetical deductive method. For the validation of the proposed categorical system, measurements were taken of a representative sample of the main industrial sectors of the province, through the application of a structured questionnaire of interval metrics with ratio scales. In the statistical analysis, the exploratory factor analysis was applied based on the maximum likelihood method. The results show that productivity in the industry revolves around the variable human and material resources and the strategic location of the companies.
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    Marketing Social para el sector industrial de Tungurahua, un estudio causal a partir de análisis factorial
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2018-08) Coro Medina, Yessenia Elizabeth; Saltos Cruz, Juan Gabriel
    The industrial sector of the province of Tungurahua is very extensive, covers the sectors such as: textile, food, glass, automotive, tanneries, among others. However, the footwear industry comprises the majority of the Tungurahua industry with 44%, making the province the leader in footwear confession. In addition, the province has a space for the industrial sector that is the Business Corporation of the Industrial Park, where work is carried out with social and environmental responsibility. It is for this reason that the present research work has focused on contributing to the development of knowledge of marketing professionals about the key elements, their use and configuration for interventions in the organization, from an empirical study to the psychometric properties of the fundamental categories of social marketing using exploratory factor analysis. The data provided by the research provide information on different subgroups of the population and the social and cultural environments in which people act on behavioral decisions. This information is used to make strategic marketing decisions about the audience segments to which the benefits that reduction costs are offered are directed. The proposal of this research is to provide a practical categorical system based on conceptual foundations. In addition, a logical history is described, from which the fundamental categories and those of the second and third order emerge.
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    Marca ciudad: Revisión sistemática desde el hexágono de Anholt
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2018-06) Herrera Enríquez, Cristina Lizbeth; Martinez Muñoz, Luis Angel; Castro Analuiza, Juan Carlos
    The city brand is a topic of interest, due to the complexity of cities and the interest of public entities to position them. However, the image of tourist destinations is not sufficiently based on theory; so, the aim of this study is to analyze research reports of the city brand, considering the dimensions of the Anholt hexagon (people, place, prerequisites, pulse, presence and potential) to highlight the most significant dimension in the management of the city brand. To answer this question, a systematic review of the main databases was carried out, and from 200 initial articles, 92 were selected, of which a quantitative analysis and a meta-analysis were performed with the random effects technique, due to the high inconsistency found. The results show that the dimension most representativeness of the city brand is people with 0.61 (IC 95% 0.45-0.76). It is concluded that the human factor is a generator of knowledge, transmitter of culture, and creator of environments so that it can develop the other dimensions, making a place more attractive to live and visit.
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    Análisis de los stakeholders como insumo de entrada en el diseño de un plan publicitario
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2018-06) Masaquiza Caiza, Carlos Santiago; González Garcés, Liliana Elizabeth
    Companies in the commercial sector must not only create value for consumers, but must also develop a strategy of clear and persuasive communication to target consumers. This study analyzes companies in the commercial sector located in Ecuador, province of Tungurahua, the data obtained from the 5,368 companies in the sector, show in 72% that if they develop an advertising plan, but unfortunately only 28% do so with consulting or professional companies that direct the advertising plan, from the design to the implementation of the plan, the objective is to demonstrate the importance of the Advertising Consultation Agencies in the elaboration of an advertising pan of the commercial companies of the province of Tungurahua. For this, a qualitative methodology of descriptive type was designed in cross section to 200 companies of the sector as a sample of study for the application of the questionnaire with 26 questions, with the purpose of and to know how much they allocate to their marketing budget and another one that consists of 16 questions addressed to 350 consumers to determine what the media preference is at the moment of elaborating an efficient advertising plan. The chi-square method was used to corroborate the hypothesis raised in the investigation. In addition we can conclude that entrepreneurs have seen advertising as an unnecessary expense, should take into consideration the redesign of the way in which advertising is done to improve results and differentiate companies in the sector and the most important thing they can measure the efficiency of the advertising campaigns accompanied by a professional and specialized direction of consulting companies, which are the only ones that can turn these plans into a real success at the end of the campaign, generating the positioning of the company in the mind of the consumer.
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    Estrategia de marketing sobre Instagram para la publicidad de ropa interior en Tungurahua-Ecuador
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2018-06) Lascano Jerez, Marbella Elizabeth; Remache Machado, Ana Lucía; Medina Chicaiza, Ricardo Patricio
    Social networks and interaction with users are important for marketing management, because these users are the most active and effective that can be trusted in information. (Herrero, Álvarez, & López, 2011). On the other hand, the digital consumer is the majority of users under 35 years old because they are very active in social networks, where they share opinions and experiences through technological means. That is why the present work aims to develop a marketing strategy based on the social network Instagram for advertising underwear in the province of Tungurahua. It is important to mention that in studies carried out by the National Institute of Statistics and Censuses (INEC) it was evident that the use of social networks has boomed in recent years, statistics of 2015 were found which show that Facebook has 4' 888,541 users, this being the social network that stands out among the others. However, in that year the social network Instagram is not within the preferences of users. Among other data it is highlighted that in 2016 25.28% of the population uses social networks corresponding to 4,224,984 people. Companies use social networks to their advantage in marketing strategies due to popularity and low cost. For this reason, the objective of this research was to develop a marketing strategy on Instagram, for which the underwear company Impactex was taken as a reference with its leading brand MAO from the province of Tungurahua-Ecuador. The problem that has been detected is the scant use of the Instagram social network in the underwear companies within the province of Tungurahua-Ecuador, as well as the ignorance of the advantages offered by the social channel. For the research, information was extracted through scientific articles in databases such as ScienceDirect, Redalyc and Dialnet. The use of web pages, blogs, undergraduate and graduate theses was limited. As a result, 150 documents were obtained, of which 32 articles dealt with topics of advertising, social media, Instagram and metrics, which served to develop the theoretical framework. Likewise, empirical and theoretical methods were used, as well as metrics: visits by provinces and gender, number of followers, comments, among others. As well as the calculation of the sample was made based on the number of followers of the brand for the validation of the strategy. As a result of the strategy, five phases were proposed: analysis of the initial situation, establishment of the objective, elaboration of the strategy, action plan, evaluation and control.
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    Modelo de emprendimiento universitario para PYMES: validación de constructo a partir de métodos estadísticos multivariantes
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2018-06) Nájera Castillo, Tirso Vidal; Lascano Pérez, Luis Fabricio
    The objective of this research is to perform a validation study based on multivariate statistical methods, the University Entrepreneurship Model, related to its operational and support processes for SMEs in the province of Tungurahua during the first quarter of 2018, has been taken relationship to the entrepreneur and his entrepreneurship in the application of the model, to the development of entrepreneurship, with business management in the development of SMEs and the contribution of the university to higher education, relevant academic processes and contribute to solve the problems of the region. The model has as an input variable the entrepreneur, supported by two operating processes and the support process; At the base of the processes are entrepreneurships by opportunity, innovation and technology to the dynamic entrepreneur (Arroyo, 2014). The vast majority are owners who manage their own ventures with 66.7%, related to SMEs, are those who take their own risks, assume responsibilities. The title is according to the area of work that performs, the vast majority with 41.7% without indicating the specific area of function performed. The average monthly family income of the entrepreneur as a result of their effort lies between a range 1 001, oo 2000.00 dollars, which corresponds to 47.1%, Your average monthly family expenditure is less than 1,000, or monthly, which corresponds to 61.1%, paying to cover the deductible expenses.