Examinando por Autor "Ochoa Morales, Gabriela Lisseth"
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- ÍtemAcceso AbiertoMatriz de Efectos Olvidados como Técnica de Apoyo para la Apertura de Nuevos Mercados.(Universidad Católica de Cuenca., 2022) Solano Bermeo, Andrea Estefanía; Ochoa Morales, Gabriela Lisseth; Luna Altamirano, Kleber Antonio; 0106590326; 0107596728This 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 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, the hidden variable is obtained from the following analysis: Positioning strategies affect new market niches thorough knowledge of digital commerce, the forgotten effect generates an opportunity for business growth against the problem of shortage of sales, for artisans in their different guilds.