Trabajos de Titulación - Extensión La Troncal - Administración de Empresas
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- ÍtemAcceso AbiertoLa influencia del marketing mix en la competitividad de las asociaciones de la economía popular y solidaridad en el Cantón La Troncal.(Universidad Católica de Cuenca., 2024-05-02) Galarza Arteaga, Joffre Israel; Vicuña Matute, William; 0917842155The study analyzes the influence of the marketing mix on associations’ competitiveness in the popular and solidarity economy of La Troncal canton. It examines how the marketing mix elements, such as product, price, place, and promotion, affect the competitive capacity of these associations. A descriptive and documentary methodology is employed, with a non-experimental quantitative approach. A survey was conducted on the 27 associations of the popular and solidarity economy, and the relationship between the marketing mix and competitiveness was evaluated using the statistical software SPSS 25.0. The results reveal a significant correlation between both variables and a high validity of the measurement instruments, with an overall Cronbach's alpha coefficient of 0.978, supporting the hypothesis that the marketing mix positively impacts competitiveness. It is recommended that marketing mix strategies be adapted to the specific characteristics of each sector. Additionally, establishing strategic alliances and fostering innovation is suggested to remain relevant in a dynamic market.
- ÍtemAcceso AbiertoLa optimización de recursos y la sostenibilidad en los emprendimientos en el sector marginal y rural del Cantón La Troncal.(Universidad Católica de Cuenca., 2024-05-02) Cárdenas Veliz, Dayanna Guisella; Orellana Orellana, Carlos Patricio; 0350120598This research project aims to explore the correlation between resource optimization and sustainability in enterprises located in the marginal and rural sectors of La Troncal canton. It investigated the lack of optimization within these enterprises through an in-depth analysis of the influencing factors. The results obtained show a significant correlation between resource optimization and the sustainability of enterprises in La Troncal, thus supporting the proposed hypothesis. The importance of maximizing the efficient use of available resources to enhance the sustainability of businesses in this area is indicated. Raw materials are identified as the most essential resource, followed by technology, with efficiency in supply chains highlighted as the most utilized management strategy. These findings suggest the need to strengthen business management, especially in areas such as supply chain planning and the adoption of innovative technology. Suggestions for enhancing the sustainability of enterprises in La Troncal encompass prioritizing strategies aimed at optimizing resource usage, offering business management training, fostering innovation and technology adoption, and maintaining ongoing monitoring of business sustainability. The study provides valuable information that can guide entrepreneurs and local authorities in implementing measures to improve sustainability and the success of businesses in the marginal and rural sectors of La Troncal.
- ÍtemAcceso AbiertoEl liderazgo transformacional como herramienta para el aumento de la productividad en el sector comercial del Cantón La Troncal.(Universidad Católica de Cuenca., 2024-04-26) Segovia Intriago, Bryan Israel; Pesantez Molina, Wilson Geovanny; 0925546905Contemporary businesses face challenges in a globalized and technologically advanced world, implementing strategies to enhance productivity and achieve maximum economic performance. There are disadvantages in La Troncal canton compared to large companies due to limited competitiveness, which results from weak productivity. Poor leadership management is identified as problematic, leading to negative impacts such as company damage and failure to meet objectives. Therefore, the proposal to implement a transformative leadership model to enhance productivity is presented. This study employed various research methods to address the primary objective of assessing the impact of Transformational Leadership on the commercial sector’s productivity. A sample population of 54 businesses within the sector served as parameters for evaluating Transformational Leadership. A Likert scale survey was also administered, followed by statistical software to analyze the results, with a Cronbach's Alpha reliability coefficient of 0.914. A plan for improvements was developed, including informative training and administrative sessions to promote transformative leadership among entrepreneurs in La Troncal canton.
- ÍtemAcceso AbiertoEstrategias de Marketing y competitividad en los restaurantes de comida típica en el Cantón El Triunfo.(Universidad Católica de Cuenca., 2024-04-26) Sánchez Cordero, Nicole Steffania; Orellana Orellana, Carlos Patricio; 0940602220The study analyzed the marketing and competitiveness strategies previously employed by Traditional Food Restaurants in El Triunfo canton. These businesses exhibited a lack of competitiveness, especially in attracting local clientele, which consequently benefited the establishments located in the city center. In order to understand the influence of marketing strategies on competitiveness, 28 restaurants were surveyed. These surveys aimed to collect data on marketing strategies and each establishment’s competitiveness level. The study was based on McCarthy and Fonseca’s theory. A structured questionnaire addressed dimensions such as product, pricing, placement, and promotion strategies, validated with a Cronbach's Alpha coefficient of 0.981. The results revealed that marketing strategies were fundamental to the success of traditional food restaurants in El Triunfo canton, suggesting that an investment in effective strategies could improve their market position and increase their long-term chances of success.
- ÍtemAcceso AbiertoLa gestión administrativa en la economía popular y solidaria y su influencia en el fortalecimiento de las asociaciones agrícolas en el Cantón La Troncal.(Universidad Católica de Cuenca., 2024-06-25) Sarmiento Vintimilla, Jessica Alexandra; Paredes Lucero, Odalis Brigette; Boza Aguirre, Joffre Edgar; 0302810270; 0928048594This research focuses on the relationship between administrative management in the popular and solidarity economy and the strengthening of agricultural associations in La Troncal canton. For this reason, 20 agricultural associations were selected, with a final sample of 90 farmers, including owners, managers, and organization leaders. The study adopted a quantitative approach, using structured surveys with closed-ended questions and Likert scales. The results, obtained through the SPSS statistical software, highlighted the significance of effective administrative management. Areas for improvement were identified in strategic planning, resource coordination, and access to financing. The research emphasizes the need for efficient administrative management to enhance service quality and the competitiveness of agricultural associations. Moreover, it provides practical guidance to optimize management practices, contributing to sustainable and equitable development in the region. This study offers a solid foundation for policy designs and practices that promote the sustainable growth of agricultural associations, thereby benefiting the popular and solidarity economy at the local and national levels.
