La Innovación y Tecnología como elementos de la gestión empresarial para fortalecer los emprendimientos comunitarios en el Cantón La Troncal.

Abstract

This research analyzes the main objective of business management with innovation and technology approaches within community enterprises in La Troncal canton. This study employs theoretical bases that support the research, knowing the different business management models and their functions within commercial industry, also the characterization of the various types of innovative and technological management that currently exist regarding entrepreneurship. The methodological analysis used in the research was the descriptive method concerning field observations by transactional studies. In addition, a survey was also applied to the community enterprises of La Troncal canton with a quantitative approach. For better detail in the research process, the SPSS program was used to obtain reliable and truthful results within the study. The research proposal details the application of different digital platforms to help businesses improve their consumers’ attention and enhance their products in a competitive market. Therefore, a SWOT analysis is executed to know the current situation and the functionality of their businesses. Additionally, it is considered to train entrepreneurs using digital tools to help them innovate their products and generate greater commercial productivity.