“Analisis de los objetivos empresariales estratégicos en el sector retail Azogues - Ecuador”

Abstract

The analysis of strategic business objectives in the retail sector of Azogues, Ecuador, was conducted through an applied research approach. A quantitative methodology was used, following the positivist paradigm. The research had an exploratory, descriptive, and correlational scope. The study was carried out among employees of retail businesses in Azogues, using a census sample of 164 subjects obtained from the Chamber of Commerce and Industry of Azogues database. The sample size was calculated using the simple random sample size formula, resulting in a sampling size of 115. The survey technique was used with a questionnaire as the measuring instrument. The questionnaire was validated by experts, and Cronbach's Alpha coefficient was calculated to measure the instrument’s internal consistency. A coefficient of 0.876 was obtained, indicating good reliability of the collected data. The results revealed high Spearman correlation coefficients between the independent variables Prom_Entrepreneurship (0.951**), Prom_Innovation (0.991**), and Prom_Enterprise Management (0.986**) and the dependent variable Prom_Positioning, indicating a statistically significant correlation. Finally, the study aims to provide a comprehensive overview of the current situation of retail companies in Azogues; identify areas of opportunity and potential challenges, and offer recommendations so that these companies can reevaluate, adjust, and improve their strategies and achieve their objectives more effectively and efficiently.