Factores que influyen en las estrategias de marketing para el crecimiento empresarial. Caso de la empresa “Cartonera del Austro” de la ciudad de Cuenca

Abstract

In a business environment with continuous transformation and high competition, marketing tactics play a fundamental role in the progress and sustainability of companies. Within this framework, this study aims to identify the factors influencing the marketing strategies for the company “Cartonera del Austro” business growth in Cuenca-Ecuador. The study uses a combination of quantitative and qualitative approaches, along with a descriptive type of research, through interviews with members of the main areas of the entity analyzed together with the documentary analysis of external market factors through statistical tools, such as contingency tables and a regression model with multiple predictors. The results show that among the various factors analyzed, the evaluation of internal resources and capabilities is the only factor that presents a significant and direct relationship with the business growth of the company. This suggests the company should strengthen its internal capabilities to improve its market performance.