La imagen comercial y su influencia socio económica empresarial de los pequeños negocios del cantón Sucre. Ecuador

The research is based on contributing to the sustainable and socioeconomic development of small businesses with the objective of forming a philosophy of service that promotes compliance with business rules. The proposed objectives are to diagnose the business environment of the parish to measure their impact on communities and to evaluate micro-enterprises based on their commercial image to define their economic sustainability. The descriptive statistical method allowed a survey to be carried out as a baseline of the investigation, where the neighborhood stores represented 35.7% of the total of premises, followed by the dining rooms or restaurants with a 12.9% representativeness. The study of the business environment made it possible to evaluate the behavior of the forces acting at the level of work activity, level of education and other variables considered for the study. The commercial image of the businesses was analyzed, where 67.3% recognize that the image has the elements of the corporate image and only 37.2% ignore the elements of the commercial image. As a result, 50% of businesses and local businesses reduce labor informality by ensuring compliance with labor rights and that 70% of businesses developed strategies and techniques that increased sales.

• Autor principal: Lemoine Quintero, Frank Angel (author)
• Otros Autores: Carvajal Zambrano, Gema (author), Zamora Cusme, Maryury Alexandra (author), Castellanos Pallerols, Graciela (author)
• Formato: article
• Publicado: 2018
• Materias: imagen comercial; diagnóstico; entorno; sustentable; impacto; Commercial image; diagnosis; environment; sustainable; impact
• Acceso en línea: https://doi.org/10.33890/innova.v3.n2.2018.417; https://repositorio.uide.edu.ec/handle/37000/3253