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GESTIÓN DE LA COMUNICACIÓN ESTRATÉGICA Y SU INCIDENCIA EN LA IMAGEN E IDENTIDAD CORPORATIVA DE LA IMPORTADORA CASTRO DEL CANTÓN QUEVEDO AÑO 2022.
| dc.contributor.advisor | Navia Alava, Jaime Gerardo | |
| dc.contributor.author | Triana Moncayo, Kevin Josueth | |
| dc.date.accessioned | 2023-06-23T15:36:40Z | |
| dc.date.available | 2023-06-23T15:36:40Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/14579 | |
| dc.description | The current economic situation in Ecuador has forced large, small and medium-sized companies to face new challenges and incorporate technology as part of their strategies that seek to improve their productive development. The objective of this research is to analyze the management of strategic communication in the corporate identity of Import Adora Castro of the Quevedo canton. Being a company with great significance and importance within the commercial field of household appliances, it is characterized by excellent attention, good service and fluidity of information in each area, which is not reflected in the Quevedo canton agency, where it has been possible to observe that their collaborators do not have good communication, they do not work as a team, the work field environment is not professional or collaborative, many of these difficulties are due to the fact that the company does not have a strategic communication plan that reformulates the company's rules adapting to the environment in which they develop. With the purpose of obtaining information, it was indicated to apply methods and types of research together with the survey technique for the selection of data, concluding that the strategic communication that Castro importer manages is empirical and is not administered by professionals specialized in communication. which has affected the corporate image of the entity in the Quevedo Castro importer manages is empirical and is not administered canton because the efforts that are developed affect not only internally but also externally, especially users who have already reported complaints of poor service. | es_ES |
| dc.description | The current economic situation in Ecuador has forced large, small and medium-sized companies to face new challenges and incorporate technology as part of their strategies that seek to improve their productive development. The objective of this research is to analyze the management of strategic communication in the corporate identity of Import Adora Castro of the Quevedo canton. Being a company with great significance and importance within the commercial field of household appliances, it is characterized by excellent attention, good service and fluidity of information in each area, which is not reflected in the Quevedo canton agency, where it has been possible to observe that their collaborators do not have good communication, they do not work as a team, the work field environment is not professional or collaborative, many of these difficulties are due to the fact that the company does not have a strategic communication plan that reformulates the company's rules adapting to the environment in which they develop. With the purpose of obtaining information, it was indicated to apply methods and types of research together with the survey technique for the selection of data, concluding that the strategic communication that Castro importer manages is empirical and is not administered by professionals specialized in communication. which has affected the corporate image of the entity in the Quevedo Castro importer manages is empirical and is not administered canton because the efforts that are developed affect not only internally but also externally, especially users who have already reported complaints of poor service. | es_ES |
| dc.description.abstract | La situación económica actual que se vive en el Ecuador ha obligado a las grandes, pequeñas y medianas empresas a enfrentarse a nuevos desafíos e incorporar la tecnología como parte de sus estrategias que buscan mejorar su desarrollo. La presente investigación tiene como objetivo analizar la comunicación estratégica y su incidencia en la imagen e identidad corporativa de Importadora Castro. Al ser una empresa con una gran trascendencia e importancia dentro del campo comercial de electrodoméstico se caracteriza por una excelente atención, buen servicio y fluidez de información en cada área, lo cual no se ve reflejado en la agencia del cantón Quevedo, donde se ha podido observar que sus colaboradores no tienen una buena comunicación, no trabajan en equipo, el ambiente laboral no es profesional ni colaborativo, mucho de estas dificultades se deben a que en la empresa no cuenta con un plan de comunicación estratégico que reformule las normas de la empresa adaptándose al ambiente en que se desarrollan. Con el propósito de obtener información fue indicado aplicar métodos y tipos de investigación junto con la técnica de la encuesta para la selección de datos, concluyendo que la comunicación estratégica que maneja importadora Castro es de forma empírica y no es administrada por profesionales especializados en la comunicación lo cual ha afectado la imagen corporativa de la entidad debido a que las gestiones que se desarrollan afecta no solo de forma interna sino externa sobre todo a los usuarios que ya han reportado quejas de la mala atención. | es_ES |
| dc.format.extent | 53 P | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Quevedo | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Gestión | es_ES |
| dc.subject | Comunicación Estratégica | es_ES |
| dc.subject | Identidad Corporativa | es_ES |
| dc.title | GESTIÓN DE LA COMUNICACIÓN ESTRATÉGICA Y SU INCIDENCIA EN LA IMAGEN E IDENTIDAD CORPORATIVA DE LA IMPORTADORA CASTRO DEL CANTÓN QUEVEDO AÑO 2022. | es_ES |
| dc.type | Tesina | es_ES |
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