Comunicación estratégica en el impulso de emprendimientos comunitarios con mujeres montubias

Abstract

The purpose of the study is to diagnose the incidence of strategic communication in the promotion of community undertakings with Montubia women belonging to the “San Mateo” enclosure, Mocache canton, Los Ríos province, specifically it sought to identify, study and analyze the theoretical, methodological components, strategies and communication techniques in the promotion of entrepreneurship at the individual, group, organizational and community level, considering that in complex times organizations require a deep transformation in these contexts ranging from the particular, the methodology was of a mixed approach, it was applied The synthetic analytical method, the same one that allowed studying the behavior of each of the parties, in field work consisted of randomly surveying a sample of 50 women of Montubia ethnic groups, based on the established problems, the variables were investigated, in the first phase focused on competitive advantages you go from strategic communication, and in its second phase in the role of women in developing community enterprises. The results show a weak participatory dynamics of communication strategies in the development of community enterprises, as well as the participation of women in these settings, despite the existence of a good predisposition for learning. Consequently, training programs are required for construction of scenarios that promote the use of skills and abilities in the construction of a minimum viable product that promotes new business proposals in changing environments with social responsibility from their contexts.