Diagnosis of strawberry production enterprises in the city of Cañar

Abstract

The objective consisted of developing a diagnosis in the strawberry production undertakings of the Cañar canton in order to identify the main problems and thus increase profits. It was based centrally on the postivist paradigm of observation, measurement and verification, with a quantitative approach and a descriptive type of non-experimental field design. One of the most outstanding deficiencies that can be highlighted is that entrepreneurs are dedicated to marketing the product only in the local area, which leads to a very reduced visualization of the marketing, and also prevents not having a perspective for the innovation limiting revenue. The diagnostic model used allows comparisons between different areas of the organization to identify the area with the greatest problems and correct them in the first instance.

Keywords

• empresa privada
• economía de mercado
• oferta y demanda
• comercio.