Browsing by Author "Loor Bustamante, Elvis Enrique"

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    Gestión de la innovación y la creatividad en la Asociación Cotopaxi (La Bahía) en el cantón la maná, año 2024.
    (Ecuador : La Maná Universidad Técnica de Cotopaxi (UTC), 2024-08) Loor Bustamante, Elvis Enrique; Martínez Ortiz, Fabián Xavier
    This research focuses on the implementation of innovation and creativity strategies for the Cotopaxi Association (La Bahía) in the canton of La Maná. The main objective is to diagnose the strengths, weaknesses, opportunities and threats related to these issues within the association, as well as understand clients' perceptions regarding innovation and creativity in the Bay Area. Based on this diagnosis, we seek to design a management plan that fosters a culture of innovation and creativity. The Association has a competitive and challenging environment. Low product profitability, rising costs, and unfair competition are factors that threaten the long-term viability of the association, and the lack of a clear strategy to manage these aspects further complicates the situation. The study used a mixed research approach. Quantitative research was carried out through surveys and qualitative research through interviews. The mixed approach allowed data to be collected both on the perceptions and attitudes of clients in relation to innovation and creativity, and on the behaviors and responses of the members of the association. The exploratory and descriptive nature of the study allowed us to identify not only current perceptions, but also areas of improvement that could contribute to positive change in the organization. In response to these needs, they set out to foster a culture of collaboration and management commitment to create an environment conducive to innovation. Among the main findings, critical areas were identified as significant in the perception of the novelty of products and services, where 36% of members were dissatisfied. A widespread perception of inefficiency in the processes was identified, highlighting the need to modernize the association's operations. It was recommended to seek strategic alliances that allow access to resources and knowledge to maximize the creative potential of the members. This research highlights the urgent need for the Cotopaxi Association to adopt a more innovative and proactive approach to strengthen its competitiveness and ensure its sustainability in the future.