Liderazgo del emprendedor comunicacional en el escenario de la nueva normalidad.

Abstract

This study has made a characterization of the profile of the communicational entrepreneur and leader of communicational companies and related areas in the province of El Oro, Ecuador, in the first semester of the year 2020. For this purpose, it applied a qualitative methodological design using the in-depth interview technique to ten communication entrepreneurs from El Oro who have been recognized by the audience for the quality of their products and services, professional trajectory and work mystique. In this regard, the bank of questions revolved around the following variables: definition of communication leader, motivation for entrepreneurship, entrepreneurial challenges, difficulties for entrepreneurship, audience loyalty strategies. As a result, it is inferred that for the interviewees, an entrepreneur is someone who, beyond a university degree, knows how to perform with solvency in the professional field, takes advantage of opportunities with ingenuity and creativity. They also consider, among their values and traits, the fact of being a persevering, resilient person, with the capacity to adapt to changes, very active and dynamic, as well as curious and inquisitive. Finally, they emphasized that the entrepreneur never stops learning, in a self-taught way and takes advantage of social networks and Internet access, which has allowed him/her to find emerging and alternative market niches at a time of pandemic crisis. In conclusion, it is considered that an entrepreneur is not born, but is forged along the path of assiduous practice of the profession.