Análisis de las estrategias de marketing empleadas por los emprendedores en época de pandemia en ecuador, 2020.

Abstract

Entrepreneurship has become the process of realizing opportunities from a creative approach, allows attracting customers and standing out from others, it is also a factor that contributes to economic development and contributes to the generation of changes and innovation. Due to the crisis due to the Covid -19 epidemic that was experienced in 2020 and which is still coming out, the economic consequences of keeping the population locked up were highlighted. The confinement meant the drop in GDP, the closure of companies, the paralysis of various economic activities, the closure of borders, the fall in tourism and the transfer of jobs to homes, being something that definitely affected entrepreneurship. This research is descriptive, field and bibliographical. The Covid-19 pandemic has taken a heavy toll on Ecuador in social terms, due to the loss of life and the growth of poverty, and economically, due to the destruction of businesses and jobs. As a measure to overcome the crisis, the sales strategies defined by companies to deal with this crisis are essential to achieve the expected profitability.