estrategia de comunicación para internacionalización de productos locales: estudio de caso gad provincial de el oro

Abstract

This research is an analysis of the communication strategies implemented by the Decentralized Autonomous Government (GAD) of the province of El Oro, with the program Juventud Emprende Diferente, whose purpose is to strengthen local entrepreneurship and internationalize the products of the region. The objective of the study was to characterize the communication actions applied for the benefit of this group, to evaluate the results and propose a proposal to consolidate the impact of the program. To develop the research, a mixed methodology was used: qualitative-quantitative, with techniques such as documentary review, interviews to key actors, participant observation, surveys and interviews to experts. As a result of the analysis, a lack of coordination between the key areas of the organization promoting the project, the execution of training without a proper academic curriculum planning, communication strategies without clear guidelines that show possible failures in the process. It is recommended that the project be strengthened with the implementation of new communication tools to promote local products effectively in an international market.