Análisis de las estrategias de comercialización y su relación con el desempeño económico de las grandes empresas en el Ecuador.

Abstract

This study investigated how marketing strategies affected the economic performance of large companies in Ecuador, given that there were few comprehensive studies in this area, with the aim of analyzing this impact and proposing more effective strategies. To achieve this, a descriptive, observational, and cross-sectional methodology was used, evaluating the websites of 50 large Ecuadorian companies selected from the ranking of the Superintendencia de Compañías. The results indicated that, although the companies improved the usability and functionality of their websites, weaknesses were also identified in post-sales relationships and digital marketing, which affected their economic performance. In conclusion, digital strategies proved effective in promoting products and services; however, it was crucial to address critical areas in order to maximize benefits and ensure a sustainable competitive advantage in the long term.