Impacto de la planificación estratégica en las ventajas competitivas de las empresas de publicidad.

Abstract

In this work, the main objective was to analyze the influence of strategic planning on the competitive advantages for the development of microenterprises dedicated to the placement and creation of outdoor advertising. To carry out the research, a descriptive and non-experimental analysis methodology was used. Through a survey applied and reflected in a database, it was obtained that strategic planning significantly influences the obtaining of competitive advantages; These findings corroborate our objectives, demonstrating that strategic planning is a key factor for companies in the outdoor advertising sector, allowing them to stand out in a dynamic and demanding market. By providing clear direction, it allows companies in the advertising sector to identify growth opportunities and optimize the allocation of resources.