Resumen

ANDRADE, Adrián; BECERRA, Francisco  y  GONZALEZ, Rey Felipe. Studios competitive profile of Otavalo family textile business in Ecuador. Universidad y Sociedad [online]. 2022, vol.14, n.5, pp. 161-177.  Epub 30-Oct-2022. ISSN 2218-3620.

The objective of this study is to characterize the competitive profile of Otavalo's family textile business, through the application of various techniques generated from strategic management, in order to propose alternatives to define a response profile to competitors. The authors developed a methodological procedure composed of three phases, five stages and eleven steps, in which the following techniques have a leading role: Porter's five forces of competition model, AMOFHIT analysis and Porter's diamond model. The results obtained from the functional analysis of the companies and the application of the Porter models, allowed evaluating the strengths of the group of small textile companies from Otavalo city, and identifying their strengths and weaknesses to face a probable response profile that allows them to improve the competitiveness national and international.

Palabras clave : Functional areas; Competitive forces; Competitiveness.

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