Resumo

GUILLEN PEREIRA, Lisbet; ARMA CASTANEDA, Nelly Paola  e  FORMOSO MIERES, Alleyne Antonio. The labor inclusion of women in business growth. Universidad y Sociedad [online]. 2018, vol.10, n.2, pp. 128-138.  Epub 02-Fev-2018. ISSN 2218-3620.

The objective of the research was to evaluate the social responsibility of Ecuadorian companies in the dynamics of their business growth, from the perspective of the labor inclusion of women. An experimental design is assumed, including 14 mid- and high-end lingerie stores and 391 women aged 18-55 selected through non-probabilistic intentional sampling. The proposal is evaluated by the specialist criterion regarding formal quality and social utility, its empirical validation demonstrates the significant differences of the changes being p = .005. The results contribute to the importance of advertising and outreach strategies and the incorporation of women through projects of autonomous enterprises to increase sales and ensure a favorable perception of the products and services of the company.

Palavras-chave : Marketing plan; business growth; women's labor inclusion.

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