Alternativas de gestión comercial para las tiendas que promueven el comercio justo en la ciudad de Quito en base en el uso de las TICS

Abstract

This research work intends to propose alternative commercial management for stores and companies that promote Fair Trade in Quito City, based on the analysis of the current situation of the stores and the determination of the relationship between management commercial and IT use of these organizations. The analysis is based on a collection of qualitative and quantitative data obtained through surveys and interviews conducted with representatives of these organizations. In addition, the study uses different technological and mathematical tools for the treatment of data, such as correlation analysis and SPSS statistical software; which facilitated the analysis of results, their interpretation and the drafting of the discussion and conclusions. The study was carried out to 15 micro and small companies in the marketing sector of organic and artisan foods that have a presence in the city. The results of the study show that these companies have a high social awareness and different management problems related especially to advertising. Therefore, the alternatives presented here can help improve the management of fair trade stores and organizations, so that they achieve recognition and positioning in a competitive environment and led by hegemonic capitalist market conditions.