Publication: Estrategias de gestión innovadora para fortalecer el posicionamiento de Tiendas EFE Huamachuco 2020 -2021
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Date
2021
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Universidad Nacional de Trujillo
Abstract
La presente investigación tiene como objetivo principal, determinar cómo las estrategias de gestión innovadora fortalecen el posicionamiento de Tiendas EFE Huamachuco en los años 2020-2021; el problema de investigación fue ¿De qué manera las estrategias de gestión innovadora fortalecen el posicionamiento de tiendas EFE Huamachuco, años 2020-2021?; El diseño de investigación fue no experimental, correlacional transeccional. La población se conformó por 510 clientes, siendo su muestra de 219, también se trabajó con una población de 18 trabajadores de Tiendas EFE, tomando como muestra el mismo número de la población por considerarse una población pequeña. Las técnicas de recolección de datos fueron la entrevista y encuesta, sus instrumentos fueron la guía de entrevista y el cuestionario respectivamente. Para comprobar la hipótesis se utilizó la estadística del Coeficiente de Correlación de Pearson que mide la relación que existe entre las variables, así como su nivel de significancia. Lo que nos permitió determinar que el coeficiente de correlación es de 0.736 y el nivel de significancia es de 0.00; lo que demuestra que las estrategias de gestión innovadora tienen una correlación positiva alta con el posicionamiento. Y entre otros resultados encontrados se tiene que las estrategias de gestión innovadora que aplica Tiendas EFE es regular, dado que aún debe mejorar en adaptarse a trabajar con la innovación, así como buscar la colaboración del personal; y el nivel de posicionamiento es bueno, pero con tendencia a regular, dado que aún tiene atributos que mejorar y adelantarse a su competencia directa. Concluyendo que las estrategias innovadoras que debe aplicar tienda EFE deben estar orientadas a los procesos del área comercial y en menor medida del área administrativa; además por las condiciones de mercado tales oportunidades se orientan al uso de canales virtuales para la promoción y venta de productos, a través de la página web y el uso de las redes sociales.
ABSTRACT The main objective of this research is to determine how innovative management strategies strengthen the positioning of Tiendas EFE Huamachuco in the years 2020-2021; The research problem was: How do innovative management strategies strengthen the positioning of EFE Huamachuco stores, years 2020-2021? The research design was non-experimental, transectional correlational. The population was made up of 510 clients, with a sample of 219, we also worked with a population of 18 workers from EFE Stores, taking as a sample the same number of the population considering a small population. The data collection techniques were the interview and survey, their instruments were the interview guide and the questionnaire respectively. To test the hypothesis, the Pearson Correlation Coefficient statistic was used, which measures the relationship between the variables, as well as their level of significance. This will make us determine that the correlation coefficient is 0.736 and the significance level is 0.00; which shows that innovative management strategies have a high positive correlation with positioning. And among other results found, the innovative management strategies applied by Tiendas EFE are regular, given that it still needs to improve in adapting to working with innovation, as well as seeking the collaboration of staff; and the level of positioning is good, but with a tendency to regulate, given that it still has attributes that improve and overtake its direct competition. Concluding that the innovative strategies to be applied by the EFE store must be oriented to the processes of the commercial area and to a lesser extent the administrative area; Furthermore, due to market conditions, such opportunities are oriented to the use of virtual channels for the promotion and sale of products, through the website and the use of social networks.
ABSTRACT The main objective of this research is to determine how innovative management strategies strengthen the positioning of Tiendas EFE Huamachuco in the years 2020-2021; The research problem was: How do innovative management strategies strengthen the positioning of EFE Huamachuco stores, years 2020-2021? The research design was non-experimental, transectional correlational. The population was made up of 510 clients, with a sample of 219, we also worked with a population of 18 workers from EFE Stores, taking as a sample the same number of the population considering a small population. The data collection techniques were the interview and survey, their instruments were the interview guide and the questionnaire respectively. To test the hypothesis, the Pearson Correlation Coefficient statistic was used, which measures the relationship between the variables, as well as their level of significance. This will make us determine that the correlation coefficient is 0.736 and the significance level is 0.00; which shows that innovative management strategies have a high positive correlation with positioning. And among other results found, the innovative management strategies applied by Tiendas EFE are regular, given that it still needs to improve in adapting to working with innovation, as well as seeking the collaboration of staff; and the level of positioning is good, but with a tendency to regulate, given that it still has attributes that improve and overtake its direct competition. Concluding that the innovative strategies to be applied by the EFE store must be oriented to the processes of the commercial area and to a lesser extent the administrative area; Furthermore, due to market conditions, such opportunities are oriented to the use of virtual channels for the promotion and sale of products, through the website and the use of social networks.
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Keywords
Gestión innovadora, Posicionamiento, Marketing