GESTIÓN COMERCIAL EN EMPRESAS FAMILIARES DE GUAYAQUIL, ECUADOR.

Abstract

Family businesses constitute approximately 80% from all active businesses worldwide. In Latin America, this percentage is near 75%, which is why a study on this particular topic has become essential for several years; all the research that has been done on this matter has just acquired relevance in the last two decades. Out of this general picture, and considering that commercial management is one of the basic pillars for the growth and continuity of any business, this document aims towards determining the principal factors that intervene in the commercial management of family businesses in Guayaquil. The research is a qualitative one, and it has based on the cases of three medium family companies in Guayaquil, examined through a semi-structured survey, product of a literary review of 50 indexed academic articles. Initially, a factor interaction scheme is presented based on the theoretical framework, subsequently, a second interaction proposal is developed based on a field analysis, the one that is established by nine factors mostly relevant for the surveyed companies; including four factors of the initial outline. Finally, it is perceived that there are three factors that are distinguished more clearly as Commercial Management enhancers in family businesses: professionalization by means of a formal education, the family-company separation and the human talent management.