ESTRATEGIAS INNOVADORAS DE MARKETING IMPLEMENTADAS EN LAS PYMES DEDICADAS A LAS ACTIVIDADES DE RESTAURANTE, CUENCA, ENERO-JUNIO 2016

Abstract

The present research developed a technical and critical analysis of the innovative marketing strategies implemented in the SMEs dedicated to the restaurant activities in the city of Cuenca during the period January-June 2016, at the same time as it presented suggestions and recommendations to the managers and restaurant managers. To achieve the objectives, an approach was adopted that qualitatively validated the results and a transverse, descriptive, observational and prospective research was designed. We worked with a universe of 108 SMEs belonging to the restaurant services sector, in the city of Cuenca, from which a sample of 84 restaurants was generated, to which a multiple choice survey was applied, as well as a observation. The main results obtained were: only 5.9% of businesses always apply innovative and innovative marketing strategies; 38.8% do so more or less frequently, creating inconsistency in the marketing processes implemented.