External Communication Factors that Affect the Development of Micro-Enterprises of Qualified Artisans in the Canton of Ibarra

Abstract

At the organizational level, effective external communication plays a crucial role in the performance of an organization, helping to build and maintain a good corporate image, generate trust and loyalty in customers, differentiate itself from the competition and manage crises through transparent information. and timely. In the present study, a quantitative approach was maintained that proceeded with a descriptive research with the application of the survey technique, a questionnaire application instrument that focuses on the incidence of external communication factors in microenterprises of qualified artisans in the canton of Ibarra. . The objective of the research is to contribute to the development of Imbabureña artisanal microenterprises through different external communication strategies. The analysis reveals the need for priority attention to the artisanal sector in the northern region for microbusiness success through the insertion of economic resources such as seed capital, training processes in innovation, organizational communication, social network management and brand positioning. In conclusion, it was determined that to improve micro-business development, efforts must be combined between public and private entities, sectional organizations, and academia to achieve the objective of strengthening the artisanal sector.