Examinando por Autor "Arias Cuesta, Lina María"

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    Agencia de consultoría en mercadeo para emprendedores y pymes en el eje cafetero
    (Universidad EAFIT, 2023) Valderrama Narváez, José Eduardo; Gómez Restrepo, Laura Lizeth; Arias Cuesta, Lina María; Sepúlveda Cardona, Edwin Andrés
    Based on the problems identified in the sectors of entrepreneurs and pymes in Pereira city, which has a great impact on the economy of the Coffee Region, where there is evidence of a high number of such companies that close in their first year of opening and considering that in the Chamber of Commerce of Pereira there are no consulting companies registered in the 2021 business census of traders. Therefore, this study provides a comprehensive overview of marketing status in the sample taken, as well as important information regarding the value proposition for the creation of the marketing agency / accelerator for entrepreneurs and pymes in the Coffee Region, considering the impact on the regional economy. For this purpose, a mixed non-probabilistic exploratory study was conducted with data analysis employing three methods that allowed the triangulation of the information through in-depth interviews with experts, surveys with multiple choice questions and systematic review of indexed journals. This rigorous approach adds credibility and consistency to the study. Consequently, the results obtained reveal the specific needs of pymes in the Coffee Region and provide valuable insights and recommendations to address and mitigate this is and provide valuable insights and recommendations to address and mitigate this issue.