Análisis de las estrategias financieras y su relación con la posición competitiva de las PYMES radiodifusoras de Guayaquil.

Abstract

The purpose of this research is to analyze the strategies implemented by broadcasting SMEs in Guayaquil and their relationship with the competitive position for their development and sustainability. A bibliographic review of classical and modern authors who have contributed with their research to the subject was carried out. The study is of an exploratory, descriptive and correlational type, with a population of 24 SMEs, where the economic and financial behavior was analyzed, establishing the average of the liquidity, indebtedness, management and profitability ratios from 2018 to 2020 and a questionnaire was used. with a Likert scale to Financial Managers and/or Administrators where the information on the variables financial strategies and competitiveness was obtained. Once the correlation coefficient analysis was carried out, it was determined that 10 proposed scenarios obtained a minimum correlation of 0.40, which is interpreted as a moderate positive correlation, which ensures that the concepts proposed in the null hypothesis are rejected, concluding that, at a general level, the financial strategies established by management such as: the analysis of financial indicators with emphasis on management, liquidity and solvency and financial planning implemented as a tool for projection and control of operating results directly influence the internal capacity of the company to create competitive advantages by properly managing negotiations with suppliers, having timely information on the sector, monitoring the appearance of substitute services, implementing information security technology and new applications, and prioritizing personnel management to enhance the level of service.