Aportaciones de nuevas estrategias para mejorar la comercialización de las flores ecuatorianas.

Abstract

Ecuadorian flower exports have decreased to a large extent, due to the COVID-19 pandemic, the ravages of which significantly impacted the country's economy, such as the flower sector, which represents 10% of the agricultural Gross Domestic Product (GDP). The present investigation had as a general objective to provide new improvement strategies for the commercialization of Ecuadorian flowers. For this, deductive and inductive methods were used, with primary and secondary information sources. The data was collected from the administrators and managers of five flower exporting companies. The results showed that the main strategies to improve the commercialization of Ecuadorian flowers include the creation of an online presence, the launch of an international promotion and publicity campaign, the promotion of the Corporate Social Responsibility of the sector, the design of a model of purchase and sale of flowers by subscription, the optimization of logistics processes, the improvement of marketing and advertising, and the use of new technologies. In conclusion, commercial strategies must be focused on satisfying the needs of the market and providing added value for consumers. Thus, it will be possible to improve the competitiveness and profitability of the flower sector through better marketing of Ecuadorian floral products.