Comunicación Integrada de Marketing en Nicaragua. Análisis comparativo de los emprendimientos femeninos del sector moda

Autores/as

DOI:

https://doi.org/10.14198/MEDCOM.19393

Palabras clave:

Comunicación Integrada de Marketing, emprendimiento, género, moda, mujer emprendedora, Nicaragua.

Resumen

Este artículo analiza el proceso de Comunicación Integrada de Marketing (CIM) de los emprendimientos del sector moda de Nicaragua, que se erige como sustento de las industrias creativas en el país. Se establece una comparativa en el nivel de implementación de la CIM entre las diferentes categorías de emprendimientos, según su formalidad, género en la propiedad, antigüedad y nivel de empleo, con el fin de identificar las fortalezas y debilidades comunicativas de cada grupo. Para ello, se adaptó el cuestionario basado en la escala de Lee & Park (2007) y se aplicó a las socias de la Red de Mujeres Empresarias de Nicaragua (REN) que dirigen emprendimientos del sector moda, calzado y complementos. Los resultados revelan diferencias significativas en el grado de implementación de la CIM entre grupos, por antigüedad y tamaño de la empresa, pero demuestra que la formalidad y el género no son determinantes en esta comparativa. A partir de estos resultados, se presentan las principales debilidades y fortalezas de cada grupo y una serie de recomendaciones derivadas, que pretenden contribuir al fortalecimiento del sector y al empoderamiento de la mujer emprendedora en el país.

Financiación

Universidad de Alicante, Universidad Nacional Autónoma de Nicaragua, León, Red de Mujeres Empresarias (REN), Red de Mujeres Emprendedoras Nicaragüenses

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Estadísticas

Estadísticas en RUA

Publicado

01-07-2021

Cómo citar

González-Ros, A. (2021). Comunicación Integrada de Marketing en Nicaragua. Análisis comparativo de los emprendimientos femeninos del sector moda. Revista Mediterránea De Comunicación, 12(2), 263–284. https://doi.org/10.14198/MEDCOM.19393

Número

Sección

Miscelánea