Diseño de un modelo de gestión empresarial basado en la metodología del cuadro de mando integral adaptado a las pequeñas y medianas empresas (Pymes) del sector comercio en la ciudad de Ibarra, provincia de Imbabura, año 2017

Abstract

Abstract: In a changing and demanding market imposed by globalization, small and medium-sized enterprises in the trade of Ibarra city are involved in impaired situations to be competitive, when basing their management on empirical knowledge, traditional practices and obsolete systems. Through an analysis and management model approach, it's possible to diagnose weaknesses, set goals and propose improvement actions that achieve as ending result the development and profitability of Pymes in the trade sector. As a result of the investigation, the main weaknesses of the administrative management of Pymes were determined: limited knowledge, training, and planning, causing problems like low sales, reduced profits and poorly qualified staff, lack of market research, needed to measure demand and the level of competition, plus, the products offered, have no significant differentiation which easily causes imitation. Based on what has been stated before, it is proposed to design an appropriate management model based on the methodology of the Balanced Scorecard, with the aim of providing small and medium-sized enterprises of the trade sector of Ibarra city, with strategic direction.