Estrategias de gestión de las empresas de Radio del Ecuador. Casos de estudio: Radio Súper Fuego de Zaruma, Radio Lluvia de Piñas, Radio Samantha de Zaruma y RTU Radio de Guayaquil

Abstract

Currently radio companies occupy a preferential space in society, mainly because the technology has allowed to expand and improve the coverage. But they have gone from being a simple means of communication to becoming a company, which must be managed through strategies that allow it to implement a plan of action that gives them a competitive advantage, develop and accentuate their growth and expand in the market . The research aimed to identify the management strategies that radio companies carry out, through an analysis of the reality of radio companies: local, provincial, regional and national. It was descriptive - field type; The analytical - synthetic method was used. The collection of information was done through the techniques of semi-structure interview and documentary evidence. At the end it was determined that most radio companies do not have a defined structure and organizational structure, production of programming if it is focused on the audience they wish to capture, strategies are not being applied to improve supply and demand.