Diseño de un modelo de gestión de competitividad a través de la herramienta de cuadro de mando integral en la empresa Seguros Confianza S.A., de la ciudad de Quito, año 2021

Abstract

Abstract: The competitive advantage dates with its importance by the fact of becoming an important tool to increase productivity benefiting the organization by providing long-term benefits. The main objective of this research is to design a management model of competitiveness through the balanced scorecard (BSC) tool in the company Seguros Confianza S.A., in the city of Quito, year 2021. For this purpose, a documentary study with a mixed approach is carried out, using observation and interview as techniques for the collection of the study data. At the time of diagnosing the situation of the company, the framework of the economic activity developed by the company has been defined within which the strengths, opportunities, weaknesses, and threats have been evaluated. Finally, the proposal exposes the main strategies and objectives that allow reaching a higher level of competitiveness, which can be evaluated according to the design of the BSC that proposes the main management indicators and compliance initiatives.