La franquicia como estrategia de incursión, sostenibilidad y crecimiento en la industria de la comercialización de productos farmacéuticos en la provincia de Imbabura-Ecuador año 2019-2020

Abstract

Abstract: Ecuador is one of the Latin American countries in which entrepreneurship is in its DNA, maybe due to a history of widespread poverty of the economy that forces its inhabitants to live a constant struggle to obtain other income sources, due to the lack of job opportunities. , by giving continuity to family economic activities that are transmitted from generation to generation, or because the new generation seeks to be the owner of its most precise asset, which is its time.Whatever the motivation, it is important to understand that without knowledge failure is almost guaranteed. In this sense, this research aims to give ideas or fundamental notions of how to enter the business of marketing pharmaceutical products through the use of a franchise either in the physical district where this research was carried out, that is, the city of Ibarra or any other city in Ecuador since the different options are currently present throughout the country.