Análisis de la gestión de la innovación en la empresa Farmamia Cía. Ltda. en la Ciudad de Machala, Provincia de El Oro, en el año 2023

Abstract

Abstract: This research work describes an analysis of innovation management in Farmamia Cía. Ltda., in the City of Machala, Province of El Oro, in the year 2023, highlighting its strategic importance for business competitiveness. It is provided a comprehensive description of a theoretical framework that supports key concepts of innovation, its types, as well as categories, models, methodologies and ISO 56000 standards for innovation management. The methodology used is described under an approach exploratory, descriptive and case study, using deductive, analytical and synthetic, the survey addressed to the company manager is used as an instrument. In it analysis and discussion of results, the general data and characteristics of the company, the innovations achieved in products and processes, the determinants and objectives of innovative activities, sources of information and cooperation, obstacles faced, organizational and marketing innovation, the impact on the market, the human talent and concludes with an innovation proposal focused on increasing value of the MIA brand and expand the marketing of its products.