Propuesta de comunicación interna para posicionar a la Dirección de Impulso a la Economía Solidaria de la Cooperativa de Ahorro y Crédito Jardín Azuayo para el año 2025

Abstract

Abstract: This thesis proposes an internal communication plan to position the Direction of impulse for the Solidarity Economy of the Jardín Azuayo Cooperative among its collaborators. The research arose from the need to highlight the strategic work carried out by this direction as a coordinator of the Cooperation Ecosystem, which its promotes the creation of networks in different territories through strengthening actions and inter-cooperation projects that promote the Popular and Solidarity Economy. The research used a mixed methodological approach, its applied an interview and surveys to assess the level of knowledge, perceptions, communication channels, current communication practices, and potential communication preferences of the Direction of impulse for the Solidarity Economy. The results revealed a weak positioning of this Direction and limited appropriation of its actions; for this reason, a communication plan is proposed with clear objectives, defined audiences, strategies, and creative actions, its considering that correct implementation will strengthen the institutional identity and facilitate the achievement of Direction objectives given its recognition and internal relevance.