Resumen

JIMENEZ LOPEZ, Xavier Santiago  y  MONCAYO RACINES, María Fernanda. THE CORPORATE COMMUNICATION FOR THE ECONOMIC GROWTH OF THE COMMUNITY OF NAYÓN. Revista San Gregorio [online]. 2019, vol.1, n.29, pp.98-107. ISSN 2528-7907.

This article is a result of an investigation carried out in Nayon parish, in the city of Quito, Ecuador. It was designed and executed by the Corporate Communication Career of Universidad de las Americas, Quito. This project is titled “Corporate Communication for economic growth of Nayon parish”. This project has three stages planned: diagnosis; design of a training program for the benefit of Nayon’s population, based on the diagnosis; and execution of the training programs. This article constitutes a report of the obtained results in the first stage of this project, the diagnosis, as a result of which a plan and a training program could be planned in the use of communication tools, to enhance businesses and small enterprises in the Nayon community. It was taken into account the economically active population formed by entrepreneurs and small businesses of the sector. The objective of this study was to determine channels, strategies, tools, actions and corporate communications programs that could improve the economic growth of the businessmen, for which it was used an inductive and deductive method with an exploratory, descriptive and projective scope through a quantitative-qualitative approach.

Palabras clave : Corporate communication; Corporate communication and economic growth; corporate communication case Nayón; Corporate communication and its management.

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