Análisis de las estrategias de adaptación y reactivación económica de comerciantes importadores de ropa del centro de Guayaquil ante la pandemia

Abstract

The COVID-19 pandemic posed major economic challenges in all social sectors of the country. The import sector was one of the most affected in this regard, due to unfavorable conditions and policies for them. This study seeks to expose the results show that most of the businesses quickly adapted to the digital sector, the use of digital marketing, and the exposure of issues still in force such as unfavorable tax policies for the sector, and unfair competition from the informal clothing trade.