La innovación como factor determinante en el desarrollo de nuevos emprendimientos comerciales

Abstract

Innovation is generating and applying new ideas or transforming existing ones. Within the business context, it involves improving products, services, business models, production methods, or marketing strategies. Currently, it is a fundamental factor for the development and growth of a venture that responds to market changes. The overall objective of the research is to analyze the role of innovation as a determining factor in the development of new commercial ventures in Guayaquil. The methodology used is a descriptive study with a quantitative approach, with a non-experimental, cross-sectional study design. The study population consists of entrepreneurs in Guayaquil, and the sample obtained through probabilistic sampling is 382 entrepreneurs. The survey was used as the data collection technique and the questionnaire as the instrument. It was found that 58.12% of entrepreneurs have implemented innovations in their businesses, with the areas most affected being products, services, and marketing. Positive responses were also obtained regarding innovations related to business growth, generating higher sales, improving business efficiency, sustainability of the venture, attracting new customers, and remaining in the market. Furthermore, 81.68% intend to continue innovating in their ventures. In conclusion, innovation proved to be a determining factor in the ventures' market retention, growth, sustainability, and competitiveness.