Emprendimiento femenino de moda en Nicaragua. Evaluación de las Comunicaciones Integradas de Marketing
- Ana González Ros Universidad de Alicante https://orcid.org/0000-0002-5280-492X
Resumen
El objetivo de este trabajo es evaluar el nivel de implementación de las comunicaciones integradas de marketing (CIM) en los emprendimientos femeninos del sector moda en Nicaragua, como actividad dinamizadora de la economía creativa en el país, con el fin de identificar sus fortalezas y necesidades comunicativas. Para ello, se utilizó una metodología basada en la aplicación de un cuestionario adaptado y sustentado en la escala de Lee y Park (2007). El cuestionario fue aplicado a la muestra de socias de la Red de Mujeres Empresarias de Nicaragua (REN) que desarrollan su actividad en empresas relacionadas con el sector textil, moda, calzado y complementos. Los resultados muestran una implementación incipiente de las CIM y evidencian necesidades comunicativas en áreas clave para la supervivencia de estos emprendimientos. Dada la escasez de estudios empíricos en este ámbito, se pretende aportar un primer análisis que sirva como punto de partida para futuros trabajos, y que contribuya a la mejor comprensión de un sector dinámico y complejo y al fortalecimiento del rol de la mujer en los emprendimientos del país.
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