Cultural Identity in the Productive Matrix

Abstract

The revolution in Ecuadorian shoe industry represents a big challenge because of the proliferation of imported products. This tariff advantage put the Ecuadorian entrepreneurs in a comfort zone, evidencing a stagnation in the evolution of products with differentiation strategies in opposition to globalized products. To this problem are added limiting factors such as raw materials and imported inputs. The current work studies the situation of the Ecuadorian entrepreneurs of the National Camera of Footwear in the Tungurahua province in order to know its reality and determine strengths and weaknesses of the sector and strategies to promote the productive matrix of Ecuador. The research exposes the impact that a proposed product can have from a strategic vision of differentiation through sustainability of Ecuadorian footwear.