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The present article analyzes the commercialization process on the competitiveness of the micro firms of the wood furniture manufacturing sector at canton Cuenca in the province of Azuay in the Republic of Ecuador. To this end, the analysis of a competitiveness model is proposed, the same one that is formed by four constructs or variables. The first variable called "Merc_Ventas", is related to marketing and sales techniques, is composed of ten indicators, among them are: marketing plan, target market, market segments, sales quotas, competition information among others. The second variable called "Services", has three indicators: service responsibility, level of customer satisfaction and service catalogs. The third variable named "Distribution", has three indicators: sales force, distribution systems and vendor structure. And the last variable that measures the level of competitiveness achieved. The article begins with the analysis of the literature, from where the research questions are established; then the hypotheses to be demonstrated, the validation and verification of the model continues through structural equations; at the end, the results, conclusions and future researches are analyzed.

revista ciencias pedagógicas e innovación

LA COMERCIALIZACIÓN Y SU INCIDENCIA EN LA COMPETITIVIDAD DE LA MICROEMPRESA DEL SECTOR DE MUEBLES DE MADERA DEL CANTÓN CUENCA EN LA PROVINCIA DEL AZUAY