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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

La percepción de los empresarios PYMES de Lima Metropolitana y Callao sobre la campaña ‘‘Mi plan, tu negocio’’ del BCP durante la crisis por el COVID-19. / The perception of SME entrepreneurs from Metropolitan Lima and Callao about the BCP’s campaign called ‘‘my plan, your business’’ during the COVD-19 crisis.

Munaris Rodríguez, Sebastian Harif 25 October 2020 (has links)
La actual coyuntura repercute en un escenario marcado por la incertidumbre que trae consigo retos importantes para todos los actores económicos del país. En el Perú, gracias al plan de reactivación económica, las empresas están reiniciando sus operaciones de manera que no extienden la para de su actividad comercial. Los bancos, como aliados fundamentales para esta reactivación, están orientando su estrategia de comunicación al apoyo de sus clientes debido a la coyuntura. El BCP, por ejemplo, ha lanzado la campaña ‘‘Mi plan, tu negocio’’, con la que busca reforzar el compromiso con sus clientes a través de la promoción gratuita de sus empresas en la red social Facebook, radio, paneles publicitarios y pauta televisiva. Aún no se ha analizado la actitud del grupo atendido por la marca mediante esta acción publicitaria, por lo que esta investigación busca conocer la percepción de empresarios PYMES respecto a la campaña ‘‘Mi plan, tu negocio’’ bajo un enfoque cualitativo mediante entrevistas como técnica de recolección de datos. / The current situation has repercussions in a scenario marked by uncertainty that brings with it significant challenges for all economic actors in the country. In Peru, thanks to the economic reactivation plan, companies are restarting their operations in such a way that they do not extend the stop of their commercial activity. Banks, as fundamental allies for this reactivation, are orienting their communication strategy to support their clients due to the situation. The BCP, for example, has launched the campaign '' My plan, your business '', with which it seeks to reinforce the commitment to its customers through the free promotion of their companies on the social network Facebook, radio, advertising panels and television broadcast. The attitude of the group served by the brand through this advertising action has not yet been analysed, so this research seeks to know the perception of SME entrepreneurs regarding the campaign "My plan, your business" under a qualitative approach through interviews such as data collection technique. / Trabajo de investigación

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