نبذة مختصرة : This research project was directed to the commercial sector, whose main problem was focused on seeing how commercial competitiveness affects the unemployment levels of the urban area of the jipijapa canton? having as a study objective, how does competitiveness influence the levels of unemployment in the urban area of the jipijapa canton ?, it was evidenced that the commercial activity is generating employment and contributing to local development, for the execution of this investigation several methods were applied such as: inductive, deductive, hypothetical-deductive, statistical and analytical method using techniques such as observation and survey, which was applied to 183 merchants of the urban area, which provided relevant and effective information, concluding that the 70 % of merchants are affected by the presence of supermarkets or mega-stores, evidencing a huge concern in the sector of informal or unregulated trade, causing high levels of unemployment are affected by the loss of commercial competitiveness, which has forced in some cases, closing these small businesses and migrating to other cities in search of jobs and continue generating income for the support of their families. Based on the conclusions and recommendations, a proposal related to the execution of an organizational strengthening plan and marketing training was applied to improve the commercial activities of the aforementioned urban area. ; El presente proyecto de investigación fue dirigido al sector comercial, cuyo problema principal se centró en ver ¿De qué manera la competitividad comercial incide en los niveles de desempleo de la zona urbana del cantón jipijapa? teniendo como objetivo de estudio, cómo influye la competitividad en los niveles de desempleo de la zona urbana del cantón jipijapa?, se evidencio que la actividad comercial es generadora de empleo y contribuye al desarrollo local, para la ejecución de esta investigación se aplicaron varios métodos tales como: método inductivo, deductivo, hipotético-deductivo, estadístico y ...
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