La Assertiveness as an influential factor in entrepreneurship in the city of Machala

Abstract

Ignorance of assertiveness policies generates the existence of negative factors in entrepreneurship, for this reason the objective of the investigated topic is to establish the assertiveness factor as a transcendental element that every entrepreneur must possess, in order to promote business development in the city ​​of Machala. The exploratory analysis methodology was put into practice since a bibliographical investigation is carried out, which contains research obtained from the General Entrepreneurship Monitor (GEM). At the same time, a qualitative methodology was used, in which surveys were carried out, the same one that helps to obtain concrete information on the proposed topic for its respective weighting of data, the SPSS program was used, through which the information was processed. collected in the surveys. The study population was framed in the entrepreneurs of the city of Machala, the applied sample is finite, because the number of inhabitants is known, with a probabilistic sampling, 385 entrepreneurs being surveyed. Among the main findings generated, it was determined that a large part of the respondents do not know the term assertiveness, likewise there are entrepreneurs who do not usually control their behavior in the face of setbacks that arise, together a minimum percentage consider they do not have the ability to achieve adequate management expressive, and it is difficult for them to address customers, turning them into non-assertive people, this being an obstacle that results in poor productivity, affecting labor relations, causing a decrease in the growth and competition of the entrepreneurship.