Abstract:

The crisis caused by the Covid-19 pandemic, in March 2020, and the stoppage of activities at the national level due to the rise in fuels in 2019, generated great economic losses in the creative industries during this period. According to “Líderes” magazine (2020), unemployment in this sector of the industry fell to 6.6%, the lowest percentage since 1993.

This research aims to analyze the current situation of the creative industry through strategic management in the central area of Ecuador, to determine effective mechanisms that improve unemployment rates and strengthen the relationship between strategy and organization.

Qualitative methodologies were applied through a comparative analysis of cases, with non-standardized interviews with those responsible for the creative industry that correspond to the sector of functional creations, through a structural sampling of 10 organizations investigated for further analysis.

Once the analysis was carried out, evaluation axes were determined which were measured through economic income, application and implementation of strategic management during the first year of crisis. Determining that there are 3 groups of organizations that are classified as: Group A, presents a 45.5% business ecosystem that applies formulation and strategic implementation, development and management. Group B, which represents 23.8% who have improvised management strategies according to the crisis without prior planning and, finally, Group C, which corresponds to 30.7% that until November 2020 closed all economic activity. In this sense, the strategies applied focused on controlling production processes, such as participation in a virtual market.

Keywords:

Creative industry, Strategic management, Economic development, Covid-19, Development and management.