Innovación e identidad ancestral en procesos de diseño de calzado para la diversificación de la oferta en la Matriz Productiva de Tungurahua

Abstract

The present investigation focuses on the introduction of typical and / or traditional elements in design, production and marketing processes of Ecuadorian footwear through the proposal of a differentiation strategy that allows to diversify the product offer of the leather and footwear cluster of the province of Tungurahua. Based on a study aimed at entrepreneurs in the footwear sector associated with the Tungurahua CALTU Footwear Chamber and footwear consumers in Ambato, a pilot proposal inspired by the Salasaca culture is presented, with the premise of using materials and materials that identify the culture it is intended to merge traditional and current production techniques and establish suitable alternatives for the generation of products with a unique aesthetic that projects Ecuadorian cultural identity and competitiveness against imported globalized products.