Resumen

Through the following work, a diagnosis and strategic direction was made applied to a particular company, Foto Estudio Iris, in order to identify and determine the weaknesses in order to carry out a study and proposal of a technological innovation for this company, taking into account the interests and expectations of potential customers and environmental factors. The work was done because, in the competitive world faced by today's companies, it is very complex to make decisions and be aware of new technologies due to globalization, turning the world into a single market. Due to the above, it is fundamental to be able to establish competitiveness and advantages before the daily innovations that this one generates, being a challenge for all company of the present time. Therefore, it is essential for any company to manage and be aware of the constant changes in the market, because the forces and agents of the environment, as well as competitiveness, can drastically and suddenly damage the operation and positioning of companies. Therefore, it is key to be updated to the many threats and difficulties that arise in the changing environment to be able to be cautious and react quickly without being affected, in order to reduce risks, increase opportunities and have competitive advantages to develop innovative strategies that generate growth and permanence of the company in the community Ibaguereña. Therefore, this work was elaborated by means of an investigation and collection of previous information, with the collaboration of the administrator of Foto Estudio Iris. Beginning with the identification of the weaknesses, their causes and consequences, and determining the problems they generated. This was carried out with the aim of proposing a technological innovation of great acceptance in the market, viable and pleasant for its consumers, analysing all the social, economic and pragmatic impacts that this innovation could cause, with the aim of creating strategies forging itself as an innovative and competitive company.