Marca “Soy Boyacá” como estrategia de reactivación económica durante la pandemia del Covid-19

Abstract

The Covid-19 pandemic has left with it major changes and a negative outlook at global level. In order to deal with this situation, different strategies and actions have been developed with the aim of an early recovery in health, economic as in other sectors, being a matter of great interest the economic reactivation of many countries, cities, regions and in this case in particular, the Department of Boyacá. Within this process highlights the brand Soy Boyacá as one of its main actors and enhancers, a brand that during the year 2020-2021 has launched different strategies as a solution to the difficult economic situation that the covid-19 has left with it for many entrepreneurs of the department. This article analyzes these strategies, as part of the work carried out during the business practice developed with the territorial brand of the Secretary of Business Development, where a clear support was observed for entrepreneurs in the region in times of crisis, through the development and implementation of strategies for digitalization, innovation and competitiveness, focused on the effective economic reactivation of the department, with the ultimate objective of guaranteeing the well-being of hundreds of boyacenses.