Diseño de la planificación estratégica y protocolo de la empresa familiar ADRITEX para su crecimiento económico y continuidad del legado familiar.

Abstract

The general objective of this study was to design the strategic planning and family protocol of Adritex company, dedicated to clothing manufacture, to ensure economic growth and continuity of family legacy. To accomplish this objective, the study had a non-experimental design, with a mixed approach, cross-sectional and descriptive scope. Surveys were used with family members, employees and clients from Adritex to develop the company's diagnosis, while interviews with directive relatives were used in order to define aspects that generate internal conflicts and what the company-family relationship is like. Results of the diagnosis revealed that the company is in a phase of important changes that seek to harmonize the business-family relationship, however, they are not yet evident and require further development and execution, which supported the need for strategic planning and proposal of a family protocol. Strategic planning was based on the parallel planning model applicable to family businesses, which allowed obtaining a shared vision of the future, mission, values, and business objectives. In addition, it included the formulation of the generic differentiation strategy and competitive specialization strategy, supported by the results of the Pesta analysis, Swot matrix and the five Porter forces, together with the BCG and the Arthur D. Little matrix. The study included the proposal of a family protocol with 21 articles that summarize aspects such as succession, conflict management, and family property management.