MANAGEMENT SKILLS FOR THE INTERNATIONALIZATION OF AN ECUADORIAN COFFEE SHOP

The main objective of this article is to evaluate the most effective managerial skills to promote the internationalization of an Ecuadorian coffee shop; it reflects on the natural cultural and regulatory barriers that exist, as well as the need to innovate in the supply of products and services in terms of tastes and preferences in other countries. The purpose is to make the results visible in order to show the skills required to take on the challenge of internationalization. Attention is focused on the following dimensions: Management skills, internationalization and management skills for internationalization. The methodology is of mixed approach, using information gathering instruments such as: semi-structured interview and survey, being also documentary, field and non-experimental. The results show that cultural diversity, differentiating trends and new technologies turn out to be important in internationalization, demanding new ways for success, very different from the already known managerial skills. As for the conclusions, they emphasize the need for managers whose management skills are disruptive, generating innovative proposals and capable of generating changes in a new market.