This research develops the Capital Asset Pricing Model (CAPM), which is one of the most used and examined models in finance. For the application of this model, a sample of two shares considered in the ECUINDEX index within the Ecuadorian stock market for the period 2016-2020 was obtained, to find the Beta for an investor in Ecuador. In this model, it is calculated taking into account variables such as the expected profitability, risk of the actions, and that the portfolio finds the appropriate Beta to make the investments, thus providing a useful tool when investing in the Ecuadorian financial market. The investigation is of a correlational type and a portfolio will be formed that will be made up of the shares of Cervecería Nacional, Corporación Favorita, which were able to obtain the information on the price of the shares and achieving results where the Beta minimizes the risk in the best way. is the Favorite Corporation with a ? = 1.9701, with a Ra = 4.92% and Cervecería Nacional with a ? = 0.0517, with a Rb = 1.52% within the Ecuadorian stock market. And the value of the portfolio was obtained at ? = 1.0111, with Rp = 3.22%, so we are balancing risk and return to make an investment in these securities. The market risk premium is equal to 0.0177.
Las redes sociales han impactado en las pymes como una herramienta fundamental de marketing dentro del mercado empresarial. el objetivo fundamental de este artículo es analizar el impacto del uso de las redes sociales como una herramienta necesaria y su incidencia en la rentabilidad de las pymes dedicadas a la comercialización, y la forma en que ha beneficiado a estos comercios, con el fin de que esta investigación sea de ayuda para conseguir una mejor rentabilidad en las pymes. La metodología aplicada en este artículo de investigación es mediante un enfoque cualitativo, un diseño no experimental, un tipo de investigación documental con un alcance exploratorio y bajo el método inductivo o sintético. Los resultados reflejan que las pymes se encaminan en contar con una firme presencia digital para mantenerse en competencia con sus rivales, por lo que la mayoría de las pymes utilizan estas herramientas tecnológicas para poder tener una mayor presencia, concluyendo que estas herramientas se han convertido en pilares para que los negocios se desarrollen a mayores niveles y mercados.
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