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The great health crisis in Ecuador has caused an economic decline in the agricultural sector. Therefore, associative planning as an economic axis of the farmers of the Tisaleo canton during the COVID-19 is important for analyzing the problem of the low existence of levels of associativity, which entails lost opportunities to work integrally, achieving thematic marketing strategies for strengthening the productivity, competitiveness, and economic sustainability and improve the living conditions of the inhabitants of the agricultural sector considering that they are forgotten without having any support. In this way, they can introduce their products in new markets. To obtain all the necessary information, surveys were conducted on all farmers, which showed that the COVID-19 pandemic affected the commercialization of agricultural production by 92%. Farmers recognize that the sector has not grown economically for different reasons, such as individual work, ignorance of associative aspects and adequate ways to plan their activities, and the few existing associative institutions that do not maintain training and do not apply the solidarity economy based on the adequate management of strategies such as an alliance of entrepreneurs as a thematic axis for strengthening ties of agricultural associative work within the canton and eradicate poverty. |
