ADN del Diseño de la artesanía como herramienta de desarrollo y apertura de nuevos mercados

[EN] Craft is projected as a productive sector of the Cultural and Creative Industry [CCI] that has great potential in Ecuador, due to positive changes that have taken place in the country in favor of productive development through state policies and planning To improve the productive sectors. As part of the CCI, textile crafts in the province of Tungurahua should seek to promote and exploit the ancestral value and know-how of their products; and through design management must propose strategies of innovation and diversification of products, in addition to its growth and openness to new markets. The research objective is to identify components of a DNA that identifies the craft activity and its particular characteristics in the province of Tungurahua; from a global vision and focus towards cultural and creative endeavors. The research was developed with a qualitative methodology based on the analysis of contents and weighting of important factors of the craft sector and its environment. The contents were compared between perspectives of organizations worldwide such as the United Nations Educational, Scientific and Cultural Organization (UNESCO) and the European Commission; And from Ecuador, through the Productive Transformation Agenda [ATP]. The data were analyzed by means of a triangulation that allowed contrast results and understand the possibilities of integration of the design to improve products, creative and productive processes of the textile handicraft in the Province of Tungurahua. Throughout the article, key arguments are presented for the construction of factors that constitute the DNA proposal of the design of textile crafts; Whose structure is based on five important components: society and its environment, the cultural and creative dimension, design, business structure and strategy. [ES] La artesanía se proyecta como un sector productivo de la Industria Cultural y Creativa [ICC] que cuenta con gran potencial en Ecuador, esto debido a cambios positivos que se han dado en el país en favor del desarrollo productivo a través de políticas de estado y la planificación para mejorar los sectores productivos. Como parte de la ICC, la artesanía textil en la Provincia de Tungurahua se debe buscar potenciar y explotar el valor ancestral y saber hacer de sus productos; y, a través de la gestión de diseño debe plantear estrategias de innovación y diversificación de productos, además de su crecimiento y apertura a nuevos mercados. El objetivo de investigac