NETWORKS, RELATIONAL AND STRUCTURAL SOCIAL CAPITAL: IN THE ASSOCIATION OF ARTISANS IN THE ECUADORIAN ANDES

This study explores the role of social capital within the Association of Artisans of La Victoria, located in Ecuador, with the aim of analyzing its relational and structural dimensions. Social capital is defined as the network of relationships and connections that facilitate cooperation among community members and is essential for economic and social development. In the case of the Association of Artisans of La Victoria, the study seeks to assess how both internal (bonding) and external (bridging) networks influence the competitiveness and sustainability of artisans in a globalized context. To achieve this objective, a mixedmethods approach was employed, combining qualitative and quantitative research. The first phase involved participatory action research, where interviews were conducted with members of the association, particularly with the president, to identify strengths, weaknesses, opportunities, and threats. In the second phase, a quantitative assessment of social capital was carried out using a self-assessment tool designed to measure the structural and relational dimensions of social capital, specifically bonding and bridging relationships. Aspects such as trust, cooperation, participation, and commitment among the association’s members, as well as access to external networks and connectivity with public and private institutions, were analyzed. The results obtained indicate that bonding social capital, based on internal trust and cooperation among members, is well-developed. However, bridging social capital, which is crucial for accessing external markets and securing institutional support, remains underdeveloped. External relationships with other associations and organizations are limited, preventing the association from expanding its reach in broader, global markets. Additionally, demographic factors such as gender, age, and education play a significant role in shaping social capital. In particular, women are noted for their contributions to strengthening internal networks, while age and education affect participation in external relations. The study concludes that, to improve the competitiveness and sustainability of the Association of Artisans of La Victoria, it is crucial to strengthen external networks by promoting cooperation with public and private institutions and encouraging the use of technologies such as digital marketing. The lack of marketing strategies and limited engagement with external actors hinder the growth and commercialization of artisan products.