Abstract
The objective of this work is to analyze the current competitive context of technology-based companies called Startup based on a documentary review in order to propose strategies that allow their relative and absolute growth, taking as a reference the change in lifestyles and restrictions that citizenship derived from the Covid 19 pandemic has faced. The approach is qualitative based on realistic theories; Data was collected fromupdated books on the subject, articles and scientific journals, to analyze the effectiveness of previous research applicable to the present research problem. Results. Startups can enhance their services through continuous innovation, individually or in association with others. It is concluded that, given the new opportunities derived from the changes in consumer habits, they will be able to consolidate themselves by including in their strategy adapting to trends, developing agile capacities for fluid timesand practicing corporate activism.
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