Keywords
COVID-19
MSMEs
global economic crisis
strategic management
How to Cite
Abstract
A resilient organization is characterized by flexibility and adaptability to environmental challenges and can overcome critical situations outside its sphere of control. This study aims to evaluate the strategies implemented by Ecuadorian MSMEs to counteract the impact of the COVID-19 pandemic. Companies were analyzed and grouped based on the most critical strategies amid the economic crisis uncertainty using primary data collected from 1,056 surveys. A comparative analysis using mean statistical tests was conducted to determine if outcomes varied according to the tactics applied. Findings indicate that companies prioritizing changes in their product or service portfolios experienced greater impacts on their activities; in contrast, those emphasizing efficiency strategies perceived themselves as having stronger competitive stability. The study highlights that companies should focus on the quality and range of their offerings to foster a positive consumer perception and ensure business sustainability. Additionally, state support for the business sector, through public policy initiatives and projects that secure the viability of MSMEs, is essential.
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