“Sostenibilidad y estrategias en escenario de COVID 19 para las micro empresas de frutería y verdulería en el cantón Azogues”

Abstract

The COVID-19 pandemic has drastically affected the local, regional and global economy, exposing small businesses to risks. It has raised awareness of the need to propose strategies in fruit and vegetable microenterprises. These kinds of businesses generate income and employment, which are important in the reactivation of the country, province, and canton. This study aims to analyze the sustainability and strategies of fruit and vegetable microenterprises to face the COVID-19 crisis in Azogues Canton. For this, exploratory and descriptive research was conducted based on analyzing scientific articles and the field evaluation of 45 micro-entrepreneurs in this city. The empirical evidence shows that in this canton, micro-enterprises have managed to generate sustainability based on commercial flexibility and the help of bank loans to have the liquidity to buy merchandise. It was concluded that it is required to implement strategies that help fruit and vegetable micro-entrepreneurs to be more competitive through continuous improvement of their business and product diversification, reinvesting their profits to achieve long-term sustainability in the market.