“La planificación estratégica como herramientas para el crecimiento de los microemprendimientos en la ciudad de Cuenca en el periodo 2022-2024.”

Abstract

Strategic planning is considered fundamental for the growth and sustainability of microenterprises, especially in competitive environments such as the city of Cuenca. The study addresses the problem of the lack of adoption of strategic tools in these businesses, which limits their capacity to face economic challenges and take advantage of opportunities. The research aims to analyze how strategic planning contributes to the growth of small businesses in Cuenca, by identifying its benefits and barriers to implementation. To this end, a mixed-methods approach was used, combining surveys applied to 150 microenterprises and research based on data from the official INEC website. The results demonstrate that strategic planning contributes to sales growth and market positioning.