Análisis de la Influencia de la Crisis Sanitaria de las Mipymes en la Ciudad de Cuenca

The effects that the pandemic has produced worldwide are indisputable. Confinement and social isolation, as provisions dictated by the government in the face of the health crisis to prevent the spread of the coronavirus, has been evidenced in the behavior of companies and the way in which they have faced the Covid-19 pandemic. The objective of the study is to analyze the influence of the health crisis on MSMEs and the various factors that have impacted on their behavior and the different variables that have generated consequences of great magnitude, using a literature review to expand knowledge on the subject and a survey to identify the most prevalent variables that arose during the emergency in micro, small and medium-sized enterprises. A sample of 376 companies with the characteristics of MSMEs in the city of Cuenca was surveyed. The results reveal that a high percentage of companies in the canton reduced their sales significantly; therefore, the sources of economic pressure were unsustainable, triggering drastic decisions such as intensive layoffs, changes in work arrangements, among others. Likewise, companies changed the traditional way of managing marketing, to reach a wider audience, through social networks, they also included a personalized distribution channel by the company and externally.