Análisis del Desempeño Estratégico en la Sostenibilidad de los Negocios Familiares en Guayaquil.

This paper focuses on understanding how strategic decisions influence family businesses' ability to sustain and grow in the dynamic business environment of Guayaquil, Ecuador. By studying these businesses, it examines how factors such as long-term planning, human and financial resource management, and innovation contribute to their sustainability. In addition, it analyzes the impact of organizational culture and family values on strategy formulation and execution. Through interviews with family business owners and leaders in Guayaquil, empirical data are collected to support theoretical conclusions. This analysis provides in-depth insight into the challenges and opportunities these businesses face in a local context, offering practical recommendations to improve their strategic performance and ensure their continued sustainability. In summary, this research seeks not only to understand but also to strengthen the contribution of family businesses to the economy and community of Guayaquil. Contributions to Business Administration: A Focus Beyond Business16 The sustainability of family businesses in Guayaquil is an issue of great economic and social relevance in Ecuador. According to recent data from the National Institute of Statistics and Census (INEC, 2019), the city faces significant challenges regarding the continuity and prosperity of these businesses, which represent a fundamental part of the local business fabric.