Competitiveness strategies applied by Ecuadorian SMEs exporting non-traditional products during the COVID-19 pandemic

Abstract

In Ecuador and the world in general, the Covid-19 pandemic forced companies to reduce their economic-productive activity considerably, whether they were large, medium or small, generating millions of dollars in losses and economic, financial, social and family imbalance. This effect led businessmen, entrepreneurs and micro-entrepreneurs to venture into new markets and competitiveness strategies. The objective of this work is to identify differentiation strategies that favor Ecuadorian SMEs in terms of their participation in developed and emerging countries, leading them to assume a leading role with their non-traditional products due to their quality, experience and professionalism.