CRISIS MANAGEMENT MODEL FOR THE COMMERCIAL AREA: PREVENTION, RESPONSE, AND RECOVERY STRATEGIES FOR SME ISPS IN ECUADOR

Abstract

This research analyzes how telecommunications SMEs respond commercially to crisis situations in the province of Manabí. The topic is justified by the sector's constant exposure to competition and consumer changes that test coordination between areas and service continuity. The objective was to identify the external and internal factors that condition the response, assess the level of preparedness, coordination, and resilience-oriented leadership, characterize the strategies applied, and propose management guidelines. An exploratory-descriptive design with a mixed approach was adopted: 30 surveys were administered to commercial area employees and 15 semi-structured interviews were conducted with experts. The analysis combined descriptive statistics in SPSS and thematic analysis, integrated through triangulation. The results show inter-area communication as the main internal limitation, followed by planning and leadership/supervision. Preparedness is mostly perceived as moderate, and resilient leadership is partially applied. Defensive strategies, such as loyalty programs and discounts, predominated, with partial recovery in 50% of cases. It is concluded that internal gaps, especially in coordination and communication, influence decisions during the crisis.