Análisis de la demanda potencial insatisfecha y su impacto en la formulación de estrategias empresariales resilientes en tiempos de crisis económica

Anggie Katherine Meza Nieto; Johanna Noemi Ramos Holguin; Angel Alberto  Arce Ramírez

doi:10.70577/asce.v5i1.677

Authors

Anggie Katherine Meza Nieto Universidad Agraria del Ecuador https://orcid.org/0009-0004-9861-4955
Johanna Noemi Ramos Holguin Universidad Agraria del Ecuador https://orcid.org/0009-0007-7899-6556
Angel Alberto Arce Ramírez Universidad Agraria del Ecuador https://orcid.org/0000-0002-4421-6589

DOI:

https://doi.org/10.70577/asce.v5i1.677

Keywords:

Consumer Demand, Business Planning, Strategic Management, Economic Resilience, Decision-Making, Adaptation To Economic Change.

Abstract

The article analyzed unmet potential demand as a strategic factor in the formulation of resilient business strategies within the Ecuadorian context following the COVID-19 pandemic and amid economic instability and insecurity. The central problem was that many small and medium-sized enterprises experienced declining sales and operational restructuring without systematically incorporating the analysis of unmet market needs. The main objective was to examine the impact of unmet potential demand on the formulation of resilient business strategies in times of economic crisis, with particular emphasis on the national context. A mixed-method approach was applied, integrating a systematic literature review, bibliometric analysis using VOSviewer, statistical data processing through Power BI and Excel, and structured surveys administered to 30 SMEs in the commercial and service sectors. The results showed that 72% of business owners acknowledged the existence of unmet demand, while 67% implemented operational restructuring processes. However, a gap was identified between the recognition of market opportunities and their translation into sustainable strategies for innovation and diversification. It was concluded that the systematic identification of unmet demand constituted a strategic input for strengthening organizational resilience, although its effective use depended on internal capacities for analysis, planning, and innovation.

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