Synergy between administration and market research techniques: Sustainable competitiveness model

Abstract

In an increasingly volatile and competitive business environment, organizations face the challenge of remaining relevant, sustainable, and efficient. The research demonstrated how the integration of management principles and market research techniques could generate a model of sustainable competitiveness, capable of meeting the demands of both current and future markets. The article analyzed the synergy between management principles and market research techniques as a basis for developing a model of sustainable competitiveness in small and medium-sized enterprises (SMEs) in the commercial sector of the city of Quevedo, Ecuador. Using a mixed-methods approach, quantitative data were collected through structured surveys, and qualitative data were gathered through semi-structured interviews with managers of businesses in the commercial sector of Quevedo, Ecuador. The results indicated that, although a high percentage of SMEs applied market analysis techniques, only a minority managed to integrate these results into their strategic planning. Statistical analysis revealed a significant correlation between the articulation of both areas and increased business competitiveness. Likewise, qualitative findings showed that companies applying this synergy reported better adaptation and innovation capabilities. It was concluded that the lack of integration between these approaches limited organizational development and that it was necessary to strengthen internal capacities to implement data-driven and sustainability-based models.