The Entrepreneurship as a Strategy for Employment Generation in Crisis Situations

Abstract

This research delves into the importance of entrepreneurship in crisis situations, focusing on a detailed analysis of two of the most significant events in terms of economic and social repercussions that have taken place in Ecuador, such as: The earthquake of April 16, 2016 that affected the provinces of Manabí and Esmeraldas and the COVID 19 pandemic, a global crisis that also affected the country. The methodology used to develop this research combined qualitative and quantitative approaches, using a transversal-correlational design and considering two temporal events for data collection. Direct observation was used as research techniques, which made it possible to monitor the ventures that emerged in response to both events. These data were complemented with a survey applied to 353 inhabitants of Pedernales. The results show that entrepreneurship served as a mechanism to process economic crises by reallocating resources and generating sources of income, allowing them to develop creativity and innovation within businesses. In both crises, different patterns were evident; however, in both crises the implementation of formal and informal enterprises predominated. To guarantee the sustainability of these ventures that were generated in the context of crisis, it is concluded that the implementation of strategies is required to remain competitive in the market.

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Journal of Ecohumanism
2024
Volume: 3, No: 8, pp. 6315 – 6325
ISSN: 2752-6798 (Print) | ISSN 2752-6801 (Online)
https://ecohumanism.co.uk/joe/ecohumanism
DOI: https://doi.org/10.62754/joe.v3i8.5233
6315
The Entrepreneurship as a Strategy for Employment Generation in
Crisis Situations
Denisse Loreth Aguilar Méndez
1
, Yadira Rosanna Robles Santana
2
, Eliana Pilar Mera Bravo
3
Abstract
This research delves into the importance of entrepreneurship in crisis situations, focusing on a detailed analysis of two of the
most significant events in terms of economic and social repercussions that have taken place in Ecuador, such as: The
earthquake of April 16, 2016 that affected the provinces of Manabí and Esmeraldas and the COVID 19 pandemic, a
global crisis that also affected the country. The methodology used to develop this research combined qualitative and
quantitative approaches, using a transversal-correlational design and considering two temporal events for data collection.
Direct observation was used as research techniques, which made it possible to monitor the ventures that emerged in response
to both events. These data were complemented with a survey applied to 353 inhabitants of Pedernales. The results show
that entrepreneurship served as a mechanism to process economic crises by reallocating resources and generating sour ces of
income, allowing them to develop creativity and innovation within businesses. In both crises, different patterns were evident;
however, in both crises the implementation of formal and informal enterprises predominated. To guarantee the sustainability
of these ventures that were generated in the context of crisis, it is concluded that the implementation of strategies is required
to remain competitive in the market.
Keywords:
Entrepreneurship, Crisis, Earthquake, Pandemic, Entrepreneurs.
Introduction
Entrepreneurship has become a fundamental strategy for economic development in any context, as it allows
for the generation of employment and economic resources. In times of crisis, such as economic recessions
or adverse global situations, where many companies reduce their operations and close their businesses,
entrepreneurship acts as a resilient mechanism by strategically reallocating resources. Additionally, by
creating a new business or company, it offers employment opportunities for those who, in one way or
another, may have faced difficulties in accessing the labor market.
For authors like Stevenson (2000), entrepreneurship is pursuing opportunity beyond the resources available
to the entrepreneur at that time. Peter Drucker, in his book "Innovation and Entrepreneurship," mentions
that the entrepreneur always seeks change, responds to it, and exploits it as an opportunity, also relating
entrepreneurship to innovation, which is the means to exploit change and create a different project
(Drucker, 2014).
It should be considered that for entrepreneurship to take place, a person called an entrepreneur is needed.
From the point of view of different authors, being an entrepreneur means having the ability to create
something new or give a different use to something that already exists (Fundación Acción contra el Hambre,
2013), thus generating a positive impact on the person's own life and the community in which they develop
(Formichella, 2004).
Authors like Monsalve (2014) agree that an entrepreneur is someone who identifies opportunities and
creates new ways of acting or new possibilities of doing, which they subsequently put into practice.
Despite the challenge posed by modern and dynamic societies, the entrepreneur must be willing to work
with an idea and make it a reality, focusing on what initially seems unattainable, having enough flexibility to
adapt their project to the instability of the outside world. Drucker (2014) mentions that entrepreneurship is
1
Universidad Laica Eloy Alfaro de Manabí, Ecuador. E-mail: denisse.aguilar@uleam.edu.ec
2
Pontificia Universidad Católica del Ecuador, Ecuador. e-mail: yrobles@pucesm.edu.ec
3
Universidad Laica Eloy Alfaro de Manabí, Ecuador. e-mail: eliapila@gmail.com

Journal of Ecohumanism
2024
Volume: 3, No: 8, pp. 6315 – 6325
ISSN: 2752-6798 (Print) | ISSN 2752-6801 (Online)
https://ecohumanism.co.uk/joe/ecohumanism
DOI: https://doi.org/10.62754/joe.v3i8.5233
6316
not easy, a great need for achievement, entrepreneurial attitude, self-confidence, and high self-esteem are
required to discover the opportunities offered by the market.
For Guédez (2003), the entrepreneurial person must have a series of characteristics that guide and enable
personal development, including creativity, emotional security, autonomy and independence, need for
achievement, need for power, locus of control, perseverance, and risk perception. The simple fact of taking
the risk of entrepreneurship means that the person possesses what is known as an entrepreneurial spirit,
which, according to Stoner, Freeman, & Gilbert (1996), occurs when a person or group of people start a
new business.
But what makes people decide to become entrepreneurs? According to the United Nations Conference on
Trade and Development, a United Nations agency for trade and development, based on McClelland's need
theory, identified three possible causes that are seconded by Delgado (2017):
1. The need for achievement, which refers to the effort to excel and demonstrate that one is capable
of achieving what one sets out to do;
2. Need for affiliation, which motivates sociability, enhancing relationships with people and the
environment; and
3. Need for power, in order to influence others.
Consequently, like all human beings, the entrepreneur has basic psychological needs. However, it is the need
for achievement that determines the person's attitudes and actions (Alcaraz, 2011).
There are other ways to classify entrepreneurs according to Alcaraz (2011): the reason why they undertake,
which includes those ventures that seek to capitalize on a pre-existing market opportunity, that is, these
entrepreneurs identified an unmet need or a niche market and seek to take advantage of it. On the other
hand, there are entrepreneurs who start their projects out of necessity or because they are going through an
adverse situation, either because they were fired, due to the scarce availability of jobs or simply because they
seek to become independent and generate their own source of income. Hence, one of the main drivers of
entrepreneurship is need.
On the University of La Sabana's website, it is mentioned that entrepreneurship out of necessity consists of
launching a business idea quickly, with less formality and oriented towards generating income in the short
term. In contrast, opportunity-driven entrepreneurship is based on market research, is based on an
innovative idea and has a well-defined business model, with the aim of satisfying customer needs
(Universidad de La Sabana, s.f.)
Based on the foregoing, in contexts where employment opportunities are limited, many people choose to
start their own businesses as a way to generate income and ensure their economic livelihood. In fact,
according to the Global Entrepreneurship Monitor (GEM), 82.71% of entrepreneurships in Ecuador are
motivated by the scarcity of employment (Lasio et al., 2020).
Ecuador, as mentioned by Santander & Ordóñez (2022), has one of the highest entrepreneurship rates in
Latin America and shows its best indicators in necessity-based entrepreneurship, which tends not to have a
great impact on the country's economy, in addition to the fact that these companies may have a short life
cycle.
And due to these antecedents, the present research is the result of the project "Analysis of the consumer
behavior of the lower middle class in the Canton of Pedernales, after the earthquake of April 16, 2016"
executed in the Pedernales Extension of the Laica "Eloy Alfaro" University of Manabí.
This project delves into the importance of entrepreneurship in crisis situations, focusing on a detailed
analysis of two of the most significant events in terms of economic and social repercussions that have taken

Journal of Ecohumanism
2024
Volume: 3, No: 8, pp. 6315 – 6325
ISSN: 2752-6798 (Print) | ISSN 2752-6801 (Online)
https://ecohumanism.co.uk/joe/ecohumanism
DOI: https://doi.org/10.62754/joe.v3i8.5233
6317
place in Ecuador, such as: The earthquake of April 16, 2016, which severely affected the provinces of
Manabí and Esmeraldas; and the COVID-19 pandemic, a global crisis that also affected the country.
Both events left a deep mark on the infrastructure and well-being of the affected families, triggering a series
of important economic challenges for the region, with entrepreneurship being a crucial element for recovery
and adaptation to new circumstances. Therefore, this study aims to analyze how entrepreneurship has acted
as a catalyst in the economic reactivation of the canton of Pedernales in times of crisis.
Development
Entrepreneurship and its importance in the context of a crisis
Entrepreneurship and its importance in the context of a crisis Entrepreneurship in times of crisis or
recession is also included in the study of entrepreneurship. When there are needs or adverse circumstances,
people are motivated to start some kind of economic activity to generate income in the short term, allowing
them to take greater financial and professional control, especially in times of labor uncertainty.
Authors such as Peris et al. (2014) link the crisis with the ability to identify opportunities, with an innovative
mindset being fundamental to adapting to the new conditions and challenges of the market. On the other
hand, there are those who argue that the economic slowdown has a negative impact on the entrepreneurial
mindset, reducing the ability to discover opportunities and innovation (Rodríguez & Zapata, 2023). The
Royal Spanish Academy Dictionary defines a crisis as a profound and significant change in a process or
situation. Therefore, it can be affirmed that entrepreneurship is essential at these times, as it promotes
innovation, drives job creation, strengthens economic resilience, and facilitates adaptation to new
circumstances.
For Miranda (2014), entrepreneurship serves as a mechanism for processing economic crises by reallocating
resources. This means that many people who had never thought about it before become entrepreneurs out
of necessity by generating their own income and for their families, that is, they move from the typical
opportunity entrepreneurship to social entrepreneurship that solves the same social and environmental
problems that are generated by the crisis (poverty, unemployment, pollution, etc.), confirming some theories
that propose that the best innovations have been initiated in times of crisis.
However, it is unlikely, according to Miranda (2014), that ventures that are generated in times of crisis will
become innovative businesses that achieve high growth and enter international markets.
In Ecuador, there have been crises due to natural and health events, so this study analyzes and compares
two important crises that occurred in the canton of Pedernales, province of Manabí, at two different points
in time. The first characterized by great human and material losses, considered the most catastrophic natural
event of this century so far, and the second a global health crisis that drastically changed the way we live.
The following provides more information on each crisis respectively:
Earthquake of April 16, 2016
On April 16, 2016, at exactly 18:58, Ecuador was shaken by a devastating earthquake of magnitude Mw 7.8,
with a maximum intensity of IX according to the European Macroseismic Scale (EMS-98). This earthquake
left a deep mark of destruction, especially in the coastal regions of the north and center of the country.
According to data from the (Geophysical Institute - EPN, 2020), the devastation caused by this natural
event resulted in an alarming number of victims. According to official reports provided by the authorities,
the earthquake resulted in the unfortunate loss of around 676 human lives, leaving more than 6,274 people
injured and approximately 80,000 individuals displaced, seeking shelter in precarious conditions (World
Bank, 2021). The magnitude of the disaster was also reflected in the infrastructure and built environment,
where thousands of productive, tourist, commercial buildings, and homes were reduced to rubble or became
uninhabitable, generating a housing crisis of considerable proportions. The economic losses, estimated by
the authorities at around three billion dollars, illustrate the significant impact on the country's economic

Journal of Ecohumanism
2024
Volume: 3, No: 8, pp. 6315 – 6325
ISSN: 2752-6798 (Print) | ISSN 2752-6801 (Online)
https://ecohumanism.co.uk/joe/ecohumanism
DOI: https://doi.org/10.62754/joe.v3i8.5233
6318
fabric. The government estimated that reconstruction costs for the affected areas amounted to 3.3 billion
dollars, mainly in the social, productive, and infrastructure sectors, in order of impact. The impact of the
earthquake caused the destruction of approximately 21,823 jobs and generated 515 million dollars in losses
(in terms of lost flows) in the productive sector according to the World Bank. Specifically, in the productive
sector, the cost of the impact was US$676.5 million (considering damages, loss of income, and additional
expenses), based on the post-disaster survey conducted by the INEC (Molina et al., 2017). If the cost of the
impact on the informal productive sector is included, the amount rises to US$1,032 million. In Manabí and
Esmeraldas, according to data provided by the Internal Revenue Service (SRI), until before the earthquake
these two coastal provinces had 185,304 such businesses, but the earthquake left only 15% of these
businesses standing (El Diario, 2018). Thanks to the policies implemented by the government, a total of
60,711 small and medium-sized businesses related to the commercial, tourism, and agricultural sectors
managed to reactivate in 21 cantons (Alcívar et al., 2019). According to research developed by Serrano-
Valdiviezo et al. (2018), the 16-A earthquake influenced the emergence of new informal micro-enterprises;
of which 71.96% already existed at the time of the natural event. As a result of this event, informal businesses
underwent significant changes, as new businesses are seen in the streets and avenues and the growth of
those that already existed. The total of the micro-enterprises registered corresponds to the sale of food and
groceries, followed by the sale of clothing and similar items and catalog sales.
COVID-19 Pandemic
On December 31, 2019, a new virus caused by a coronavirus called SARS-CoV-2 was spreading around the
world, triggering the worst global health crisis according to the World Health Organization, WHO (2023).
Although epidemics have been a constant in the history of humanity, the arrival of COVID-19 shook the
foundations of 21st-century society, posing unprecedented challenges to health systems, the global
economy, and generating new ethical challenges on how to effectively combat this virus (Ochoa Escobar et
al., 2021).
In the global context, the COVID-19 pandemic has triggered situations that have drastically transformed
the way we live, work, and relate to each other. Faced with this global health crisis, entrepreneurship emerged
as a crucial element for adaptation and economic recovery. Entrepreneurs have demonstrated their ability
to adapt and be agile by presenting innovative solutions to the market, thus helping to overcome the
challenges posed by the pandemic.
According to data provided by the Central Bank of Ecuador, the Covid-19 pandemic has had a significant
impact on the country's economy. Between March and December 2020, the destruction of 532,359 jobs and
a decrease in income of USD 16.382 million were recorded. These total losses are equivalent to 16.6% of
the Gross Domestic Product (GDP) in 2020, in current values. Of which, 78.1% of the losses or, what is
the same, USD 12,791 million corresponds to the private sector. While the remaining 21.9% or the
equivalent of USD 3,591 million was from the public sector.
The greatest job losses have been recorded in accommodation and food services, commerce, construction,
transportation, and storage. On the other hand, 4,648 jobs were created in the oil and mining industries,
and in aquaculture and shrimp fishing.
In the private sector, the activities hardest hit by the health emergency have been commerce, with a
reduction of USD 5,515 million compared to 2019. This is followed by tourism, with a fall of USD 1,810
million, and manufacturing, with a decrease of USD 1,717 million. On the other hand, in the public sector,
health has faced the greatest loss, with USD 2,886 million less, according to the BCE.

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2024
Volume: 3, No: 8, pp. 6315 – 6325
ISSN: 2752-6798 (Print) | ISSN 2752-6801 (Online)
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DOI: https://doi.org/10.62754/joe.v3i8.5233
6319
Figure 1. Rate of change of Gross Value Added by industry.
Source: Ecuadorian National Customs Service (2020)
Regarding entrepreneurship, research conducted by Useche et al. (2021) highlights that the Ecuadorian
economy has experienced significant imbalances in the face of a systemic crisis, also affecting the business
sector. This is mainly attributed to difficulties in accessing inputs, the decrease or scarcity of skilled labor,
obstacles to obtaining financing, and the lack of adjustment of production processes to urgent needs, which
hinders their remote or automated operation.
The Global Entrepreneurship Monitor ECUADOR 2019-2020 report reveals that 53% of ventures
generating sales have ceased operations. Additionally, 84% of entrepreneurs have seen their cash flow
decrease and 75% have reduced their productive activity (Lasio et al., 2020). The research by López & Rivera
(2020) indicates that 80% of ventures have been severely hit by COVID-19, with their income reduced by
more than two-thirds, especially those with a shorter track record.
Another additional fact is that most of the ventures that emerged in the context of the pandemic were
motivated by necessity. This phenomenon is supported by Morán (2020) who corroborates that these
ventures, emerging out of necessity, operate with limited budgets. Likewise, the vast majority of these
ventures do not survive the first few months of operation, and 99% of them do not generate employment,
as they are self-sustaining.
For Calá et al. (2015), a large number of SMEs operate in the informal sector due to the high costs of
bureaucratic procedures.
Post-crisis entrepreneurship
The crises generated by the earthquake of April 16th and the COVID-19 pandemic have caused significant
changes in the way Ecuadorians acquire products, driven both by the need for supplies and by the decrease
in economic income (Peñaherrera & Berrones, 2021). This phase of adaptation to the new normal has led
to the emergence of new ventures as a way to cope with the crisis and has been a solution for many families
who lost everything or who needed a way to generate economic income.
Although the crises studied differ in nature, both have resulted in a notable increase in the number of
ventures, both formal and informal. However, a deeper analysis of the future needs of entrepreneurs is
required. According to (Martínez & Bañón, 2020), entrepreneurs require institutional support to establish
or maintain their organizations after the crisis caused by COVID-19. When faced with significant challenges
such as the need for digitalization, the scarcity of financing, the decrease in human capital, and the

Journal of Ecohumanism
2024
Volume: 3, No: 8, pp. 6315 – 6325
ISSN: 2752-6798 (Print) | ISSN 2752-6801 (Online)
https://ecohumanism.co.uk/joe/ecohumanism
DOI: https://doi.org/10.62754/joe.v3i8.5233
6320
identification of opportunities as potentially viable businesses. This institutional support is essential to
guarantee the resilience and sustainable development of ventures in a post-crisis scenario.
Methods
This research, conducted within the framework of the project: "Analysis of the behavior of low-middle class
consumers in the canton of Pedernales, post-earthquake of April 16, 2016," focused on examining the
inhabitants of the canton of Pedernales, in the province of Manabí in Ecuador. The methodology adopted
in this study combined qualitative and quantitative approaches, using a cross-sectional correlational design
and considering two temporal events for data collection.
During both events, consistent research techniques were applied, such as direct observation, which allowed
for the monitoring of ventures that emerged as a response to both events. These data were complemented
by a survey administered to 353 inhabitants of Pedernales, structured with multiple-choice questions and
Likert scales. To ensure the validity of the survey, it underwent a validation process by experts to ensure the
relevance and effectiveness of the questions.
The reliability of the data collection instrument was evaluated through the statistical calculation of reliability
using SPSS 25 software. The results revealed a relatively high reliability, with a value of 0.893. 1 This value
indicates that the instrument is consistent and stable, providing reliable responses.
Results and Discussion
On the one hand, the results of the direct observation technique reveal that after the crises experienced in
the canton of Pedernales, micro-enterprises and informal ventures emerged as alternatives for those who
lost their real estate due to the earthquake of April 16, 2016. The total or partial loss of infrastructure led
people to implement alternative measures, improvising in the few spaces in good condition within their
homes. Others started street vending due to the existing infrastructure limitations. It is important to
highlight that these ventures did not emerge immediately, as the response at both the personal and
government levels to the crisis was delayed, being an unexpected event. If we take as reference the
evolutionary stages of a crisis proposed by Cohen, it can be affirmed that this occurred in the adaptation
and response stage.
On the other hand, in the context of the COVID-19 pandemic, on the contrary, given the restrictions on
mobility in the country, the appearance of new ventures was observed. These ventures focused mainly on
the implementation of home delivery services, including essential products, prepared food, medicines,
cleaning products, among others. These findings contrast with the results obtained from the survey applied
to the inhabitants of the Canton of Pedernales. According to the responses, the sectors that experienced
significant growth during the earthquake of April 16 were, with 23.1%, the hardware sector (hardware stores,
sale of construction materials, etc.), followed by accommodation businesses (hotels, hostels, pensions,
cabins, hostels). Other highlighted sectors were food and beverage establishments (restaurants, cafes, bars,
etc.) with 17.8%, grocery stores (neighborhood stores, minimarkets, etc.) with 15.5%, the pharmaceutical
sector with 9.5%, delivery services with 6.4%. Additionally, a minority percentage stated that no sector
experienced significant growth. During the COVID-19 pandemic, a notable growth was evident in several
economic sectors. In particular, delivery services led this increase with 27.6%, followed by the
pharmaceutical sector (pharmacies) with 23.7%. Likewise, grocery stores (neighborhood stores,
minimarkets, etc.) with 16.1% and food and beverage establishments (restaurants, cafes, bars, etc.) with
13.2%. Other sectors to a lesser extent were accommodation businesses and the hardware sector. The
specific details of these sectors are presented in detail in Table 1.

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ISSN: 2752-6798 (Print) | ISSN 2752-6801 (Online)
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6321
Table 1. Sectors that experienced growth after the April 16th earthquake and the COVID-19 pandemic
Earthquake
Sectors
Sectors
Responses
Percentage of
Responses
Percentage of
Cases
Lodging businesses (hotels,
hostels, pensions, cabins,
shelters)
211
21.2%
67.4%
Food and beverage
establishments (restaurants,
cafeterias, bars, etc.)
177
17.8%
56.5%
Grocery stores (neighborhood
stores, minimarkets, etc.)
154
15.5%
49.2%
Pharmaceutical sector
(pharmacies)
95
9.5%
30.4%
Hardware sector (hardware
stores, sale of construction
materials, etc.)
230
23.1%
73.5%
Delivery services (express
errands)
64
6.4%
20.4%
No sector
65
6.5%
20.8%
Total
996
100.0%
318.2%
Pandemic
Sectors
Sectors
Responses
Percentage of
Responses
Percentage of
Cases
Lodging businesses (hotels,
hostels, pensions, cabins,
shelters)
78
8.6%
24.9%
Food and beverage
establishments (restaurants,
cafeterias, bars, etc.)
120
13.2%
38.3%
Grocery stores (neighborhood
stores, minimarkets, etc.)
147
16.1%
47.0%
Pharmaceutical sector
(pharmacies)
216
23.7%
69.0%
Hardware sector (hardware
stores, sale of construction
materials, etc.)
65
7.1%
20.8%
Delivery services (express
errands)
252
27.6%
80.5%
No sector
34
3.7%
10.9%
Total
912
100.0%
291.4%
These data show an increase of more than 20% in the number of ventures that emerged after the crises in
the canton of Pedernales, as confirmed by 40.3% of respondents when referring to the perception regarding
the increase in the number of ventures as an alternative to face the crisis.
Among the emerging trends after the crises, online sales stand out with 29.1%. Likewise, home deliveries
experienced a considerable increase with 24.5%. Additionally, respondents point out the use of new digital
channels to promote the brand with 15.7% and the implementation of more effective advertising strategies.
Other trends with a lower percentage are business collaborations and alliances, the implementation of a

Journal of Ecohumanism
2024
Volume: 3, No: 8, pp. 6315 – 6325
ISSN: 2752-6798 (Print) | ISSN 2752-6801 (Online)
https://ecohumanism.co.uk/joe/ecohumanism
DOI: https://doi.org/10.62754/joe.v3i8.5233
6322
sustainability and social responsibility approach, and the diversification of the product portfolio, as can be
seen in Table 2.
Table 2. Observed trends in ventures after the crises.
Trends
Responses
Percentage of
Responses
Percentage of
Cases
Online sales
261
29.1%
74.1%
Home delivery
220
24.5%
62.5%
Diversification of product portfolio
52
5.8%
14.8%
Use of new digital channels to promote
the brand
141
15.7%
40.1%
More effective advertising strategies
110
12.3%
31.3%
Business collaborations and alliances
58
6.5%
16.5%
Focus on sustainability and social
responsibility
55
6.1%
15.6%
Total
897
100.0%
254.8%
Table 3 shows that 34.7% of respondents consider that in crisis situations it is a priority to provide financial
advice to entrepreneurs. In second place, a significant 30.20% consider that training and education are
essential for this group. Similarly, access to networking with 14.4% and government subsidies and aid with
14.4%.
Table 3. Types of support required by entrepreneurs during crises.
Type of support for
entrepreneurs
Responses
Percentage of
Responses
Percentage of Cases
Financial advice
246
34.7%
69.9%
Training and education
214
30.2%
60.8%
Access to networking
146
20.6%
41.5%
Government subsidies and grants
102
14.4%
29.0%
Total
708
100.0%
201.1%
Another important finding from the study is that entrepreneurs should implement actions to remain
competitive in the market, as many of them started their businesses out of necessity. Among the most
important actions to be implemented, the innovation of processes and services stands out with 17.20%,
followed by the reinvention of their business model with 16.3%. Some argue that it is necessary to reinforce
marketing and advertising strategies, strengthen the presence on digital platforms, and improve financial
management. Other options with a lower percentage include evaluating the feasibility of changing location,
expanding to other markets, and fostering collaboration with other ventures (see Table 4).
Table 4. Actions that ventures should implement after a crisis.
Actions
Responses
Percentage of
Responses
Percentage of
Cases
Reinvent their business model
177
16.3%
50.3%
Innovate their processes and services
187
17.2%
53.1%
Expand to other markets
89
8.2%
25.3%
Evaluate the viability of changing
location
103
9.5%
29.3%

Journal of Ecohumanism
2024
Volume: 3, No: 8, pp. 6315 – 6325
ISSN: 2752-6798 (Print) | ISSN 2752-6801 (Online)
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DOI: https://doi.org/10.62754/joe.v3i8.5233
6323
Consider closing if they are not
profitable
54
5.0%
15.3%
Reinforce marketing and advertising
strategies
141
13.0%
40.1%
Improve financial management
120
11.0%
34.1%
Strengthen the presence on digital
platforms
135
12.4%
38.4%
Foster collaboration with other
businesses
81
7.5%
23.0%
Total
1087
100.0%
308.8%
The research conducted shows that entrepreneurship is a crucial pathway for generating employment and
income for individuals in crisis contexts, fostering creativity and innovation within businesses. However, it
is essential to note that ventures founded on opportunity are more likely to succeed, as they seek to capitalize
on market openings.
Despite the adverse conditions in the region, some ventures have managed to sustain their projects and
implement significant innovations, particularly in the digital realm, in response to the crises. According to
García-Madurga et al. (2021), information and communication technologies have been prevalent in this
context, giving rise to new operational models in businesses, both in the context of the earthquake and the
pandemic. This is especially reflected in the surge of digital marketing, with a specific focus on promotion,
sales, and delivery operations of goods and services. Additionally, the integration of digital interconnection
devices has been observed in both production processes and interactions with suppliers.
In this sense, numerous ventures have emerged, with home delivery services using mobile applications being
particularly prominent. These ventures focus on the commercialization and sale of products, leveraging
technology, digital platforms, and strategic collaborations and alliances.
Another important aspect is that when discussing entrepreneurship, one should not only consider economic
activities but also those behind them. Interestingly, it has been found that women are at the forefront of
entrepreneurship. As García et al. (2019) argue in their study, women have slightly surpassed men in
entrepreneurial intentions in Ecuador.
Conclusions
This study includes two events for the study of entrepreneurship in which the people of Pedernales
specifically have had to face their difficult situations to generate income. Some entrepreneurs were born out
of necessity and their ventures ended once they found employment. Perhaps due to a lack of the necessary
resources for the venture to grow, they have hardly been able to sustain them. Other entrepreneurs have
probably had the soul of an entrepreneur and despite the adversities their businesses have been able to be
more sustainable over time by adapting to changes and using innovation. Therefore, based on the above,
the following can be concluded taking into account the natural event and the global health event that the
city of Pedernales in the Province of Manabí has experienced:
 The government could implement policies to support entrepreneurs who are created out of
necessity.
 New entrepreneurs should have the motivation to resort to courses that allow them to manage or
control resources correctly.
 A study and data collection should be carried out of entrepreneurs who were born after the crises
experienced in Ecuador.

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ISSN: 2752-6798 (Print) | ISSN 2752-6801 (Online)
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DOI: https://doi.org/10.62754/joe.v3i8.5233
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 Local organizations such as municipalities or prefectures should aim to provide local support to
those who undertake entrepreneurship because it is a way to activate the economy not only in
Pedernales but also nationally.
 Universities should be the ones who can provide knowledge support to entrepreneurs in their
community.
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