Marketing innovation practices in MSES in Quevedo: a descriptive and comparative analysis

Abstract

Marketing innovation is a relevant component for the commercial adaptation of micro and small enterprises (MSEs), particularly in local contexts characterized by high competition and structural constraints. The objective of this study was to analyze marketing innovation practices among MSEs affiliated with the Quevedo Chamber of Commerce, using a descriptive and comparative approach. The research followed a quantitative, non‑experimental, cross‑sectional design. The initial institutional framework consisted of 259 affiliated firms; after the depuration process, 145 active MSEs registered with the Internal Revenue Service were identified as the effective study population. Data were collected through a structured survey administered to business owners or managers, and the main variable was assessed using four items on a five‑point Likert scale. The analytical strategy included descriptive statistics, Cronbach’s alpha coefficient, and the nonparametric Kruskal–Wallis and Mann–Whitney U tests. The results showed a favorable level of marketing innovation, with digital payments as the most widely adopted practice, followed by changes in product presentation, packaging, design, or pricing. Internal consistency of the construct was adequate (α = 0.791). No statistically significant differences were found by business sector or firm size. The study concludes that marketing innovation in the MSEs analyzed is expressed mainly through operational, customer‑oriented actions rather than through formalized commercial planning processes.