Determinantes del desempeño de las empresas en el ecuador durante la pandemia de la covid-19.

Abstract

This current investigation studies the determinants of business performance focused on factors such as gender, e-marketing and entrepreneurial orientation. This empiric research is done on behalf of Ecuadorian enterprises. Thus, it is complemented with a state of art analysis of the mentioned factors. The methodology used in this proposal is based on ordinal probit regressions. The obtained results demonstrate a negative relationship among gender, entrepreneurial orientation and business performance. Alternatively, e-marketing is found to enhance business performance. Additionally, it is provided of a discussion in which it is considered the effects of the pandemic crisis provoked by COVID-19. Finally, the research suggests that gender differences and the negative effect of entrepreneurial orientation on business performance are due to a deepened social gap and high uncertain environment, contrary to e-marketing that has positive relationship with business performance in consequence of the forced adoption of technology in this crisis. In this stream, politic affairs and social policies must be directed to the reactivation of the economy through e-marketing and reducing uncertainty and the gender gap