ENTREPRENEURSHIP RESILIENCE IN SMALL TOWN MARKETS: FACTORS THAT SUSTAIN BUSINESS LONGEVITY

Abstract

This study analyzes the factors that sustain entrepreneurial resilience in small-town markets, focusing on identifying strategies that contribute to business longevity. The research, with a qualitative approach, was conducted with entrepreneurs operating in locations with up to fifty thousand inhabitants, considering sectoral and geographical diversity. Through semi-structured interviews, direct observations, and document analysis, the study sought to understand how management practices, innovation, and community engagement influence the ability to adapt in the face of crises and economic changes. The results indicated that customer proximity, the strengthening of trust networks, and the diversification of products and services are decisive for business sustainability. It was found that prudent financial management, the integration of accessible technologies, and participation in business associations reinforce competitiveness and reduce vulnerabilities. Furthermore, entrepreneurs who combine incremental innovation with local identity achieve greater community acceptance and competitive advantage, even when facing structural constraints. Cooperation among companies, continuous learning, and corporate social responsibility also proved essential for resilience, strengthening the local economic ecosystem. It is concluded that business longevity in these markets depends on an integrated set of strategic actions, including operational flexibility, social engagement, and constant updating, allowing businesses to remain relevant and contribute to the socioeconomic development of the communities in which they operate.