Analysis of the factors that influence entrepreneurship and the sustainability of companies in the urban area of the city of Cuenca, Ecuador

This article presents the results of an analysis of the traits affecting entrepreneurial activity and the evaluation of the aspects that promote the entrepreneurial spirit and the sustainability of small to medium-sized businesses in the city of Cuenca. The analysis focused on external and internal factors, favoring and hindering the entrepreneurial process, respectively financing, market conditions and legal framework, and the level of education, entrepreneurial and motivational behavior. Data was collected via a descriptive cross-sectional survey, applied to 200 businesses, gathering general information about the manager, and the factors affecting entrepreneurship and company sustainability. The authors expect that the results of the survey will positively enhance the discussion between public, non-governmental and private actors and instructors on key policies stimulating the emergence of new enterprises and the strengthening of existing ones.