Dirección Estratégica en Micro y pequeñas empresas panificadoras del Azuay; una perspectiva actual¨

The Strategic Management(SM) represents a fundamental axis in the management of the MSMEs, due to the contributions and benefits that it generates in each one of the activities and departments that they have, contributing to the fulfillment of business goals and objectives. This paper presents an analysis of the current situation of micro and small breadmaking companies in the province of Azuay (Ecuador) registered in the MIPRO in 2016. First of all, companies were classified between those who apply SM and those who do not, then, the variables that affect SM are determined. Finally, we can conclude that there are differences in the level of weekly billing between companies that apply SM and those that do not. The first ones, having an average of sales four times higher than the latter. This research allows to have a clear vision of the weaknesses and strengths of the sector, linking the academy and control bodies to strengthen it.