Marketing strategies for SMEs in Latacunga and their adaptation to climate change

Climate change represents one of the greatest challenges of the 21st century. The aggressive alteration of ecosystems by the industrial sector's search for and extraction of raw materials particularly affects small and medium-sized enterprises (SMEs) due to their high vulnerability and limited capacity to respond to extreme environmental phenomena such as droughts, fires, polar storms, and floods, among others, which result in food and environmental security risks. In the Latacunga canton of Ecuador, these economic units constitute a significant part of the local productive fabric, but they face obstacles related to resource scarcity, limited access to sustainable technology, and a lack of marketing strategies adapted to the new climate reality. In this context, this research analyzes how SMEs are integrating green marketing and sustainability practices to adapt to the impacts of climate change and, in turn, maintain their competitiveness in the market, which has sometimes become a waste of resources, especially material resources that tend to pollute the environment. This qualitative and descriptive research is based on semi-structured interviews with 14 SMEs from strategic sectors, identifying their perceptions, actions, and challenges regarding this issue. The results, analyzed using the Atlas.ti tool, show that while many companies recognize the importance of sustainable marketing, its implementation is superficial or contributes little to mitigating the damage caused. Some have adopted practices such as the use of biodegradable packaging and the digitization of processes, while others have not yet formalized adaptation strategies. There is also evidence of a growing trend toward digital transformation as a means of operational resilience. This study highlights the urgent need to promote environmental education, strengthen inter-institutional partnerships, and facilitate access to resources so that SMEs can integrate marketing as a strategic tool for addressing climate change and promoting sustainable development.