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Abstract
The study addressed the problem of the limited identification of value-generating activities in gastronomic SMEs in Jipijapa, which results in operational inefficiencies and a fragile competitive advantage. The overall objective was to analyze the main value chain activities that contribute to the competitive advantage of fast-food SMEs in Jipijapa. The methodology was non-experimental, descriptive, and mixed-method approach. The study sample consisted of 376 surveyed customers. Among the results, the gastronomic SME is distinguished by product quality, natural seasoning, and charcoal cooking; however, there are weaknesses in packaging, customer service, and the limited use of digital marketing and delivery service. It is concluded that the value chain presents artisanal management based on daily fresh inputs, natural ingredients, and organized service that generate real value and differentiation. However, an action plan that prioritizes new packaging, service training, a digital presence, and loyalty programs, with an estimated timeline and budget, is required to consolidate a sustainable competitive advantage in the local market.
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Copyright (c) 2025 Ruth Yadira Sumba Bustamante, Karina Lourdes Santistevan Villacreses, Jenny Elizabeth Parrales Reyes, Oliver Josué Mero Choez