Neuromarketing and digital marketing as positioning strategies for msmes during the pandemic in the DMQ
DOI:
https://doi.org/10.29076/issn.2528-7737vol18iss49.2025pp113-125pKeywords:
Poverty, human development credit, entrepreneurship, data analysisAbstract
When we talk about poverty, it is usually associated with the lack of resources and the impossibility of accessing basic living conditions such as decent housing, adequate food and education. In this context, the Associative Human Development Credit (CDH-A) emerges as a public policy aimed at promoting self-employment among people living in structural poverty. This study aims to identify the conditions necessary for CDH-A beneficiaries to achieve sustainability by applying the method of Fuzzy Set Qualitative Comparative Analysis (fsQCA). The findings show that the determining factors for achieving sustainability, especially financial sustainability, include belonging to the agricultural sector (ISIC A) and being female. These results highlight the importance of directing public resources towards strategic productive sectors and vulnerable populations in order to guarantee a lasting and equitable impact on poverty reduction in Tungurahua.
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