EDUCATION AND SOCIAL IDENTITY OF ENTREPRENEURSHIP: FAC- TORS OF SUSTAINABILITY OF PYMES IN ECUADOR

The purpose of entrepreneurship education is to achie-ve the objectives proposed by organizations, sustaina-bility and growth. The objective of the study was to de-velop strategies that minimize failure and contribute to the sustainability of SMEs in Ecuador. The epistemologi-cal basis corresponds to the positivist paradigm, with a quantitative approach, experimental, transactional and co-rrelational design. The population corresponds to 85 small Ecuadorian companies in the consumer goods, commer-ce and services sector in Ecuador, from which a represen-tative sample of 70 SMEs was obtained, to whom a survey was applied to obtain information and important data on the application of administrative management, the factors that affect their failure and how to achieve their sustaina-bility, The results indicate that 25.7% of SMEs fail due to lack of knowledge of the market, 21.4% due to lack of ad-ministrative management, 24.3% due to excessive com-petition, 32.8%, according to the Global Entrepreneurship Monitor Ecuador 2020, fail before completing three years in the market, 60% of the small business sector express the need to implement strategies for the sustainability of the business. The behavior of the variables analyzed is linear, and the relationship is direct and positive.