Entrepreneurial Orientation as a Renewal Strategy in FamilyBusinesses: The Caseof Dulces Sanchidriánand Its Adaptation to theRural Environment

Abstract

Rural depopulation represents a significant challenge to the sustainability of family businesses in Spain, especially in regions with population loss and limited economic opportunities. This study analyzes the case of Dulces Sanchidrián, a family business located in Sotillo de la Adrada (Ávila), which has successfully implemented innovation and diversification strategies, but always preserving and promoting tradition. Through a case study methodology, the keys to your business transformation are examined. The results highlight how the combination of tradition and innovation has allowed the company to not only survive but thrive in a changing environment.