<b>Virtual value chains in Micro and Small Enterprises: An evidence for grocery stores in Mexico</b>

Micro and Small Enterprises (MSEs) in Mexico, primarily family-owned, face significant technical and managerial challenges. These businesses support over 4.7 million families, making their sustainability crucial, particularly through supply chain improvements and digital transformation via the Virtual Value Chain (VVC). This study focuses on grocery stores in a central Mexican city, addressing two research questions: 1) Do these stores have the technological capabilities to implement VVC with suppliers and customers? 2) Is the ability to generate VVC positively correlated with the cultural and behavioral traits of grocery store managers? The study uses a mixed-methods approach, including the design of diagnostic instruments, data collection, and data analysis. The results highlight technology adoption as the primary challenge for VVC implementation, revealing a strong correlation between the business owner's education level, age, and operations management practices. Training and mobile app development are identified as significant opportunities for enhancing technological adoption. The methodology and diagnostic tools developed in this study can be applied to similar contexts, offering a valuable framework for assessing VVC readiness in MSEs. Notably, no existing studies in the literature focus on VVC in MSEs or the retail sector in Mexico.In the folder are three documents:Survey final: The final instrument developed for diagnosing Virtual Value Chains (VVC), derived from a literature review, is hereby shared.Survey results: The descriptive statistics of the results from the representative sampling are hereby shared.Mype may29: Is a spreed sheet that includesTab 1. Complete DatabaseTab 2. Questions to Assess Managerial BehaviorTab 3. Coded Questions for Assessing Managerial BehaviorTab 4. Cronbach's AlphaTab 5. Population and Sample Size<br>