From Global to Local: Local Nearshoring and Its Impact on the Competitiveness and Sustainability of MSMEs in the Commercial and Service Sectors of Puebla, Mexico

Abstract

Local nearshoring has emerged as a relevant strategy for micro, small, and medium-sized enterprises (MSMEs) in the commercial and service sectors of Puebla, enabling them to reorganize their supply chains through a combination of nearby and distant suppliers. However, limited empirical evidence exists on how these factors influence the competitiveness and sustainability of such firms. The objective of this research was to analyze the impact of local nearshoring factors—proximity logistics, trust-based local networks, proximity-based sustainability, adaptability and innovation, and the use of nearby and distant suppliers—on the competitiveness and sustainability of Puebla’s MSMEs. This study followed a quantitative approach with a non-experimental, cross-sectional, and descriptive design. A structured Likert-scale questionnaire was administered to a non-probabilistic convenience sample of 80 MSMEs located in different areas of the municipality of Puebla. Data were analyzed using descriptive statistics to identify the factors that best explain competitiveness (COP) and sustainability (SOS). Results show that MSMEs attribute high relevance to proximity logistics (M = 4.12), local trust networks (M = 4.25), and adaptability/innovation (M = 4.18), whereas the use of distant suppliers exhibited greater variability (M = 3.45). The findings conclude that local nearshoring is an effective strategy for strengthening the competitiveness and sustainability of MSMEs. This highlights the importance of territorial value chains, logistical resilience, and local coordination as essential mechanisms for promoting urban economic development.