CARACTERIZACIóN DE LA POBREZA OCULTA Y SU EFECTO EN LA SOSTENIBILIDAD ECONóMICA DE LAS PEQUE？AS Y MEDIANAS EMPRESAS DE LA LOCALIDAD DE USAQUéN (BOGOTá - COLOMBIA)

the purpose of this article is to show the results of a research made in usaquén locality, in which hidden poverty or household impoverishment of medium and high class was characterized, this phenomenon has generated changes in buying and consumption, habits producing different types of impact on economic sustainability of sector's small companies. in this situation, companies have developed adaptive strategies to preserve their income and benefit such as: new services development, complementation of product portfolio and serve to different client profiles, in order to achieve responding to changing demand requirements of goods and services, in order to guarantee their economic sustainability. for such effect, the triangulation proposed by okuda & gómez (2005) was used, which combines qualitative and quantitative methods.