Estrategias innovadoras en la comercialización de queso en la Región Caribe Colombiana
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Authors
Peralta-Miranda, Pabla
Cervantes-Atía, Viviana
Estrada-López, Hilda
Olivares-Leal, Amado
Journal Title
Journal ISSN
Volume Title
Publisher
Asociacion de Profesionales y Tecnicos del CONICIT.
Abstract
El sector agropecuario colombiano se ha visto afectado internamente por las falencias a nivel
administrativo y estratégico. Situación que hace necesario diseñar estrategias innovadoras de
comercialización del queso que fortalezcan las unidades productivas en la costa Caribe
colombiana. Los resultados muestran que los quesos con marca tienen mayor posicionamiento
en el mercado que el queso costeño. Se concluyó que las unidades productivas requieren
fortalecer los atributos del producto de forma que contribuyan en la propuesta de
construcción de la marca.
The Colombian agricultural sector has been affected internally by the shortcomings at the administrative and strategic levels. This situation makes it necessary to design innovative cheese marketing strategies that strengthen the production units on the Colombian Caribbean coast. The results show that branded cheeses have a higher market position than the coastal cheese. It was concluded that the productive units require strengthening the attributes of the product in a way that contributes to the brand building proposal.
The Colombian agricultural sector has been affected internally by the shortcomings at the administrative and strategic levels. This situation makes it necessary to design innovative cheese marketing strategies that strengthen the production units on the Colombian Caribbean coast. The results show that branded cheeses have a higher market position than the coastal cheese. It was concluded that the productive units require strengthening the attributes of the product in a way that contributes to the brand building proposal.
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Keywords
Posicionamiento, Unidades productivas, Innovación en marca, Estrategias de Comercialización, Positioning, Productive units, Brand innovation, Marketing Strategies