Palavras-chave
actividades estratégicas de comercialización
mercado de destino
alimentos artesanales
cadenas de comercialización
Categorias
Como Citar
Resumo
En este estudio se analizan las actividades estratégicas de comercialización con base en estudios referentes a quesos artesanales realizados en México y en otros países, durante la última década. Esto se realizó por medio de una revisión sistemática, para determinar si existe correspondencia entre las actividades estratégicas desempeñadas con el mercado destino de los quesos artesanales. Las actividades estratégicas encontradas se clasificaron en seis categorías: asociatividad, mejora de procesos, elección de canal, diferenciación de producto, rentabilidad, y relación con el consumidor. Se concluye que si existe una correspondencia clara entre las acciones estratégicas y el mercado de destino.
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Copyright (c) 2021 América Lina Patiño Delgado, Fernando Cervantes Escoto, Angélica Espinoza Ortega, Alfredo Cesín Vargas, María Isabel Palacios Rangel