Gestión para el posicionamiento del chocolate orgánico en la asociación ASOPAPROPIE
Palabras clave:
Gestión, empresa, marketing, estrategia, mezclaResumen
La investigación se realizó en la asociación “ASOPAPROPIE” en la provincia de Manabí, parroquia Membrillo durante el año 2019. Tuvo como objetivo desarrollar estrategias para el posicionamiento del chocolate orgánico en la asociación ASOPAPROPIE. Se aplicaron las técnicas de la entrevista, observación y marketing mix, las mismas que se apoyaron en las herramientas denominadas guía de entrevista y guía de observación. En los resultados se determinaron estrategias de posicionamiento denominadas de marca, de segmentación y de introducción. Se concluyó que el desarrollo de estrategias de gestión para marketing como herramienta de desarrollo empresarial permitirá el posicionamiento de las barras de chocolate orgánico en el mercado, a través de una administración adecuada cuyo objetivo principal va encaminado a mejorar la rentabilidad financiera y la gestión administrativa de la asociación basándose en la diferenciación.
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Keller, Kevin. (1993). "Conceptualizing, measuring and managing customer-based brand equity”. Journal of Marketing 57(1): 1-22. http://dx.doi.org/10.2307/1252054
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Nelson, Philip. (1970). “Information and consumer behavior”. Journal of Political Economics 78 (2): 311-329. http://dx.doi.org/10.1086/259630
Niedomysl, Thomas. (2004). “Evaluating the effects of place marketing campaigns on interregional migration in Sweden”. Environment & Planning 36(11): 1991-2009. http://dx.doi.org/10.1068/a36210
Orengo, Karen. (2017). “Factores que el fabricante/distribuidor toma en consideración para la comercialización de alimentos especiales en mercados foráneos”. Estudios Gerenciales 33:281-91. http://dx.doi.org/10.1016/j.estger.2017.06.003
Poppo, Louis. (2002). “Do formal contracts and relational governance function as substitutes or complements”. Strategic Management Journal 23 (8): 707-725. http://dx.doi.org/10.1002/smj.249
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Shimp, Terence. (1993). “Countries andtheir products: a cognitive structure perspective”. Journal of the Academy of Marketing Science 21(4): 323-330. http://dx.doi.org/10.1007/BF02894524
Van Den Berg, Leo. (1999). “Urban competitiveness, marketing and the need for organising capacity”. Urban Studies 36(5): 987-999. http://dx.doi.org/10.1080/0042098993312
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Williamson, Oliver. (1991). “Comparative economic organization: the analysis of discrete structural alternatives”. Administrative Science Quartely 36 (1): 269-296. http://dx.doi.org/10.2307/2393356
Zylbersztajn, David. (1999). “Stricly coordinated food system: exploring the limits of coasian firm”. International Food and Agribusiness Management Review 2 (2) 249-265. http://dx.doi.org/DOI:10.1016/S1096-7508(00)00014-8
Akerlof, George. (1970). “The market for lemons: quality, uncertainty and the market mechanism”. The Quarterly Journal of Economics 84 (3): 488-500. http://dx.doi.org/10.2307/1879431
Alonso, Julio. (2017). “Técnicas de investigación cualitativa de mercados aplicadas al consumidor de fruta en fresco”. Estudios Gerenciales 33:412-420. http://dx.doi.org/10.1016/j.estger.2017.10.003
Barzel, Yoram. (1982). “Measurement cost and organization of markets”. Journal of Law and Economics 25 (1) 27-48. http://dx.doi.org/10.1086/467005
Burgess, Jacquelin. (1982). “Selling places: environmental images for the executive”. Regional Studies 16(1): 1-17. http://dx.doi.org/10.1080/09595238200185471
Buurma, Hans. (2001). “Public policy marketing: Marketing exchange in the public sector”. European Journal of Marketing 35 (11): 1287–1302. http://dx.doi.org/10.1108/EUM0000000006483
Camacho, Adrián y Yulianela Pérez. (2021). “Comunicación, marketing y tecnología desde la experiencia museística en pandemia: Communication, marketing and technology from the museum experience in pandemic”. Revista Ecociencia 8: 36–47. https://doi.org/10.21855/ecociencia.80.639
Cepeda, Samuel. (2017). “Análisis evaluativo a los procesos de marketing en la internacionalización de las pequeñas y medianas empresas de alimentos de Medellín”. Estudios Gerenciales 33 (144): 271-280. http://dx.doi.org/10.1016/j.estger.2017.06.006
Chicludean, Gabriela. (2015). “Marketing oriented and sales oriented companies in the agro-food industry”. Bulletin UASVM Horticulture 72(2): 476–482. http://dx.doi.org/10.15835/buasvmcn-hort:11491
Coase, Robert. (1987). “The nature of the firm. Economica”. London 4 (16): 386-405. http://dx.doi.org/10.1111/j.1468-0335.1937.tb00002.x
Dan, Catalina. (2015). “Consumer perception concerning apple fruit quality, depending on cultivars and hedonic scale of evaluation – a case study”. Notulae Scientia Biologicae 7(1): 140–149. http://dx.doi.org/10.15835/nsb.7.1.9553
Darby, Michael. (1973). “Free competition and the optimal amount of fraud”. Journal of Law and Economics 16 (1): 67-88. http://dx.doi.org/10.1086/466756
Deliza, Rosires. (2005). “The consumer sensory perception of passion-fruit juice using free-choice profiling”. Journal of Sensory Studies 20(1): 17–27. http://dx.doi.org/10.1111/j.1745-459X. 2005.050604.x
Desai, Philly. (2002). “Methods Beyond Interviewing in Qualitative Market Research”. SAGE Research Methods. Thousand Oaks: SAGE Publications. http://dx.doi.org/10.4135/9781849209465
Dinnie, Keith. (2004). “Place branding: overview of an emerging literature”. Place Branding and Public Diplomacy 1(1): 106-110. http://dx.doi.org/10.1057/palgrave.pb.5990010
Eisinger, Pedro. (2000). “The politics of bread and circuses. Building the city for the visitor class”. Urban Affairs Review 35(3): 316-333. http://dx.doi.org/10.1177/10780870022184426
El-Bashir, Mohamed. (2011). “The Role of Organizational Absorptive Capacity in Strategic Use of Business Intelligence to Support Integrated Management Control Systems”. Accounting Review 86(1): 155–184. http://dx.doi.org/10.2308/accr.00000010
Fillion, Laurence. (2002). “Consumer perception of crispness and crunchiness in fruits and vegetables”. Food Quality and Preference 13(1): 23–29. http://dx.doi.org/10.1016/S0950-3293(01)00053-2
Foss, Kirsten. (1996). “Transaction costs and technological development: the case of the Danish fruit and vegetable industry”. Research Policy 25(4): 531-547. http://dx.doi.org/10.1016/0048-7333(95)00848-9
Ganesan, Saul. (1994). “Determinants of long-term orientation in buyer-seller relationships”. Journal of Marketing, Birmingham 58 (2): 1-19. http://dx.doi.org/10.2307/1252265
Giannnakas, Konstantin. (2002). “Information asymetries and consumption decision in organic food markets”. Canadian Journal of Agricultural Economics 50 (2): 35-50. http://dx.doi.org//10.1111/j.1744-7976.2002.tb00380.x
Grunert, Klaus. (2011). “Use of consumer insight in the new product development process in the meat sector”. Meat Science 89(3): 251–258. http://dx.doi.org/10.1016/j.meatsci.2011.04.024
Gutman, Jonathan. (1982). “Means-end chain model based on consumer categorization processes”. Journal of Marketing 46(2): 60-72. http://dx.doi.org/10.2307/3203341
Hankinson, Graham. (2005). “Destination brand images: a business tourism perspective”. Journal of Services Marketing 19(1): 24-32. http://dx.doi.org/10.1108/08876040510579361
Hennessy, David. (1996). “Informational asymmetry as a reason for food industry vertical integration”. American Journal of Agricultural Economics 78 (4): 1034-1043. http://dx.doi.org/10.2307/1243859
Kavaratzis, Mihalis. (2005). “Place branding: a review of trends and conceptual model”. The Marketing Review 5(4): 329-342. http://dx.doi.org/10.1362/146934705775186854
Kearns, Grover. (2003). “A resource based view of IT alignment: how knowledge sharing creates a competitive advantage”. Decision Sciences 34(1): 1–29. http://dx.doi.org/10.1111/1540-5915.02289
Keller, Kevin. (1993). "Conceptualizing, measuring and managing customer-based brand equity”. Journal of Marketing 57(1): 1-22. http://dx.doi.org/10.2307/1252054
Knox, Simon y David, Bickerton. (2003). “The six conventions of corporate branding”. European Journal of Marketing 37(7): 998-1016. http://dx.doi.org/10.1108/03090560310477636
Kotler, Philip. (1969). “Broadening the concept of marketing”. Journal of Marketing 33(1): 10-15. http://dx.doi.org/10.2307/1248740
Langlois, Ricardo. (1992). “Transactions cost economics in real time. Industrial and Corporate Change”. Oxford 21 (1): 99-127. http://dx.doi.org/10.1093/icc/1.1.99
Morgan, Nigel. (2002). “New Zealand, 100% pure. The creation of a powerful niche destination brand”. Journal of Brand Management 9(4): 335-354. http://dx.doi.org/10.1057/palgrave.bm.2540082
Nelson, Philip. (1970). “Information and consumer behavior”. Journal of Political Economics 78 (2): 311-329. http://dx.doi.org/10.1086/259630
Niedomysl, Thomas. (2004). “Evaluating the effects of place marketing campaigns on interregional migration in Sweden”. Environment & Planning 36(11): 1991-2009. http://dx.doi.org/10.1068/a36210
Orengo, Karen. (2017). “Factores que el fabricante/distribuidor toma en consideración para la comercialización de alimentos especiales en mercados foráneos”. Estudios Gerenciales 33:281-91. http://dx.doi.org/10.1016/j.estger.2017.06.003
Poppo, Louis. (2002). “Do formal contracts and relational governance function as substitutes or complements”. Strategic Management Journal 23 (8): 707-725. http://dx.doi.org/10.1002/smj.249
Raynard, Edward. (2005). “Aligment between quality enforcement devices and governance structures in agro-food vertical chains”. Journal of Management and Governance 9 (1) :47-77. http://dx.doi.org/10.1007/s10997-005-1571-1
Shimp, Terence. (1993). “Countries andtheir products: a cognitive structure perspective”. Journal of the Academy of Marketing Science 21(4): 323-330. http://dx.doi.org/10.1007/BF02894524
Van Den Berg, Leo. (1999). “Urban competitiveness, marketing and the need for organising capacity”. Urban Studies 36(5): 987-999. http://dx.doi.org/10.1080/0042098993312
Wakabayashi, José. (2015).” Directrices para la implementación de un modelo de gestión de la relación con el cliente en el sector industrial: caso DAMERA”. Estudios Gerenciales 31:455-462. http://dx.doi.org/10.1016/j.estger.2015.09.001
Warnaby, Gary. (2009). “Towards a service-dominant place marketing logic”. Marketing Theory 9(4): 403-423. http://dx.doi.org/10.1177/1470593109346898
Weiss, Sholom y Verma, Naval. (2002). “A System for Real-time Competitive Market Intelligence. In Proceedings of the eighth ACM SIGKDD international conference on Knowledge”. Discovery and data mining 41 (2): 360-365. http://dx.doi.org/10.1145/775047.775100
Williamson, Oliver. (1991). “Comparative economic organization: the analysis of discrete structural alternatives”. Administrative Science Quartely 36 (1): 269-296. http://dx.doi.org/10.2307/2393356
Zylbersztajn, David. (1999). “Stricly coordinated food system: exploring the limits of coasian firm”. International Food and Agribusiness Management Review 2 (2) 249-265. http://dx.doi.org/DOI:10.1016/S1096-7508(00)00014-8
Publicado
2022-09-21
Estadísticas
Resumen 260
Cómo citar
Saldarriaga Lucas, V. A., Valarezo Beltrón, O., Valarezo Beltrón, N., & Álava Mero, M. (2022). Gestión para el posicionamiento del chocolate orgánico en la asociación ASOPAPROPIE. Journal of Science and Research, 7(2), 56–74. Recuperado a partir de https://revistas.utb.edu.ec/index.php/sr/article/view/2313
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