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Propuesta de innovación comercial para garantizar la sostenibilidad de una asociación de mujeres rurales: el caso de ASOMMUC

Author

Listed:
  • María Eugenia Londoño Escobar

    (Corporación Universitaria Minuto de Dios)

  • José Daniel Ballén Briceño

    (Corporación Universitaria Minuto de Dios)

  • Sigifredo Serna Ospina

    (Corporación Universitaria Minuto de Dios)

Abstract

El objetivo de este artículo, es describir una propuesta de innovación comercial para garantizar la sostenibilidad de una asociación de mujeres rurales - ASOMMUC - localizada en una zona rural alejada de los principales centros urbanos del suroccidente de Colombia. La metodología empleada es la ruta de innovación social del PCIS (Parque Científico de Innovación Social de la Corporación Universitaria Minuto de Dios), donde se construyó junto a la asociación, una propuesta de innovación comercial para aumentar las ventas de sus productos. Esta propuesta fue validada en el mercado con un PMV (Producto Mínimo Viable) instalado en un corredor comercial perteneciente a una nueva ruta gastronómica de la región, con el fin de realizar ventas directas, evitar la intermediación y respaldar una mayor rentabilidad en las ventas de la asociación. El PMV resultó con ingresos superiores en un 67% respecto a experiencias de ventas similares en la asociación. Finalmente, con la sistematización de esta experiencia, se propone un modelo conceptual para dinamizar la comercialización de los productos de asociaciones rurales, el cual puede ser escalable a otras organizaciones latinoamericanas, con los respectivos ajustes a sus propios contextos territoriales.

Suggested Citation

  • María Eugenia Londoño Escobar & José Daniel Ballén Briceño & Sigifredo Serna Ospina, 2024. "Propuesta de innovación comercial para garantizar la sostenibilidad de una asociación de mujeres rurales: el caso de ASOMMUC," Revista Tendencias, Universidad de Narino, vol. 25(2), pages 143-168.
    • Handle: RePEc:col:000520:021178
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    References listed on IDEAS

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    1. Claudia A. Ruiz Chagna & Ana Iglesias Rodríguez, 2023. "The worldview and interculturality in the training of entrepreneurs: a model of participatory edu-communication in Ecuador," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 10(1), pages 1-11, December.
    2. repec:qeh:ophiwp:ophiwp058 is not listed on IDEAS
    3. Hongyi Chen & Turuna Seecharan & Chen Feng, 2024. "Promoting the Diffusion of Sustainable Innovations through Customer Education—A Case of the Cosmetic Industry," Sustainability, MDPI, vol. 16(6), pages 1-17, March.
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    5. Lucia Mandongwe & Divaries C. Jaravaza, 2020. "Women entrepreneurial intentions in subsistence marketplaces: The role of entrepreneurial orientation and demographic profiles in Zimbabwe," Cogent Business & Management, Taylor & Francis Journals, vol. 7(1), pages 1818365-181, January.
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    Keywords

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    JEL classification:

    • D71 - Microeconomics - - Analysis of Collective Decision-Making - - - Social Choice; Clubs; Committees; Associations
    • F19 - International Economics - - Trade - - - Other
    • J16 - Labor and Demographic Economics - - Demographic Economics - - - Economics of Gender; Non-labor Discrimination
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development

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