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Marcas y redes de generación de valor en el sector ovino del País Vasco

Author

Listed:
  • Beristain Oñederra, José Juan
  • Mediano Serrano, Lucía
  • Mitxeo Grajirena, Jone
  • Villalba Merlo, Francisco Javier

Abstract

El presente trabajo trata de determinar el potencial que subyace en la marca como instrumento generador de valor para el sector ovino vasco, y analiza en qué medida el sector está aprovechando ese potencial. El estudio parte de una revisión de la literatura relativa al valor percibido, las señales de información, las marcas y las redes de generación de valor. Seguidamente, se realiza un análisis empírico del sector ovino vasco, recurriendo tanto a fuentes de información primarias como secundarias. Los resultados obtenidos ponen de relieve las oportunidades que brinda la marca al sector ovino vasco para proporcionar un mayor valor a los consumidores e incrementar su competitividad.

Suggested Citation

  • Beristain Oñederra, José Juan & Mediano Serrano, Lucía & Mitxeo Grajirena, Jone & Villalba Merlo, Francisco Javier, 2012. "Marcas y redes de generación de valor en el sector ovino del País Vasco," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    • Handle: RePEc:ehu:cuader:10239
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