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Vendiendo tequila a China: una fiesta de coctel sin ganadores claros

Author

Listed:
  • María Basilia Valenzuela
  • Basilio Verduzco Chávez

Abstract

El objetivo de este artículo es explorar la relación entre acciones cooperativas de empresas tequileras y los avances en la exportación de tequila a China como producto con denominación de origen. Se usa una metodología cualitativa que incluye entrevistas, análisis de contenido de la literatura, estadísticas oficiales y de plataformas chinas de comercio electrónico. Los resultados sugieren que los escasos avances se deben al predominio de estrategias no cooperativas dirigidas a impulsar marcas de cada empresa, lo que es explicable dada la estructura industrial oligopólica del sector tequilero de exportación, las características del producto y las especificidades del mercado chino. Se derivan recomendaciones para seguir un repertorio de acciones cooperativas para lograr aceptación del producto en vez de privilegiar el posicionamiento de marcas.

Suggested Citation

  • María Basilia Valenzuela & Basilio Verduzco Chávez, 2018. "Vendiendo tequila a China: una fiesta de coctel sin ganadores claros," Estudios Gerenciales, Universidad Icesi, vol. 34(147), pages 158-171, May.
    • Handle: RePEc:col:000129:016503
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    File URL: https://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/2780
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    More about this item

    Keywords

    Tequila; China; denominación de origen; teoría de juegos; mercadotecnia colaborativa;
    All these keywords.

    JEL classification:

    • F13 - International Economics - - Trade - - - Trade Policy; International Trade Organizations

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