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

Author

Listed:
  • Londoño Escobar, María Eugenia

    (Corporación Universitaria Minuto de Dios)

  • Ballén Briceño, José Daniel

    (Corporación Universitaria Minuto de Dios)

  • Serna Ospina, Sigifredo

    (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

  • Londoño Escobar, María Eugenia & Ballén Briceño, José Daniel & Serna Ospina, Sigifredo, 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, July.
    • Handle: RePEc:col:000520:021178
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    More about this item

    Keywords

    comercio; desarrollo sostenible; innovación comercial; mujer rural; participación comunitaria;
    All these keywords.

    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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