Factores que el fabricante/distribuidor toma en consideración para la comercialización de alimentos especiales en mercados foráneos

  • Karen L. Orengo Serra Catedrática, Escuela Graduada de Administración de Empresas, Facultad de Administración de Empresas, Universidad de Puerto Rico, Rio Piedras, Puerto Rico
  • Maribel Ortíz Soto Catedrática Asociada, Escuela de Negocios y Empresarismo, Universidad del Turabo, Gurabo, Puerto Rico
Palabras clave: Alimentos especiales, Mercados nicho, Distribuidor, Fabricante, Mercadeo

Resumen

Este artículo tiene como objetivo identificar los factores relacionados con las características del producto que el fabricante y el distribuidor consideran para la comercialización de alimentos especiales en mercados nicho internacionales. Para esto se empleó una metodología cualitativa de estudio de casos a través de entrevistas en profundidad. Los resultados reflejan que la calidad sigue siendo el factor por excelencia en la negociación del distribuidor/importador con el fabricante para comercializar sus productos en el mercado nicho de alimentos especiales. La relación entre el fabricante y los distribuidores debe ser estrecha y fluida de forma que fortalezca la confianza y estimule el desarrollo de una relación mutualmente beneficiosa a largo plazo.

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Publicado
2017-09-25
Cómo citar
Orengo Serra, K. L., & Ortíz Soto, M. (2017). Factores que el fabricante/distribuidor toma en consideración para la comercialización de alimentos especiales en mercados foráneos. Estudios Gerenciales, 33(144), 281-291. https://doi.org/10.1016/j.estger.2017.06.003
Sección
Artículo de investigación