Product innovation and market and the bakery industry: experience from SMEs in Cali, Colombia, 2018
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| Autor: | |
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| Format: | artículo original |
| Estat: | Versión publicada |
| Data de publicació: | 2021 |
| Descripció: | This research focuses on product innovation and marketing method for the bakery industry, where most of the companies may create gradual innovations, both in terms of marketing and products. This research of a qualitative type involves 36 different SMEs that were studied by means of interviews, whose content was codified and analyzed. As a result, three elements were found: A) product innovation is linked to the geographical context according to the city socio-economic characteristics and climate changes; B) the bakery industry promotes marketing innovation, particularly distribution, while developing vertical integration strategies to reach geographical places where a more expensive outlet may be set up; C) innovations are rather created by the bakers than by the owners, which has implications for the company´s growth. |
| Pais: | Portal de Revistas UNED |
| Institution: | Universidad Estatal a Distancia |
| Repositorio: | Portal de Revistas UNED |
| Idioma: | Español |
| OAI Identifier: | oai:revistas.investiga.uned.ac.cr:article/3256 |
| Accés en línia: | https://revistas.uned.ac.cr/index.php/rna/article/view/3256 |
| Paraula clau: | Industria panificadora innovación comercialización Bakery industry innovation marketing Industrie boulangère commercialisation Indústria de panifição inovação comercialização |