TITLE

LAS MARCAS COLECTIVAS, UNA ESTRATEGIA ADMINISTRATIVA PARA EL EXITO COMERCIAL DE LAS ARTESANIAS: CASO "LA CATRINA DE CAPULA, MICHOACÁN"

AUTHOR(S)
Bedolla, Fabricio Guzmán; Ramírez Flores, María Soledad
PUB. DATE
January 2013
SOURCE
Global Conference on Business & Finance Proceedings;2013, Vol. 8 Issue 1, p1212
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Article
ABSTRACT
In this article we study the case of the clay hand-craft called "La Catrina de Barro", which is made in Capula Michoacán, México, and the positive impact that it has had to institute collective brands among the different craftsmen, producers and sellers and its contribution to a better knowledge and national and international commercialization of these pieces. It has also helped the conservation of a millenarian tradition to produce mud pieces in the community. This study is a comparison of the commercialization of such product, before and after the introduction of collective brands as an administrative strategy for its positioning, permanency and development. We will try to demonstrate the positive impact and the correlation between the implementation of this strategy and the success of this .
ACCESSION #
87078530

 

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