Modelo de comercio justo como alternativa de entrada al mercado de las mipymes. Caso actores de la economía popular y solidaria de Cañar 2016

Abstract

In the present investigation an analysis of the model of fair trade was carried out in the province of Cañar and identified the main problems and limitations that influence the production and commercialization by the small producers and artisans that make up the popular and solidarity economy of the region. The applied methodology was descriptive, in addition to the use of techniques such as the SWOT and Porter Matrix, and then the field work with the small producers was carried out, where the members of each association were surveyed and the presidents of the same. The total of respondents is producers of the different organizations that are under the control of the Superintendence of Popular and Solidarity Economy, obtaining a sample of 50 associations within the province of Cañar. With the results of this investigation, it was determined that small traders in the province are unaware of fair trade, and the advantages of implementing this marketing model. This is why a work proposal is made to help solve this problem, in order to improve the quality of life of each of the members of the associations.