Innovación y emprendimiento comunitario, caso de estudio empresa Asociación de Productores Agropecuarios de la Microcuenca Mataderos APAMM, año 2017

Abstract

The Link methodology is a tool that allows developing relations between producer and seller, this represents economic and social development opportunities, both for producers and consumers, likewise it creates a methodical learning process among actors of a selected value chain; this methodology is designed to carry out an innovation process based on the application of 4 tools, which aim to conduct a diagnosis of the value chain and business practices of the company "APAMM", through a participatory workshop with 11 partners and 4 employees, in which the mapping of the cheese value chain and the business model template was socialized, resulting in the lack of training of the producers in the topic of marketing the product, as well as the lack of innovation in marketing issues that allow them to access new markets. Finally, an advertising and marketing strategy is proposed that stimulates the company to increase its sales and thereby achieve better economic returns and better positioning in the market.