Marketing Strategy Proposals for the Valorization of Geographical Indication Products from Alagoas

Detalhes bibliográficos
Autor(a) principal: Lopes, Willams Pereira
Data de Publicação: 2023
Outros Autores: Santa Rita, Luciana Peixoto, Pinto Filho, Jovino, Bittencourt, Ibsen Mateus
Tipo de documento: Artigo
Idioma: por
Título da fonte: Cadernos de Prospecção (Online)
Texto Completo: https://periodicos.ufba.br/index.php/nit/article/view/52176
Resumo: This research aimed to structure marketing strategies to enhance the value of products from geographical indications in Alagoas. It has an applied nature, using the abductive method, with a qualitative approach. Its objective is exploratory, as it uses as research method the meta-study, with data collection through survey, action research and Design Science research. The data were collected by means of bibliographic and documentary research, as well as intensive and extensive direct observation, which were treated by means of content analysis. It was verified that there is a destructuring of local governance, something that impacts the access to new markets and commercial promotion, causing distorted positioning; there is no structured public policy that encourages GIs as a strategy for territorial development; and it was not perceived professionalization of business management in GIs. At the end, strategic actions were recommended for the agents that make up this business environment.
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spelling Marketing Strategy Proposals for the Valorization of Geographical Indication Products from AlagoasPropostas de Estratégias de Marketing para Valorização de Produtos de Indicações Geográficas de AlagoasIndicação GeográficaValorização de ProdutosEstratégias Mercadológicas.Geographical IndicationProduct AppreciationMarketing Strategies.This research aimed to structure marketing strategies to enhance the value of products from geographical indications in Alagoas. It has an applied nature, using the abductive method, with a qualitative approach. Its objective is exploratory, as it uses as research method the meta-study, with data collection through survey, action research and Design Science research. The data were collected by means of bibliographic and documentary research, as well as intensive and extensive direct observation, which were treated by means of content analysis. It was verified that there is a destructuring of local governance, something that impacts the access to new markets and commercial promotion, causing distorted positioning; there is no structured public policy that encourages GIs as a strategy for territorial development; and it was not perceived professionalization of business management in GIs. At the end, strategic actions were recommended for the agents that make up this business environment.Esta pesquisa teve como propósito estruturar estratégias mercadológicas para a valorização de produtos de Indicação Geográfica (IG) de Alagoas. Possui natureza aplicada, utilizando o método abdutivo, com abordagem qualitativa. Seu objetivo é exploratório, pois utiliza como método de pesquisa o metaestudo, com o levantamento de dados por meio de survey, pesquisa-ação e Design Science Research. Os dados foram coletados por meio de pesquisas bibliográficas e documentais, bem como observação direta intensiva e extensiva, e foram tratados por meio da análise de conteúdo. Verificou-se que há desestruturação da governança local, algo que impacta no acesso a novos mercados e na promoção comercial, causando distorcido posicionamento; que inexiste política pública estruturada de incentivo às IGs como estratégia de desenvolvimento territorial; e que não há profissionalização da gestão empresarial nas IGs. Ao final, foram recomendadas ações estratégicas para os agentes que integram esse ambiente de negócio.Universidade Federal da Bahia2023-04-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufba.br/index.php/nit/article/view/5217610.9771/cp.v16i3.52176Cadernos de Prospecção; Vol. 16 No. 3 (2023); 918-936Cadernos de Prospecção; v. 16 n. 3 (2023); 918-9362317-00261983-1358reponame:Cadernos de Prospecção (Online)instname:Universidade Federal da Bahia (UFBA)instacron:UFBAporhttps://periodicos.ufba.br/index.php/nit/article/view/52176/28735Copyright (c) 2023 Cadernos de Prospecçãohttps://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccess Lopes, Willams Pereira Santa Rita, Luciana PeixotoPinto Filho, Jovino Bittencourt, Ibsen Mateus2023-04-01T12:26:47Zoai:ojs.periodicos.ufba.br:article/52176Revistahttps://periodicos.ufba.br/index.php/nitPUBhttps://periodicos.ufba.br/index.php/nit/oaicadernosdeprospeccao@gmail.com || maliceribeiro@yahoo.com.br || cadernosdeprospeccao@gmail.com || saionaraluna@gmail.com2317-00261983-1358opendoar:2023-04-01T12:26:47Cadernos de Prospecção (Online) - Universidade Federal da Bahia (UFBA)false
dc.title.none.fl_str_mv Marketing Strategy Proposals for the Valorization of Geographical Indication Products from Alagoas
Propostas de Estratégias de Marketing para Valorização de Produtos de Indicações Geográficas de Alagoas
title Marketing Strategy Proposals for the Valorization of Geographical Indication Products from Alagoas
spellingShingle Marketing Strategy Proposals for the Valorization of Geographical Indication Products from Alagoas
Lopes, Willams Pereira
Indicação Geográfica
Valorização de Produtos
Estratégias Mercadológicas.
Geographical Indication
Product Appreciation
Marketing Strategies.
title_short Marketing Strategy Proposals for the Valorization of Geographical Indication Products from Alagoas
title_full Marketing Strategy Proposals for the Valorization of Geographical Indication Products from Alagoas
title_fullStr Marketing Strategy Proposals for the Valorization of Geographical Indication Products from Alagoas
title_full_unstemmed Marketing Strategy Proposals for the Valorization of Geographical Indication Products from Alagoas
title_sort Marketing Strategy Proposals for the Valorization of Geographical Indication Products from Alagoas
author Lopes, Willams Pereira
author_facet Lopes, Willams Pereira
Santa Rita, Luciana Peixoto
Pinto Filho, Jovino
Bittencourt, Ibsen Mateus
author_role author
author2 Santa Rita, Luciana Peixoto
Pinto Filho, Jovino
Bittencourt, Ibsen Mateus
author2_role author
author
author
dc.contributor.author.fl_str_mv Lopes, Willams Pereira
Santa Rita, Luciana Peixoto
Pinto Filho, Jovino
Bittencourt, Ibsen Mateus
dc.subject.por.fl_str_mv Indicação Geográfica
Valorização de Produtos
Estratégias Mercadológicas.
Geographical Indication
Product Appreciation
Marketing Strategies.
topic Indicação Geográfica
Valorização de Produtos
Estratégias Mercadológicas.
Geographical Indication
Product Appreciation
Marketing Strategies.
description This research aimed to structure marketing strategies to enhance the value of products from geographical indications in Alagoas. It has an applied nature, using the abductive method, with a qualitative approach. Its objective is exploratory, as it uses as research method the meta-study, with data collection through survey, action research and Design Science research. The data were collected by means of bibliographic and documentary research, as well as intensive and extensive direct observation, which were treated by means of content analysis. It was verified that there is a destructuring of local governance, something that impacts the access to new markets and commercial promotion, causing distorted positioning; there is no structured public policy that encourages GIs as a strategy for territorial development; and it was not perceived professionalization of business management in GIs. At the end, strategic actions were recommended for the agents that make up this business environment.
publishDate 2023
dc.date.none.fl_str_mv 2023-04-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.ufba.br/index.php/nit/article/view/52176
10.9771/cp.v16i3.52176
url https://periodicos.ufba.br/index.php/nit/article/view/52176
identifier_str_mv 10.9771/cp.v16i3.52176
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufba.br/index.php/nit/article/view/52176/28735
dc.rights.driver.fl_str_mv Copyright (c) 2023 Cadernos de Prospecção
https://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 Cadernos de Prospecção
https://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal da Bahia
publisher.none.fl_str_mv Universidade Federal da Bahia
dc.source.none.fl_str_mv Cadernos de Prospecção; Vol. 16 No. 3 (2023); 918-936
Cadernos de Prospecção; v. 16 n. 3 (2023); 918-936
2317-0026
1983-1358
reponame:Cadernos de Prospecção (Online)
instname:Universidade Federal da Bahia (UFBA)
instacron:UFBA
instname_str Universidade Federal da Bahia (UFBA)
instacron_str UFBA
institution UFBA
reponame_str Cadernos de Prospecção (Online)
collection Cadernos de Prospecção (Online)
repository.name.fl_str_mv Cadernos de Prospecção (Online) - Universidade Federal da Bahia (UFBA)
repository.mail.fl_str_mv cadernosdeprospeccao@gmail.com || maliceribeiro@yahoo.com.br || cadernosdeprospeccao@gmail.com || saionaraluna@gmail.com
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