Marketing Strategy Proposals for the Valorization of Geographical Indication Products from Alagoas
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Data de Publicação: | 2023 |
Outros Autores: | , , |
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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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 |
_version_ |
1799319848849768448 |