Bibliographic citations
Blanco, O., Fernandez, G. (2022). Influencia de la marca sectorial “Superfoods Peru” en el desempeño de empresas exportadoras de arándanos de la region Lima en el periodo 2017-2020 [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/659943
Blanco, O., Fernandez, G. Influencia de la marca sectorial “Superfoods Peru” en el desempeño de empresas exportadoras de arándanos de la region Lima en el periodo 2017-2020 [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/659943
@misc{renati/1292206,
title = "Influencia de la marca sectorial “Superfoods Peru” en el desempeño de empresas exportadoras de arándanos de la region Lima en el periodo 2017-2020",
author = "Fernandez Cubas, Gladys Margarita",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
Peru has positioned itself as the number one exporter of fresh blueberries to the world, meeting the growing international demand for this superfood. It is for this reason that PROMPERU has included within its promotion strategies, the development of the country brand, as well as a series of brands for each sector. Within the sectoral brands that Peru has today, is "Superfoods Peru", which is what the research will be focusing on. The objective of this research is to understand the influence of the sectoral brand "Superfoods Peru" on the performance of blueberry exporting companies in the Lima Region during the 2017-2020 period, considering as dimensions of export performance the (i) market share, (ii) international sales price and (iii) international sales volume. Taking into account the background found, the research has a qualitative approach, and uses the semi-structured interview as a data collection tool. Fifteen interviews were conducted with representatives of PROMPERU, blueberry exporting companies and experts in the sector. Regarding the results, the hypothesis indicating that the sectoral brand "Superfoods Peru" influences the performance of blueberry exporting companies was not validated. This result is consistent with the minority of antecedents; and it is because the interviews showed that this tool is perceived as complementary to promotion strategies, but not as a resource that can make a difference.
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