Bibliographic citations
Meneses, J., Vilchez, E. (2017). Estudio de la marca-ingrediente: caso Juan Valdez, como factor de posicionamiento y contribución al aumento de exportaciones en el mercado del café [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/621556
Meneses, J., Vilchez, E. Estudio de la marca-ingrediente: caso Juan Valdez, como factor de posicionamiento y contribución al aumento de exportaciones en el mercado del café [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2017. http://hdl.handle.net/10757/621556
@misc{renati/365108,
title = "Estudio de la marca-ingrediente: caso Juan Valdez, como factor de posicionamiento y contribución al aumento de exportaciones en el mercado del café",
author = "Vilchez Carreño, Elviss Yahir",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2017"
}
Actually, in South America there are many coffee’s producer that have obtained, with government support, their own institutional framework for research and innovation, in order to obtain specialized technologies and services, focused on the development of the coffee industry, to be able to obtain better joint results for its export. In that context, we will take Colombia as an example. There is an institution called “Federación Nacional de Cafeteros” which was founded in 1927 with the objective to raise the standard of living of coffee growers and to show the quality of Colombian coffee in the world. Part of the work of the federation has been positioning Colombian coffee worldwide, for which it has used strategies like Brand - Ingredient with the creation in 1959 of the icon Juan Valdez. On the other hand, Peru has not had a specialized institution for the development and research of coffee yet, even when the coffee is one of the main agro-export product, Coffee should receive greater attention from the authorities as a Support to organized coffee growers associations to improve their shipments abroad. In conclusion, the present investigation is oriented to find the differences between the strategies and actions undertaken by the brand Café Juan Valdez and the work that has been carried out by the Peruvian coffee industry and its origin denomination. The purpose of this study is that Peru can use the experience of Juan Valdez to develop an identity, a name and a prestige, becoming internationally recognized, so it is proposed to analyze the viability of reproducing the Juan Valdez case.
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.