La cultura y las etnias de las regiones de Colombia como variables de competitividad en la empresa pijamas Ágape

This research was carried out with the purpose of generating a set of strategies in favor of the transformation of the portfolio of the company pajamas Agape looking for its competitiveness through cultural and ethnic factors of the Pacific region of Colombia. For the development of the study, a qualitative-documentary methodology was used, which focused on the exploration and analysis of a set of documents that revealed the most relevant characteristics of the Emberá Chamí and Waunana ethnic groups and identify success stories of companies that have been inspired by indigenous groups to create products. According to the results of the study, the company Agape can focus its strategies on the theory of the 4P (Marketing Mix), based on the components or cultural characteristics of the explored ethnic groups, since these are constituted as the raw material or the base for the innovation and, consequently, the key element for the improvement of its competitiveness.

• Autores: Arroyave Piedrahita, Valentina; Valencia Cuesta, Diana Vanessa
• Fecha de publicación: 2019
• Institución: Universidad de San Buenaventura
• Repositorio: Repositorio USB
• Idioma: spa
• OAI Identifier: oai:bibliotecadigital.usb.edu.co:10819/7587
• Acceso en línea: http://hdl.handle.net/10819/7587
• Palabra clave: Componentes culturales; Estrategias; Innovación; Competitividad; PYMEs; Marketing Mix; Cultural components; Strategies; Innovation; Competitiveness; Empresas; Culturas indígenas; Creatividad; Creatividad en la empresa
• License: Atribución-NoComercial-SinDerivadas 2.5 Colombia