Canales de distribución y estrategias de comercialización para la flor colombiana en los Estados Unidos: un marco conceptual
DOI:
https://doi.org/10.1016/S0123-5923(12)70222-XKeywords:
Empresas floricultoras, canales de distribución, comercialización, ColombiaAbstract
El floricultor colombiano no puede desconocer los cambios en tendencias de consumo ni la consolidación del canal retail en su mercado principal, USA. El cuál generará un alto impacto en las características del negocio y el papel de los jugadores en la cadena de suministros. El objetivo de este estudio exploratorio utilizando casos múltiples, es presentar un marco de oportunidades para fortalecer la comercialización de la flor y estructurar canales de distribución acordes a las necesidades del consumidor norteamericano y a los cambios en los hábitos de compra. Las conclusiones, proponen las acciones a emprender por las empresas floricultoras estudiadas a fin de incrementar su competitividad y resolver su dilema actual: contraer oferta para mejorar el precio de venta o incrementar demanda.
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