OC-56: MODEL OF SUSTAINABLE MARKETING FOR AGRO INDUSTRIAL BUSINESSES IN GLOBAL MARKETS

J Pharm Pharmacogn Res 3(suppl. 1): S79, 2015

Proceedings of the 4th International Symposium on Pharmacology of Natural Products FAPRONATURA 2015  September 21st-25th, 2015; Cuban Society of Pharmacology. Topes de Collantes, Sancti Spiritus, Cuba.

Oral Communication

OC-56: MODEL OF SUSTAINABLE MARKETING FOR AGRO INDUSTRIAL BUSINESSES IN GLOBAL MARKETS: CASE OF AGRO INDUSTRIAL BUSINESSES INCUBATOR OF CAUCA (AGROINNOVA) AND THE ENTREPRENEURSHIP OF THE TECHNOLOGICAL BASE AND ITS EXPERIENCE OF THE RELATIONSHIP UNIVERSITY – BUSINESS – STATE

Agudelo O.

National University of Colombia. E-mail: olagudelol@unal.edu.co

 

The recent interest of the Colombian government in the development of science, technology and innovation has linked the practices of business to allow the results from an investigation process to the relationship University – Business – State to generate tradable products in potential markets. This lineament and the commercial needs of Cauca agro industrial businesses motivated the new design of a sustainable marketing model for small and agro industrial business with competitive strategy towards, new opportunities and challenges from the global market to meet, without losing autonomy over their findings. For this study, the pilot case is the process of business incubation developed by the Corporation Incubator of Agro industrial Business of Cauca – Agroinnova to Agroindustrias Savia S.A.S. It is a small company technologically based, that has used the results of the phytochemical characterization of plants Scutellaria incarnata Vent and Justicia pectoralis Jacq for the elaboration of natural extracts with positioning potential in the industry of the wellbeing. Once the variables that allow the entry of natural products to specialized markets have been analyzed, it was found that after performing the integrated business management made by the answers to the marketing management needs of other small agro industrial businesses optimizing the resources, reducing the costs of commercial, logistic and marketing representation in comparison to those made by each management member in an independent way and improve their local, national and international positioning and the sustainability of the small business.

Citation Format: Agudelo O (2015) Model of sustainable marketing for agro industrial businesses in global markets: case of agro industrial businesses incubator of Cauca (Agroinnova) and the entrepreneurship of the technological base and its experience of the relationship university – business – state. [Abstract]. In: Proceedings of the FAPRONATURA 2015; 2015 Sep 21-25; Topes de Collantes, Sancti Spiritus: CSF. J Pharm Pharmacogn Res 3(Suppl. 1): S79. Abstract nr OC-56.