Estrategias socio organizacionales y de comercialización que inciden en la sostenibilidad de organizaciones productoras de leche en la parroquia Jima

Abstract

This study presents the importance of the socio-organizational and marketing strategies of the livestock organizations of the Jima parish, considering that they are fundamental actors in the value chain of dairy production, facing influences of social and organizational variables that affect the incidence of their sustainability, justifying itself from a sociological approach, framed in a line of socio-economic analysis, contributing to scientific knowledge in a field where there are few studies from the social area. This study adopts a mixed approach, starting from the quali-participatory, focused mainly on the qualitative part, considering the quantitative as complementary. It is a descriptive case study design. Data collection was carried out through focus group and survey techniques, directed to active producers of milk production and marketing organizations. Sampling for the focus group was done randomly considering 6 representatives of the collection centers and a representative of the Gad Parroquial Jima; The results are presented by objectives with the use of Sankey diagram and SWOT analysis, considering that this research seeks to identify the socio-organizational and marketing strategies of the milk producing organizations, similarities and differences of strategies based on the literature with strategies of this study, in addition to strategic proposals for milk producing organizations that are part of this study.