La innovación en el proceso de comercialización de artículos artesanales en Huehuetonoc, Gro.

Abstract

The objective of this research was to analyze and propose alternatives to innovate in the commercialization of artisanal products made in the community of Huehuetonoc, municipality of Tlacoachistlahuaca, Gro., Mexico. Starting from a visible socioeconomic problem that persists in the locality, suffered mainly by indigenous women (Amuzgas), and reflected in the lack of opportunities and the validity of a process of intermediary that affects the assignment of unfair prices to typical clothing products such as huipil, made using the backstrap loom technique. For this reason, it is reflected to give guidelines to initiatives that affect the quality of life of these artisans, in addition to knowing and analyzing the way in which the artisans market their products; likewise, work was done to be participants in the search for new markets through digital platforms that allow access at a fair price to typical clothing made in the area. To this end, the involvement of authorities at the municipal level was promoted, under the premise that the production and marketing of backstrap loom products has been a representative productive factor at the regional/state level, part of the identity and cultural heritage of the municipality. The proposal to innovate market-wise aims to generate self-employment and productive organization, as a strategy for a significant improvement in the economic income of Amuzga artisans. To carry out the work, qualitative and quantitative methodology was used, with a predominance of the former, with participatory research and ethnography being important support approaches, in addition to several exploratory techniques linked to innovation and marketing.