Published

2015-01-01

Una Estrategia de Innovación en Fertilizantes Orgánicos Mediante Lógica Difusa

An Innovation Strategy in Organic Fertilizer by Fuzzy Logic

Keywords:

Plan estratégico, generación de valor, mercadeo, insumos agrícolas. (es)
Strategic plan, value creation, marketing, agricultural inputs. (en)

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Authors

  • Miguel David Rojas López Universidad Nacional de Colombia
  • Juan David Sánchez Uribe Universidad Nacional de Colombia
  • Laura Marcela Londoño Vásquez Institución Universitaria Esumer
Las investigaciones previas aplicadas a la industria de los fertilizantes orgánicos se enfocan en solucionar un problema de manejo de sólidos y la generación de valor desde el punto de vista técnico, compostaje, humus, enriquecimiento en composición, sin enfocar los estudios a la estructura del negocio. Esta investigación muestra la implementación de una estructura comercial y conceptual del campo de los fertilizantes, permitiendo ofrecer al mercado un producto con características técnicas, precio y servicio novedosos, generando ventaja competitiva con respecto a los actores y sustitutos del mercado. Mediante la aplicación de lógica difusa se presenta una estrategia innovadora a nivel productivo y comercial, por medio de la aplicación de las técnicas de análisis morfológico y análisis de problemas, las cuales permiten identificar una combinación de características para formular la estrategia que luego es validada por medio de los empresarios del sector.
Previous research applied to industry of organic fertilizers are apply mainly to the solution of solids handling problem and generation of value from the technical standpoint, as composting, humus, enrichment in composition, without focusing the studies to the business structure. This research shows the implementation of a commercial and conceptual structure of the field of fertilizers, allowing offer the market a product with technical characteristics, price and service novel, generating competitive advantage regarding the actors and market substitutes. Through fuzzy logic it presents an innovative strategy at productive and commercial level, through morphological analysis technique and problem analysis, to identify combination of characteristics to formulate the strategy that then is validated through sector entrepreneurs.

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References

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