Competitive strategies in the value chain of family businesses run by female potters in the municipality of Santa María Atzompa, Oaxaca

Abstract

In this research analyzes the activities carried out throughout the value chain of family businesses run by female potters in the municipality of Santa María Atzompa, with the aim of contributing to the development of strategies that can foster greater competitiveness in the market. Applying the Participatory Action Research (PAR) method, the experiences, perceptions, and proposals of the artisans are directly incorporated, generating an analysis that combines academic and community knowledge, promoting collective reflection. Among the most important findings, the marketing and sales area is less developed within their value chain, creating an opportunity to implement differentiation as a strategy. Furthermore, the potters are aware of the importance of innovation as a competitive tool.