Estrategia de mercadotecnia para el servicio Biofábrica del Instituto de Biotecnología de las Plantas (IBP) hacia Latinoamérica y el Caribe
Fecha
2013-06-25
Autores
Pérez Jiménez, Leyane
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Editor
Universidad Cetral "Marta Abreu" de Las Villas
Resumen
La presente investigación tuvo como objetivo diseñar una estrategia de
mercadotecnia para el servicio Biofábrica del Instituto de Biotecnología de las
Plantas (IBP) hacia América Latina y el Caribe (ALC). El paradigma cuantitativo
constituye la base metodológica que sustentó el desarrollo de la investigación. Se
utilizaron diferentes instrumentos de recogida de información para la consecución
de la investigación, tales como: Revisión de Documentos, Entrevistas
Estructuradas y Cuestionario.
El procesamiento y análisis de datos se auxilió en el procesador estadístico
para Ciencias Sociales (SPSS) para WINDOWS, Versión 11.5, el cual informatizó
los datos y precisó los cálculos realizados.
La investigación demostró que los proyectos integrales de Biofábricas se
consideran el servicio líder exportable en el IBP y uno de los principales en el
Ministerio de Educación Superior. Además, se pudo constatar que la gestión de la
mercadotecnia en el Centro de Investigación es deficiente en relación al servicio
Biofábrica y que el entorno de mercadotecnia del servicio Biofábrica presenta un
panorama favorable para penetrar el mercado latinoamericano. En este sentido se
diseño una estrategia de mercadotecnia para el servicio Biofábrica. La estrategia
de mercadotecnia tributa a que se eleve la visibilidad del servicio de alto valor
agregado, resultado de la actividad científica del centro, y se facilite su
comercialización a nivel internacional. Se recomienda, aplicar la estrategia de
mercadotecnia del servicio Biofábrica del IBP hacia América Latina y el Caribe.
The present research work had as objective to design a marketing strategy for the service Biofactory of the Institute of Biotechnology of the Plants (IBP) toward Latin America and the Caribbean (ALC). The quantitative paradigm constitutes the methodological base that sustained the development of the research. Different instruments of collection of information were used for the attainment of the research, such as: Revision of Documents, Structured Interviews and Questionnaire. The process of the analysis of data was carried out by the Statistical Processor Social for Science (SPSS) for WINDOWS, Version 11.5, which computerized the data and specified the calculations. The research demonstrated that the integral projects of Biofactories are considered the main exportable service in the IBP and one of the main in the Ministry of Higher Education. Also, it was confirmed that the administration of the marketing in the Investigation Center is faulty in relation to the Biofactory service and the environment of marketing service presents a favorable panorama to penetrate the Latin American market. It was designed a marketing strategy for the Biofactory service. The marketing strategy contributes to increase the visibility of the service of high added value as a result of the scientific activity of the center activity of the center, what will facilitate its commercialization worldwide. It is recommended, to apply the marketing strategy for the service Biofactory of the Institute of Biotechnology of the Plants (IBP) toward Latin America and the Caribbean (ALC).
The present research work had as objective to design a marketing strategy for the service Biofactory of the Institute of Biotechnology of the Plants (IBP) toward Latin America and the Caribbean (ALC). The quantitative paradigm constitutes the methodological base that sustained the development of the research. Different instruments of collection of information were used for the attainment of the research, such as: Revision of Documents, Structured Interviews and Questionnaire. The process of the analysis of data was carried out by the Statistical Processor Social for Science (SPSS) for WINDOWS, Version 11.5, which computerized the data and specified the calculations. The research demonstrated that the integral projects of Biofactories are considered the main exportable service in the IBP and one of the main in the Ministry of Higher Education. Also, it was confirmed that the administration of the marketing in the Investigation Center is faulty in relation to the Biofactory service and the environment of marketing service presents a favorable panorama to penetrate the Latin American market. It was designed a marketing strategy for the Biofactory service. The marketing strategy contributes to increase the visibility of the service of high added value as a result of the scientific activity of the center activity of the center, what will facilitate its commercialization worldwide. It is recommended, to apply the marketing strategy for the service Biofactory of the Institute of Biotechnology of the Plants (IBP) toward Latin America and the Caribbean (ALC).
Descripción
Palabras clave
Ciencia, Tecnología e Innovación, Biofábrica, Instituto de Biotecnología de las Plantas, Herramientas de Mercadotecnia, Estrategia de Mercadotecnia