Resumo

ROJAS LOPEZ, Miguel David; SANCHEZ URIBE, Juan David  e  LONDONO VASQUEZ, Laura Marcela. An Innovation Strategy in Organic Fertilizer by Fuzzy Logic. Rev. Fac. Nac. Agron. Medellín [online]. 2015, vol.68, n.1, pp.7423-7439. ISSN 0304-2847.  https://doi.org/10.15446/rfnam.v68n1.47829.

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.

Palavras-chave : Strategic plan; value creation; marketing; agricultural.

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