Resumo

OJEDA MANTILLA, Héctor; MONTOYA RESTREPO, Iván  e  MONTOYA RESTREPO, Luz Alexandra. Future Scenarios for the brand name phytosanitary agrochemical industry in the floriculture of Bogotá. Rev. Fac. Nac. Agron. Medellín [online]. 2015, vol.68, n.2, pp.7743-7753. ISSN 0304-2847.  https://doi.org/10.15446/rfnam.v68n2.50995.

Using the description of the importance of the floriculture sector and contrasting the identification of the behavior of brand name and generic products in the flower sector, future scenarios were identified for the creation of strategies of market permanence and positioning for brand name agrochemical products. In this case, representatives with broad experience in the floriculture sector of La Sabana de Bogota D.C. were selected, with whom the state of and possible projections for agrochemical products for the sector were evaluated with a prospective methodology. As a result, strategies were generated for achieving market permanence and positioning for brand name agrochemical products.

Palavras-chave : Strategy; positioning; prospective; marketing; brand name; future.

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