Resumo

JIMENEZ CASTANEDA1, Julio César; DOMINGUEZ HERNANDEZ, María Luisa  e  MARTINEZ CASTRO3, César Julio. Estrategias y competitividad de los negocios de artesanía en México. Pensam. gest. [online]. 2009, n.26, pp.165-190. ISSN 1657-6276.

A structured survey was applied to 337 firms of handcrafts in the Mexican Republic in order to analyze the innovation effect on the manufacturing strategies-competitiveness and marketing strategies-competitiveness relationships. The findings show that pricing is the most used marketing strategy and quality product is the most used manufacturing strategy. The findings also show that there is a positive and direct relation between manufacturing and marketing strategies and competitiveness. Innovation seen as a variable does not modify those relationships, but the dimensional analysis shows the innovation effect on the relationship among opportunity cost, process flexibility, owner's satisfaction, middleman services, firm prestige and advertising.

Palavras-chave : Innovation; manufacturing strategy; marketing strategy; competitiveness; México.

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