<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1657-6276</journal-id>
<journal-title><![CDATA[Pensamiento & Gestión]]></journal-title>
<abbrev-journal-title><![CDATA[Pensam. gest.]]></abbrev-journal-title>
<issn>1657-6276</issn>
<publisher>
<publisher-name><![CDATA[Fundación Universidad del Norte - Barranquilla, Colombia.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1657-62762020000100195</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Aplicación del etnomarketing para la comercialización sostenible de pequeños productores]]></article-title>
<article-title xml:lang="en"><![CDATA[Role of ethnomarketing in the sustainable commercialization of small producers]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cuevas Albarrán]]></surname>
<given-names><![CDATA[Valeria Betzabé]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Intercultural Maya de Quintana Roo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2020</year>
</pub-date>
<numero>48</numero>
<fpage>195</fpage>
<lpage>222</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S1657-62762020000100195&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S1657-62762020000100195&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S1657-62762020000100195&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen A partir de una propuesta conceptual que integra al etnomarketing, se consideraron 25 variables del canal de comercialización que usan pequeños productores en el estado de Quintana Roo, México, y se aplicó el método Fuzzy Delphi como técnica prospectiva de consulta a expertos para determinar los factores de sostenibilidad comercial de su producción. Se implementaron las siguientes fases 1) formulación del problema, 2) elección de los expertos, 3) elaboración del cuestionario (paralelo a la fase 2), 4) lanzamiento de los cuestionarios (desarrollo práctico) y 5) análisis de los resultados. Tres de las variables estudiadas fueron consensadas con el 100% de los expertos: a) Identificar las preferencias de consumo; b) Pagar al productor un precio justo por el producto; y c) La participación de los productores de las comunidades locales en la comercialización. Las otras 20 variables, tales como el factor cultura, distancia del punto de producción al consumo, sistema de producción, entre otros, recibieron el consenso del 95% de los expertos. Los resultados sugieren que los modelos de comercialización sostenible para los pequeños productores en Quintana Roo, México, deben tomar en cuenta que se lleva a cabo en una sociedad multicultural, incorporar conocimiento local y símbolos presentes en las culturas participantes. Para ello es importante promover el involucramiento de organizaciones de la sociedad civil, el sector público y privado e instituciones de investigación, en el proceso.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Considering 25 direct variables from the commercialization channel of small producers in Quintana Roo, Mexico, and in the context of ethno-marketing, the Fuzzy Delphi method was used to consult experts with the objective of determining components for developing a model of sustainable commercialization. The following phases were implemented: 1) Defining the problem; 2) Selection of experts: 3) Defining the survey; 4) Implementing the survey; 5) Analysis of results. Three variables received unanimous consensus from the experts: a) Identification of consumer's preferences; b) Paying the producer a just price; and c) Local producers participating in the commercialization of their products. The other 20 variables, which include elements from culture, distance, farming systems, and the like, were agreed upon by 95% of the experts. The results suggest that sustainable commercialization models for small producers in Quintana Roo, Mexico, must take into account a multicultural society, incorporate local knowledges and consumption symbols present in all cultural components. To do so it is important to promote the involvement of nongovernmental organizations, public and private sectors and research centers in the process.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[sostenibilidad]]></kwd>
<kwd lng="es"><![CDATA[etnomarketing]]></kwd>
<kwd lng="es"><![CDATA[comercio justo]]></kwd>
<kwd lng="es"><![CDATA[simbolismo y agroecología]]></kwd>
<kwd lng="en"><![CDATA[sustainability]]></kwd>
<kwd lng="en"><![CDATA[ethnomarketing]]></kwd>
<kwd lng="en"><![CDATA[agroecology]]></kwd>
<kwd lng="en"><![CDATA[symbolism]]></kwd>
<kwd lng="en"><![CDATA[fair trade]]></kwd>
</kwd-group>
</article-meta>
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