Impact of inclusive marketing on Ecuadorian banana exports to the Indonesian market 2025
Article Sidebar
Main Article Content
Abstract
The banana export sector in the province of El Oro represents one of the country's main economic activities, standing out for its contribution to economic and social development. Given the cultural and religious demands of the Indonesian market, the study examined how inclusive marketing can facilitate the adaptation of Ecuadorian bananas to that destination. The objective of the research was to analyze the impact of inclusive marketing on Ecuadorian banana exports to the Indonesian market by 2025. Therefore, an applied, field-based, non-experimental, cross-sectional methodology was applied, using a study of specific situations. The research was based on the theory of the mixed approach (convergence), combining qualitative and quantitative methods. Theoretical methods such as historical-logical, analytical-synthetic, and inductive-deductive were used, along with empirical methods such as semi-structured interviews with representatives of the export sector and a documentary review of halal regulations and specialized literature. The results show that companies have begun adaptation processes, adjusting packaging and labeling and seeking certification. Most still face barriers related to a lack of awareness of religious requirements, a lack of technical assistance, and a limited incorporation of communication elements tailored to the Muslim market. Inclusive marketing has not yet been implemented by banana exporters in El Oro, highlighting the need for greater business and institutional preparation.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
1. Derechos de autor
Las obras que se publican en 593 Digital Publisher CEIT están sujetas a los siguientes términos:
1.1. 593 Digital Publisher CEIT, conserva los derechos patrimoniales (copyright) de las obras publicadas, favorece y permite la reutilización de las mismas bajo la licencia Licencia Creative Commons 4.0 de Reconocimiento-NoComercial-CompartirIgual 4.0, por lo cual se pueden copiar, usar, difundir, transmitir y exponer públicamente, siempre que:
1.1.a. Se cite la autoría y fuente original de su publicación (revista, editorial, URL).
1.1.b. No se usen para fines comerciales u onerosos.
1.1.c. Se mencione la existencia y especificaciones de esta licencia de uso.
Gabriela Estefanía Vásquez-Vásquez, Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0005-8325-8238
Gabriela Estefanía Vásquez Vásquez is an Ecuadorian national. Her final academic year was at the Remigio Geo Gómez Guerrero Educational Unit in the city of Huaquillas. She is currently a Foreign Trade student at the Technical University of Machala. She has participated in training courses related to exports and trade agreements and is applying for a third-level bachelor's degree in foreign Trade.
Janeth Maribel Yaguachi-Celi, Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0006-4225-4350
Yaguachi Celi Janeth Maribel, an Ecuadorian national, completed her final academic degree at the Klever Franco Cruz Educational Unit in the city of Machala. She is currently a Foreign Trade student at the Technical University of Machala. She has participated in training courses related to exports and trade agreements and is applying for a third-level bachelor's degree in foreign Trade.
Francisco Vladimir Benítez-Luzuriaga, Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0002-2872-2959
Faculty member at the Faculty of
Business Sciences of the Technical University of Machala, Machala, El Oro– Ecuador.
Engineer in Marketing, Master’s Degree in International Business with a specialization in Foreign Trade. Coordinator of the COMARK research group (International Trade and Marketing) and director of the research project “Internationalization of SMEs.”
He has 12 years of experience at the Internal Revenue Service. Since 2015, he has been working as a faculty member at the Technical University of Machala.
Luis Pastor Carmenate-Fuentes, Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0001-6057-2746
Professor at the Faculty of Business Sciences of the Technical University of Machala, Machala, El Oro-Ecuador. Bachelor of Education. Master's Degree in Higher Education. Ph.D. in Pedagogical Sciences. 45 years of experience in higher education. He has participated in research projects whose results he has presented at dozens of national and international scientific events. He has published several articles and books related to these results. He has held responsibilities related to academic and research management.
References
Alcaide, J. (2020). El avance de la economía indonesia:. Real Instituto Elcano.
Andrade, L., Souza, R., Silva, E., & Damasceno, A. (2020). MARKETING INCLUSIVO: UM ESTUDO DAS VANTAGENS DA DIVERSIDADE SOCIAL E COMO DEVE SER APLICADO PELAS ORGANIZAÇÕES. Capa, 1-11.
Argüelles, V., Hernández, A., & Palacios, R. (2021). Métodos empíricos de la investigación. Ciencia Huasteca Boletín Científico de la Escuela Superior de Huejutla, 33-34.
Cantos, V., & Velasco, A. (2024). Estrategias Competitivas y Sostenibilidad en el Sector Bananero: Un Estudio Basado en Percepciones y Prácticas Agrícola. REINCASOL, 5870-5893.
Datosmacro. (s.f.). Expansion/Datosmacro.com. Obtenido de Datosmacro.com: https://datosmacro.expansion.com/paises/indonesia
Doucet, H. (2008). Los métodos empíricos, ¿una novedad en bioética? REVISTA COLOMBIANA DE BIOÉTICA, 21-31.
Fabregat, L., Castañeda, E., & Díaz, J. (2017). Los métodos teóricos: una necesidad de conocimiento en la investigación científico-pedagógica. SCIELO, 250-253.
Fernández, G., Carrera, F., Arcos, G., & Molina, I. (2022). Marketing 4.0 orientado al turismo comunitario en la provincia de Tungurahua . ProSciences, 166-175.
Guerrero, J., Jácome, M., & Vásquez, E. (2024). Marketing inclusivo: ¿Cómo abordar la diversidad y la equidad en las estrategias. Revista Arbitrada Interdisciplinaria KOINONIA, 474-490.
Gutiérrez, S., & Legua, R. (2020). UTP Trabajo de Investigación: Importancia de la Certificación Halal en Exportación de Pollo a Emiratos Árabes. Studocu, 6-55.
Khusniati, R., Safira, M., & Muhammad, R. (2024). The Effectiveness of Accelerating Halal Product . Journal of Human Rights, Culture and Legal System , 449-476.
Kotler, P., Kartajaya, H., & Setiawan, I. (2012). Marketing 3.0. Madrid: LID.
Kotler, Philip; Keller, Kevin. (2006). Dirección del marketing. México. Obtenido de https://books.google.com.ec/books?id=CoHT8SmJVDQC&printsec=frontcover&dq=direcci%C3%B3n+de+marketing+kotler+y+keller+2016&hl=es&newbks=1&newbks_redir=0&source=gb_mobile_search&ovdme=1&sa=X&redir_esc=y#v=onepage&q&f=false
López, A., & Ramos, G. (2021). ACERCA DE LOS MÉTODOS TEÓRICOS Y EMPÍRICOS DE INVESTIGACIÓN: SIGNIFICACIÓN PARA LA INVESTIGACIÓN EDUCATIVA. Revista Conrado, 22-31.
Mendivelso, H., & Lobos, F. (2019). LA EVOLUCIÓN DEL MARKETING: UNA APROXIMACIÓN INTEGRAL. REVISTA CHILENA DE ECONOMÍA Y SOCIEDAD, 59-70.
OEC. (2022). Plátanos en Indonesia. Obtenido de OEC: https://oec.world/en/profile/bilateral-product/bananas/reporter/idn?utm_source=chatgpt.com
ProEcuador. (s.f.). Directorio de Exportadores ProEcuador. Obtenido de ProEcuador: https://sgrn.proecuadorb2b.com.ec/DIREX/Exportador/Index
Rivas, V. (2020). El rol de las marcas fabricantes ante las demandas sociales. Análisis del anuncio de cambio de marca de los productos “Negrita” por la empresa Alicorp. Correspondencias & Análisis, https://doi.org/10.24265/cian.2020.n12.05.
Rodríguez, A. (2024). COMPETITIVIDAD DE LOS PRODUCTOS ECUATORIANOS EN EL MERCADO. Manta: UNIVERSIDAD LAICA ELOY ALFARO DE MANABÍ.
Thompson, S. (2024). Inclusive Marketing. Obtenido de Marketing inclusivo: la guía definitiva: https://inclusionandmarketing.com/inclusive-marketing/#What_is_inclusive_marketing
Vazquez, A. (09 de mayo de 2023). Amarilio. Obtenido de Implementar el marketing inclusivo como valor agregado en tu negocio : https://amarilio.com.mx/implementar-el-marketing-inclusivo-como-valor-agregado-en-tu-negocio/
Villalba, D. (2023). La evolución del marketing a lo largo del tiempo: del marketing 1.0 al marketing 5.0. Revista de Análisis y Difusión de Perspectivas Educativas y Empresariales - RADEE, 3(5), 63-68, https://doi.org/10.56216/radee012023jun.a06.
Villalba, D. (2023). La evolución del marketing a lo largo del tiempo: del marketing 1.0 al marketing 5.0. Revista de Análisis y Difusión de Perspectivas Educativas y Empresariales - RADEE, 63-68.
Zhiminaicela, J., Quevedo, J., & García, R. (2020). LA PRODUCCIÓN DE BANANO EN LA PROVINCIAL DE EL ORO Y SU IMPACTO EN LA AGROBIODIVERSIDAD. Revista Metropolitana de Ciencias Aplicadas, 190-195.