Abstract
This paper analyzes the Protected Designation of Origin (PDO) as a factor of innovation in the Coffee Pluma geographical region in Oaxaca, Mexico, a vital tool to solve the problem of the actual crisis in the chain and for the new context of business and markets in the post-COVID 19 era due to the need for new marketing methods. Two case studies are presented under the Global Value Chain (GVC) methodology proposed by Gereffi et al. (1994, 2005, 2018) with a contribution from the conceptual framework of Geographical Indications (GI) used by Belletti et al. (2017) to analyze the PDO as an innovation. The first are small-size producers and the second are medium-size producers, both considered as small companies by the number of people employed. Even on a small scale, the coffee sector, through the appellation of origin, has the potential to generate economic benefits in the place of origin by promoting the development of two other economic sectors such as tourism and retail marketing. Likewise, it gives a comprehensive answer considering the business economic field and incorporating, as required by the current reality, other capitals such as social, cultural and environmental. The aim of this chapter is to evaluate the benefits that coffee sector, will obtain and generate through this sectorial and territorial development tool, considering that the G.I. emerges as an option to improve production by acquiring the exclusivity of producing coffee within that region to achieve sustainable development faced with the new reality.
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Notes
- 1.
The original categories are producer-driven and buyer-driven chains in the original Gereffi’s paper. Later, a new classification was proposed, but in the literature, is not used for classifying the whole chain, but specific nodes.
- 2.
Candelaria Loxicha, Pluma Hidalgo, San Agustín Loxicha, San Baltazar Loxicha, San Bartolomé Loxicha, San Francisco Ozolotepec, San Gabriel Mixtepec, San Juan Lachao, San Juan Ozolotepec, San Mateo Piñas, San Miguel del Puerto, San Miguel Panixtlahuaca, San Pablo Coatlán, San Pedro el Alto, San Pedro Pochutla, Villa de Tututepec de Melchor Ocampo, Santa Catarina Juquila, Santa Catarina Loxicha, Santa María Huatulco, Santa María Ozolotepec, Santa María Temaxcaltepec, Santiago Xanica, Santiago Yaitepec, Santos Reyes Nopala, Tataltepec de Valdés, Putla Villa de Guerrero, San Pedro Mixtepec, San Marcial Ozolotepec, San Sebastián Coatlán and San Jerónimo Coatlán.
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Velázquez Salazar, M., Pérez Akaki, P. (2021). Small Coffee Companies and the Impact of Geographical Indications as Productive Innovation in Mexico in the New Reality. In: Dávila-Aragón, G., Rivas-Aceves, S. (eds) The Future of Companies in the Face of a New Reality. Springer, Singapore. https://doi.org/10.1007/978-981-16-2613-5_8
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