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Abstract
Objective: Identify the marketing factors that have made it possible for the Agroab cooperative to remain in the preference of its consumers, by describing its value network.
Design/methodology/approach: To determine the success factors of the Agroab cooperative, the actors and their interactions were documented using the value network methodology, identifying its suppliers, consumers, complementers and competitors.
Results: The Agroab cooperative has been in the market for 20 uninterrupted years, a period in which it has promoted the improvement of the living conditions of its members, creating value for its network of clients, complementers and suppliers. Likewise, it presents characteristics typical of fair trade, although it still needs to form marketing networks that are alternatives to conventional trade.
Limitations on study/implications: It is suggested for future research to analyze the operation of the Agroab cooperative considering the different solidarity alternatives to the conventional market, describing its social business model and the cooperation networks it establishes in its production, transformation and marketing processes of products.
Findings/conclusions: Agroab is characterized by offering quality products at fair prices to its consumers through direct deals that eliminate intermediaries and contribute to the development of agribusiness.