Social interactions and business portfolio among vegetable produc-ers in central Mexico
Main Article Content
Keywords
social networks analysis, Boston Consulting Group and Ansoff matrix.
Abstract
Objective: Analyze social interactions and business portfolio of vegetable producers in Central Mexico.
Design/methodology/approach: we worked with 16 small vegetable producers. Semi-structured questionnaires and periodic monitoring were used in field to collect data. A Social Network analysis was carried out to know social interactions between producers, and the Boston Consulting Group (BCG) and Ansoff matrix for the business portfolio.
Results: We found that the products with potential in the market were lettuce and nopal. Broccoli and squash represent low sales and low utility. Producers with a higher degree of centrality grow lettuce, broccoli and squash, so we suggested to develop strategies for introducing nopal.
Limitations on study/implications: It was necessary to deep in market and consumers analysis.