The Michael Porter Diamond approach. Level of international competitiveness of the Mennonite cheesemaking industry in Cuauhtémoc, Chihuahua, Mexico

Abstract

Faced with globalization and its impacts on the promotion of trade, local consumers gained access to international brands and entrepreneurs were able to offer their goods and services in other climes, translating into an economic benefit. Unfortunately, many artisanal businesses, such as the cheesemakers of Cuauhtémoc in the state of Chihuahua, Mexico, do not enjoy these same effects, as they fail to implement technical processes or marketing strategies and their commercial vulnerability increases as a result. This study employed Michael Porter’s diamond model to assess this industry in terms of its competitiveness. The research is mixed: 26 cheesemakers were sampled, three experts in the field were interviewed, and the data was analyzed using SPSS software. It is concluded that the cheese cluster presents weaknesses in the relationships with suppliers and in the marketing networks, while a notable strength is the high product quality. Given these findings, an intercultural negotiation strategy between the various actors is proposed in order to maximize the potential of this distinctive regional product.

Frente a la globalización y sus impactos en el comercio internacional, los consumidores locales ganaron acceso a marcas internacionales y los emprendedores pudieron ofrecer sus bienes y servicios en otros climas, traducido en un beneficio económico. Desafortunadamente, muchos negocios artesanales, como los queseros de Cuauhtémoc en el estado de Chihuahua, México, no gozan de estos efectos al fallar en la implementación de procesos técnicos o estrategias de marketing, lo cual eleva su vulnerabilidad comercial. Este estudio emplea el modelo de Diamante de Michael Porter para caracterizar esta industria en términos de competitividad. El estudio recoge diversos elementos: un muestro a 26 queseros, 3 entrevistas a expertos en el campo y un análisis de datos aplicado con la herramienta SPSS. Se concluye que el clúster quesero presenta debilidades en su relacionamiento con proveedores y en las redes de marketing, mientras que presenta una fortaleza notable en la calidad del producto. Con dichos hallazgos, se propone una estrategia de negociación intercultural entre múltiples actores para maximizar el potencial de este distintivo producto regional.