Dashboard for the Analysis of the Profitability of Coffee Marketing Strategies in Coffee Growers’ Societies

Authors

DOI:

https://doi.org/10.5281/zenodo.8114941

Keywords:

Dashboard, coffee growers,, coffee marketing, profitability

Abstract

The objective is to determine the impact of a dashboard to interpret the profitability of coffee marketing strategies of coffee growers without financial knowledge. To test the hypothesis, the methodology was empirical research with a mixed approach and a cross-sectional design through a
case study, conducting the analysis in four phases, the main one consisting of an a priori solution that triggered the development of a web-based dashboard. This was implemented in a social solidarity society of coffee growers. The results show that the overall profitability is 0.01. This shows that coffee growers are unaware of the profitability of their business because of commercial strategies that are not being followed because they do not know how to interpret financial data. Likewise, financial and knowledge deficiencies of coffee growers are identified. In conclusion, this tool has a significant influence on
business orientation based on the analysis of business profitability.

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Author Biographies

Selene Reyes Mendoza, Universidad Veracruzana

Maestra en Ingeniería Administrativa y licenciada en Contaduría. Docente de la Facultad de Negocios y Tecnologías (campus Ixtaczoquitlán) de la Universidad Veracruzana, México.

Edna Araceli Romero Flores, Instituto Tecnológico de Orizaba

Doctora en Planeación Estratégica y Dirección de Tecnología. Maestra en Finanzas Internacionales. Contadora pública. Profesora de tiempo completo en el Instituto Tecnológico de Orizaba; Tecnológico Nacional de México.

Oscar Yahevh Carrera Mora, Universidad Veracruzana

Doctor en Ciencias Administrativas y Gestión para el Desarrollo. Docente de la Facultad de Negocios y Tecnologías (campus Ixtaczoquitlán) de la Universidad Veracruzana, México. Miembro del Sistema Nacional de Investigadores.

Nuria Ortega Petterson, Instituto Tecnológico de Orizaba

Profesora de tiempo completo en el Instituto Tecnológico de Orizaba; Tecnológico Nacional de México. Maestra en Ciencias en Ingeniería Administrativa. Licenciada en Administración de Empresas.

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Published

2023-08-04

How to Cite

Reyes Mendoza, S., Romero Flores, E. A., Carrera Mora, O. Y., & Ortega Petterson, N. (2023). Dashboard for the Analysis of the Profitability of Coffee Marketing Strategies in Coffee Growers’ Societies. Universita Ciencia, 11(31), 3–16. https://doi.org/10.5281/zenodo.8114941

Issue

Vol. 11 No. 31 (2023): New Era: Discussions About Science and DESCA

Section

Artículos

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