Estrategia para la innovación en el proceso de comercialización de artesanías de barro del municipio de Ráquira

Abstract

Handicrafts are part of the main economic activity of the municipality of Ráquira, Boyacá, Colombia. However, the commercialization process is mainly carried out through traditional channels, which does not allow the market for these products to be potentiated. That is why, in this article, the results of the research that sought to identify such processes are shown, evaluating the methods used by the craftsmen of the town, to integrate an innovative strategy in the commercialization process that can be applied by the merchants. With a descriptive approach, through questionnaires and conversations with artisans, it was possible to determine the interest in wanting to use a digital marketing strategy to expose and sell their products with added value, as is to highlight family tradition and the exhausting labor of the craftsman to create a handmade product. It is concluded that an opportunity for digital innovation for commercialization is the creation of an association focused on teamwork to develop a profile in one of the most extensive social networks, which allows artisans to increase their sales and recognition of clay crafts on these media.