Estudio de caso modelos de negocio en el sector de la agricultura del tomate de Colombia y México

Abstract

This case study focuses on the evaluation of business models in the tomato industry in Baja California, Mexico, and Santander, Colombia. The main objective is to contrast the characteristics, behaviors, and challenges of tomato agriculture in both regions. Through a research approach, a bibliometric review was used to characterize the sector, analyzing differences in technology, market structure, and productive orientation. Key indicators to measure efficiency and competitiveness were identified, such as total production, exports, and investment in agricultural technology. The results indicate that Baja California, with its advanced infrastructure and focus on exports, has a more developed and competitive business model compared to Santander, where traditional agricultural techniques and a focus on the domestic market predominate. The discussions highlight the need to improve the technological infrastructure in Santander and foster partnerships to increase its competitiveness. This study provides an analytical framework to understand the challenges and opportunities of the tomato sector in both regions, offering bases for future development strategies