Diseño de un modelo asociativo para comercializar productos agrícolas en el Departamento de Cundinamarca mediante el enfoque de Marco Lógico

Abstract

The marketing of agricultural products in the department of Cundinamarca is affected by a high dependence on intermediary chains, which significantly reduces the income of rural producers, limits their negotiating power, and perpetuates conditions of economic inequality, despite the sector's relevance to food security and regional development. In this context, this thesis proposes the following objective: "To design an associative business model that facilitates the direct marketing of agricultural products in the department of Cundinamarca, based on the Logical Framework methodology, in order to strengthen associations, reduce intermediation, and promote equitable and sustainable market access." The research was conducted using a qualitative, descriptive, and propositional approach, applied to the design of an associative business model for agricultural producers in Cundinamarca. Situational analysis techniques, document review, and stakeholder mapping were used, allowing for the identification of the causes and effects of commercial intermediation and the structuring of a methodological proposal aligned with the Logical Framework approach. This thesis aims as its main result to propose an associative business model that integrates organizational, commercial, and strategic components, aimed at strengthening collective bargaining capabilities, improving market access, and optimizing direct marketing processes. The results obtained show that associativity can become a viable alternative for improving the economic conditions of rural producers and contributing to the territorial development of the Cundinamarca department.