Associativity and value chains: A case study of a collective brand of mezcal in Guanajuato, México

Abstract

Purpose: The purpose of this research is to analyze the associativity in the value chain of a collective brand of mezcal in San Felipe, Guanajuato, México.

Design/methodology: The methodology was based on a case study with a mixed approach. The 2019 Economic Censuses are analyzed, and semi-structured interviews were applied.

Findings: The results reveal that from the association and governance in the value chain of the brand, its development has been achieved, leading it to a better position in the market.

Practical implications: Among the implications is that associativity allows generating strategies and articulating efforts, through collaboration between the various actors in the chain.

Originality/value: The originality lies in the study of associativity as a fundamental element for small companies to face the market and be competitive, based on the cooperation between internal and external actors that make up the value chain.