Propuesta de un modelo de gestión para dinamizar emprendimientos rurales dentro del cambio de la matriz productiva, aplicación basada a la producción de mora de la parroquia El Altar.

Abstract

The present study has as objective to propose a management model to dynamize rural enterprises within the change of the productive matrix, application based on the mulberry production from El Altar parish. The research was of field and documentary, a transversal design was applied which started from a general situation and it was applied in El Altar parish. This study determined that the mulberry has a great acceptance in the market because around to 92% from Riobamba´s families like to eat this fruit, while the mulberry that is produced in El Altar parish is appetized to the Riobamba´s families, according to the analysis of the demand indicates that the 88% from these families will eat this fruit. Therefore, the producers from El Altar parish have a great opportunities to introduce in the market. It was concluded that the proposal of the management model becomes in a tool aimed to improve the production, marketing and aggregation of value of mulberry producer from El Altar parish since a perspective of articulation with public and private entities, focused from a vision with valued added from the demand but not from the offer.