Estrategias de marketing sostenible para potenciar la internacionalización de las empresas agroexportadoras de la ciudad de Machala.

Abstract

This article analyzes the most appropriate sustainable marketing strategies for the internationalization process, specifically aimed at agro-export companies in the city of Machala. Considering that today, companies feel a greater commitment and responsibility towards the environment and society in general, the benefits of integrating environmental conservation strategies focused on the sustainable development of the planet have been recognized, this being an important value within the current market. The general objective of the research is to promote the internationalization of agro-export companies, through the implementation of sustainable marketing strategies. The methodology that has been selected has a quantitative approach, for which the survey has been used as a study technique, applying a questionnaire of questions made up of 10 items, with a Likert scale from 1 to 5. The study sample was made up of 38 agro-export companies from the city of Machala. The results showed a positive interest on the part of these companies in the application of sustainable marketing strategies, however, there are still limitations regarding its application and for this it is essential to design a strategic marketing plan focused on promoting sustainability for make internationalization viable.