Resumo

LOPEZ PALACIOS, María Guadalupe; MUNOZ RODRIGUEZ, Manrrubio; LEOS RODRIGUEZ, Juan Antonio  e  CERVANTES ESCOTO, Fernando. Innovation in value in the Mexican beef industry: Strategies followed by market leaders. Rev. mex. de cienc. pecuarias [online]. 2010, vol.1, n.4, pp.417-432. ISSN 2448-6698.

An analysis of innovation in value strategies followed by Mexican beef market leaders for competitive positioning is offered in the present paper. Using the methodology suggested by W.C. Kim and R. Mauborgne (2005), known as the Blue Ocean Strategy, nine different categories with their respective variables were laid down in favor of building strategic maps of the ten selected enterprises. Areas in which the Mexican beef industry most invests are shown in those maps: animal production items which directly affect beef quality (breed, age, weight, finishing); product presentation and market diversification. However, what really sets these firms apart is how they integrate their production chain, the range of products offered, food safety programs and certification used or obtained customer services and marketing strategies.

Palavras-chave : Innovation in value; Blue Ocean Strategy; Beef industry; Market leaders.

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