Introduction:

The artisan activity, besides being part of the culture, represent an income opportunity for many families in Mexico. There are few diagnoses that show the dynamics of this activity and from which actions can be proposed to strengthen it; therefore, the objective of this work was to identify the value chain conditions of the Tabasco embroidered strip handicraft of the municipality of Nacajuca, Tabasco, whose study serves as framework for future marketing strategies.

Method:

The research method followed the qualitative approach with a phenomenological design, ten semi-structured interviews with artisan leaders and five focus groups with artisan producers were carried out, all of them were embroidered strip artisans from the municipality of Nacajuca, Tabasco. The information obtained was processed and studied through the method of content analysis.

Results:

The findings show the activities of each link of the value chain and illustrate that it is necessary to improve the links of human resources, infrastructure, internal logistics, marketing and services, in consequence, actions are also proposed to strengthen them.

Conclusion:

This work shows that making adjustments in the weak links may contribute to the improvement of the value chain and lays the foundation for the design of strategies that improve the income of artisans. The elements of the embroidered strip value chain described in this study represent an opportunity to open new lines of research in a little-studied context.

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