Rainforest Alliance certification as a competitive strategy for the Ecuadorian agricultural export sector
Keywords:
International Trade, sustainable development, differentiation strategy, Rainforest Alliance
Abstract
The transformations that international markets are undergoing are a constant that companies must face for their commercial expansion, testing their ability to respond and adapt to new scenarios. To comply with strict regulations and win the trust of consumers, exporters are adopting different types of certification as a strategy to manage sustainability in demanding markets. The objective of this work is to identify the influence of the Rainforest Alliance certification on the competitiveness of Ecuadorian exporting companies in the international market. The analysis focuses on various products in the agricultural sector. The analytical-synthetic theoretical method has been used to review articles in scientific journals and bibliographic documents of official institutions. Among the main results, it stands out that this
certification contributes significantly to the protection of the environment, equity and the economic viability of the company. It is concluded that by applying this environmental seal, benefits are obtained in the farms or companies by increasing production, allowing access to new markets.
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References
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Brüning Larsen, S., Masi, D., Jacobsen, P., & Godsell, J. (2018). How the reverse supply chain contributes to a firm’s competitive strategy: a strategic alignment perspective. Production Planning & Control, 29(6), 452-463. https://doi.org/10.1080/09537287.2017.1390178
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Fantin Soares, F., & De Lara Hungaro, O. A. (2020). A certificação Rainforest Alliance em uma propriedade rural no município de Tangará da Serra-MT. Revista de Empreendedorismo e Inovação Sustentáveis, 6(1), 51-68. Retrieved from http://revista.isaebrasil.com.br/index.php/EGS/article/view/92/71
Gallegos, M. C., Beltrán, L. I., Calderón, L. C., & Guerra, V. R. (2020). La diferenciación como estrategia de competitividad en el sector florícola del Cantón Cayambe (Ecuador). Revista Espacios, 41(10). Retrieved from https://www.revistaespacios.com/a20v41n10/a20v41n10p02.pdf
González Ordóñez, A. I. (2018). Las certificaciones ambientales ecuatorianas en la competitividad de las empresas. INNOVA Research Journal, 3(10.1), 55-67. https://doi.org/10.33890/innova.v3.n10.1.2018.785
Guedes Pinto , L. F., Gardner , T., McDermott , C. L., & Lara Ayub , K. O. (2014). Group certification supports an increase in the diversity of sustainable agriculture network–rainforest alliance certified coffee producers in Brazil. Ecological Economics, 107, 59-64. https://doi.org/10.1016/j.ecolecon.2014.08.006
Heiss, G. (2017). Influencing Factors and the effect of organizational capabilities on internationalization strategies for German SMEs in the MedTech Industry. Management Studies, 5(4), 263-277. https://doi.org/ 10.17265/2328-2185/2017.04.001
Job, M., & Nyongesa, M. B. (2016). Product differentiation strategy for competitive advantage in kenya cooperative creameries. Africa International Journal of Management Education, 1(3), 1-9. http://www.oircjournals.org/images/journals/product_differentiation_strategy_for_competitive_advantage.pdf
López Zapata, E., López Moros, G. P., & Agudelo Muñoz, S. (2019). Relación entre Estrategias Competitivas y Tipos de Aprendizaje Organizativo en Empresas Colombianas. Información tecnológica, 30(5), 191-202. https://doi.org/10.4067/S0718-07642019000500191
Martinez García, J. D., Rios Vargas, C. F., & Sanmiguel Jaimes, E. M. (2017). Evaluacion de la percepcion que tienen los caficultores frente la certificacion rainforest alliance de las provincias comuneras y guanenta, departamento de santader. Innovando En La U(9), 53-72. https://doi.org/10.18041/2216-1236/innovando.9.2017.3896
Mena Vásconez, P., Vos, J., Van Ommen, P., & Boelens, R. (2018). Flores, acaparamiento del agua y responsabilidad empresarial social: certificación de la producción de rosas y reclamos por la justicia ambiental en el Ecuador. Cuadernos de geografía(101), 189-214. https://doi.org/10.7203/CGUV.101.13727
Méndez Naya, J. (2017). Fusiones horizontales de empresas y estrategias de diferenciación de producto. Estudios de Economía, 44(2), 45-58. https://doi.org/10.4067/S0718-52862017000200173
Mintzberg, H., Brian Quinn, J., & Voyer, J. (1997). El proceso Estrategico: Conceptos, contextos y casos. México: Pearson Educación.
Mitiku, F., Maertens , M., De Mey, Y., & Nyssen, J. (2017). Do Private Sustainability Standards Contribute to Income Growth and Poverty Alleviation? A Comparison of Different Coffee Certification Schemes in Ethiopia. Sustainability, 1-21. https://doi.org/10.3390/su9020246
Mora Córdova, D. E., Lituma Loja, A. A., & González Illescas, M. L. (2020). Las certificaciones como estrategia para la competitividad de las empresas exportadoras. INNOVA Research Journal, 5(2), 113-132. https://doi.org/10.33890/innova.v5.n2.2020.1274
Morán Montalvo, C. O., Cárdenas Zambrano, C. S., & Elena, C. S. (2019). Característiccas de la responsabilidad social empresarial de las pymes en Ecuador. Caso de estudio: hacienda nueva colonia. Revista ECA Sinergia, 10(3), 131-144. https://doi.org/10.33936/eca_sinergia.v10i3.1558
Munasinghe, A., Cuckston, T., & Rowbottom, N. (2021). Sustainability certification as marketisation: Rainforest Alliance in the Sri Lankan tea production industry. Accounting Forum, 45, 247-272. https://doi.org/10.1080/01559982.2021.1893053
Omondi Ochieng , B., Hughey , K. F., & Bigsby, H. (2013). Rainforest Alliance Certification of Kenyan tea farms: a contribution to sustainability or tokenism? Journal of Cleaner Production, 39, 285-293. https://doi.org/10.1016/j.jclepro.2012.07.048
Onufrey, K., & Bergek, A. (2021). Transformation in a mature industry: The role of business and innovation strategies. Tecnovación, 105. https://doi.org/10.1016/j.technovation.2020.102190
Pavlović, N., & Čelić, I. (2020). The analysis of competitive strategies from the perspective of small and medium enterprises. Hotel and Tourism Management, 8(1), 101-110. https://doi.org/10.593./ menhottur2001101P
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Rainforest Alliance. (2020, junio). Valores de Referencia de Salarios Dignos por país. Retrieved from https://www.rainforest-alliance.org/wp-content/uploads/2020/06/Anexo-10-Valores-de- Referencia-de-Salarios-Dignos-por-pa%C3%ADs.pdf
Rainforest Alliance y UTZ. (2021a). Informe de Datos de Certificación del Café 2020. Programas de Rainforest Alliance y UTZ. Retrieved from https://www.rainforest-alliance.org/es/resource- item/informe-de-datos-de-certificacion-del-cafe-2020/
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Sallenave, J. P. (1994). La gerencia integral: no le tema a la competencia, témale a la incompetencia. Bogotá: Editorial Norma.
Sellare, J., Meemken, E. M., Kouamé, C., & Qaim, M. (2020). Do Sustainability Standards Benefit Smallholder Farmers Also When Accounting For Cooperative Effects? Evidence from Côte d'Ivoire. American Journal of Agricultural Economics, 102(2), 681-695. https://doi:10.1111/ajae.12015
Semuel, H., Siagian, H., & Octavia, S. (2017). The Effect of Leadership and Innovation on Differentiation Strategy and Company Performance. Procedia - Social and Behavioral Sciences, 237, 1152-1159. https://doi.org/10.1016/j.sbspro.2017.02.171
Takahashi, R., & Todo, Y. (2017). Coffee Certification and Forest Quality: Evidence from a Wild Coffee Forest in Ethiopia. World Development, 92, 158-166. https:// doi.org/10.1016/j.worlddev.2016.12.001
Teopista Akoyi , K., & Maertens, M. (2017). Walk the Talk: Private Sustainability Standards in the Ugandan Coffee Sector. The Journal of Development Studies, 1792-1818 . https:// doi.org/10.1080/00220388.2017.1327663
Teopista Akoyia, K., Mitikub, F., & Maertensa, M. (2020). Private sustainability standards and child schooling in the African coffee sector. Journal of Cleaner Production, 264, 1-24. https:// doi.org/10.1016/j.jclepro.2020.121713
Vanderhaegen, K., Teopista Akoyi, K., Dekonick, W. J., Muys, B., Verbist, B., & Maertens, M. (2018). Do private coffee standards ‘walk the talk’ in improving socio-economic and environmental sustainability? Global Environmental Change, 51, 1-9. https://doi.org/10.1016/j.gloenvcha.2018.04.014
Vera Solano, J. A., & Cañón Barriga, J. E. (2018). El valor agregado de un sistema de gestión ambiental más allá de la certificación. Bistua: Revista De La Facultad De Ciencias Basicas, 16(1), 86-91.
Weihrich, H., & Koontz, H. (1993). Administración, una perspectiva global. México: McGraw-Hill.
Becerril Hernández, H. (2016). La certificación ecológica; una dualidad agrícola: Mejorar la prosperidad del agricultor y medio ambiente. Agroproductividad, 9(12), 45-50. https://revista- agroproductividad.org/index.php/agroproductividad/article/view/860
Bernal Jiménez, M. C., & Rodriguez Ibarra, D. L. (2019). Las tecnologías de la información y comunicación como factor de innovación y competitividad empresarial. Scientia et Technica, 24(1), 85-95. https://doi.org/10.22517/23447214.20401
Botello Peñaloza, H. A. (2016). Las certificaciones de calidad y la internacionalización de las firmas industriales colombianas. Suma de Negocios, 7(16), 73-81. https://doi.org/10.1016/j.sumneg.2016.02.009
Brenton, S. (2018). Consumers and certification schemes: The ethics of global production and trade. Journal of Agricultural and Environmental Ethics, 31(6), 755-784. https://doi.org/10.1007/s10806- 018-9754-3
Brüning Larsen, S., Masi, D., Jacobsen, P., & Godsell, J. (2018). How the reverse supply chain contributes to a firm’s competitive strategy: a strategic alignment perspective. Production Planning & Control, 29(6), 452-463. https://doi.org/10.1080/09537287.2017.1390178
Calderón Cuartas, P. A., Trejos Pinzón, J. F., Serna Giraldo, C. A., & Cruz Cerón, G. (2014). Certificación Rainforest Alliance, una mirada desde la percepción de los caficultores de Cundinamarca y Santander. Cenicafé, 7-22. https://biblioteca.cenicafe.org/handle/10778/482
Carro Suárez, J., Sarmiento Paredes, S., & Rosano Ortega, G. (2019). Modelo de certificación para la dimensión institucional de desarrollo sustentable. Acta universitaria, 29. https://doi.org/10.15174/au.2019.2030
Caviedes Rubio, D. I., & Olaya Amaya, A. (2020). Impacto ecológico, social y económico de fincas certificadas en buenas prácticas agrícolas y comercio justo. Cuadernos de Desarrollo Rural, 17. https://doi.org/10.11144/Javeriana.cdr17.iese
Chandler, A. D. (1962). Strategy and Structure: Chapters in the history of American Enterprise. Boston: MIT Press. Chirinos Cuadros, C. R., & Rosado Samaniego, J. F. (2016). Estrategia de diferenciación: el caso de las empresas industriales. Ingeniería Industrial, 034, 165-174. https://doi.org/10.26439/ing.ind2016.n034.1342
CyD. (2021, Mayo 07). CYD Certified S.A. Retrieved from CYD Certified S.A.: https://cydcertified.com/documentos/index.php/documentos-publicos/clientes-certificados
De Andrade Silva, A. R., Sodré Bioto, A., Efraim, P., & de Castilho Queiroz, G. ( 2017). Impact of sustainability labeling in the perception of sensory quality and purchase intention of chocolate consumers. Journal of Cleaner Production, 141, 11-21. https://doi.org/10.1016/j.jclepro.2016.09.024
Dietz, T., & Grabs, J. (2021). Additionality and Implementation Gaps in Voluntary Sustainability Standards. New Political Economy, 1-22. https://doi.org/10.1080/13563467.2021.1881473
Donovan, J., Blare, T., & Peña, M. (2019). Multiple certification uptake by coffee businesses: Evidence of functions and benefits from Central America. Business Strategy & Development, 1–13. https://doi.org/10.1002/bsd2.93
Fantin Soares, F., & De Lara Hungaro, O. A. (2020). A certificação Rainforest Alliance em uma propriedade rural no município de Tangará da Serra-MT. Revista de Empreendedorismo e Inovação Sustentáveis, 6(1), 51-68. Retrieved from http://revista.isaebrasil.com.br/index.php/EGS/article/view/92/71
Gallegos, M. C., Beltrán, L. I., Calderón, L. C., & Guerra, V. R. (2020). La diferenciación como estrategia de competitividad en el sector florícola del Cantón Cayambe (Ecuador). Revista Espacios, 41(10). Retrieved from https://www.revistaespacios.com/a20v41n10/a20v41n10p02.pdf
González Ordóñez, A. I. (2018). Las certificaciones ambientales ecuatorianas en la competitividad de las empresas. INNOVA Research Journal, 3(10.1), 55-67. https://doi.org/10.33890/innova.v3.n10.1.2018.785
Guedes Pinto , L. F., Gardner , T., McDermott , C. L., & Lara Ayub , K. O. (2014). Group certification supports an increase in the diversity of sustainable agriculture network–rainforest alliance certified coffee producers in Brazil. Ecological Economics, 107, 59-64. https://doi.org/10.1016/j.ecolecon.2014.08.006
Heiss, G. (2017). Influencing Factors and the effect of organizational capabilities on internationalization strategies for German SMEs in the MedTech Industry. Management Studies, 5(4), 263-277. https://doi.org/ 10.17265/2328-2185/2017.04.001
Job, M., & Nyongesa, M. B. (2016). Product differentiation strategy for competitive advantage in kenya cooperative creameries. Africa International Journal of Management Education, 1(3), 1-9. http://www.oircjournals.org/images/journals/product_differentiation_strategy_for_competitive_advantage.pdf
López Zapata, E., López Moros, G. P., & Agudelo Muñoz, S. (2019). Relación entre Estrategias Competitivas y Tipos de Aprendizaje Organizativo en Empresas Colombianas. Información tecnológica, 30(5), 191-202. https://doi.org/10.4067/S0718-07642019000500191
Martinez García, J. D., Rios Vargas, C. F., & Sanmiguel Jaimes, E. M. (2017). Evaluacion de la percepcion que tienen los caficultores frente la certificacion rainforest alliance de las provincias comuneras y guanenta, departamento de santader. Innovando En La U(9), 53-72. https://doi.org/10.18041/2216-1236/innovando.9.2017.3896
Mena Vásconez, P., Vos, J., Van Ommen, P., & Boelens, R. (2018). Flores, acaparamiento del agua y responsabilidad empresarial social: certificación de la producción de rosas y reclamos por la justicia ambiental en el Ecuador. Cuadernos de geografía(101), 189-214. https://doi.org/10.7203/CGUV.101.13727
Méndez Naya, J. (2017). Fusiones horizontales de empresas y estrategias de diferenciación de producto. Estudios de Economía, 44(2), 45-58. https://doi.org/10.4067/S0718-52862017000200173
Mintzberg, H., Brian Quinn, J., & Voyer, J. (1997). El proceso Estrategico: Conceptos, contextos y casos. México: Pearson Educación.
Mitiku, F., Maertens , M., De Mey, Y., & Nyssen, J. (2017). Do Private Sustainability Standards Contribute to Income Growth and Poverty Alleviation? A Comparison of Different Coffee Certification Schemes in Ethiopia. Sustainability, 1-21. https://doi.org/10.3390/su9020246
Mora Córdova, D. E., Lituma Loja, A. A., & González Illescas, M. L. (2020). Las certificaciones como estrategia para la competitividad de las empresas exportadoras. INNOVA Research Journal, 5(2), 113-132. https://doi.org/10.33890/innova.v5.n2.2020.1274
Morán Montalvo, C. O., Cárdenas Zambrano, C. S., & Elena, C. S. (2019). Característiccas de la responsabilidad social empresarial de las pymes en Ecuador. Caso de estudio: hacienda nueva colonia. Revista ECA Sinergia, 10(3), 131-144. https://doi.org/10.33936/eca_sinergia.v10i3.1558
Munasinghe, A., Cuckston, T., & Rowbottom, N. (2021). Sustainability certification as marketisation: Rainforest Alliance in the Sri Lankan tea production industry. Accounting Forum, 45, 247-272. https://doi.org/10.1080/01559982.2021.1893053
Omondi Ochieng , B., Hughey , K. F., & Bigsby, H. (2013). Rainforest Alliance Certification of Kenyan tea farms: a contribution to sustainability or tokenism? Journal of Cleaner Production, 39, 285-293. https://doi.org/10.1016/j.jclepro.2012.07.048
Onufrey, K., & Bergek, A. (2021). Transformation in a mature industry: The role of business and innovation strategies. Tecnovación, 105. https://doi.org/10.1016/j.technovation.2020.102190
Pavlović, N., & Čelić, I. (2020). The analysis of competitive strategies from the perspective of small and medium enterprises. Hotel and Tourism Management, 8(1), 101-110. https://doi.org/10.593./ menhottur2001101P
Porter, M. E. (1980). Competitive strategy: techniques for analyzing industries and competitors. Free Press. Rainforest Alliance. (2018, octubre 28). Retrieved from https://www.rainforest-alliance.org/es/perspectivas/que-significa-rainforest-alliance-certified/
Rainforest Alliance. (2020, junio). Valores de Referencia de Salarios Dignos por país. Retrieved from https://www.rainforest-alliance.org/wp-content/uploads/2020/06/Anexo-10-Valores-de- Referencia-de-Salarios-Dignos-por-pa%C3%ADs.pdf
Rainforest Alliance y UTZ. (2021a). Informe de Datos de Certificación del Café 2020. Programas de Rainforest Alliance y UTZ. Retrieved from https://www.rainforest-alliance.org/es/resource- item/informe-de-datos-de-certificacion-del-cafe-2020/
Rainforest Alliance y UTZ. (2021b). Informe de Datos de Certificación del Cacao 2020. Programas de Rainforest Alliance y UTZ.
Rainforest Alliance y UTZ. (2021c). Informe de datos de Certificación Rainforest Alliance 2020. Rainforest Alliance y UTZ. Programas de Rainforest Alliance y UTZ. Retrieved from https://www.rainforest-alliance.org/es/tag/certificacion-de-fincas/?fwp_by_resource=informes
Sallenave, J. P. (1994). La gerencia integral: no le tema a la competencia, témale a la incompetencia. Bogotá: Editorial Norma.
Sellare, J., Meemken, E. M., Kouamé, C., & Qaim, M. (2020). Do Sustainability Standards Benefit Smallholder Farmers Also When Accounting For Cooperative Effects? Evidence from Côte d'Ivoire. American Journal of Agricultural Economics, 102(2), 681-695. https://doi:10.1111/ajae.12015
Semuel, H., Siagian, H., & Octavia, S. (2017). The Effect of Leadership and Innovation on Differentiation Strategy and Company Performance. Procedia - Social and Behavioral Sciences, 237, 1152-1159. https://doi.org/10.1016/j.sbspro.2017.02.171
Takahashi, R., & Todo, Y. (2017). Coffee Certification and Forest Quality: Evidence from a Wild Coffee Forest in Ethiopia. World Development, 92, 158-166. https:// doi.org/10.1016/j.worlddev.2016.12.001
Teopista Akoyi , K., & Maertens, M. (2017). Walk the Talk: Private Sustainability Standards in the Ugandan Coffee Sector. The Journal of Development Studies, 1792-1818 . https:// doi.org/10.1080/00220388.2017.1327663
Teopista Akoyia, K., Mitikub, F., & Maertensa, M. (2020). Private sustainability standards and child schooling in the African coffee sector. Journal of Cleaner Production, 264, 1-24. https:// doi.org/10.1016/j.jclepro.2020.121713
Vanderhaegen, K., Teopista Akoyi, K., Dekonick, W. J., Muys, B., Verbist, B., & Maertens, M. (2018). Do private coffee standards ‘walk the talk’ in improving socio-economic and environmental sustainability? Global Environmental Change, 51, 1-9. https://doi.org/10.1016/j.gloenvcha.2018.04.014
Vera Solano, J. A., & Cañón Barriga, J. E. (2018). El valor agregado de un sistema de gestión ambiental más allá de la certificación. Bistua: Revista De La Facultad De Ciencias Basicas, 16(1), 86-91.
Weihrich, H., & Koontz, H. (1993). Administración, una perspectiva global. México: McGraw-Hill.
Published
2022-01-13
How to Cite
Moncada Roblez, H. J., Guzmán Armijos, J. A., González Illescas, M. L., & Solorzano Solórzano, S. S. (2022). Rainforest Alliance certification as a competitive strategy for the Ecuadorian agricultural export sector. Journal of the University of Zulia , 13(36), 7-27. https://doi.org/10.46925//rdluz.36.02
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