Denomination of origin and geographical indications in Ecuador as an instrument of differentiation and marketing strategy

Abstract

Developing the analysis of origin denominations and geographical locations; as value-generating mechanisms for agricultural and handicraft products and their impact on trade strategies, is cover in this research study. In general, there are six identifiers in Ecuador and the level of implementation in which they are; as well as, the government's actions on improving the production and marketing; nationally and internationally, is focused by analyzing the technical assistance, financing and training to small producers; through public institutions such as MAG, Agrocalidad, Pro Ecuador, Ban Ecuador; among others, are part of this study. In analyzing the behavior of the international market, the United States was identified as Ecuador's main trading partner for non-oil products, with great potential for ecological, organic and sustainably sourced products. In this aspect, the objective of this research has been to analyze the impact of origin denominations (DO) and geographical indications (GI) in Ecuador, as a strategic tool to differentiate products in the market. The research is qualitative in nature. To obtain the data, the opinions of professionals in the area of study and the experience of people who have authorization to use the origin denomination were considered. In conclusion, the article emphasizes the importance of promoting cultural, historical and territorial value and at the same time, fostering competitiveness in local and international markets.