The commercialization of the bilberry like alternative of investment for the exportation in Ecuador

Abstract

The investment in the cultivation of bilberry presents a promising opportunity to innovate at the agricultural sector, to promote the sustainability and to strengthen the cost-reducing resilience of the farmers facing the challenges of the climatic change and the globalization of the agricultural market. The objective of this investigation is to examine the factors that affect the commercialization of the bilberry in Ecuador and to evaluate its viability like alternative of investment for exportation, using an analysis of conglomerates to segment to the producers and exporters according to their characteristics and opportunities of market. A quantitative focus based in analysis of conglomerates to identify employers in the commercialization of the bilberry comes true. The analysis of conglomerates allowed grouping the producers in three clusters, identifying their characteristics and challenges in the market of exportation. The commercialization of the bilberry in Ecuador is influenced for productive, logistic, regulatory factors, financiers and market. There are three producers' segments with different capabilities and challenges in exportation. Improving the infrastructure and access to financing would strengthen the competitiveness of the sector in international markets.

Key words: Bilberry, Commercialization, Exportation.