<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2215-3403</journal-id>
<journal-title><![CDATA[Economía y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Economía y Sociedad]]></abbrev-journal-title>
<issn>2215-3403</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional, Costa Rica]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2215-34032023000100046</article-id>
<article-id pub-id-type="doi">10.15359/eys.28-63.3</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Vender en tu propia tierra: análisis del funcionamiento de empresas sociales de comercio justo en el mercado nacional en México]]></article-title>
<article-title xml:lang="en"><![CDATA[Selling on your own land: analysis of the operation of fair-trade social enterprises in the domestic market in Mexico]]></article-title>
<article-title xml:lang="pt"><![CDATA[Vendendo em sua própria terra: uma análise da operação de empresas sociais de comércio justo no mercado doméstico do México]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Guerrero Jiménez]]></surname>
<given-names><![CDATA[Trinidad Cristina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Herrera Hernández]]></surname>
<given-names><![CDATA[Obeimar Balente]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Complutense de Madrid Facultad de Educación ]]></institution>
<addr-line><![CDATA[Unidad San Cristóbal de El Colegio de la Frontera Sur Chiapas]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Politécnica de Madrid Departamento de Agricultura Sociedad y Ambiente ]]></institution>
<addr-line><![CDATA[El Colegio de la Frontera Sur Chiapas]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<volume>28</volume>
<numero>63</numero>
<fpage>46</fpage>
<lpage>62</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_arttext&amp;pid=S2215-34032023000100046&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_abstract&amp;pid=S2215-34032023000100046&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_pdf&amp;pid=S2215-34032023000100046&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Desde 1988 las empresas sociales cafetaleras de comercio justo orgánico (ESC) de México venden su producto en el mercado internacional, el cual tiene crecientes barreras de normatividad que lo vuelve cada vez más inaccesible. Debido a ello, las ESC requieren incrementar sus ventas en el mercado nacional mexicano, pero, para ello, primero se necesita valorar y encontrar áreas de oportunidad de funcionamiento de las ESC en dicho mercado. Se realizó adaptación y apropiación de metodologías referentes al contexto de las ESC. La información se recopiló por medio de tres guías de entrevistas y una encuesta dirigidas a personal directivo, de tostado, de ventas y de promoción; así como a socios y socias de las ESC. También, se revisaron páginas digitales y de redes sociales de las ESC. Los resultados fueron presentados con las ESC, para su discusión. Estos identifican la necesidad de generar sinergias entre el trabajo de las áreas de tostado, ventas y promoción para asegurar un desempeño empresarial más eficaz y eficiente en las ESC estudiadas y se requiere de mayor presencia de ellas en los medios digitales. Se evidencia la importancia de los principios, objetivos y personas, tanto en el funcionamiento de las empresas, como en la confluencia con intereses de las generaciones milenial y Z, principales impulsoras del incremento de consumo de café en México.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Since 1988, organic fair trade social coffee enterprises (SCE) in Mexico have been selling their product in the international market, which has increasing regulatory barriers that make it increasingly inaccessible. Because of this, the SCE need to increase their sales in the Mexican domestic market, but to do so, it is first necessary to assess and find areas of opportunity for the operation of SCE in that market. Adaptation and appropriation of methodologies related to the context of SCE was carried out. The information was collected through three interview guides and a survey directed to management, roasting, sales and promotion personnel, as well as partners of the SCE. SCE social media and web pages were also reviewed. The results were presented to the SCEs for discussion. They identify the need to generate synergies between the work of the roasting, sales and promotion areas to ensure a more effective and efficient business performance in the SCE studied and a greater presence of these in digital media is required. The importance of the principles, objectives and people in the operation of the companies themselves as well as in the confluence with the interests of the millennial and Z generations, the main drivers of the increase in coffee consumption in Mexico, are evident.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Desde 1988, as empresas sociais de café orgânico de comércio justo (ESCs) no México vendem seu produto no mercado internacional, que tem barreiras regulatórias crescentes que o tornam cada vez mais inacessível. Como resultado, os CSCs precisam aumentar suas vendas no mercado interno mexicano, mas, para isso, é necessário primeiro avaliar e encontrar áreas de oportunidade para os CSCs operarem nesse mercado. Foi feita a adaptação e a apropriação de metodologias referentes ao contexto dos CSCs. As informações foram coletadas por meio de três guias de entrevista e de uma pesquisa dirigida à gerência, à equipe de torrefação, às vendas e à promoção, bem como aos membros dos CSCs. Os sites e as páginas de mídia social das ESCs também foram analisados. Os resultados foram apresentados aos CSCs para discussão. Eles identificam a necessidade de gerar sinergias entre o trabalho das áreas de torrefação, vendas e promoção para garantir um desempenho comercial mais eficaz e eficiente nos CSCs estudados, e é necessária uma presença maior dessas áreas na mídia digital. É evidente a importância dos princípios, dos objetivos e das pessoas na operação das próprias empresas e na confluência com os interesses das gerações milennial e Z, os principais impulsionadores do aumento do consumo de café no México.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[generación milenial]]></kwd>
<kwd lng="es"><![CDATA[medios digitales]]></kwd>
<kwd lng="es"><![CDATA[mercado interno mexicano]]></kwd>
<kwd lng="es"><![CDATA[organizaciones cafetaleras]]></kwd>
<kwd lng="es"><![CDATA[promoción]]></kwd>
<kwd lng="en"><![CDATA[coffee organizations]]></kwd>
<kwd lng="en"><![CDATA[digital media]]></kwd>
<kwd lng="en"><![CDATA[mexican domestic market]]></kwd>
<kwd lng="en"><![CDATA[millennial generation]]></kwd>
<kwd lng="en"><![CDATA[promotion]]></kwd>
<kwd lng="pt"><![CDATA[geração do milênio]]></kwd>
<kwd lng="pt"><![CDATA[mercado interno mexicano]]></kwd>
<kwd lng="pt"><![CDATA[mídia digital]]></kwd>
<kwd lng="pt"><![CDATA[organizações de café]]></kwd>
<kwd lng="pt"><![CDATA[promoção]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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