133 p. : il. ; 30 cm. / Históricamente, Colombia ha basado su economía en el sector cafetalero. Sin embargo, las políticas económicas, la balanza comercial y los mercados internacionales, han adquirido más preponderancia e influencia en las definiciones que se han tomado respecto al mercado del café de Colombia, por lo tanto, la ecuación del negocio del café, ha cambiado. Hoy existen más “actores” y variables que antes, sin embargo, la industria no ha modificado su forma de operar. Aunado a lo anterior, es muy importante tener en cuenta que el país pasa por un momento coyuntural, en el cual deben tomar decisiones estratégicas en términos de políticas públicas y de negocio para asegurar la sostenibilidad de la industria del café y la estabilidad económica de las familias que dependen de este producto. Es por ello, que este trabajo pretende desarrollar los siguientes puntos fundamentales en el año 2022: posicionar el café colombiano en mercados asiáticos y europeos, lograr un crecimiento del consumo nacional, lograr que el 30% de las especies exportadas sea con certificación de origen, mejorar la eficiencia productiva y mejorar la calidad de vida de los grupos familiares caficultores. Lograr los puntos va a requerir una guía unificada e integrada de toda la industria, desde la asociación de productores para mejorar eficiencias de escala, los canales logísticos y la estructura institucional. A esto se debe realizar inversión en áreas críticas como la de investigación y desarrollo, capacitación en personas y un despliegue de mercadeo para mantener el reconocimiento y marca del café en el mercado externo. La visión que se plantea en el año 2022 la industria del café en Colombia, habrá retomado su preponderancia a nivel nacional y será reconocida a nivel internacional por su calidad, rentabilidad y responsabilidad social. Seremos ante el mundo, una entidad símbolo del orgullo cafetero, fuente de tradición y ejemplo de innovación / Historically, Colombia has based its economy on the coffee sector. However, economic policies, the Balance of Trade and international markets, have acquired more preponderance and influence on the definitions that have been taken regarding the Colombian coffee market, therefore the coffee business equation has changed. Today there are more "actors" and variables than before, however, the industry has not changed its way of operating. In addition, it is very important to have in mind that the country is going through a conjectural moment, in which it must make strategic decisions in terms of public policies and business to ensure the sustainability of the coffee industry and the economic stability of Families that depend on this product. It is for this reason that this paper aims to develop the following fundamental points for the year 2022: to position Colombian coffee in Asian and European markets, to achieve national consumption growth, to ensure that 30% of the species exported are Origin Certified ®, Improve productive efficiency and improve the quality of life in all farmer`s families. Achieving the described points, will require a unified and integrated guide of the entire industry, from the association of producers to improve efficiencies of scale, logistics channels and institutional structure. To achieve this, must be invested in critical areas such as research and development, training in people and marketing to maintain the recognition and branding of coffee in the external all defined external markets. The vision that arises in the year 2022 is as follows: the coffee industry in Colombian will have regained its preponderance at national level and will be internationally recognized for its quality, profitability and social responsibility. We will be before the eyes of the world, an entity symbol of coffee / Tesis

The current research studied the relationship between risk management by the institutions underlying the Colombian coffee sector and risk perceptions held by Colombian coffee growers from a neo-institutional approach, in order to explain the risk perceptions and individual behaviors of coffee growers and establishing the effect of institutions on risk perception and management of Colombian coffee growers. The research was performed through an explanatory study with a sequential mixed approach, formed by two phases: (a) a qualitative phase characterized by elaboration of taxonomies on the risks Colombian coffee growers are vulnerable to, and on risk management instruments offered by institutions, creating a coffee grower’s profile, sociodemographic features and exploitation scale; and (b) a quantitative stage that developed a Structural Equation Model (SEM), through which the existing relationship between risk management offered by Colombian coffee sector institutions and risk perceptions of Colombian coffee growers was empirically evaluated, by studying risk perceptions from past experiences and the way coffee growers deal with the risk associated to situations they must face, risk attitudes and management strategies. The study concluded that the set of risk management instruments offered by the institutions underlying the coffee sector lower risk exposure of Colombian coffee growers, and also determine their risk management strategies. In addition, the current study showed that adjusting the extended model proposed by Sitkin and Pablo (1992) showed its capacity to capture the relationships observed in the context of the Colombian coffee grower. Finally, the institutions underlying the coffee sectors affect risk perceptions of opportunity or threat situations faced by coffee growers; it is also validated through the existing relationship between the constructs. / Tesis

Different authors have defined purchase intention when a person makes a statement as to whether to buy, or not a product. It has been considered an important indicator in marketing management to project sales of new and existing products (Armstrong, Morwitz, & Kumar, 2000; Huy & Ottar, 2012). The purpose of the research was to identify how using all the set of variables of brand equity and perceived risk could influence purchase intention within soluble coffee consumers in Colombia, using attitude as a mediating variable. The city selected for this research was Bogotá D.C., and the category selected was soluble coffee. The sample size was 927 people and the sample error was 3.2% with 99% level of confidence. The research type was probabilistic, and it used a proportional stratified sample. In order to answer the research proposed questions, three steps were carried out, (a) exploratory factor analysis, (b) confirmatory factor analysis and, (c) structural equations model where seven hypotheses were tested. The initial model considered six latent variables on perceived risk and brand equity each; however, the final model included five variables on brand equity and four on perceived risk. The results obtained, confirmed the influence of attitude as a mediating variable between brand equity and perceived risk on purchase intention within consumers of soluble coffee in the city of Bogotá D. C. Purchase intention was explained by the direct effect of attitude variable and the indirect effects of perceived risk and brand equity. In addition, it also explained the indirect effects that perceived risk has on attitude through brand equity. The variables of brand equity and perceived risk used in the model show that, the effect is much greater when they are included, as joint independent variables. The model also was able to test the significance and positive influence of attitude as a mediating variable between perceived risk and brand equity, on purchase intention. The results obtained from this research showed a very good consistency between each variable and their corresponding items used for each.

The current research studied the relationship between risk management by the institutions underlying the Colombian coffee sector and risk perceptions held by Colombian coffee growers from a neo-institutional approach, in order to explain the risk perceptions and individual behaviors of coffee growers and establishing the effect of institutions on risk perception and management of Colombian coffee growers. The research was performed through an explanatory study with a sequential mixed approach, formed by two phases: (a) a qualitative phase characterized by elaboration of taxonomies on the risks Colombian coffee growers are vulnerable to, and on risk management instruments offered by institutions, creating a coffee grower’s profile, sociodemographic features and exploitation scale; and (b) a quantitative stage that developed a Structural Equation Model (SEM), through which the existing relationship between risk management offered by Colombian coffee sector institutions and risk perceptions of Colombian coffee growers was empirically evaluated, by studying risk perceptions from past experiences and the way coffee growers deal with the risk associated to situations they must face, risk attitudes and management strategies. The study concluded that the set of risk management instruments offered by the institutions underlying the coffee sector lower risk exposure of Colombian coffee growers, and also determine their risk management strategies. In addition, the current study showed that adjusting the extended model proposed by Sitkin and Pablo (1992) showed its capacity to capture the relationships observed in the context of the Colombian coffee grower. Finally, the institutions underlying the coffee sectors affect risk perceptions of opportunity or threat situations faced by coffee growers; it is also validated through the existing relationship between the constructs.

Históricamente, Colombia ha basado su economía en el sector cafetalero. Sin embargo, las políticas económicas, la balanza comercial y los mercados internacionales, han adquirido más preponderancia e influencia en las definiciones que se han tomado respecto al mercado del café de Colombia, por lo tanto, la ecuación del negocio del café, ha cambiado. Hoy existen más “actores” y variables que antes, sin embargo, la industria no ha modificado su forma de operar. Aunado a lo anterior, es muy importante tener en cuenta que el país pasa por un momento coyuntural, en el cual deben tomar decisiones estratégicas en términos de políticas públicas y de negocio para asegurar la sostenibilidad de la industria del café y la estabilidad económica de las familias que dependen de este producto. Es por ello, que este trabajo pretende desarrollar los siguientes puntos fundamentales en el año 2022: posicionar el café colombiano en mercados asiáticos y europeos, lograr un crecimiento del consumo nacional, lograr que el 30% de las especies exportadas sea con certificación de origen, mejorar la eficiencia productiva y mejorar la calidad de vida de los grupos familiares caficultores. Lograr los puntos va a requerir una guía unificada e integrada de toda la industria, desde la asociación de productores para mejorar eficiencias de escala, los canales logísticos y la estructura institucional. A esto se debe realizar inversión en áreas críticas como la de investigación y desarrollo, capacitación en personas y un despliegue de mercadeo para mantener el reconocimiento y marca del café en el mercado externo. La visión que se plantea en el año 2022 la industria del café en Colombia, habrá retomado su preponderancia a nivel nacional y será reconocida a nivel internacional por su calidad, rentabilidad y responsabilidad social. Seremos ante el mundo, una entidad símbolo del orgullo cafetero, fuente de tradición y ejemplo de innovación / Historically, Colombia has based its economy on the coffee sector. However, economic policies, the Balance of Trade and international markets, have acquired more preponderance and influence on the definitions that have been taken regarding the Colombian coffee market, therefore the coffee business equation has changed. Today there are more "actors" and variables than before, however, the industry has not changed its way of operating. In addition, it is very important to have in mind that the country is going through a conjectural moment, in which it must make strategic decisions in terms of public policies and business to ensure the sustainability of the coffee industry and the economic stability of Families that depend on this product. It is for this reason that this paper aims to develop the following fundamental points for the year 2022: to position Colombian coffee in Asian and European markets, to achieve national consumption growth, to ensure that 30% of the species exported are Origin Certified ®, Improve productive efficiency and improve the quality of life in all farmer`s families. Achieving the described points, will require a unified and integrated guide of the entire industry, from the association of producers to improve efficiencies of scale, logistics channels and institutional structure. To achieve this, must be invested in critical areas such as research and development, training in people and marketing to maintain the recognition and branding of coffee in the external all defined external markets. The vision that arises in the year 2022 is as follows: the coffee industry in Colombian will have regained its preponderance at national level and will be internationally recognized for its quality, profitability and social responsibility. We will be before the eyes of the world, an entity symbol of coffee

El Sector Cafetero es uno de los impulsores de la economía en Colombia y específicamente el del sur del Tolima está buscando surgir como una fuente de ingreso estable para los caficultores y sus familias. Este plan es el resultado del análisis de los factores internos y externos que afectan el Sector Cafetero del Sur del Tolima y del análisis competitivo de Colombia y del sector cafetero. Luego de definir la visión, misión, valores, y el código de ética, dentro de este se identificaron las fortalezas, debilidades, oportunidades y amenazas, los factores clave de éxito, y las estrategias internas y externas que catapultarían el sector hacia estadios superiores de desarrollo. Las estrategias planteadas se basan en el desarrollo de cafés especiales, que son altamente valorados en el ámbito mundial, aprovechando que el café producido en el Tolima se caracteriza por su alto valor en taza frente a sus demás competidores. Debido a las condiciones económicas que se presentan en las materias primas en el ámbito mundial, se busca minimizar costos de producción con el fin de no afectar tanto el ingreso de las familias dedicadas a este negocio como la inversión privada que permita apoyar el negocio. De esta forma, se espera que para 2023 el café de la zona esté posicionado en el primer lugar de la producción nacional por medio de la implementación de prácticas que contribuyan al bienestar económico de las familias dedicadas a este negocio así como la implementación de prácticas que contribuyan al cuidado del medioambiente. / The coffee sector is one of the drivers of the economy in Colombia and specifically in the south of Tolima is seeking to emerge as a source of stable income for coffee farmers and their families. This plan is the result of the analysis of the internal and external factors concerning the coffee industry in the South of Tolima and the competitive analysis of Colombia and the coffee sector. After defining the vision, mission, values and code of ethics, it identified the strengths, weaknesses, opportunities and threats, key success factors and internal and external strategies that would catapult the sector towards higher stages of development. The strategies we propose are based on the development of special types of coffee, which are highly valued worldwide, taking advantage ofthe fact that the coffee produced in Tolima is characterized by its high value in cup compared to its other competitors. Due to the present situation of commodities in the world we try to minimize the production costs so the income of the families in the business and private investors are not affected. In this way we expect that by 2022 the coffee of this region will occupy the first place on the national production due to the implementation of strategies that led to economic prosperity of the families involved and also the implementation of practices leading to the protection of the environment. / Tesis

El Sector Cafetero es uno de los impulsores de la economía en Colombia y específicamente el del sur del Tolima está buscando surgir como una fuente de ingreso estable para los caficultores y sus familias. Este plan es el resultado del análisis de los factores internos y externos que afectan el Sector Cafetero del Sur del Tolima y del análisis competitivo de Colombia y del sector cafetero. Luego de definir la visión, misión, valores, y el código de ética, dentro de este se identificaron las fortalezas, debilidades, oportunidades y amenazas, los factores clave de éxito, y las estrategias internas y externas que catapultarían el sector hacia estadios superiores de desarrollo. Las estrategias planteadas se basan en el desarrollo de cafés especiales, que son altamente valorados en el ámbito mundial, aprovechando que el café producido en el Tolima se caracteriza por su alto valor en taza frente a sus demás competidores. Debido a las condiciones económicas que se presentan en las materias primas en el ámbito mundial, se busca minimizar costos de producción con el fin de no afectar tanto el ingreso de las familias dedicadas a este negocio como la inversión privada que permita apoyar el negocio. De esta forma, se espera que para 2023 el café de la zona esté posicionado en el primer lugar de la producción nacional por medio de la implementación de prácticas que contribuyan al bienestar económico de las familias dedicadas a este negocio así como la implementación de prácticas que contribuyan al cuidado del medioambiente. / The coffee sector is one of the drivers of the economy in Colombia and specifically in the south of Tolima is seeking to emerge as a source of stable income for coffee farmers and their families. This plan is the result of the analysis of the internal and external factors concerning the coffee industry in the South of Tolima and the competitive analysis of Colombia and the coffee sector. After defining the vision, mission, values and code of ethics, it identified the strengths, weaknesses, opportunities and threats, key success factors and internal and external strategies that would catapult the sector towards higher stages of development. The strategies we propose are based on the development of special types of coffee, which are highly valued worldwide, taking advantage ofthe fact that the coffee produced in Tolima is characterized by its high value in cup compared to its other competitors. Due to the present situation of commodities in the world we try to minimize the production costs so the income of the families in the business and private investors are not affected. In this way we expect that by 2022 the coffee of this region will occupy the first place on the national production due to the implementation of strategies that led to economic prosperity of the families involved and also the implementation of practices leading to the protection of the environment.

En la actualidad, el Perú es un país que cuenta con diez denominaciones de origen reconocidas, que entre otros, protege a productos que representan bebidas alcohólicas, frutos, granos, cereales y artesanías. Ante esta situación, en esta investigación cuestionamos si ese número de productos declarados como dicho signo distintivo reflejan la diversidad natural y cultural de este país. Con la finalidad de responder esta incógnita, hemos escogido un producto que, a nuestro criterio, cumple con todos los requisitos para ser declarado una denominación de origen: el Café de Jaén - San Ignacio, en Cajamarca. Cabe resaltar que, a la par, consideraremos a la marca colectiva como posible alternativa de protección, toda vez que el Instituto Nacional de Defensa de la Competencia y de la Protección de la Propiedad Intelectual – Indecopi, viene implementando un Plan Nacional de registro gratuito de estos signos distintivos y a plazos bastante cortos. Es a raíz de estas dos alternativas que optaremos por elegir la mejor opción de protección en función a los mayores beneficios que puedan obtener los productores cafetaleros de las mencionadas provincias. En tal sentido, se analizará la normativa nacional e internacional vigente, así como diversos factores como son el de la asociatividad en el Perú y el estado de los Consejos Reguladores. Asimismo, realizamos un par de visitas a la zona en búsqueda de un mayor acercamiento al producto, a los actores y los retos que hoy viene enfrentando el café peruano. Por último, hemos visto conveniente tomar como referente un caso de éxito internacional, que es Café de Colombia, para identificar al final de esta investigación, qué estrategias podrían aplicarse con el café peruano en búsqueda de una mejor protección jurídica, promoción y posicionamiento / At present, Peru is a country that has ten recognized appellations of origin, which, among others, protect products that represent alcoholic beverages, fruits, grains, cereals, and handicrafts. Faced with this situation, in this investigation we question whether this number of products declared as said distinctive sign reflects the natural and cultural diversity of this country. In order to answer this question, we have chosen a product that, in our opinion, has all the requirements to be declared an appellation of origin: Café de Jaén – San Ignacio, in Cajamarca. It should be noted that at the same time, we will consider the collective trademark as a possible protection alternative, since the National Institute for the Defense of Competition and the Protection of Intellectual Property – (Indecopi in Spanish), has been implementing a National Plan for the free registration of these distinctive signs and in fairly short deadlines. It is as a result of these two alternatives that we will choose the best protection option based on the greatest benefits that coffee producers in the aforementioned provinces can obtain. In this sense, the current national and international regulations will be analyzed, as well as various factors such as the associativity in Peru and the state of the Regulatory Councils. Likewise, we made a couple of visits to the area in search of a closer approach to the product, the actors and the challenges that Peruvian coffee is facing today. Finally, we have seen fit to take as a reference an international success story, which is Café de Colombia, to identify at the end of this investigation, what strategies could be used with Peruvian coffee in search of better legal protection, promotion, and positioning.