Business competitiveness in the handicraft sector. Case study of San Antonino Castillo Velasco, Oaxaca

Abstract

The artisanal sector represents a means of subsistence for a large number of families worldwide, mainly in marginalized indigenous communities. The companies belonging to this sector produce and market products that transmit the culture and identity of their communities. Oaxaca is a state of the Mexican Republic rich in cultural diversity where the artisanal sector is extremely important for its economy, artisanal companies have had to adapt to the new conditions of a globalized market, making use of different tools and strategies that enhance their competitiveness. This article aims to describe the triggering elements of the competitiveness of the artisan sector of San Antonino Castillo Velasco, Oaxaca, Mexico, a community recognized for its production of textiles and artisan embroidery, the methodology is based on a documentary analysis of different theoretical models contrasted with an ethnographic study based on observation and unstructured interviews within its specific reality.