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Pulque is a fundamental piece in the Mexican gastronomy and identifying consumers’ perception could help promote it and generate new opportunities of commercialization. The purpose of this paper is twofold: first, to explore the underlying factors that influence consumers’ perception toward pulque, and second, to identify groups of consumers according to their perception.

A questionnaire was designed and applied to 220 consumers within points of sales. Exploratory factor analysis (EFA) was undertaken and hierarchical cluster analysis (HCA) was used to identify different groups of consumers.

By means of EFA three factors were obtained: traditionality, bad reputation of pulquerías and functional beverage. In order to identify different consumption patterns among consumers, HCA was performed and three groups were identified: traditional, neo-consumers and neo-consumers in transition. The groups identified showed significant differences in their perception.

Pulque has recently gained interest in various consumer sectors, mainly among young consumers, who are consuming and promoting the beverage these days. In this sense, the results of this work could be used for its promotion and consumption in order to attract more consumers and make a contribution to the development of local economies.

This is the first work in Mexico to explore the perception of consumers toward pulque: the most important traditional fermented beverage in Central México. Results of this research suggest the appearance of a revaluation process among young consumers, more informed and with greater sensitivity toward traditional Mexican food, particularly in the case of pulque. Likewise, these results could be useful for producers and sellers to carry out commercial strategies and promote the drink.

The case study is based on a series of in-depth interviews carried out with the owners and directors of the company. The data are complemented by documentary analysis, including descriptions of internal processes and industry information. For the teaching note, the authors opt for an exploratory study using the open-ended approach of grounded theory.

Arette^® is a Mexican family business dedicated to the production and sale of tequila, fusing the artisanal with the new in its production processes. Sales take place mostly in the European and American markets. The foreign market for tequila is very attractive but also very demanding both in terms of financial resources and time. Although the company has managed to enter this market through bars and restaurants, it has not yet managed to reach the final consumers (those who order margaritas in bars). Jaime, Eduardo and Lalo are wondering whether it might be time to invest more resources in ensuring that Arette^® is not just a brand for fine cocktails. Until now, their main promotional tool has been word of mouth, and they are not sure what their next step should be – to focus on the international or the domestic market.

The case study can be incorporated into undergraduate classes, where it could serve as part of an international marketing course, in particular, as an international sales strategy and implementation session. It can be used to teach basic concepts and their application.

This case study focuses on the decision that many small companies have to make at some point in their business strategy, which is to focus either on the international or domestic market: The objectives are as follows:

1. To identify the variables that increase or modify the demand for Tequila.

2. Compare the advantages and disadvantages of focusing on a domestic Tequila market or focusing on an international market.

3. Identify the critical variables that a small company faces if it wants to go international such as.

4. Identify if there are forms of diversification for Tequila Arette such as new markets or new products, or both.

This work presents a review of the state of the art of the present century on academic and scientific production in Latin America related to the concept of Social Innovation. The analysis is based on articles published in indexed journals, which makes it possible to understand the existing asymmetry between the conceptual and theoretical veins, of the case studies, as well as of good social innovation practices that have been published in recent years. These debates have in some cases transcended public policies, as well as business and social realities where social innovation is a mechanism and strategy for personal, social, and territorial development. Finally, a Latin American community of researchers and academics around social innovation must be consolidated, who choose to continue building theoretical-empirical bodies following the Latin American reality.

We compare two highly symbolized beverages – Coca-Cola and tesguino, a fermented maize beer of indigenous northern Mexico – to (re-)evaluate the notion of fetishism of commodities in contrasting ethnographic contexts. In the case of Coca-Cola, we observe a kind of hidden but active fetishization, meaning a strategic procedure wherein the producer invests images of social character, experience, and other naturalizing significations into its commodity. Tesguino, as a comparably sacred drink among the Rarámuri, is not characterized by its concealment in magical properties and simulacrized associations. The ritual consumption of tesguino, instead, reveals the organic social bonds in relations of production and exchange.

Following the recommendation of the food and agriculture organization of the United Nations in agricultural innovation, for taking advantage of emerging technologies, in benefit of small-farmers, the present study explores one of the most ancient crops in the world that privileging the application of tacit knowledge, to become a succulent plant called agave, into the so-called drink of the gods, the mezcal. For this, the purpose of this study is to discover innovation opportunities and reconfiguring knowledge interaction dynamics of the agricultural artisan production of agave-mezcal from Oaxaca, Mexico, using emerging technologies

Following a qualitative-quantitative approach, the study was carried out with 44 mezcal producers from Oaxaca, Mexico, through face-to-face session, questionaries’ application and field visits, based on the model of socialization, externalization, combination and internalization (SECI) through Likert-scale questions, combining the non-parametric statistical analysis and digital compass, for the detection of technological opportunities

Basing on artisanal process, context-knowledge place, technological resources and SECIs model results, the opportunities must go in the route of labour in the logic of digital performance. In this sense, becomes relevant to develop an easy-use mobile application for improving the interaction of mezcaleros with external agents and another’s producers., A second proposal is the creation of mezcal-tech-hub, thinking as collaborative space, for promoting the interaction producer-to-producer and producer-to-external agent.

The value of the present study is the empirical description of knowledge dynamics interaction contained in the agricultural artisan production of agave-mezcal through SECI model; the identification of problems, failure or barriers contained in the knowledge interaction dynamics of the agricultural artisan production agave-mezcal; the proposal of innovation opportunities for reconfiguring the knowledge interaction dynamics of the agricultural artisan production agave-mezcal from a developing economy, using emerging technologies.

This paper examines social impact investing (SII), a growing source of investment from the Global North to the Global South celebrated as a new way of doing good in low-income countries, but bearing elements of neoliberalism that can reify post-colonial contexts.

A microfoundational, autoethnographic approach is used based on the author’s experiences and emotional epiphanies while engaged in an activist entrepreneurial enterprise. The author’s goal was to effect positive social change with Indigenous Mexican producers of mezcal liquor.

Despite the best of intentions and following best practices for SII, the expected altruistic outcomes were eclipsed by inadvertent post-colonial behaviours. Neoliberal foundations of financialization gave primacy to the perspectives and egos of the investors rather than meaningful impact for the Indigenous beneficiaries.

Based on the findings, three areas are presented for further research. First, how Global North social impact investors balance the ego of their motivations with the altruism of intended outcomes for beneficiaries. Second, what ownership structures of Global North investments allow for social benefits to flow through to intended beneficiaries. Third, how post-colonial power imbalances can be redressed to give an equal position to Global South beneficiaries as people, rather than financial metrics indicating only that they have become less poor.

By using autoethnographic methods that expose the vulnerability of the researcher, unique insights are generated on what happens when good intentions meet with a post-colonial context. The neoliberal underbelly of SII is revealed, and ways to make improvements are considered.

This review aims to summarize some of the relevant methodologies used to study traditional foods evaluated from the consumers' perspective. The analysis provided in this review will shed light on the methods as a valuable tool to stimulate research in traditional to promote cultural and nutritional revaluation of these products.

A systematic literature review was performed on 60 articles related to the study of traditional foods from the consumer's perspective.

Ten methodologies were found that address the study of this product category. European countries lead the research in traditional foods while research in Latin America, Africa and Asia is still incipient.

This review shows the potential of each method to be applied in the study of traditional foods as well as the positive implications that research about these products could bring to regions/countries with a great diversity of traditional products.

This review reveals the need to approach the study of traditional foods and encourage future research on them, which in turn, will contribute to the cultural and integral development of local communities, even to the recovery of ingredients and local raw materials.

In the 1970s, a materialist-feminist academy coalesced around the project to isolate and theorize the links between housework – chores women undertake for their households – and women's inequality across all their labor processes. This paper revisits the domestic labor debate at a time when there has never been more tension between women's work in social production and capitalist production. Based on fieldwork conducted in the northern Morelos highland community of Tepoztlán between 1993 and 1998, I disaggregate the performance of domestic labor in Tepoztlán in the time of globalization from a gendered labor process standpoint.