Comercio electrónico solidario: Un modelo innovador para productores artesanales rurales
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ene 5, 2026
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https://doi.org/10.36677/recai.v15i42.25957
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Gabriela Barrón Álvarez
Patricia García Hernández
Angélica María de Jesús Espinoza Ortega
http://orcid.org/0000-0002-5968-0587
Gloria Georgina Icaza Castro
http://orcid.org/0000-0001-9064-2872
http://orcid.org/0000-0002-5968-0587
Gloria Georgina Icaza Castro
http://orcid.org/0000-0001-9064-2872
Resumen
A pesar de su importancia económica, social, cultural e histórica, la mayoría de las comunidades artesanales en México carecen de oportunidades justas para comercializar sus productos, debido principalmente a la ausencia de condiciones para generar ingresos constantes y estrategias de comercialización adecuadas. Los productores de la cabecera municipal de Coatepec Harinas, Estado de México, dedicados a la transformación artesanal de productos agrícolas, ejemplifican esta realidad: aunque preservan un saber hacer tradicional y practican empíricamente procesos solidarios, enfrentan dificultades para acceder a mercados que valoren justamente su trabajo. El objetivo de esta investigación fue diseñar y validar preliminarmente una estrategia de comercialización basada en principios de economía solidaria para vincular a estos productores con mercados potenciales. La metodología, de carácter cualitativo incluyó investigación-acción y se desarrolló en tres etapas: revisión bibliográfica sobre economía solidaria, diagnóstico mediante trabajo de campo, y diseño de la estrategia. Los resultados llevaron a proponer un modelo híbrido que integra elementos de circuitos cortos de comercialización, comercio justo y comercio electrónico, adaptado a las necesidades actuales de los productores. Se concluye que esta estrategia representa una alternativa viable para mejorar las condiciones de comercialización, considerando especialmente el contexto de inseguridad local y las tendencias actuales de consumo.
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ÁLVAREZ, Gabriela Barrón et al.
Comercio electrónico solidario: Un modelo innovador para productores artesanales rurales.
RECAI Revista de Estudios en Contaduría, Administración e Informática, [S.l.], v. 15, n. 42, p. 1 - 14, ene. 2026.
ISSN 2007-5278.
Disponible en: <https://recai.uaemex.mx/article/view/25957>. Fecha de acceso: 15 sep. 2026
doi: https://doi.org/10.36677/recai.v15i42.25957.
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Banks, S., Herrington, T., & Carter, K. (2017). Pathways to co-impact: action research and community organising. Educational Action Research, 25(4), 541-559. https://doi.org/10.1080/09650792.2017.1331859
Bauwens, M., Kostakis, V., & Pazaitis, A. (2019). Peer to peer: The commons manifesto. London: University of Westminster Press. https://doi.org/10.16997/book33
Birt, L., Scott, S., Cavers, D., Campbell, C., & Walter, F. (2016). Member checking: A tool to enhance trustworthiness or merely a nod to validation? Qualitative Health Research, 6(13), 1802-1811. https://doi.org/10.1177/1049732316654870
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Bowen, G. (2009). Document Analysis as a Qualitative Research Method. Research Journal, 9(2), 27-40. https://doi.org/10.3316/QRJ0902027
Cattani, A. D. (2013). Diccionario de la otra economía. Buenos Aires: Universidad Nacional de General Sarmiento. https://acortar.link/wNnFme
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Chiffoleau, Y., & Dourian, T. (2020). Sustainable food supply chains: Is shortening the answer? A literature review for a research and innovation agenda. Sustainability, 12(23), 1-21. https://doi.org/10.3390/su12239831
Chiffoleau, Y., Millet-Amrani, S., & Canard, A. (2016). From short food supply chains to sustainable agriculture in urban food systems: Food democracy as a vector of transition. Agriculture, 6(57), 1-18. https://doi.org/10.3390/agriculture6040057
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches. Los Ángeles: Sage Publications. https://acortar.link/qNsFMw
Defourny, J., & Nyssens, M. (2021). Social Enterprise in Central and Eastern Europe. Theory, Models and Practice. Routledge Studies in Social Enterprise & Social Innovation. https://doi.org/10.4324/9780429324529
DeWalt, K. M., & DeWalt, B. R. (2011). Participant observation: A guide for fieldworkers. AltaMira Press. https://acortar.link/ihAjEr
Fetters, M. D., & Molina-Azorin, J. F. (2020). The Journal of Mixed Methods Research starts a new decade: The mixed methods research integration trilogy and its dimensions. Journal of Mixed Methods Research, 14(1), 3-10. https://doi.org/10.1177/1558689817714066
Finlay, L. (2021). Reflexivity: A practical guide for researchers in health and social sciences. John Wiley & Sons. https://doi.org/10.1002/9780470776094
Flick, U. (2018). The SAGE Handbook of Qualitative Data Collection. SAGE Publications Ltd. https://doi.org/10.4135/9781526416070
Haro, G. (2016). Canvas Modelo Negocio Social. Emprendedor social.org: https://acortar.link/QLByJC
INEGI. (2023). Marco Geoestadístico Nacional. México: Instituto Nacional de Estadística y Geografía. Recuperado de https://www.inegi.org.mx/temas/mg/
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Marques, J. S. (2014). Social and solidarity economy: Between emancipation and reproduction. ECONSTOR, 27(5), 1028-1047. https://acortar.link/GfQUVY
Meemken, E. M., Sellare, J., Kouame, C. N., & Qaim, M. (2019). Effects of Fairtrade on the livelihoods of poor rural workers. Nature Sustainability, 2(7), 635-642. https://doi.org/10.1038/s41893-019-0311-5
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Patton, M. Q. (2015). Qualitative research & evaluation methods: Integrating theory and practice. Sage Publications.
Qureshi, I., Pan, S., & Zheng, Y. (2021). Digital social innovation: An overview and research framework. Information Systems Journal, 31(5), 647-766. https://doi.org/10.1111/isj.12362
Rana, N. (2024). Digital Preservation of Traditional Crafts. International Journal of Research Culture Society, 8(1), 7-11. https://doi.org/10.2017/IJRCS/202401002
Raynolds, L. T. (2018). Fairtrade certification, labor standards, and labor rights: Comparative innovations and persistent challenges. Sociology of Development, 4(2), 191-216. https://doi.org/10.1525/sod.2018.4.2.191
Scrase, T. J. (2003). Precarious production: Globalisation and artisan labour in the Third World. Third World Quarterly, 24(3), 449–461. https://doi.org/10.1080/0143659032000084401
Sparviero, S. (2019). The Case for a Socially Oriented Business Model Canvas: The Social Enterprise Model Canvas. Journal of Social Entrepreneurship, 10(2), 232-251. https://doi.org/10.1080/19420676.2018.1541011
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2021). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 1-12. https://doi.org/10.1016/j.elerap.2019.100886
Sutherland, W., & Jarrahi, M. H. (2018). The sharing economy and digital platforms: A review and research agenda. International Journal of Information Management, 43, 328-341. https://doi.org/10.1016/j.ijinfomgt.2018.07.004
Tiwari, R., & Herstatt, C. (2019). Why frugal innovations are transcending beyond emerging economies. In A. J. McMurray, & G. A. de Waal, Frugal innovation: A global research companion (p. 14). London, England: London: Routledge. https://doi.org/10.4324/9780429025679
UNCTAD. (2021). UNCTAD. Informe sobre la economía digital 2021: https://acortar.link/qkphox
United Nations. (2015). Department of Economic and Social Affairs. Sustainable Development. Transforming our World: The 2030 Agenda for Sustainable Development: https://acortar.link/ghaMEP
Utting, P. (2023). Contemporary Understandings of the Social and Solidarity Economy. In I. Yi, Encyclopedia of the Social and Solidarity Economy. London: Edward Elgar Publishing Ltd in partnership with United Nations Inter-Agency Task Force on SSE (UNTFSSE). https://acortar.link/ILZSIe
Van der Have, R. P., & Rubalcaba, L. (2016). Social innovation research: An emerging area of innovation studies? Research Policy, 45(9), 1923-1935. https://doi.org/10.1016/j.respol.2016.06.010
Yin, R. K. (2018). Case study research and applications: Design and methods. Sage Publications. https://doi.org/10.3138/cjpe.30.1.108