Comunicação e marketing. Estudo qualitativo para o desenvolvimento da marca do pão de arroz

Este artículo presenta los resultados de la investigación cualitativa adelantada para el desarrollo de la marca del pan de arroz. Este producto de la gastronomía del departamento del Meta en Colombia forma parte de las prácticas tradicionales culinarias de la región, está incluido en la Agenda Interna de Competitividad y se pretende su posicionamiento en los diferentes segmentos del mercado, en especial el internacional. La investigación se originó cuando la Cámara de Comercio de Villavicencio convocó a diferentes entidades de los sectores público y privado con miras a dejar sentadas las bases para constituir el Clúster Pan de Arroz del Meta. Participaron 25 productores provenientes de Villavicencio, Restrepo y Cumaral, también la Universidad de los Llanos, quien hizo presencia a través del programa de Ingeniería Agroindustrial y de la oficina de Proyección Social, cuyos aportes se convertirían en la estandarización de la receta del pan de arroz para la obtención de un producto gourmet adaptado a las necesidades de los mercados extranjeros, se vinculó al proyecto el Instituto Nacional de Vigilancia de Medicamentos y Alimentos (INVIMA), mediante la formación y capacitación en temas relacionados con Buenas Prácticas de Manufactura (BPM) y sobre los requerimientos para la solicitud del Registro Sanitario. La Universidad Santo Tomás (sede Villavicencio), se unió al estudio con el grupo de investigación Holos, cuyo aporte consistió en hacer la prueba del producto sin adaptaciones al mercado europeo, para luego proceder a la realización de la propuesta de un signo distintivo (marca) y de un empaque, a partir de las observaciones recibidas de los consumidores internacionales. Dinámicas de Consumo de la Universidad de los Llanos, realizó la revisión teórica y documental que soportan la escritura de este artículo.  DOI: https://doi.org/10.33571/revistaluciernaga.v9n18a6This paper presents the results of the advanced qualitative research for the strengthening of the rice bread brand. This product of thegastronomy of the department of Meta in Colombia is part of the traditional culinary practices of the region, is included in the InternalAgenda of Competitiveness and its positioning is sought in different segments of the market, especially international. The investigation originated when in the Chamber of Commerce of Villavicencio, different entities of the public and private sectors metin order to lay the foundations for the Pan de Arroz del Meta cluster. Twenty-five producers from Villavicencio, Restrepo and Cumaralparticipated; also, the Universidad de los Llanos made presence through the program of Agroindustrial Engineering and the office of Social Projection, whose contributions would become the standardization of the recipe of the bread of rice for the obtaining of a gourmet product adapted to the needs of the foreign markets. The National Institute for the Surveillance of Drugs and Foods (INVIMA) was linked to the project through training and education on issues related to Good Manufacturing Practices (GMP) and on the requirements for applying for the Sanitary Registry. Santo Tomás University (Villavicencio campus), joined the study with the Holos research group, whose contribution consisted in makingthe product test without adaptations to the European market, to then proceed to the realization of the proposal of a distinctive sign(brand ) and a package, based on the observations received from international consumers. Later, the Consumer Dynamics research group of the Universidad de los Llanos, made the theoretical and documentary review that support the writing of this paper.Este artigo apresenta os resultados da investigação qualitativa adiantada para o fortalecimento da marca do pão de arroz. Este produto da gastronomia do departamento do Meta na Colômbia faz parte das práticas culinárias tradicionais da região, é incluído no Calendário Interno de Competitividade e se pretende seu posicionamento nos segmentos diferentes do mercado, especialmente o internacional. A investigação originou-se quando a Câmara de Comércio de Villavicencio convocou a diferentes entidades dos setores público e privado tendo em vista deixar sentadas as bases para constituir o clúster pão de arroz do Meta. Participaram 25 produtores provenientes de Villavicencio, Restrepo e Cumaral, também a Universidade de los Llanos quem fez presença com o programa de Engenharia Agroindustrial e do escritório de Projeção Social, cujas contribuições transformariam na padronização da receita do pão de arroz para a obtenção dum produto gourmet adaptado às necessidades dos mercados estrangeiros, foi unido ao projeto o Instituto Nacional de Vigilância de Medicamentos e Alimentos (INVIMA) por meio da formação e qualificação em tópicos relacionados com as Boas Práticas de Fábrica (BPM) e sobre as exigências para a aplicação da Inscrição Sanitária. A Universidade Santo Tomás (sede Villavicencio), ligou-se ao estudo com o grupo de investigação Holos, cuja contribuição consistiu em fazer o teste do produto sem adaptações ao mercado europeu, para logo proceder à realização da proposta dum sinal distintivo (marca) e duma embalagem, a partir das observações recebidas dos consumidores internacionais. A Dinâmica de Consumo da Universidade dos Llanos, fez a revisão teórica e documental que sustentam a redação deste artigo

Marca Joropo – Erika Baquero – Ángela Tovar – Guillermo Quiñonez – Jennifer Vega

This paper presents some progress on research, whereby the possibility of creating a brand that represents the Ranger folklore abroad is evaluated. The overall objective of the research was to identify attributes and factors that must Ranger potentiate folklore, so that in the future as a basis for internationalization through a brand. The methodology was a mixed approach, in order to get a broader and deeper picture. The research "Brand Joropo" was subject to theories of internationalization brand and burrowing folklore. As for internationalization it was decided to implement the eclectic theory and the Uppsala model, as it is intended to apply the theory of Born Global to the desired mark. On the other hand, the concept most suitable brand, is posed by Kevin Roberts in his book Lovemarks (2005), as it relates to burrowing folklore worked with Ranger's book Folklore, Miguel Angel Martin (2000)El presente artículo plantea algunos avances sobe la investigación, por medio del cual se evalúa la posibilidad de crear una marca que presente al folclor llanero en el exterior. El objetivo general de la investigación consistió en identificar los atributos y los factores del folclor llanero que se deben potencializar, para que en el futuro sirva de base para su internacionalización por medio de una marca. La metodología utilizada tuvo un enfoque mixto, con el fin de obtener un panorama más amplio y profundo. La investigación “Marca Joropo” estuvo sujeto a teorías sobre la internacionalización la marca y el folclor llanero. En cuanto a la internacionalización se decidió implementar la teoría ecléctica, así como el modelo UppSala, ya que se pretende aplicar la teoría de Born Global a la marca deseada. Por otro lado, el concepto de marca más idóneo, es el que plantea Kevin Roberts en su libro Lovemarks (2005), en lo relacionado con el folclor llanero se trabajó con el libro del Folclor llanero, de Miguel Ángel Martin (2000)

Worldwide trends in underweight and obesity from 1990 to 2022: a pooled analysis of 3663 population-representative studies with 222 million children, adolescents, and adults

Background Underweight and obesity are associated with adverse health outcomes throughout the life course. We estimated the individual and combined prevalence of underweight or thinness and obesity, and their changes, from 1990 to 2022 for adults and school-aged children and adolescents in 200 countries and territories. Methods We used data from 3663 population-based studies with 222 million participants that measured height and weight in representative samples of the general population. We used a Bayesian hierarchical model to estimate trends in the prevalence of different BMI categories, separately for adults (age ≥20 years) and school-aged children and adolescents (age 5–19 years), from 1990 to 2022 for 200 countries and territories. For adults, we report the individual and combined prevalence of underweight (BMI <18·5 kg/m2) and obesity (BMI ≥30 kg/m2). For schoolaged children and adolescents, we report thinness (BMI <2 SD below the median of the WHO growth reference) and obesity (BMI >2 SD above the median). Findings From 1990 to 2022, the combined prevalence of underweight and obesity in adults decreased in 11 countries (6%) for women and 17 (9%) for men with a posterior probability of at least 0·80 that the observed changes were true decreases. The combined prevalence increased in 162 countries (81%) for women and 140 countries (70%) for men with a posterior probability of at least 0·80. In 2022, the combined prevalence of underweight and obesity was highest in island nations in the Caribbean and Polynesia and Micronesia, and countries in the Middle East and north Africa. Obesity prevalence was higher than underweight with posterior probability of at least 0·80 in 177 countries (89%) for women and 145 (73%) for men in 2022, whereas the converse was true in 16 countries (8%) for women, and 39 (20%) for men. From 1990 to 2022, the combined prevalence of thinness and obesity decreased among girls in five countries (3%) and among boys in 15 countries (8%) with a posterior probability of at least 0·80, and increased among girls in 140 countries (70%) and boys in 137 countries (69%) with a posterior probability of at least 0·80. The countries with highest combined prevalence of thinness and obesity in school-aged children and adolescents in 2022 were in Polynesia and Micronesia and the Caribbean for both sexes, and Chile and Qatar for boys. Combined prevalence was also high in some countries in south Asia, such as India and Pakistan, where thinness remained prevalent despite having declined. In 2022, obesity in school-aged children and adolescents was more prevalent than thinness with a posterior probability of at least 0·80 among girls in 133 countries (67%) and boys in 125 countries (63%), whereas the converse was true in 35 countries (18%) and 42 countries (21%), respectively. In almost all countries for both adults and school-aged children and adolescents, the increases in double burden were driven by increases in obesity, and decreases in double burden by declining underweight or thinness. Interpretation The combined burden of underweight and obesity has increased in most countries, driven by an increase in obesity, while underweight and thinness remain prevalent in south Asia and parts of Africa. A healthy nutrition transition that enhances access to nutritious foods is needed to address the remaining burden of underweight while curbing and reversing the increase in obesit

A multi-country test of brief reappraisal interventions on emotions during the COVID-19 pandemic.

The COVID-19 pandemic has increased negative emotions and decreased positive emotions globally. Left unchecked, these emotional changes might have a wide array of adverse impacts. To reduce negative emotions and increase positive emotions, we tested the effectiveness of reappraisal, an emotion-regulation strategy that modifies how one thinks about a situation. Participants from 87 countries and regions (n = 21,644) were randomly assigned to one of two brief reappraisal interventions (reconstrual or repurposing) or one of two control conditions (active or passive). Results revealed that both reappraisal interventions (vesus both control conditions) consistently reduced negative emotions and increased positive emotions across different measures. Reconstrual and repurposing interventions had similar effects. Importantly, planned exploratory analyses indicated that reappraisal interventions did not reduce intentions to practice preventive health behaviours. The findings demonstrate the viability of creating scalable, low-cost interventions for use around the world

Mortality from gastrointestinal congenital anomalies at 264 hospitals in 74 low-income, middle-income, and high-income countries: a multicentre, international, prospective cohort study

Summary Background Congenital anomalies are the fifth leading cause of mortality in children younger than 5 years globally. Many gastrointestinal congenital anomalies are fatal without timely access to neonatal surgical care, but few studies have been done on these conditions in low-income and middle-income countries (LMICs). We compared outcomes of the seven most common gastrointestinal congenital anomalies in low-income, middle-income, and high-income countries globally, and identified factors associated with mortality. Methods We did a multicentre, international prospective cohort study of patients younger than 16 years, presenting to hospital for the first time with oesophageal atresia, congenital diaphragmatic hernia, intestinal atresia, gastroschisis, exomphalos, anorectal malformation, and Hirschsprung’s disease. Recruitment was of consecutive patients for a minimum of 1 month between October, 2018, and April, 2019. We collected data on patient demographics, clinical status, interventions, and outcomes using the REDCap platform. Patients were followed up for 30 days after primary intervention, or 30 days after admission if they did not receive an intervention. The primary outcome was all-cause, in-hospital mortality for all conditions combined and each condition individually, stratified by country income status. We did a complete case analysis. Findings We included 3849 patients with 3975 study conditions (560 with oesophageal atresia, 448 with congenital diaphragmatic hernia, 681 with intestinal atresia, 453 with gastroschisis, 325 with exomphalos, 991 with anorectal malformation, and 517 with Hirschsprung’s disease) from 264 hospitals (89 in high-income countries, 166 in middleincome countries, and nine in low-income countries) in 74 countries. Of the 3849 patients, 2231 (58·0%) were male. Median gestational age at birth was 38 weeks (IQR 36–39) and median bodyweight at presentation was 2·8 kg (2·3–3·3). Mortality among all patients was 37 (39·8%) of 93 in low-income countries, 583 (20·4%) of 2860 in middle-income countries, and 50 (5·6%) of 896 in high-income countries (p<0·0001 between all country income groups). Gastroschisis had the greatest difference in mortality between country income strata (nine [90·0%] of ten in lowincome countries, 97 [31·9%] of 304 in middle-income countries, and two [1·4%] of 139 in high-income countries; p≤0·0001 between all country income groups). Factors significantly associated with higher mortality for all patients combined included country income status (low-income vs high-income countries, risk ratio 2·78 [95% CI 1·88–4·11], p<0·0001; middle-income vs high-income countries, 2·11 [1·59–2·79], p<0·0001), sepsis at presentation (1·20 [1·04–1·40], p=0·016), higher American Society of Anesthesiologists (ASA) score at primary intervention (ASA 4–5 vs ASA 1–2, 1·82 [1·40–2·35], p<0·0001; ASA 3 vs ASA 1–2, 1·58, [1·30–1·92], p<0·0001]), surgical safety checklist not used (1·39 [1·02–1·90], p=0·035), and ventilation or parenteral nutrition unavailable when needed (ventilation 1·96, [1·41–2·71], p=0·0001; parenteral nutrition 1·35, [1·05–1·74], p=0·018). Administration of parenteral nutrition (0·61, [0·47–0·79], p=0·0002) and use of a peripherally inserted central catheter (0·65 [0·50–0·86], p=0·0024) or percutaneous central line (0·69 [0·48–1·00], p=0·049) were associated with lower mortality. Interpretation Unacceptable differences in mortality exist for gastrointestinal congenital anomalies between lowincome, middle-income, and high-income countries. Improving access to quality neonatal surgical care in LMICs will be vital to achieve Sustainable Development Goal 3.2 of ending preventable deaths in neonates and children younger than 5 years by 2030

Reducing the environmental impact of surgery on a global scale: systematic review and co-prioritization with healthcare workers in 132 countries

Abstract Background Healthcare cannot achieve net-zero carbon without addressing operating theatres. The aim of this study was to prioritize feasible interventions to reduce the environmental impact of operating theatres. Methods This study adopted a four-phase Delphi consensus co-prioritization methodology. In phase 1, a systematic review of published interventions and global consultation of perioperative healthcare professionals were used to longlist interventions. In phase 2, iterative thematic analysis consolidated comparable interventions into a shortlist. In phase 3, the shortlist was co-prioritized based on patient and clinician views on acceptability, feasibility, and safety. In phase 4, ranked lists of interventions were presented by their relevance to high-income countries and low–middle-income countries. Results In phase 1, 43 interventions were identified, which had low uptake in practice according to 3042 professionals globally. In phase 2, a shortlist of 15 intervention domains was generated. In phase 3, interventions were deemed acceptable for more than 90 per cent of patients except for reducing general anaesthesia (84 per cent) and re-sterilization of ‘single-use’ consumables (86 per cent). In phase 4, the top three shortlisted interventions for high-income countries were: introducing recycling; reducing use of anaesthetic gases; and appropriate clinical waste processing. In phase 4, the top three shortlisted interventions for low–middle-income countries were: introducing reusable surgical devices; reducing use of consumables; and reducing the use of general anaesthesia. Conclusion This is a step toward environmentally sustainable operating environments with actionable interventions applicable to both high– and low–middle–income countries

El emprendimiento resultado de investigación: una tarea pendiente en Colombia

This article reviews academic entrepreneurship; and the transfer of knowledge and technology through strategies to market research, development and innovation results from universities in Colombia. It ap-proached technology-based companies and actors of the National Science and Technology System; data from Colciencias, and “Spin-Off” Colombia. It presents quantitative results on secondary sources, pro-cessed in IBM SPSS. 3% of the reports are products of technological development; in higher education institutions, , the entrepreneurial products are the 0.00095% of the all products. The commitment of the university with its entrepreneurial mission is incipient: it is necessary to deepen to know the model of creation of companies based on research, adequate for Colombia.Este artigo analisa o empreendedorismo acadêmico; e a transferência de conhecimento e tecnologia por meio de estratégias para resultados de pesquisa de mercado, desenvolvimento e inovação de universida-des na Colômbia. Ele abordou empresas de base tecnológica e atores do Sistema Nacional de Ciência e Tecnologia; Dados de Colciencias e da “Spin-Off” Colombia. Apresenta resultados quantitativos em fontes secundárias, processadas no IBM SPSS. 3% dos relatórios são produtos de desenvolvimento tecnológico; Nas instituições de ensino superior, os produtos empresariais são 0,00095% do total de produtos. O compromisso da universidade com sua missão empreendedora é incipiente: é necessário aprofundar o conhecimento do modelo de criação de empresas com base em pesquisas adequadas à Colômbia.Este artículo revisa el emprendimiento académico; y la transferencia de conocimiento y tecnología a través de estrategias de puesta en el mercado de resultados de investigación, desarrollo e innovación de las universidades en Colombia. Se aproximó a empresas de base tecnológica, y actores del Sistema nacional de Ciencia y tecnología; datos de Colciencias, y de “Spin-Off” Colombia. Presenta resultados cuantitativos sobre fuentes secundarias, procesadas en IBM SPSS. El 3% de los reportes son productos de desarrollo tecnológico; en Instituciones de educación superior, los productos emprendedores son el 0.00095% del total. Es incipiente el compromiso de la universidad con su misión emprendedora: se hace necesario profundizar para conocer el modelo de creación de empresas basadas en investigación adecuado para Colombia

Comunicación y mercadeo. Estudio cualitativo para el desarrollo de la marca de pan de arroz

This paper presents the results of the advanced qualitative research for the strengthening of the rice bread brand. This product of thegastronomy of the department of Meta in Colombia is part of the traditional culinary practices of the region, is included in the InternalAgenda of Competitiveness and its positioning is sought in different segments of the market, especially international.The investigation originated when in the Chamber of Commerce of Villavicencio, different entities of the public and private sectors metin order to lay the foundations for the Pan de Arroz del Meta cluster. Twenty-five producers from Villavicencio, Restrepo and Cumaralparticipated; also, the Universidad de los Llanos made presence through the program of Agroindustrial Engineering and the office of Social Projection, whose contributions would become the standardization of the recipe of the bread of rice for the obtaining of a gourmet product adapted to the needs of the foreign markets. The National Institute for the Surveillance of Drugs and Foods (INVIMA) was linked to the project through training and education on issues related to Good Manufacturing Practices (GMP) and on the requirements for applying for the Sanitary Registry.Santo Tomás University (Villavicencio campus), joined the study with the Holos research group, whose contribution consisted in makingthe product test without adaptations to the European market, to then proceed to the realization of the proposal of a distinctive sign(brand ) and a package, based on the observations received from international consumers. Later, the Consumer Dynamics research group of the Universidad de los Llanos, made the theoretical and documentary review that support the writing of this paper.Este artigo apresenta os resultados da investigação qualitativa adiantada para o fortalecimento da marca do pão de arroz. Este produto da gastronomia do departamento do Meta na Colômbia faz parte das práticas culinárias tradicionais da região, é incluído no Calendário Interno de Competitividade e se pretende seu posicionamento nos segmentos diferentes do mercado, especialmente o internacional.A investigação originou-se quando a Câmara de Comércio de Villavicencio convocou a diferentes entidades dos setores público e privado tendo em vista deixar sentadas as bases para constituir o clúster pão de arroz do Meta. Participaram 25 produtores provenientes de Villavicencio, Restrepo e Cumaral, também a Universidade de los Llanos quem fez presença com o programa de Engenharia Agroindustrial e do escritório de Projeção Social, cujas contribuições transformariam na padronização da receita do pão de arroz para a obtenção dum produto gourmet adaptado às necessidades dos mercados estrangeiros, foi unido ao projeto o Instituto Nacional de Vigilância de Medicamentos e Alimentos (INVIMA) por meio da formação e qualificação em tópicos relacionados com as Boas Práticas de Fábrica (BPM) e sobre as exigências para a aplicação da Inscrição Sanitária.A Universidade Santo Tomás (sede Villavicencio), ligou-se ao estudo com o grupo de investigação Holos, cuja contribuição consistiu em fazer o teste do produto sem adaptações ao mercado europeu, para logo proceder à realização da proposta dum sinal distintivo (marca) e duma embalagem, a partir das observações recebidas dos consumidores internacionais. A Dinâmica de Consumo da Universidade dos Llanos, fez a revisão teórica e documental que sustentam a redação deste artigo.Este artículo presenta los resultados de la investigación cualitativa adelantada para el desarrollo de la marca del pan de arroz. Este producto de la gastronomía del departamento del Meta en Colombia forma parte de las prácticas tradicionales culinarias de la región, está incluido en la Agenda Interna de Competitividad y se pretende su posicionamiento en los diferentes segmentos del mercado, en especial el internacional.La investigación se originó cuando la Cámara de Comercio de Villavicencio convocó a diferentes entidades de los sectores público y privado con miras a dejar sentadas las bases para constituir el Clúster Pan de Arroz del Meta. Participaron 25 productores provenientes de Villavicencio, Restrepo y Cumaral, también la Universidad de los Llanos, quien hizo presencia a través del programa de Ingeniería Agroindustrial y de la oficina de Proyección Social, cuyos aportes se convertirían en la estandarización de la receta del pan de arroz para la obtención de un producto gourmet adaptado a las necesidades de los mercados extranjeros, se vinculó al proyecto el Instituto Nacional de Vigilancia de Medicamentos y Alimentos (INVIMA), mediante la formación y capacitación en temas relacionados con Buenas Prácticas de Manufactura (BPM) y sobre los requerimientos para la solicitud del Registro Sanitario.La Universidad Santo Tomás (sede Villavicencio), se unió al estudio con el grupo de investigación Holos, cuyo aporte consistió en hacer la prueba del producto sin adaptaciones al mercado europeo, para luego proceder a la realización de la propuesta de un signo distintivo (marca) y de un empaque, a partir de las observaciones recibidas de los consumidores internacionales. Dinámicas de Consumo de la Universidad de los Llanos, realizó la revisión teórica y documental que soportan la escritura de este artículo.

Marca Joropo – Erika Baquero – Ángela Tovar – Guillermo Quiñonez – Jennifer Vega

This paper presents some progress on research, whereby the possibility of creating a brand that represents the Ranger folklore abroad is evaluated. The overall objective of the research was to identify attributes and factors that must Ranger potentiate folklore, so that in the future as a basis for internationalization through a brand. The methodology was a mixed approach, in order to get a broader and deeper picture. The research "Brand Joropo" was subject to theories of internationalization brand and burrowing folklore. As for internationalization it was decided to implement the eclectic theory and the Uppsala model, as it is intended to apply the theory of Born Global to the desired mark. On the other hand, the concept most suitable brand, is posed by Kevin Roberts in his book Lovemarks (2005), as it relates to burrowing folklore worked with Ranger's book Folklore, Miguel Angel Martin (2000)El presente artículo plantea algunos avances sobe la investigación, por medio del cual se evalúa la posibilidad de crear una marca que presente al folclor llanero en el exterior. El objetivo general de la investigación consistió en identificar los atributos y los factores del folclor llanero que se deben potencializar, para que en el futuro sirva de base para su internacionalización por medio de una marca. La metodología utilizada tuvo un enfoque mixto, con el fin de obtener un panorama más amplio y profundo. La investigación “Marca Joropo” estuvo sujeto a teorías sobre la internacionalización la marca y el folclor llanero. En cuanto a la internacionalización se decidió implementar la teoría ecléctica, así como el modelo UppSala, ya que se pretende aplicar la teoría de Born Global a la marca deseada. Por otro lado, el concepto de marca más idóneo, es el que plantea Kevin Roberts en su libro Lovemarks (2005), en lo relacionado con el folclor llanero se trabajó con el libro del Folclor llanero, de Miguel Ángel Martin (2000)

Marca Joropo – Erika Baquero – Ángela Tovar – Guillermo Quiñonez – Jennifer Vega

This paper presents some progress on research, whereby the possibility of creating a brand that represents the Ranger folklore abroad is evaluated. The overall objective of the research was to identify attributes and factors that must Ranger potentiate folklore, so that in the future as a basis for internationalization through a brand. The methodology was a mixed approach, in order to get a broader and deeper picture. The research "Brand Joropo" was subject to theories of internationalization brand and burrowing folklore. As for internationalization it was decided to implement the eclectic theory and the Uppsala model, as it is intended to apply the theory of Born Global to the desired mark. On the other hand, the concept most suitable brand, is posed by Kevin Roberts in his book Lovemarks (2005), as it relates to burrowing folklore worked with Ranger's book Folklore, Miguel Angel Martin (2000)El presente artículo plantea algunos avances sobe la investigación, por medio del cual se evalúa la posibilidad de crear una marca que presente al folclor llanero en el exterior. El objetivo general de la investigación consistió en identificar los atributos y los factores del folclor llanero que se deben potencializar, para que en el futuro sirva de base para su internacionalización por medio de una marca. La metodología utilizada tuvo un enfoque mixto, con el fin de obtener un panorama más amplio y profundo. La investigación “Marca Joropo” estuvo sujeto a teorías sobre la internacionalización la marca y el folclor llanero. En cuanto a la internacionalización se decidió implementar la teoría ecléctica, así como el modelo UppSala, ya que se pretende aplicar la teoría de Born Global a la marca deseada. Por otro lado, el concepto de marca más idóneo, es el que plantea Kevin Roberts en su libro Lovemarks (2005), en lo relacionado con el folclor llanero se trabajó con el libro del Folclor llanero, de Miguel Ángel Martin (2000)