Factores De Restricción E Innovación De Los Emprendimientos Cerveceros Artesanales Para Incursionar En El Mercado Masivo En Honduras.

Abstract

The research entitled "Factors of restriction and innovation of craft beer enterprises to enter the mass market in Honduras" arises from the need that the sector of enterprises that manufacture and market craft beer face problems that lead to low competitiveness, in addition to the fact that their parts are not articulated, which hinders competing in mass beer consumption markets in Honduras. In this sense, the purpose of this research is to determine if there is a significant difference between the valuation of the variables, factors of operational, financial, political and innovation restrictions of the craft beer enterprises and the successful incursion into the mass consumption market in Honduras. In the present research a methodology and data collection techniques were implemented with a non-experimental design, with a correlational scope to test the relationships between variables, using the Post positivist paradigm. All this was collected through a structured questionnaire designed to be applied in the craft beer sector enterprises, and expert validation and pilot testing were carried out. Among the main findings are lack of application of technology, access to credit, lack of strategic planning, storage and infrastructure problems, and raw material acquisition. It is concluded that there is a significant difference between the valuation of operational, financial, and political restrictions and the incursion of the mass market in Honduras. In turn, derived from the above, collaborative ecosystems can be developed, considering innovation, technology, infrastructure, and warehousing in the foreground.