DISEÑO E IMPLEMENTACIÓN DE LA ESTRATEGIA DE COMUNICACIÓN PARA LA CERTIFICACIÓN DE BIODIVERSIDAD DEL AOVE “OLIVARES VIVOS”
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2022-05-05
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Jaén: Universidad de Jaén
Resumen
[ES] El presente trabajo surgió a raíz de un contrato de investigación ligado al Proyecto LIFE Olivares Vivos
(Programa LIFE 2014-2020 de la Unión Europea), cuya pretensión principal es incrementar la rentabilidad
del olivar a partir de la recuperación de su biodiversidad. Este estudio tiene un doble objetivo: uno
académico, que propone la biodiversidad como un nuevo signo de calidad diferenciada; otro derivado de
la práctica comercial – con vocación de transferencia –, basado en diseñar e implementar la estrategia de
comunicación para el AOVE “Olivares Vivos”. Se realizó una investigación documental para construir el
corpus del objetivo académico, así como una investigación empírica para la perspectiva comercial,
consistente en un estudio multipaís de análisis del comportamiento del consumidor y un test de mercado
realizado en el ámbito nacional. Como resultado se obtiene la construcción con éxito de la estrategia de
comunicación y se dio luz verde a su implementación.
[EN] The current work arose from a research contract linked to the LIFE Project Olivares Vivos (European Union LIFE Program 2014-2020), whose main aim is to increase the profitability of the olive grove from the recovery of its biodiversity. This study has a double objective: an academic one, which proposes the biodiversity as a new sign of differentiated quality; another one derived from the commercial practice - with transfer vocation -, based on designing and implementing the communication strategy for the "Olivares Vivos" EVOO. A documentary research was carried out to build the corpus of the academic objective, as well as an empirical research for the commercial perspective, consisting of a multi-country study of consumer behavior analysis and a market test carried out at national level. As a result, the communication strategy was successfully built and its implementation was given the green light.
[EN] The current work arose from a research contract linked to the LIFE Project Olivares Vivos (European Union LIFE Program 2014-2020), whose main aim is to increase the profitability of the olive grove from the recovery of its biodiversity. This study has a double objective: an academic one, which proposes the biodiversity as a new sign of differentiated quality; another one derived from the commercial practice - with transfer vocation -, based on designing and implementing the communication strategy for the "Olivares Vivos" EVOO. A documentary research was carried out to build the corpus of the academic objective, as well as an empirical research for the commercial perspective, consisting of a multi-country study of consumer behavior analysis and a market test carried out at national level. As a result, the communication strategy was successfully built and its implementation was given the green light.