scieee Science in your language
[es] (orig)

La producción de calidad: nuevas estrategias rurales para nuevos consumidores

Read accessible full text

La producción de calidad: nuevas estrategias rurales para nuevos consumidores

Author: Aguilar Criado, Encarnación; Amaya Corchuelo, Santiago; López Moreno, Ignacio; Álvarez González, María; Méndez Díaz, Cecilia; Robles Felizón, Paula; Pérez Chueca, Alberto
Publisher: Universitat Rovira i Virgili
Year: 2014
Source: https://idus.us.es/bitstreams/fe582dd6-b2fe-497d-8ee4-9b02bfe741ad/download
PERIFERIAS,
FRONTERAS
Y DIÁLOGOS
Ac as del XIII Cong eso de
An opología de la Fede ación
de Asociaciones de An opología
del Es ado Español
Ta agona, 2–5 de sep iemb e de 2014
Edi a: Uni e si a Ro i a i Vi gili
ISBN: 978-84-697-0505-6
h p://wwwa. undacio.u .ca /cong es-an opologia/
Es a ob a es á bajo una licencia A ibu ion-NonComme cial-Sha eAlike 3.0 Unpo ed
de C ea i e Commons. Pa a e una copia, isi e h p://c ea i ecommons.o g/licenses/
by-nc-sa/3.0/ o en íe una ca a a C ea i e Commons, 171 Second S ee , Sui e 300,
San F ancisco, Cali o nia 94105, USA.
COMITÈ EXECUTIU/COMITÉ EJECUTIVO
Agus í And eu Tomàs
Yolanda Bodoque Pue a
Dolo s Comas d’A gemi Cend a
Josep Ma ia Comelles Es eban
Síl ia Fe e es Ca alà
Joan Josep Pujadas Muñoz
Jo di Roca Gi ona
Mon se a So onellas Masdeu
SECRETARIA TÈCNICA/SECRETARÍA TÉCNICA
Na alia Alonso Rey
Raquel Rabassa Figue as (FURV)
Gemma Sánchez Al ès (FURV)
COMITÈ ASSESSOR/ COMITÉ ASESOR
Agus í And eu Tomàs
Yolanda Bodoque Pue a
Lina Casadó Ma ín
Dolo s Comas d’A gemi Cend a
Josep Ma ia Comelles Es eban
Susan M. Di Giacomo
Ma ía Isabel G acia A náiz
Me cedes González Minguillón
Neus Já ega Be nad
Lídia Ma inez Flo es
Angel Ma ínez He náez
Gaspa Maza Gu ié ez
Jo di Mo e as Palenzuela
Joan Josep Pujadas Muñoz
Joan P a Ca ós
Jo di Roca Gi ona
O iol Romaní Al onso
Mon se a So onellas Masdeu
Jaume Vall e dú Vall e dú
PRESIDÈNCIA DEL CONGRÉS/ PRESIDENCIA DEL CONGRESO
Joan P a Ca ós (Ca ed á ico Emé i o de la URV)
COMITÈ CIENTÍFIC / COMITÉ CIENTÍFICO
Luis Ál a ez Muná iz (AMA)
Malena Collado Sánchez (AIBR)
Ola z González Ab iske a (ANKULEGI)
Nie es He e o Pé ez (AGANTRO)
Juana Ibáñez Gambe o (ICA)
Celes e Jiménez de Mada iaga (ASANA)
Ana Ma ía Ri as Ri as (IMA)
Bea iz San ama ina Campos (AVA)
Mon se a So onellas Masdeu (ITA)
Ped o Tomé Ma ín (AACyL)

/$352'8&&,Ï1'(&$/,'$'18(9$6(675$7(*,$6
585$/(63$5$18(926&21680,'25(6

(QFDUQDFLyQ$JXLODU&ULDGR8QLYHUVLGDGGH6HYLOODHDJXLODU#XVHV
6DQWLDJR$PD D&RUFKXHOR8QLYHUVLGDGGH&iGL]VDQWLDJRDPD D#XFDHV
,JQDFLR/ySH]0RUHQR8QLYHUVLGDGGH6HYLOOD
LJQDFLRORSH]PRUHQR#JPDLOFRP
0DU D*RQ]iOH]ÈOYDUH]8QLYHUVLGDGGH2YLHGRGHVGHPLH[LOLR#KRWPDLOFRP
&HFLOLD' D]0pQGH]8QLYHUVLGDGGH2YLHGRFHFLOLD#XQLRYLHV
3DXOD)HOL]yQ5REOHV8QLYHUVLGDGGH6HYLOODSDXOD#XVHV
$OEHUWR3pUH]&KXHFD8QLYHUVLGDGGH6HYLOODDFKXHFD#XVHV

3DODEUDV FODYH 1XHYD 5XUDOLGDG $QWURSRORJ D $OLPHQWDFLyQ ,QGLFDFLRQHV *HRJUiILFDV
'HQRPLQDFLyQGH2ULJHQ3URWHJLGD

,QWURGXFFLyQ
1XHVWUDFRPXQLFDFLyQWUDWDGHSURIXQGL]DUHQXQRGHORVDVSHFWRVTXHFDUDFWHUL]DDOD1XHYD
5XUDOLGDGODSURJUHVLYDHVSHFLDOL]DFLyQGHORVHVSDFLRVUXUDOHVHQSURGXFFLyQGHFDOLGDG HO
XVRGH PDUFDV SDUDGLVWLQJXLUVXVSURGXFWRVHQPHUFDGRVJOREDOHV '23,*3$JULFXOWXUD
(FROyJLFD 0DUFDV 7HUULWRULDOHV  RWUDV /RVUHVXOWDGRV TXH H[SRQHPRV VRQ SURGXFWR GHO
SUR HFWR GHLQYHVWLJDFLyQFX R PDUFRWHyULFR HQWLHQGHGLFKRVSURFHVRVHLQLFLDWLYDV FRPR
1 /DLQYHVWLJDFLyQILQDQFLDGDSRUORVSUR HFWRV³/DSURGXFFLyQGHFDOLGDGQXHYDVHVWUDWHJLDVUXUDOHVSDUDQXHYRV
FRQVXPLGRUHV´0LQLVWHULRGH(GXFDFLyQ &LHQFLD,'&62&³/DVLQGLFDFLRQHVJHRJUiILFDV
FRPRHVWUDWHJLDGHGHVDUUROORWHUULWRULDO/DH[SHULHQFLDHVSDxROD EUDVLOHxD´3URJUDPD+LVSDQR%UDVLOHxRGH
&RRSHUDFLyQ,QWHUXQLYHUVLWDULD0LQLVWHULRGH&LHQFLDH,QQRYDFLyQ &$3(63+%3&,QFHQWLYRV
GH,QYHVWLJDFLyQGHO3URJUDPD7DOHQWLD-XQWDGH$QGDOXF D*UXSRGH,QYHVWLJDFLyQ7(&8'(3$,6(-
5349
WUDQVLFLRQHVHQWUHVLVWHPDVGHHFRQRP DGRPpVWLFDDHFRQRP DGHPHUFDGRHQODPHGLGDTXH
ODHVWUDWHJLDGHODGLVWLQFLyQVHFRQVWUX HGHVGHHOVDEHUKDFHUGHORVSURGXFWRUHVFRPRIRUPDV
GHYDORUDxDGLGRTXHFRQYLHUWHQDHVWRVSURGXFWRVORFDOHVHQFRPSHWLWLYRVHQORVPHUFDGRV
JOREDOHV
(VWDVHVWUDWHJLDVGHFUHDFLyQGHYDORUDxDGLGRVHKDQFRQYHUWLGRHQKHUUDPLHQWDVGHWUDEDMRSDUD
ODVLQVWLWXFLRQHVTXHLPSOHPHQWDQORVDFWXDOHVSURJUDPDVGHGHVDUUROORUXUDOHQ(XURSDSXHV
LQFRUSRUDQ SURPXHYHQHOHQIRTXHWHUULWRULDOTXHFDUDFWHUL]DDHVWRVGHSURJUDPDVHXURSHRV
GHVGHODUHIRUPDGHOD3RO WLFD$JUDULD&RPXQLWDULD3$&GHFRPLHQ]RVGHO2¶&RQQRU
3RUORWDQWRHVWDPRVDVLVWLHQGRDXQDLQFHVDQWHSUROLIHUDFLyQGHPDUFDVDXVSLFLDGDVHQ
PXFKRVFDVRVGHVGHORVPLVPRV*UXSRVGH$FFLyQ/RFDO*$/TXHSURPXHYHQODWUDQVLFLyQ
GHO PXQGR UXUDO KDFLD XQD QXHYD HFRQRP D GHO YDORU FDSD] GHUHVSRQGHU D ORV UHWRV GH OD
JOREDOL]DFLyQ0RUHQR $JXLODU
/DPD RU DGHORVHVWXGLRVVREUHODVPDUFDVGHFDOLGDGKDQLQVLVWLGRHQODVVLQHUJLDVSRVLWLYDV
TXHHVWDVDFFLRQHVUHSUHVHQWDQSDUDORVWHUULWRULRV DFWRUHVDIHFWDGRV.QLFNHO 5HQWLQJ
0LHOH  3LQGXFFLX  %DQNV  0DUVGHQ  3XJOLHVH  0DUVGHQ  6PLWK 
7UHJHDUHWDO/DFRQWULEXFLyQGHHVWDSRQHQFLDHVGHVYHODUDOJXQDVGHODVFRQWUDGLFFLRQHV
FRQIOLFWRVLQKHUHQWHVDGLFKDVLQLFLDWLYDV(QHVHQFLDSRUTXHVXSRQHQUHSHQVDU UHVLJQLILFDU
WRGRHOSURFHVR HOFRQWH[WRHQHOTXHVHLPSOHPHQWDQ1XHVWUDKLSyWHVLVHVTXHODFUHDFLyQGH
XQDPDUFDGHFDOLGDGVXSRQHHOGHVDUUROOR DUWLFXODFLyQGHXQQXHYRPDUFRLQVWLWXFLRQDO FRQ
pOODH[LVWHQFLDGHUHODFLRQHVGHSRGHU0pQDUG:LONLQVRQ3RUORWDQWRGHVGH
XQSXQWRGHYLVWDDQDO WLFRODFUHDFLyQGHXQDPDUFDGHFDOLGDGFRQOOHYD±HQWUHRWUDVFRVDVOD
GHILQLFLyQ GH XQ FRQMXQWR GH QRUPDV FROHFWLYDV TXH OLPLWDQ ODV SUiFWLFDV GH ORV DFWRUHV
LQFOXLGRVHQHOQXHYRPDUFRQRUPDWLYR'HVGHXQSXQWRGHYLVWDSUiFWLFRODFUHDFLyQGHHVWRV
QXHYRV PDUFRV LQVWLWXFLRQDOHV FRQGXFH D  OD KRPRJHQHL]DFLyQ GH SUiFWLFDV  OD
DSURSLDFLyQ GH VDEHUHV ORFDOHV   OD FRQVWUXFFLyQ GHO VHOOR GH VLQJXODULGDGVREUH XQD
QHFHVDULDUHFRPELQDFLyQHQWUHWUDGLFLyQHLQQRYDFLyQSDUDFRQVHJXLUODFHUWLILFDFLyQGHFDOLGDG
(V HYLGHQWH TXH HVWH HQIRTXH PiV FU WLFR GH OD HVWUDWHJLD GH OD GLIHUHQFLDFLyQ WLHQH
QHFHVDULDPHQWHTXHDQDOL]DUXQVHJXQGRDVSHFWRTXHKDHFORVLRQDGRFRQIXHU]DHQHVWDFUHFLHQWH
HVWUDWHJLDGHORVQXHYRVHVSDFLRVUXUDOHVUHIHULGRDFyPRODDFWXDOFULVLVGHODVRFLHGDGHXURSHD
HQ JHQHUDO  HVSDxROD HQ SDUWLFXODU HVWi DIHFWDQGR D OD YLDELOLGDG GH HVWDV HVWUDWHJLDV GH
GLIHUHQFLDFLyQ+HPRVGHWHQHUHQFXHQWDTXHVLELHQODGHILQLFLyQGHXQPDUFRLQVWLWXFLRQDO
FUHDYDORUDxDGLGRDOVLQJXODUL]DUHOSURGXFWRWDPELpQHVFLHUWRTXHODFRQVWUXFFLyQGHOSURFHVR
5350
VXSRQHODLQYHUVLyQGHFDSLWDOWLHPSR HQHUJ DSRUSDUWHGHWRGRVORVDFWRUHVLQYROXFUDGRV'H
PRGRTXHSXHGHQDIHFWDUHLQFUHPHQWDUORVFRVWHVGHSURGXFFLyQHQDOJXQDVSDUWHVGHODFDGHQD
6HSXHGHDVXPLUTXHHVWHSUREOHPDGHEHU DVHUFRPSHQVDGRSRUODGLVWULEXFLyQDGHFXDGDGHO
YDORUDxDGLGRFUHDGRSRUHOSURFHVRSHURWDO FRPRYDPRVDGHPRVWUDUODVGHVLJXDOGDGHVGH
SRGHUSUHYLDVFRQGLFLRQDQGHQXHYRHOSURFHVR WLHQGHQDGLYHUVLILFDUODVHVWUDWHJLDVGHORV
SURGXFWRUHV
0HWRGRORJ D
(ODQiOLVLVGHORVUHVXOWDGRVTXHSUHVHQWDPRVFRQVWLWX HHOQ~FOHRGHXQWUDEDMRGHFDPSRGH
DxRVGHGXUDFLyQGHVGHDTXHHOHTXLSRGHLQYHVWLJDFLyQKDUHDOL]DGRHQGLVWLQWDV
]RQDVGH(XURSD %UDVLOFRQHOREMHWLYRGHFRPSDUDUODVLWXDFLyQGHHVWHSURFHVRHQGRV]RQDV
JHRSRO WLFDV GLVWLQWDV  FRQ GLVWLQWR JUDGR GH LQVWLWXFLRQDOLGDG D OD KRUD GH DERUGDU HVWDV
SURSXHVWDVGHGHVDUUROORWHUULWRULDODOFRQWDURQRFRQDSR RILQDQFLHURGHOD3$&
3DUDHOORVHLPSOHPHQWyXQDPHWRGRORJ DIXQGDPHQWDOPHQWHFXDOLWDWLYDEDVDGDHQHOWUDEDMR
GHFDPSRFRQHVWDQFLDVSURORQJDGDVGHORVLQYHVWLJDGRUHVHQODVGLVWLQWDV]RQDVGHHVWXGLRSDUD
FRQVHJXLUHOHQIRTXHFRPSDUDWLYRGHQXHVWURHVWXGLRKDVLGRQHFHVDULDODFRODERUDFLyQFRQ
GLVWLQWRV HTXLSRV GH LQYHVWLJDFLyQ HQ FRQFUHWR FRQ HO 'HSDUWDPHQWR GH 6RFLRORJ D GH OD
8QLYHUVLGDG GH 2YLHGR HO 'HSDUWDPHQWR GH &L QFLDV 6RFLDLV $JUiULDV GH OD 8QLYHUVLGDGH
)HGHUDOGH3HORWDV GH'HVHQYROYLPLHQWR5XUDOGHOD8QLYHUVLGDG)HGHUDOGH6DQWD0DU D5LR
*UDQGH GR 6XU %UDVLO DV  FRPR ORV GH 5XUDO 6RFLRORJ  *URXS GH OD 8QLYHUVLGDG GH
:DJHQLQJHQ +RODQGD  HO GH ,QVWLWXW 1DWLRQDO GH OD 5HFKHUFKH $JURQRPLTXH ,15$ GH
0RQWSHOOLHU)UDQFLD
/DPXHVWUDWRWDOHVWiFRQVWLWXLGDSRUHQWUHYLVWDVUHDOL]DGDVDXQDVHOHFFLyQGHSURGXFWRUHV
WpFQLFRV SRO WLFRV  DVRFLDFLRQHV FRUUHVSRQGLHQWHV D ODV GLVWLQWDV ]RQDV VHFWRUHV
DJURDOLPHQWDULRV WLSRORJ DVGHPDUFDVDQDOL]DGRV7DEOD'23GHMDPRQHVLEpULFRVGH
([WUHPDGXUD9DOOHGHORV3HGURFKHV +XHOYD'23GHTXHVRVGH$VWXULDV0DUFDVGHFDOLGDG
GH4XHVRGH6LHUUDGH&iGL]0DUFD7HUULWRULDO (FKW7H[HOV/DPYOHVV+RODQGD,*3GH9DOOH
GH9LKQHGRV &DUPHGHOD3DPSD%UDVLOODFRQVWUXFFLyQGHQXHYRVWHUULWRULRVUXUDOHVHQOD
FRPDUFDGH*XDGDOWHED(VSDxD HO3D V*RUJHV&DXVVHV&HYHQQHV)UDQFLDDV FRPROD
SURGXFFLyQGH$JULFXOWXUD,QWHJUDGD (FROyJLFDGHDUUR]HQOD]RQDGH,VOD0D RUHQ6HYLOOD
OD'23GH$UUR]/LWRUDO1RUWH $UUR]HFROyJLFRGH7DLP%UDVLO
5351
7DEOD'LVWULEXFLyQGHHQWUHYLVWDVVHJ~QWLSRORJ D XQLGDGGHREVHUYDFLyQ
PRODUCTORES
TÉCNICOS
POLÍTICOS
ASOCIACIONES
TOTAL
ARROZ DE ISLA
MAYOR (SEVILLA)
12 6 1 
IG VINOS VALLE DO
VINHEDOS (BRASIL)
4 4 1 
JAMÓN DE HUELVA,
EXTRE. Y V.PED.
18 13 1 
IG CARNE DE LA
PAMPA Y (BRASIL).
5 15 
DOP CABRALES Y
AFUEGA´L PITU ,
28 8 4 
QUESOS SIERRA DE
CÁDIZ.
44 13 1 5 
WADDEN GROUP
TEXEL
9 10 2 3 
MARCA TERRITORIAL
EN GUADALTEBA
27 13 7 5 
MARCA TERRITORIAL
EN CEVENNES
11 12 13 5 
TOTAL
   


(QHVWHWUDEDMRVyORYDPRVDFHQWUDUQRVHQHOiPELWRHXURSHRGHODLQYHVWLJDFLyQHQODPHGLGD
TXH OD H[LVWHQFLD GH ODV SRO WLFDV HXURSHDV GH GHVDUUROOR GRWDQ D HVWDV H[SHULHQFLDV GH XQ
FRQWH[WRVRFLROyJLFRGLVWLQWRDORVFDVRVGH$PpULFD/DWLQD<GHQWURGHORVHXURSHRVKHPRV
HOHJLGRVDVXYH]VyORFDVRVODSURGXFFLyQGHTXHVRVHQOD6LHUUDGH&iGL]$QGDOXF DODV
PDUFDVGH'23GHTXHVRVGH$VWXULDV ODV'23GHOMDPyQ,EpULFRHQODV]RQDVGH$QGDOXF D
([WUHPDGXUDSRUTXHVRQORVTXHQRVSHUPLWHQSURIXQGL]DUVREUHORVGRVWHPDVFHQWUDOHVTXH
SUHVHQWDPRVHQHVWHWUDEDMRORVFRQIOLFWRV SDUDGRMDVTXHSUHVHQWDQODVPDUFDVGHFDOLGDG 
VXYLDELOLGDGHLGRQHLGDGGHQWURGHOFRQWH[WRHFRQyPLFRDFWXDOGHODUXUDOLGDG
/DQXHYDUXUDOLGDGHXURSHD7HUULWRULRFDOLGDG PHGLRDPELHQWH
5352
(ODXPHQWRGHODVPDUFDVGHFDOLGDGFRQVWLWX HXQRGHORVIHQyPHQRVOLJDGRVWDQWRDODVQXHYDV
IXQFLRQHV GH ORV HVSDFLRV UXUDOHV FRPR D UHFLHQWHV GHPDQGDV GH ORV FRQVXPLGRUHV GH ODV
VRFLHGDGHVSRVWLQGXVWULDOHV/DVK 8UU (VWDQXHYDWHQGHQFLDGHOFRQVXPRVHKDYLVWR
DJXGL]DGDSRUODV~OWLPDVDODUPDVDOLPHQWDULDVORTXHKDSURSLFLDGRXQDPD RUQHFHVLGDGSRU
FRQRFHUODSURFHGHQFLDGHORVDOLPHQWRVHLQIRUPDUVHGHOSURFHVRVHJXLGRSRUHOSURGXFWRGHVGH
VX RULJHQ KDVWD OD PHVD GHO FRQVXPLGRU (VSHLW[  *XLGRQHW  'H RWUR ODGR OD
E~VTXHGD GH OD GLIHUHQFLDFLyQ GH SURGXFWRV HQ XQ PHUFDGR FDGD YH] PiV KRPRJpQHR 
JOREDOL]DGR3ORHJTXHEXVFDHOYDORUDxDGLGRGHODGLVWLQWLYLGDGUHVXOWDRWURGHORV
LPSHUDWLYRVTXHH[SOLFDHVWHSURFHVRGHFDOLGDGDOLPHQWDULD&RVWDQLJURHWDO0HGLQD

$V IUHQWHDORVSURGXFWRVHVWDQGDUL]DGRV PDVLILFDGRVHODERUDGRVGHVGHODDJURLQGXVWULDHO
YDORU DxDGLGR GH HVWRV SURGXFWRV GH FDOLGDG UHVLGH SUHFLVDPHQWH HQ VX YLQFXODFLyQ FRQ XQ
WHUULWRULRFRQFUHWR'HHVWDIRUPDORVHOHPHQWRVFRQVXVWDQFLDOHVGHXQDSDUWLFXODUHFRORJ D
WUDGLFLyQHKLVWRULDVHLQFRUSRUDQFRPRHOHPHQWRVGLVWLQWLYRVDHVRVSURGXFWRVORFDOHV/R]DQR
$JXLODU HVDSDUWLUGHHVDWUDQVIHUHQFLDGHVLJQLILFDGRVVRFLDOHVFRPRORJUDQVXV
FDUDFWHU VWLFDVGLIHUHQFLDOHVGHFDUDDPHUFDGRVFDGDYH]PiVJOREDOHV
$HVWDWHQGHQFLDREHGHFHODDFWXDOSUROLIHUDFLyQGHODVPDUFDVGHFDOLGDGTXHYLHQHQDDYDODU
ODV FXDOLGDGHV GLIHUHQFLDOHV R OD UHQWD GH HVSHFLILFLGDG TXH GHWHUPLQDGRV DOLPHQWRV SRVHHQ
7UHJHDUHWDO(QHVWDLQFHVDQWH³ODEHOL]DFLyQ´GHODUHDOLGDGGHVWDFDQDOPHQRVHQHO
FDVRHXURSHROD'HQRPLQDFLyQGH2ULJHQ3URWHJLGD'23H,QGLFDFLyQ*HRJUiILFD3URWHJLGDV
,*3 OD$JULFXOWXUD(FROyJLFD$(FRPRPDUFDVFRQXQQLYHODOWRGHFHUWLILFDFLyQ FRQ
UDQJR GH UHFRQRFLPLHQWR HXURSHR 6RQ FHUWLILFDFLRQHV TXH JDUDQWL]DQ OD YLQFXODFLyQ GH XQ
SURGXFWRFRQXQWHUULWRULRXQDPDWHULDSULPDXQ³VDEHUKDFHU´ RXQDVWpFQLFDVGHHODERUDFLyQ
FRQFUHWDV/R]DQR$SDUWLUGHHVWDVPDUFDVVHKDLGRFUHDQGRXQFRPSOHMRHQWUDPDGR
GHRWUDVPXFKDVGHPHQRUUDQJRTXHWUDWDQGHVXEUD DUODYLQFXODFLyQGHHVWRVSURGXFWRVFRQ
XQD]RQDSURWHJLGD0DUFD3DUTXH1DWXUDOFRQXQDFRPDUFDRUHJLyQGHSURFHGHQFLD0DUFD
7HUULWRULDO
Es amos pues an e un enómeno plenamen e adsc i o a los modelos de consumo de la sociedad
capi alis a ac ual, que esponde a nue as demandas sociales, y a a de es ablece la up u a
en e ag icul u a y alimen ación, en e “el campo y el pla o” (Espei x 1996, Ma sden 2003).
Es e eencuen o ha p opiciado que, de o ma paula ina, se es é omen ando una mayo
inculación en e alimen o y p oduc o local, en e p oduc o y consumido (Diez y González
5353
2008). /D QDWXUDOH]D HO WHUULWRULR OD KLVWRULD  OD FXOWXUD FRQVWLWX HQ DV  ORV Y QFXORV TXH
FRQHFWDQFRQODFDOLGDGGHOSURGXFWR VRQORVJDUDQWHVGHVXYDORUDxDGLGRGHFDUDDOPHUFDGR
/DVPDUFDVGHFDOLGDGKDQVLGRREMHWRGHPX GLYHUVRVWLSRVGHHVWXGLR3RUXQODGRWUDEDMRV
TXHDQDOL]DQHOHWLTXHWDGRFRPRXQDHVWUDWHJLDHFRQyPLFDGHORVSURGXFWRUHVFRQVLGHUDGDV
FRPRLQLFLDWLYDVLQWHUHVDQWHVSDUDUHGXFLUODVREUHSURGXFFLyQPHMRUDUODFRPSHWLWLYLGDGGHODV
iUHDVPiVSREUHV GRWDUDORVSHTXHxRVSURGXFWRUHV HPSUHQGHGRUHVGHXQDKHUUDPLHQWDFRQ
ODTXHGLIHUHQFLDUVXVSURGXFWRV FRPSHWLUHQORVPHUFDGRVJOREDOHV.QLFNHO 5HQWLQJ
0LHOH 3LQGXFFLX%DQNV 0DUVGHQ3XJOLHVH7UHJHDUHWDO(QXQ
VHQWLGRPiVDPSOLRODIXQFLyQGHORVSURGXFWRVDOLPHQWLFLRVUHJLRQDOHVHQORVSUR HFWRVGH
GHVDUUROORWDPELpQKDVLGRDQDOL]DGDSRURWURVDXWRUHV0XUGRFKHWDO/R]DQR
(VWDO QHDGHWUDEDMRVXEUD DODFDSDFLGDGGHDFWLYDFLyQWHUULWRULDOGHHVWRVSURGXFWRVDV FRPR
ORVEHQHILFLRVJHQHUDGRVSDUDODVFRPXQLGDGHVGRQGHVHFUHDQWDQWRHQHOiPELWRHFRQyPLFR
FRPR HQ HO FXOWXUDO  VRFLDO $PEDV DSUR[LPDFLRQHV VH FRPSOHPHQWDQ FRQRWUDV O QHDV GH
WUDEDMR TXH UHODFLRQDQ HO DXJH GH ODV HWLTXHWDV FRQ QXHYDV SUiFWLFDV DJU FRODV 
PHGLRDPELHQWDOHVDSXQWDQGRDOLPSDFWRSRVLWLYRHQ ODUHGXFFLyQGHODFRQWDPLQDFLyQ VX
FRQWULEXFLyQDFUHDUVLVWHPDVSURGXFWLYRVVRVWHQLEOHV.DOWRIW0DUVGHQ 6PLWK
(VWHWH[WRWUDWDGHDVSHFWRVPHQRVWUDWDGRVSRUHVWDOLWHUDWXUDODFRQVWDWDFLyQGHTXHHVWDPRV
DQWHSURFHVRVGHWUDQVLFLyQGHVGHVLVWHPDVGRPpVWLFRVGHSURGXFFLyQUHJLGRVSRUXQDOyJLFD
FDPSHVLQDDVLVWHPDVGHHODERUDFLyQLQGXVWULDOLQVHUWRVHQODVOH HVGHOPHUFDGR ODOHJDOLGDG
GHOHVWDGR(QWHQGHUODOyJLFDGHHVWHSURFHVRQRVOOHYDDFRQVWDWDUWDPELpQVXVSDUDGRMDV
/D SULPHUD GH HOODV HV TXH ORV SURFHVRV GH LPSODQWDFLyQ GH ODV PDUFDV GH FDOLGDG VRQ XQ
IHQyPHQR SROLYDOHQWH HQ OD PHGLGD TXH VXSRQHQ WDQWR XQ HVSDFLR GH FRQFHUWDFLyQ HQWUH
GLVWLQWRV SURGXFWRUHV H LQVWLWXFLRQHV FRPR XQ iPELWR GH SRGHU HQWUH LQWHUHVHV GH GLVWLQWRV
VLJQRV 3RU HVR KHPRV DILUPDGR TXH FRQVWLWX HQ SURFHVRV VRFLDOHV HQ ORV TXH ORV DFWRUHV
LQYROXFUDGRVWLHQHQTXHUHDOL]DUXQHVIXHU]RFROHFWLYRSDUDUHSHQVDU UHGLVHxDUHOSURGXFWRD
HWLTXHWDUDV FRPRODVGLIHUHQWHVSUiFWLFDVFRQRFLPLHQWRV DFXHUGRVTXHORKDFHQSRVLEOH
(VWHSURFHVRSXHGHDXPHQWDUODFRKHVLyQ VLQHUJLDHQWUHORVDFWRUHVGHOWHUULWRULRSHURWDPELpQ
SXHGHH[FOXLUDDTXHOORVTXHIRUPDEDQSDUWHGHOVLVWHPDSUHYLR± DVHDSRULQFDSDFLGDGGH
DVXPLU ORV FRVWHV GH WUDQVIRUPDFLyQ R GLVFRQIRUPLGDG FRQ HO QXHYR VLVWHPD TXH VH YHQ
GHVSRVH GRVGHOFDSLWDOVLPEyOLFRTXHVXSURGXFWRWHQ DDOVHUOHJDOPHQWHPRQRSROL]DGRSRUHO
QXHYRVHOOR
5354
/DVHJXQGDSDUDGRMDWLHQHUHODFLyQFRQODDFWXDOL]DFLyQGHORVPDQHMRV SUiFWLFDVSURGXFWLYDV
(VWH WLSR GH SURGXFFLRQHV VLQJXODUHV EDVDQ VX OyJLFD SURGXFWLYD HQ OD DUWLFXODFLyQ HQWUH
WUDGLFLyQHLQQRYDFLRQHVWpFQLFDV(VGHFLUODFDOLGDGVHFRQVWUX HDSDUWLUGHXQHODERUDGR
HQJUDQDMH HQWUH VDEHUHV  PDQHMRV WUDGLFLRQDOHV ORFDOHV  ORV QXHYRV UHTXHULPLHQWRV
WHFQROyJLFRV VDQLWDULRVTXHHVWRVSURGXFWRVGHEHQFXPSOLUSDUDVXVDOLGDDOPHUFDGR$PD D
$JXLODU(VRVXSRQHHQUHDOLGDGODFUHDFLyQGHXQQXHYRSURGXFWRHODERUDGRDSDUWLU
GHODKRPRJHQHL]DFLyQVLPSOLILFDFLyQ UHGXFFLyQGHSUiFWLFDVSUHH[LVWHQWHVORTXHFRQOOHYD
XQDSpUGLGDGHGLYHUVLGDGGHOSDWULPRQLRFXOWXUDO%RZHQ GH0DVWHU
/DWHUFHUDSDUDGRMDWLHQHTXHYHUODGLFRWRP DHQWUHORVVLVWHPDVGHSURGXFFLyQWUDGLFLRQDOHV 
ODVQXHYDVUHVWULFFLRQHVDVRFLDGDVDODFRQVHUYDFLyQGHHVSDFLRVQDWXUDOHV6LELHQHVFLHUWRTXH
OD YLQFXODFLyQ GH XQ SURGXFWR FRQ XQ WHUULWRULR VLQJXODU OH SURSRUFLRQD HO YDORU VLPEyOLFR
QHFHVDULRSDUDVXYDORUDxDGLGRHVDPLVPDVLQJXODULGDGSXHGHVXSRQHUXQFRUVpTXHLPSLGHHO
PDQWHQLPLHQWRGHPDQHMRV WpFQLFDVWUDGLFLRQDOHVGHSURGXFWRVHODERUDGRVKR HQHOLQWHULRU
GH]RQDVGH3DUTXHV1DWXUDOHV RWURVHVSDFLRVSURWHJLGRV
/DFRQVWUXFFLyQLQVWLWXFLRQDOGHODFDOLGDG
/D]RQDGHSURGXFFLyQTXHVHUDGHOD6LHUUDGH&iGL]HVWiPD RULWDULDPHQWHHQFODYDGDHQHO
3DUTXH1DWXUDOGHOD6LHUUDGH*UD]DOHPD(QGLFKRSDUTXHVHORFDOL]DQODPD RU DGHORVDFWRUHV
LQYROXFUDGRVHQODFDGHQDGHOTXHVR ODVSULQFLSDOHVDFWLYLGDGHVHFRQyPLFDVHQHOPLVPRVRQ
HO WXULVPR  OD JDQDGHU D FRQGLFLRQDGRV SRU XQD IXHUWH WUDGLFLyQ GH HFRQRP D IDPLOLDU GH
DXWRVXILFLHQFLD
(OVLVWHPDWUDGLFLRQDOGHSURGXFFLyQGHTXHVRFXUDGRIRUPDSDUWHGHODVSUiFWLFDVSURGXFWLYDV
ORFDOHV GHVGH ODUJR WLHPSR DWUiV XQD SURGXFFLyQ OLJDGD D ODV SUiFWLFDV GRPpVWLFDV GH ODV
IDPLOLDVGHSDVWRUHVGHHVWRVHVSDFLRVGHVLHUUD/DHODERUDFLyQFDVHUDGHTXHVRVFRQVWLWX DXQD
GHWDQWDVHVWUDWHJLDVDVRFLDGDDODOyJLFDGRPpVWLFDGHHVWDVIDPLOLDVGHSDVWRUHVTXHLJXDOPHQWH
YLY DQ GH OD YHQWD GH OD FDUQH GHO FRUGHURR GH OD WUDQVIRUPDFLyQ GH OD ODQD  IDEULFDFLyQ
DUWHVDQDO GH PDQWDV 0RUHQR  $JXLODU  (O FDVR GH OD SURGXFFLyQ TXHVHUD KD VLGR
SDUWLFXODUPHQWHGHPRVWUDWLYRGHOSURFHVRGHWUDQVLFLyQTXHHVWDPRVUHILULHQGR+DWHQLGRGRV
PRPHQWRVPX FODURVHQORV~OWLPRVDxRVVLHQGRODHQWUDGDGH(VSDxDHQODHQWRQFHV&((
VX SXQWR GH LQIOH[LyQ 'LFKD HQWUDGD VXSXVR OD LPSOHPHQWDFLyQ GH XQ QXHYR FRQMXQWR GH
UHJXODFLRQHVSDUDODLQGXVWULDOiFWHDTXHQRWHQ DQLWLHQHHQFXHQWDODVHVFDODVRFRQWH[WRV
SURGXFWLYRV/RVQXHYRVUHTXLVLWRVVXSXVLHURQHQODSUiFWLFDODLOHJDOL]DFLyQGHODSURGXFFLyQ
WUDGLFLRQDOGHTXHVRHQOD6LHUUDGH*UD]DOHPD
5355

/DOyJLFDGHHVWHVLVWHPDGRPpVWLFRGHSURGXFFLyQTXHVHUDVHFDUDFWHUL]DEDSRUODGLYLVLyQ
VH[XDOGHOWUDEDMRHOKRPEUHSDVWRU ODPXMHUTXHVHUD(OPDQHMRWUDGLFLRQDOTXHD~QKR HQ
G DHVPDQWHQLGRHQODPD RU DGHODVILQFDVVHEDVDEDHQXQDIRUPDGHDOLPHQWDFLyQTXHEXVFD
ODDXWRVXILFLHQFLDGHODQLPDO OLPLWDHOWDPDxRGHORVUHEDxRVDODFDSDFLGDGGHFDUJDGHO
WHUUHQR GHPDQHMRGHOSDVWRUORTXHVXSRQHXQWRWDOGHHQWUH RYHMDVHQH[WHQVLYR
(VWHVLVWHPDWUDGLFLRQDOTXHVHUHDOL]DEDHQODVILQFDVXELFDGDVIXHUDGHOFDVFRXUEDQRVHYLR
DIHFWDGDSRUXQQXHYRRUGHQOHJDO3ULPHURHQPDWHULDGHVDQLGDGPDUFDGRSRUODOHJLVODFLyQ
GHO&RQVHMR(XURSHRTXHHQHVWDEOHFLyODVQRUPDVVDQLWDULDVDSOLFDEOHVDODSURGXFFLyQ 
FRPHUFLDOL]DFLyQ GH OHFKH FUXGD OHFKH WUDWDGD WpUPLFDPHQWH  SURGXFWRV OiFWHRV $ HVWDV
SULPHUDVGLUHFWULFHVVHVXPDURQODVHPDQDGDVGHODQXHYDILJXUDGHSURWHFFLyQDPELHQWDOTXH
OD]RQDDGTXLHUHWDPELpQHQHVDPLVPDGpFDGDFRQODFUHDFLyQGHO3DUTXH1DWXUDO6LHUUDGH
*UD]DOHPDORTXHVXSXVRODPXHUWHYLUWXDOGHXQDVSUiFWLFDV PDQHMRVWpFQLFRVOHJHQGDULRV
TXHKDQVLGRFHQWUDOHVHQODUHSURGXFFLyQHFROyJLFDVRFLDO FXOWXUDOGHHVWHWHUULWRULR
)XHSUHFLVDPHQWHHOSHVRGHHVHVDEHUKDFHUWUDGLFLRQDOHOTXHGHWHUPLQyODWUDQVLFLyQKDFLDHO
VLVWHPDGHPHUFDGRGHHVWDHODERUDFLyQGRPpVWLFDGHOTXHVR(QHVDPLVPDGpFDGDGHORV
DOFDORUGHORVSURJUDPDVGHGHVDUUROORUXUDOVXUJLyODLQGXVWULDTXHVHUDHQOD]RQDPHGLDQWH
LQYHUVLRQHVHQODVSULPHUDVIiEULFDV DGRWDGDVFRQXQDVLQVWDODFLRQHVTXHVHDGDSWDEDQDODV
QXHYDVH[LJHQFLDVWpFQLFDVGHVDOXEULGDG VHJXULGDGDOLPHQWDULDVHXURSHDV
µ&XDQGRDEULPRVODIiEULFDQRVRWURVHVWiEDPRVSHQVDQGRHQHOGHVDUUROORGHODFRPDUFD
SRUTXHVLQRVRWURVQRODDEULPRVOD2YHMD0HULQDGH*UD]DOHPDVHSLHUGHSRUTXHQDGLH
OHVFRPSUDU DODOHFKH$QWHVGHDEULUODIiEULFDHOTXHVRORKDF DQORVSDVWRUHVSHUROD
QRUPDWLYD QXHYD QR HQFDMDED SDUD KDFHU TXHVR WHQ DQ TXH WHQHU XQDV FRQGLFLRQHV
KLJLpQLFDV VDQLWDULDVTXHQRSRG DQFXPSOLU$TX KDE DXQDWUDGLFLyQIDPLOLDUSHUR
KDE DTXHDGDSWDUODDODQXHYDQRUPDWLYD¶3URSLHWDULRGHTXHVHU D(O3D R R
1DFLHURQDV ODVQXHYDVLQGXVWULDVORFDOHV(O%RVTXHxR OD4XHVHU D(O3D R RDPEDVFRQ
HODSR RGHO*UXSRGH$FFLyQ/RFDOGHOD]RQD ODVXEYHQFLyQGHODV,QLFLDWLYDV/HDGHU,,(O
p[LWRGHHVWDVSULPHUDVIiEULFDVGHWHUPLQDU DXQSURFHVRLPSDUDEOHGH FUHFLHQWHDSHUWXUDGH
QXHYDVTXHVHU DVSRUWRGRHOWHUULWRULRKDVWDDOFDQ]DUODVDFWXDOHV XQDXPHQWRFRQWLQXDGR
GHODVFDEH]DVKDVWDOOHJDUDOPiVTXHHQ
(QHVWHFRQWH[WRGHFUHFLHQWHp[LWRGHXQSURGXFWRORFDOHQHOPHUFDGRTXHFRQWHQ DWRGRVORV
HOHPHQWRVGHVLQJXODULGDGTXHYHQLPRVFRPHQWDQGRVHLQLFLDURQODVDFFLRQHVSDUDFUHDUXQD
'234XHVRVGHOD6LHUUDGH&iGL]HQFRQODQHFHVDULDFRQFHUWDFLyQGHWRGRVORVDFWRUHV
5356
ORFDOHVWDQWRLQVWLWXFLRQDOHVFRPRSURGXFWRUHV)XHHO*$/GHOD6LHUUDGH&iGL]HOTXHOLGHUy
HOSURFHVR TXL]iVIXHHVDH[FHVLYDGHSHQGHQFLDLQVWLWXFLRQDOODFDXVDQWHGHTXHKDVWDHOG D
GHKR VHWUDWHGHXQDLQLFLDWLYDLQFRQFOXVDTXHQLVLTXLHUDKDFRQVHJXLGROOHJDUDVXWUDPLWDFLyQ
DQWH HO 0LQLVWHULR GH $JULFXOWXUD HVSDxRO /DV QHFHVDULDV SHUR WDPELpQ H[FHVLYDV WUDEDV
EXURFUiWLFDV QLYHOHVGHUHJXODFLyQTXHH[LJHQOD'23H[SOLFDQHOGHVLQWHUpVGHORVPLVPRV
SURGXFWRUHVSRUFRPSOHWDUHVWHODUJRSURFHVR
/RPiVVLJQLILFDWLYRGHHVWDWUDQVLFLyQHVTXHQRSRGHPRVKDEODUGHIUDFDVRVLQRGHWRGROR
FRQWUDULRSRUTXHHOLQWHQWRGHFUHDFLyQGHOD'23KDJHQHUDGRVLQHUJLDHQWUHORVSURGXFWRUHV
ORFDOHV TXH KDQ SRGLGR FRPSUHQGHU  H[SHULPHQWDU PHGLDQWH UHXQLRQHV WDOOHUHV  YLVLWDV
PXWXDVODFRPSOHMLGDGGHOSURFHVRSURGXFWLYR ODDSXHVWDGHFLVLYDSRUODFDOLGDGGHOPLVPR
µ7HQHPRV TXH DSRVWDU SRU OD FDOLGDG GH OR TXHWHQHPRV DTX  1RVRWURV QR SRGHPRV
SURGXFLU PiV EDUDWR TXH ORV QHR]HODQGHVHV SHUR VL PHMRU¶ 3DVWRU GH OD 6LHUUD GH
*UD]DOHPD
$OG DGHKR ODDSXHVWDSRUODGLVWLQFLyQ ODFDOLGDGHVFODUDHQWUHORVWUDQVIRUPDGRUHV/DV
H[FHOHQFLDV GH VX SURGXFWR OLJDGR D ODV FDUDFWHU VWLFDV HVSHFLDOHV GH VX WHUULWRULR HVWiQ
DVXPLGDVSRUSURGXFWRUHV FRPSUDGRUHV HOTXHVRQRQHFHVLWDGHPiVVLJQRVGHFDOLGDGTXH
HOTXHRWRUJDXQHQWRUQRWDQSHFXOLDUFRPRHOGHO3DUTXH1DWXUDOGHOD6LHUUDGH*UD]DOHPD
DWUDHDWXULVWDVTXHEXVFDQODHVSHFLILFLGDGGHVXVDUWHVDQ DV VXJDVWURQRP DDGHPiVGHVX
SDLVDMH($JXLODU(QHVWHFRQWH[WR DGHSRUVLWDQVLQJXODUL]DGRORTXHQROHVVLUYH
HVODILJXUDGHXQD'23GDGDVODVHVWULFWDVUHJXODFLRQHVTXHFRQOOHYDORTXHVXSRQGU DXQ
FRVWH H[FHVLYR SDUD XQRV SURGXFWRUHV TXH HQ HVWH FRQWH[WR IDYRUDEOH WLHQHQ DVHJXUDGDV ODV
YHQWDV GH VXV SURGXFWRV WDQWR D ORV QXPHURVRV YLVLWDQWHV GH ODV ]RQD FRPR D ODV WLHQGDV
JRXUPHWQDFLRQDOHVHLQWHUQDFLRQDOHV
(VYHUGDGTXHHVWDWUDQVLFLyQKDSURGXFLGRWDPELpQUXSWXUDV H[FOXVLRQHVDOJXQDVGHHOODV
PX LPSRUWDQWHVFRPRODGHVDSDULFLyQGHODILJXUDGHODPXMHUFRPRSURGXFWRUDGHTXHVR/DV
TXHVHU DV LQGXVWULDOHV KDQVLGR DELHUWDVHQVX PD RU DSRU KRPEUHV HPSUHVDULRV OR TXHKD
3 /D&RPLVLyQ,PSXOVRUDGHOD'234XHVRVGHOD6LHUUDGH&iGL]VHIRUPyFRQODSDUWLFLSDFLyQGHUHSUHVHQWDQWHV
GHOD'LSXWDFLyQGH&iGL]OD2ILFLQD&RPDUFDO$JUDULDGHOD6LHUUDGH&iGL]HO*$/GHOD6LHUUDGH&iGL]OD
0DQFRPXQLGDGGH0XQLFLSLRVGHOD6LHUUDGH&iGL]OD$VRFLDFLyQGH&ULDGRUHVGHOD5D]D2YLQD0HULQDGH
*UD]DOHPDOD$VRFLDFLyQGH&ULDGRUHVGH5D]D&DSULQD3D R D YDULRVTXHVHURVGHOD]RQD
'HQWURGHOSURFHVRGHLQWHQWRGH'23GHVWDFDODFUHDFLyQGHXQD)HULD$UWHVDQDOGHO4XHVRGHOD6LHUUDGH&iGL]
TXH DFXHQWDFRQVHLVHGLFLRQHV UH~QHDPiVGHHPSUHVDVHQWUHSURGXFWRUHVORFDOHV GHIXHUDGHOD6LHUUD
GH&iGL]
5357
VXSXHVWRODRFXSDFLyQGHXQHVSDFLRWUDGLFLRQDOPHQWHIHPHQLQRFRPRORHUDODWUDQVIRUPDFLyQ
YHQWDGHODOHFKHHQTXHVRDXQDHVFDODGRPpVWLFD7DPELpQKDQVLGRPXFKDVODVIDPLOLDVGH
SDVWRUHVTXHQRKDQSRGLGRLQWHJUDUVHHQHOQXHYRSURFHVRGHWUDQVIRUPDFLyQ VHKDQYLVWR
DERFDGDVDOFDPELRGHDFWLYLGDG&RQHOODVWDPELpQKDQGHVDSDUHFLGRUHEDxRV IRUPDVGH
SURGXFFLyQTXHQXQFDPiVSRGUiQVHUUHVFDWDGRV
3HURWDPELpQHVYHUGDGTXHODLQWHUDFFLyQ HODSUHQGL]DMHUHDOL]DGRGXUDQWHORVDxRVTXH
VHLQYLUWLHURQHQREWHQHUXQD'23KDQVXSXHVWRODUXSWXUDGHODYLVLyQORFDOLVWD VHFWRULDOGH
ORVDFWRUHVLPSOLFDGRVSDVDQGRDSHUFLELUODHFRQRP DHQFODYHWHUULWRULDO(OVHFWRUTXHVHURVH
KDFRQYHUWLGRHQXQSLODUGHODHFRQRP DGHOWHUULWRULR WDQWRORVJDQDGHURVFRPRORVTXHVHURV
SDUWLFLSDQGHSUR HFWRVHLQLFLDWLYDVWHUULWRULDOHVIXHUDGHVXVHFWRU/DVFODYHVGHOp[LWRGHHVWH
FDVR UHVLGHQ HQ OD DGDSWDFLyQ GH WpFQLFDV GH ORV SURGXFWRUHV GH OD ]RQD D ORV QXHYRV
UHTXHULPLHQWRVWpFQLFRVGHVHJXULGDGDOLPHQWDULDDV FRPRODSHUFHSFLyQFROHFWLYDGHTXHOD
FDOLGDGGHOSURGXFWRHVWiFODUDPHQWHOLJDGRDODVVLQJXODULGDGHVGHODVGRVUD]DVDXWyFWRQDV
RYHMD PHULQD JUD]DOHPHxD  FDEUD SD R D D OD QDWXUDOH]D GH VXV SDVWRV  DO PDQHMR
WUDGLFLRQDODUW ILFHVGHXQSURGXFWRTXHKR WULXQIDHQHOPHUFDGRJRXUPHW
&DOLGDGPHUFDGR FRQILDQ]D
/DV '23 GH MDPyQ LEpULFR GH EHOORWD SURWHJHQ XQR GH ORV SURGXFWRV HVWUHOODV HQWUH ORV
FRQVXPLGRUHV HVSDxROHV 6X HODERUDFLyQ OLJDGD D XQ VLVWHPD GH H[SORWDFLyQ LQWHQVLYD
WUDGLFLRQDO GH XQ HFRVLVWHPD FDUDFWHU VWLFR GHO ERVTXH PHGLWHUUiQHR FRPR HV OD GHKHVD
IRUPDEDSDUWHLJXDOTXHORVTXHVRVGH6LHUUDGH&iGL]GHODH[SORWDFLyQFDPSHVLQDWUDGLFLRQDO
8QVLVWHPDTXHVXIULyXQDSULPHUDWUDVIRUPDFLyQKDFLDVXLQGXVWULDOL]DFLyQDSDUWLUGHORVDxRV
  TXH SRVWHULRUPHQWH KD FRQVHJXLGR FRQ p[LWR VX UHFRQRFLPLHQWR FRPR '23 (Q OD
DFWXDOLGDGH[LVWHQ '23V GH MDPyQ LEpULFR *XLMXHOR 'HKHVD GH ([WUHPDGXUD -DPyQ GH
+XHOYD /RV3HGURFKHVTXHFRLQFLGHQFRQDTXHOORVWHUULWRULRVFRQSUHVHQFLDGHERVTXHGH
GHKHVDGH$QGDOXF D([WUHPDGXUD &DVWLOOD /HyQ
(OMDPyQGHEHOORWDHVKR XQRGHORVSURGXFWRVJRXUPHWSRUH[FHOHQFLDHQ(VSDxDYDORUDGR 
DSUHFLDGRSRULJXDODQLYHOQDFLRQDOHLQWHUQDFLRQDO ODH[LVWHQFLDGHVX'23FRQVWLWX HXQD
EXHQDPXHVWUDGHORVHVWULFWRVVLVWHPDVGHUHJXODFLyQTXHWRGDSURGXFFLyQGHEHVHJXLUSDUD
DOFDQ]DU HO UHFRQRFLPLHQWR GH HVWD PDUFD /RV UHJODPHQWRV GH ORV &RQVHMRV 5HJXODGRUHV
VXSHUYLVDQODFDOLGDGGHOSURGXFWRDSDUWLUGHXQFRPSOHMRVLVWHPDGHFHUWLILFDFLyQTXHSHUPLWH
JDUDQWL]DUVXWUD]DELOLGDG(QHOFDVRTXHQRVRFXSDHVWRVUHJODPHQWRVHVWLSXODQ PHQFLRQDQ
ODVFDUDFWHU VWLFDVGHODUD]DGHOFHUGRODHGDGGHORVDQLPDOHVODDOLPHQWDFLyQGHORVPLVPRV
5358
HOSHULRGRGHFXUDFLyQGHVXVGHULYDGRV ORVPpWRGRVGHHODERUDFLyQSHUPLWLGRV6HSURGXFH
DV ODQHFHVDULDVHOHFFLyQGHGHWHUPLQDGDVFDUDFWHU VWLFDVGHOPRGHORWUDGLFLRQDOGHSURGXFFLyQ
GHOFHUGR LEpULFRGHPRQWDQHUDDSDUWLUGHORVHOHPHQWRVTXHVHDGHFXDQ DORVSDUiPHWURV
UHJODPHQWDULRV GH OD 8QLyQ (XURSHD SDUD ODV '23 (V HQ HVD SUHFLVD FRPELQDFLyQ HQWUH
WUDGLFLyQGHXVRVPDQHMRV VDEHUHVORFDOHVFRQLQQRYDFLyQ UHTXHULPLHQWRVWHFQROyJLFRV
GHKLJLHQH VDOXEULGDGHQODTXHUDGLFDODFRQVWUXFFLyQGHODFDOLGDGTXHDKRUDVHRIHUWDEDMR
ODIyUPXODGHPDUFDSURWHJLGD$PD D $JXLODU
/D FXHVWLyQ HV TXH HVWRV HVWULFWRV UHTXLVLWRV GH FDOLGDG WHUPLQDQ SRU KDFHU LQYLDEOH XQD
SURGXFFLyQTXHPiVDDOOiGHSRVHHURQRHVWHVHOORHVSRUVXQDWXUDOH]DPLVPDGHHODERUDFLyQ
XQSURGXFWRGHFDOLGDGDOWDPHQWHDSUHFLDGRHQHOPHUFDGRORTXHORVFRQYLHUWHHQLUUHQWDEOH
SDUDPXFKRVSURGXFWRUHV
µ/D'23HVXQJDVWRWUHPHQGR/DVHPDQDSDVDGDHVWXYLHURQPDUFDQGRXQRVMDPRQHV
GHOD'23 DQWHXQDSHTXHxDFRVDTXHKXERDOO OHVGLMH³SRQPHORTXHTXLHUDVPHQRV
SUREOHPDV´ SRUTXH R SDUD YHQGHU XQ MDPyQ GH EHOORWD QR PH KDFH IDOWD TXH OOHYH
QLQJXQDHWLTXHWDGH'23¶
µ4XHORVKHWHQLGRUHIULJHUDGRVPiVGHORVG DV/D'23PHYHTXHHVWR VDFDQGR
GHOVHFDGHURMDPRQHV(VFLHUWRTXHHOVHFDGHURVHHQFXHQWUDDKXPHGDGOLEUHSHURD
WHPSHUDWXUDPi[LPDGH&SRUTXHDSDUWLUGHORVORVMDPRQHVVXIUHQ3HURFRQ
ORVMDPRQHVHVWiQFRPSOHWDPHQWHVXDYHVHVFXDQGRHPSLH]DQDVXGDU%XHQRSXHVOD
'23WHUHFULPLQDTXHQRHVFRUUHFWR´*DQDGHURHLQGXVWULDO'2/RV3HGURFKHV
(VWDURQRGHQWURGHODFHUWLILFDFLyQGH'23VHFRQYLHUWHDV HQXQDHVWUDWHJLDTXHORVPLVPRV
SURGXFWRUHVHOLJHQHQUHODFLyQDORVSUHFLRV DODGHPDQGDGHOPHUFDGR'HDK TXHHQ 
VHJ~QORVGDWRVGHO0LQLVWHULRGH$JULFXOWXUD$OLPHQWDFLyQ 0HGLR$PELHQWHDSHQDVXQ
GHODSURGXFFLyQGHMDPRQHVLEpULFRVVHDFRJLHUDQDDOJXQDGHHVWRVFXDWURVHOORVH[LVWHQWHV/R
TXHVXFHGHHVTXHFDGDFDPSDxD HQIXQFLyQGHORVFRVWHV EHQHILFLRVGHORVSUHFLRVGHO
SURGXFWRV HQ HO PHUFDGR FDGD SURGXFWRU GHFLGH TXp Q~PHUR GH FDEH]DV GHVWLQDU D VX
FHUWLILFDFLyQ/RFLHUWRHVTXHHQOHFDVRGHOMDPyQOD'23VXSRQHXQDxDGLGRGHFDOLGDGD
XQSURGXFWRTXH DSRUVXSURSLRVLVWHPDGHSURGXFFLyQUHTXLHUHGHXQVRILVWLFDGRVLVWHPDGH
HODERUDFLyQ GHXQ³VDEHUKDFHU´OHJHQGDULRTXHOROLJDDODFXOWXUD DODLGHQWLGDGGHHVWRV
WHUULWRULRV
5359
3RUHVRPiVDOOiGHOYDORUTXHODV'23DGTXLHUHQHQORVPHUFDGRVPiVJOREDOHVHQODHVFDOD
ORFDOIXQFLRQDQRWURVSDUiPHWURVGHFDOLGDGEDVDGRVHQVLVWHPDVPHQRVIRUPDOL]DGRV SURSLRV
GHODHFRQRP D GH OD SUR[LPLGDG FRPR HO FRQRFLPLHQWR  OD FRQILDQ]DHQWUH FRPSUDGRU 
SURGXFWRU<HVWHHVXQRGHORVFULWHULRVTXHHOSURGXFWRUPDQHMDDODKRUDGHHOHJLUHOWLSRGH
HVWUDWHJLDVDVHJXLUHQFXDQWRDOSRUFHQWDMHGHFHUGRVDFHUWLILFDU RLQFOXVRGHVXUHWLUDGDGH
OD '23 XQD GHFLVLyQ TXH KD VLGR GHPDVLDGR FRP~Q HVSHFLDOPHQWH HQWUH ORV SHTXHxRV
SURGXFWRUHVHQORVDFWXDOHVPRPHQWRVGHFULVLV
“+DFHU XQ FRFKLQR GH '23 FXHVWD PXFK VLPR « SRUTXH QHFHVLWD PXFKD PiV HGDG
QHFHVLWDXQSHVRGHWHUPLQDGR«HVWRVQRSXHGHQWHQHUQLQJ~QVXSOHPHQWRDOLPHQWDULR
GXUDQWHHOWLHPSRGHPRQWDQHUD(OGHUHFHERORPHWHVSRUTXH DVHWHKDWHUPLQDGROD
EHOORWD  DODVGRV~OWLPDVDUUREDVFRPRPi[LPRQHFHVLWDVHOSLHQVR DQRPHKDOOHJDGR
DVHUGHEHOORWD$OJDQDGHURVLQROHIDFLOLWDVHOWHPDQRSRQHORVFRFKLQRVGH'23
KDELHQGRWDQSRFDGLIHUHQFLDHQWUHODYHQWDGHOFRFKLQRGH'23 GHEHOORWDFRQ1RUPD
/D GLIHUHQFLD HVWH DxR KD VLGR GH  SHVHWDV  DQWHV HUD GH  SRU DUURED”.´
*DQDGHUR6LHUUDGH+XHOYD


7HUULWRULRFDOLGDG HVSDFLRVSURWHJLGRVXQDFRPSOHMDUHODFLyQ
/DGLI FLOFRH[LVWHQFLDHQWUHODWUDGLFLyQ ODVQXHYDVQRUPDWLYDVTXHUHJXODQODSURWHFFLyQGHO
PHGLRDPELHQWHFRQVWLWX HQOD~OWLPDGHODVSDUDGRMDVTXHTXHUHPRVUHIOHMDUHQHVWHWH[WR
(OHJLPRVSDUHHOORHOFDVRGHODSURGXFFLyQGHTXHVRGHQWURGHO3DUTXH1DFLRQDOGH3LFRVGH
(XURSD HQFRQFUHWRORVVXMHWRVDOD'23GHTXHVRV&DEUDOHV *DPRQHX6HWUDWDGHXQWLSR
GHTXHVRFDUDFWHU VWLFRGHOD]RQDGH$VWXULDVTXHUHTXLHUHXQVLVWHPDWUDGLFLRQDOGHFXUDFLyQ
HQFXHYDVTXHDFWXDOPHQWHVHHQFXHQWUDQHQHOWHUULWRULRJHVWLRQDGREDMRODFLWDGDILJXUDGH
SURWHFFLyQPHGLRDPELHQWDO*DUF D ' D]
/DVHVSHFLDOHVFDUDFWHU VWLFDV HODOWRYDORUQDWXUDOTXHWLHQHQHVWRVSDUDMHVQDWXUDOHVVXSRQHQ
XQIXHUWHDWUDFWLYRWXU VWLFRSDUDORVKDELWDQWHVGHOD]RQDORTXHIDFLOLWDODGHPDQGDORFDOGH
VXVSURGXFWRVSHURWDPELpQLPSRQHHQODDFWXDOLGDGXQDVSRO WLFDVPX UHVWULFWLYDVGHPDQHMR
5 .- 5HILHUHDOD1RUPDGH&DOLGDGGHO,EpULFRUHFLHQWHUHJXODFLyQGLFWDGDSRUHO0LQLVWHULRGH$JULFXOWXUD
SUHFLVDPHQWHSDUDSURWHJHUHOVHFWRUGHOLEpULFRIUHQWHDRWURWLSRGHUD]DV
5360
GHOWHUULWRULRTXHGDxDQ RGLILFXOWDQXQDDFWLYLGDGSURGXFWLYDTXHORVSDVWRUHVSHUFLEHQFRPR
H[FHVLYDSDUDVXVLQWHUHVHV
µ+RPEUH RKDU DFRPRDQWHV'HFRQWURODUORVORERV/RTXHQRSXHGHVWHQHUHVFXDUHQWD
SDUHMDVTXHGLH]«HVTXHORVORERVFXDQGRKDFHDxRVLJXDOSDVDEDQXQDYH]DODxRSRU
DK KDF DQ«XQDPDWDQ]DGHORTXHWURSH]DEDQ OXHJRQRYROY DQDDSDUHFHU« KDE D
ORERV3HURHVTXHDKRUD«$KRUDHVFULDUORERVFULDUORERV FULDUORERV<HQWRQFHVQR¶
3URGXFWRUGHTXHVR&DEUDOHV
µ/DFXHYDTXHWHKDEORHVWiVXFLDOOHQDGHEDUGRVPDOH]D QRWHGHMDQQLOLPSLDUORV
FDPLQRVSDUDTXHSDVHQODV HJXDVQLHOORVORKDFHQQLDQRVRWURVQRVGHMDQ¶3URGXFWRU
GHTXHVR&DEUDOHV
(VYHUGDGTXHHQORV~OWLPRVDxRVKDKDELGRXQFDPELRHQODSHUFHSFLyQGHOIDFWRUKXPDQRHQ
ODViUHDVSURWHJLGDVDXQTXHQRVLHPSUHVHSODVPDHQDFFLRQHVFRQFUHWDVTXHIDFLOLWHQODFDOLGDG
GHYLGDGHORVKDELWDQWHVGHOWHUULWRULRHVSHFLDOPHQWHDORVSDVWRUHVHQWUHORVTXHD~QDEXQGDQ
ODVSHUFHSFLRQHVQHJDWLYDVKDFLDVXDFWLYLGDG
µ+RPEUH VL OD FXHYD« VH XVD OR QRUPDO HUD TXH KLFLHUDQ TXH IDFLOLWDUDQ XQ SRFR HO
FDPLQR3HURFODURV «VLQRHVWDPRVHQODHGDGPHGLDSDUDVXELUHOTXHVRDFXHVWDV«
TXHHVWDPRVHQODpSRFDTXHHVWDPRV3RUKDFHUXQD³FDUUHWHULQD´HK"8Q³FDP QSD´
TXHSDVHXQWUDFWRUWDPSRFRFUHR RTXHLQIOX DPXFKRHQHO«3XIV HOSDVWRUHVHOTXH
OLPSLDHOPRQWH6LQRKD SDVWRUHVHOPRQWHVHFXEUHHQWHUR OXHJRYLHQHQORVLQFHQGLRV
SHURV WHQ DQTXHSURWHJHUDOSDVWRU7~SXHGHVWHQHUWX]RQDSDUDTXHYLYDQORVORERV 
RWUD]RQDSDUDORVSDVWRUHV1RDYDVDOODVHXQRVDRWURV5HVSHWDUODV]RQDV¶3URGXFWRU
GHTXHVR&DEUDOHV
µ$QWHVORVTXHFRPRTXLHQGLFHPDQGDEDQHUDQORVSDVWRUHV$KRUDHVFDUDDOWXULVPR 
QDGD PiV>«@(O3DUTXHHVWDUiELHQQRGLJR RTXHQRSHURQRSDUDORVJDQDGHURV¶
3URGXFWRUGHTXHVR*DPRQHX
'HODYLHMDDODQXHYDUXUDOLGDGXQDWUDQVLFLyQFRQIOLFWLYD
&RPRVHxDOiEDPRVDOSULQFLSLRHQHVWHWH[WRQRKHPRVWUDWDGRGHQHJDUODVVLQHUJLDVSRVLWLYDV
TXHODVPDUFDVGHFDOLGDGKDQVXSXHVWRSDUDORVSHTXHxRVSURGXFWRUHVIUHQWHDOSRGHUGHODV
PXOWLQDFLRQDOHVGHODDJURDOLPHQWDFLyQGHSURGXFWRVLQGXVWULDOL]DGRV&UHHPRVTXHHVWHWLSRGH
VLQHUJLDVSRVLWLYDVTXHSURIXQGL]DQHQODUHODFLyQHQWUHQXHYDUXUDOLGDG GHVDUUROORWHUULWRULDO
5361
DKDVLGRVXILFLHQWHPHQWHHVWXGLDGDGHDK TXHKD DPRVTXHULGRGHVYHODUDTXHOORVDVSHFWRV
PHQRVSRVLWLYRVTXHHVWDVHWLTXHWDVWDPELpQFRQWLHQHQ&RQVLGHUDQGRTXHHOFRQRFLPLHQWRGH
HVRVDVSHFWRVPHQRVSRVLWLYRVSRUSDUWHGHODVLQVWLWXFLRQHVFRPSHWHQWHVHQHOVHFWRUD XGDUi
DWRPDUODVPHGLGDVQHFHVDULDVHQEHQHILFLRGHODVPDUFDVGHFDOLGDG
(O DQiOLVLV FRPSDUDWLYR GH QXHVWUD LQYHVWLJDFLyQ QRV KD GHPRVWUDGR TXH H[LVWHQ JUDQGHV
GLIHUHQFLDVHQ ORVFRVWHV GHWUDQVDFFLyQ HQ ODV GLIHUHQWHV PDUFDV (O UDQJR PiV DOWR HQORV
PHUFDGRVORRFXSDQODV'23TXHVRQVLQOXJDUDGXGDVODVTXHPD RUHVFRVWHVDFDUUHDQDORV
SURGXFWRUHVFRPHQ]DQGRSRUHOODUJR FRPSOHMRSURFHVRTXHFRQOOHYDVXUHJODPHQWDFLyQ 
UHFRQRFLPLHQWRDQLYHOHXURSHR VLJXLHQGRSRUODULJLGH]GHVXVUHTXLVLWRV  UHVWULFFLRQHV
WpFQLFDVTXHDORVSURGXFWRUHVOHVVXSRQH6RQHVWRVREVWiFXORVORVTXHKDFHQTXHPXFKRV
DFWRUHVSLHUGDQLQWHUpVHQODVROLFLWXGGHXQVHOORGHSURWHFFLyQFRPROD'23
7HPSRUDOPHQWHKDEODQGRODREWHQFLyQGHXQD'23SXHGHOOHJDUDWDUGDUXQRVDxRV(VWH
WUiPLWH VXSRQH XQ HVIXHU]R GH FRQFHUWDFLyQ VRFLDO GH ODV SDUWHV LPSOLFDGDV PDUFDGR SRU
SDUWLFLSDFLyQ HQ UHXQLRQHV DFWLYLGDGHV  GHEDWHV HQWUH SURGXFWRUHV GH GLVWLQWR WLSR  FRQ
LQWHUHVHVQRVLHPSUHFRLQFLGHQWHVORTXHGHWHUPLQDHOJUDGRGHLQWHUpVRGHLPSOLFDFLyQGH
PXFKRV HOHVIXHU]RSHUVRQDOLQFOXVRDHIHFWRVGHLQYHUVLyQGHWLHPSRHQHVWHWLSRGHFRQWLQXDV
UHXQLRQHVTXHPXFKRVGHHOORVQRTXLHUHQRQRSXHGHQUHDOL]DU/DFRQVWUXFFLyQGHOFRQVHQVR
HVXQSURFHVRGHOLFDGR VLQODSDUWLFLSDFLyQGHXQLQWHUPHGLDULRLPSDUFLDOUHVXOWDPX GLI FLO
TXHODVGLQiPLFDVGHSRGHUQRFRQGLFLRQHQROLPLWHQORVUHVXOWDGRV
(VYHUGDGTXHODVHWLTXHWDVGHFDOLGDGDxDGHQFRVWHHFRQyPLFRHQFDGDSDVRGHODFDGHQDOR
TXH HQ WHRU D VXSRQHTXH OD UHQWDELOLGDG ILQDO VHUiWDPELpQ PD RU 3HUR OR TXHVXFHGHD
PHQXGRHVTXHHVWHDXPHQWRGHFRVWH GHYDORUDxDGLGRQRVHUHSDUWHGHPDQHUDFRQVHQVXDGD
HQWUHODVGLIHUHQWHVSDUWHVHQWUHJUDQGHVSURGXFWRUHV SHTXHxRV$SDUWLUGHDK DSDUHFHUiQ
VDOLGDV HVWUDWHJLDVDOWHUQDWLYDVTXHFRQYLYHQFRQODVGHPD RUQLYHO/DVKHPRVYLVWRHQORV
FDVRVHVWXGLDGRVSXHVWRTXHORVSHUWHQHFHQDHFRVLVWHPDVVLQJXODUHVFRQYDORUDxDGLGRSRU
VXVFDUDFWHU VWLFDVDPELHQWDOHV FXOWXUDOHV
'HHVWHPRGRORVPLVPRVSURGXFWRUHVGH'23GH&DEUDOHVGH*DPRQHXRGH-DPyQ,EpULFR
DQGDOXFHVH[WUHPHxRVRFDVWHOODQRVGLYHUVLILFDQVXVHVWUDWHJLDVHQWUHSDUWLGDVFRQ'23SDUD
PHUFDGRVH[WHUQRV ORVGHPHUFDGRORFDODPSDUDGRVSRUFHUWLILFDFLRQHVPHQRVIRUPDOL]DGDV
2ORVTXHFRPRHQHOFDVRGHTXHVRVGH6LHUUDGH&iGL]HOLJLHURQPDUFDVGHPHQRUQLYHOGH
UHTXHULPLHQWRVSDUDXQRVSURGXFWRVFX DYLQFXODFLyQWHUULWRULDOHV DJDUDQWHGHODFDOLGDGGH
ORV PLVPRV /D IXQFLyQ GHO VHOOR GH FDOLGDG HVWi SRU WDQWR UHODFLRQDGR FRQ OD GLVWDQFLD
5362
JHRJUiILFDHQWUHSURGXFWRU FRQVXPLGRU$OO GRQGHKD SUR[LPLGDGHQWUHDPERVDFW~DQRWURV
SDUiPHWURV QR IRUPDOL]DGRV TXH WLHQHQ TXH YHU FRQ OD FXOWXUD ORFDO < OR TXH HVWDPRV
FRPSUREDQGR HV TXH HQ ORV DFWXDOHV PRPHQWRV GH FULVLV HFRQyPLFDV HVWRV PHFDQLVPRV
LQIRUPDOHVFRPRODFRQILDQ]DVRQFDGDYH]PiVXVDGRVSRUSURGXFWRUHV FRQVXPLGRUHV

%LEOLRJUDI D
$JXLODU(³/DFXOWXUDFRPRUHFXUVRHQHOiPELWRGHODJOREDOL]DFLyQODQXHYDGLQiPLFD
GH ODV LQGXVWULDV DUWHVDQDV´ (Q %XHQR &  $JXLODU ( /DV H[SUHVLRQHV ORFDOHV GH OD
JOREDOL]DFLyQ0p[LFR (VSDxD0p[LFR(G3RUU~D&LHVDV 8QLYHUVLGDG,EHURDPHULFDQD
$PD D6 ($JXLODU³6DEHUHVORFDOHVWUDGLFLyQHLQQRYDFLyQHOFDVRGHOMDPyQ
LEpULFRGHEHOORWD5HYLVWD1XHYDV7HQGHQFLDVHQ$QWURSRORJ D
$PD D 6  ( $JXLODU  ³/D FRQVWUXFFLyQ GH OD FDOLGDG DOLPHQWDULD WUDGLFLyQ
LQQRYDFLyQ SRGHUHQODV'23GHOMDPyQLEpULFRHQ(VSDxD´5HYLVWDGH(FRQRP D$JU FROD

%DQNV- 0DUVGHQ77KH1DWXUHRI5XUDO'HYHORSPHQWWKH2UJDQLF3RWHQWLDO
-RXUQDORI(QYLURQPHQWDO3ROLF DQG3ODQQLQJ
%RZHQ6 GH0DVWHU.µ1HZUXUDOOLYHOLKRRGVRUPXVHXPVRISURGXFWLRQ"4XDOLW 
IRRGLQLWLDWLYHVLQSUDFWLFH¶-RXUQDORI5XUDO6WXGLHV
&RVWDQLJUR00F&XVNH -- &*RHPDQVµ7KHHFRQRPLFVRIQHVWHGQDPHVQDPH
VSHFLILW UHSXWDWLRQDQGSULFHSUHPLD¶$PHULFDQ$VVRFLDWLRQRI:LQH(FRQRPLVWV:RUNLQJ
3DSHU
(VSHLW[ (  /RV QXHYRV FRQVXPLGRUHV!! R ODV QXHYDV UHODFLRQHV HQWUH FDPSR 
FLXGDGDWUDYpVGHORVSURGXFWRVGHODWLHUUD!!$JULFXOWXUD 6RFLHGDG
' D] &  *yPH]  &  $OLPHQWDFLyQ FRQVXPR  VDOXG%DUFHORQD )XQGDFLyQ2EUD
6RFLDO/D&DL[D
*RQ]iOH]0 ' D]&³/ PLWHV 3RWHQFLDOLGDGHVGHODV$FUHGLWDFLRQHVGH&DOLGDG
ODGHQRPLQDFLyQGHRULJHQSURWHJLGDGHOTXHVRGHFDEUDOHVGHO3ULQFLSDGRGH$VWXULD(VSDxD´
5HYLVWDGH(FRQRP D$JU FROD
5363