Commercial and Organizational Dimensions of Strategic Innovation in Native Communities of Puerto Vallarta

DOI

10.2991/978-94-6239-779-8_4How to use a DOI?

Keywords

Commercial innovation; organizational innovation; indigenous communities

Abstract

This research analyzes two dimensions of strategic innovation in indigenous communities of Puerto Vallarta and Bahía de Banderas: commercial and market innovation and organizational and collective innovation. The study was developed under a quantitative approach, with a descriptive scope and a non-experimental cross-sectional design. For data collection, a structured questionnaire was applied to 251 members of indigenous communities in the study area, with the purpose of identifying patterns related to marketing, diversification of sales channels, formalization of organizational practices, and collective work. The results showed that commercial and market innovation reached an intermediate level, with visible efforts to diversify and search for new channels, although limitations persisted in digital marketing, positioning, and access to broader markets. Organizational and collective innovation presented the lowest level of development, reflected in weak formalization, poor consolidation of associations, and difficulties in sustaining collaborative structures. These findings suggest that, although communities have developed adaptive responses to the urban and tourist environment, structural constraints continue to limit the consolidation of their commercial and organizational initiatives. It is concluded that intercultural strategies are required aimed at strengthening collaborative networks, marketing mechanisms, and organizational forms congruent with community identity.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits any noncommercial use, sharing, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if you modified the licensed material. You do not have permission under this license to share adapted material derived from this chapter or parts of it.

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TY  - CONF
AU  - Manuel Ernesto Becerra Bizarrón
AU  - Miriam del Carmen Vargas Aceves
AU  - Luz Amparo Delgado Diaz
PY  - 2026
DA  - 2026/10/06
TI  - Commercial and Organizational Dimensions of Strategic Innovation in Native Communities of Puerto Vallarta
BT  - Proceedings of the International Congress on Competitiveness and Development of MSMEs 2026 (ICCD-MSMEs 2026)
PB  - Atlantis Press
SP  - 41
EP  - 53
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-779-8_4
DO  - 10.2991/978-94-6239-779-8_4
ID  - Bizarrón2026
ER  -