Abstract

HERNANDEZ GIRON, JOSÉ DE LA PAZ; YESCAS LEON, MARÍA  and  DOMINGUEZ HERNANDEZ, MARÍA LUISA. Success factors of the handcraft business in Mexico. estud.gerenc. [online]. 2007, vol.23, n.104, pp.77-99. ISSN 0123-5923.

The purpose of this article is to identify a number of factors to succeed in the Mexican handcraft industry based on the use of business skills to acquire and coordinate resources and abilities. In the literature there are a plethora of proposed success factors for consolidated companies. While the expectations of handcraft business owners rely on the consumer´s preferences, there is a wide range of variability in the formal nature and flexible structure of their organizations, thus making it difficult to implement these factors. The data used in this study stemmed from a well-structured interview to 337 handcraft business owners in the 8 following different Mexican states: Guanajuato, Jalisco, Michoacan , Mexico , Guerrero , Oaxaca , Puebla and Veracruz . In order to determine the success factors, a multiple linear regression analysis was conducted. As a result, the 9 following success factors were established: administrative innovation, financing impact, production technology, administration technology, process management ability, packaging, differentiation, and information. The author proposes a set of equations to be used for managing the success of a business when it is measured in terms of satisfaction with the business or based on sales revenue, business growth, or business size.

Keywords : Success; handcrafts; resources; abilities.

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