Hostname: page-component-586b7cd67f-dlnhk Total loading time: 0 Render date: 2024-11-25T10:43:57.540Z Has data issue: false hasContentIssue false

Decision-Making in a Public Marketing Enterprise

CONASUPO in Mexico

Published online by Cambridge University Press:  02 January 2018

Marye Tharp Hilger*
Affiliation:
College of Business, Division of Management, University of Texas, San Antonio

Extract

CONASUPO (Compañia Nacional de Subsistencias Populares) is a vertically integrated distribution system for staple goods in Mexico. It is an autonomous, public enterprise, and it has broad policy formulation and implementation responsibilities as an agency for development. CONASUPO competes with private sector producers, wholesalers, and retailers, in addition to its special roles in economic and market development.

It is the object of this article to describe how marketing decisions are made in CONASUPO. The environment within which market decisions are made in CONASUPO sets the parameters for its decision processes and influences the types of marketing strategies that it pursues.

Type
Research Article
Copyright
Copyright © University of Miami 1980

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

Alisky, M. (1974) “CONASUPO: A Mexican agency which makes low-income workers feel their government cares.” Inter-American Economic Affairs 28: 4759.Google Scholar
Ansoff, H. I. (1971) “Toward a strategic theory of the firm,” pp. 1140 in Ansoff, H. I. (ed.) Business Strategy. New York: Viking.Google Scholar
Bigler, G. E. (forthcoming) Ph.D. dissertation, Johns Hopkins University.Google Scholar
Bigler, G. E. (1979) “Styles of management in the third sector: some implications of public economic expansion in Venezuela.” Presented at the Fortieth National Conference of American Society of Public Administration, Baltimore.Google Scholar
CONASUPO [Compañia Nacional de Subsistencias Populares] (1973a) “Quées CONASUPO?” (unpublished)Google Scholar
CONASUPO [Compañia Nacional de Subsistencias Populares] (1973b) “Qué hace la CONASUPO?’ (unpublished)Google Scholar
Constantin, J. H., Evans, R. E., and Morris, M. L. (1976) Marketing Strategy and Management. Dallas: Business Publications.Google Scholar
Etgar, M. and Ratchford, B. T. (1974) “Marketing management and marketing concepts: their conflicts in non-profit organizations,” pp. 258-261 in 1974 Combined American Marketing Association Proceedings, Series 36.Google Scholar
Glade, W. P. (1975) “Entrepreneurship in the state sector: CONASUPO of Mexico.” Presented at the Economic Anthropology of Investment Behavior in Latin America Seminar, School of American Research, Santa Fe, NM: August 4-8.Google Scholar
Glade, W. P. and Udell, J. C. (1968) “The marketing concept and economic development in Peru.” J. of Interamerican Studies 10 (October): 533546.Google Scholar
Goldman, A. (1974) “Outreach of consumers and the modernization of urban food retailing in developing countries.” J. of Marketing 38 (October): 816.Google Scholar
Grindle, M. S. (1977) Bureaucrats, Politicians and Peasants in Mexico. Berkeley: Univ. of California Press.CrossRefGoogle Scholar
Halper, D. G. (1966) “The environment for marketing in Peru.” J. of Marketing 30 (July): 4246.CrossRefGoogle Scholar
Hilger, M. T. (1978) “Tools for measuring public enterprise goal achievement: consumer attitude research.” Presented at the Southwest Council Of Latin American Studies (SCOLAS) meetings, Texas A & M University.Google Scholar
Hilger, M. T. (1976) “Consumer perceptions of a public marketer: the case of CONASUPO in Monterrey, Mexico.” Ph.D. dissertation, University of Texas.Google Scholar
Kotler, P. (1977) Marketing Management: Analysis, Planning, and Control. Englewood Cliffs, NJ: Prentice-Hall.Google Scholar
McGILL, M. E. and Wooten, L. M. (1975) “Management in the third sector.” Public Administration Rev. 35 (September-October): 443477.CrossRefGoogle Scholar
Navarrete, I. (1960) Distribución del ingreso y el desarrollo económico de México. México City: Institute de Investigaciones Económicas de la Escuela Nacional de Economía.Google Scholar
Rewoldt, S. H., Scott, J. D., and Warshaw, M. R. (1977) Introduction to Marketing Management: Text and Cases. Homewood, IL: Irwin.Google Scholar
Reynolds, C. (1970) The Mexican Economy: Twentieth Century Structure and Growth. New Haven, CT: Yale Univ. Press.Google Scholar
Ritchie, J. R. and LaBreque, R.J. (1975) “Marketing research and public policy—A functional perspective.” J. of Marketing 39 (July): 1219.CrossRefGoogle Scholar
Webster, F. E. Jr. (1974) Marketing for Managers. New York: Harper & Row.Google Scholar