Análisis del impacto de una estrategia de marca blanca para la exportación del camarón ecuatoriano hacia China.

Abstract

The investigation is generated due to the fact that the shrimp exporters use a white label strategy, demanded almost in all cases by the Chinese importers, in order to reduce a tariff issue that this Ecuadorian product pays, since among these nations there is no trade agreements on issues of tariff preferences, then the unmarked re-lace, allows Ecuadorian shrimp to be introduced from Vietnam to China, in a contraband modality that, although it does not affect the commercial flow, generates an informal environment that is uncomfortable for some exporters. It is worth noting that, shrimp is one of the most exported products by Ecuador and one of the most recognized in terms of quality worldwide, which is why it is currently marketed to foreign markets through companies that place their brand and with "white label" so that it is sold to the final customer through the buyer, who acts as an intermediary. Thus, it is important to analyze the advantages that the sale of Ecuadorian shrimp under a white label would represent for exporters, a situation that does not generate a loss of acceptance of the target market because it is not marketed with an Ecuadorian brand that is recognized in the market. international.