Due to globalization, the decision to internationalize is increasingly common among organizations; once a company decides to internationalize faced with the decision of: market your product through marketing channels and independent distribution, or through internal channels of the company. In Mexico most producers use separate channels due to the large number of intermediaries who are to bring their products to the international market, resulting in higher end-user prices, and little gain in producer and high transaction costs. As a result, this research aims to analyze the internationalization strategy of marketing channels and distribution of lemon exporters that have successfully internationalized. To achieve this, the research design was organized in four stages, the first, the problems and review the theoretical framework was discussed, in the second stage, fieldwork was conducted through surveys of key enterprises in export lemon, with the data that emerged a correlational analysis and an accurate logistic model was performed. In the third stage, it was performed with a comparison of case studies, including successful and unsuccessful companies in the export sector of lemon. And in the fourth, a proposal to the problems encountered was developed. The results of this research will give answers about whether the use of the internationalization strategy, lowers transaction costs and guarantee better results to companies that perform.
Debido a la globalización, la decisión de internacionalizar cada día es más común entre las organizaciones; una vez que una empresa decide internacionalizarse se enfrentan ante la alternativa decisión de comercializar su producto por medio de canales independientes o por medio de canales internos de la empresa. En México la mayor parte de los productores utilizan canales independientes debido a la gran cantidad de intermediarios que se existen para llevar sus productos al mercado internacional, lo que ocasiona precios más altos al consumidor final, poca ganancia en los productores y elevados costos de transacción. Debido a ello, la presente investigación tiene el propósito de analizar la estrategia de internalización de los canales de comercialización y distribución que utilizan las empresas exportadoras de limón que han logrado internacionalizarse exitosamente. Para conseguir analizar este fenómeno, el diseño de esta investigación se organizó en varias etapas. Los resultados de esta investigación darán respuestas sobre si la utilización de la estrategia de internalización disminuye los costos de transacción y garantiza mejores resultados a las empresas que la llevan a cabo.
