El estudio de la especialización productiva regional es clave para diseñar políticas de desarrollo territorial. Sin embargo, las medidas usualmente utilizadas no tienen en cuenta la interdependencia entre actividades y presentan otros problemas relacionados con el nivel de desagregación sectorial empleado. Para superar estas limitaciones, proponemos una nueva forma de definir la especialización regional a partir de técnicas de análisis multivariado, que son aplicadas a datos del total de empleo asalariado registrado en el sector privado de Argentina. Primero, conformamos un conjunto de perfiles sectoriales de coaglomeración territorial y, a partir de ellos, definimos una tipología empírica de Áreas Económicas Locales en función de sus patrones productivos. Los resultados muestran que la metodología propuesta ayuda a capturar interdependencias entre actividades, distinguir dentro de una categoría especializaciones cualitativamente diferentes y dar cuenta tanto del tipo de especialización como del grado de diversidad productiva regional.

During the last twenty years, Argentina's craft beer industry has experienced steady growth, which led to an increase in the number of both breweries and consumers. One of the first and most important craft beer clusters in the country is in Mar del Plata, a popular tourist destination on the coast in east-central Argentina. The sustained popularity of craft beer in this city provides an interesting case study to analyze thoroughly the evolution of a craft beer cluster in a developing country. This article aims to analyze producers' perceptions as well as consumers' preferences toward craft beer, in order to understand the craft beer drinkers' decisions and choices. We interviewed five craft brewers and conducted two focus groups with local craft beer consumers. The results show that neolocalism is highly valued in the industry by both producers and consumers. We identify two groups of craft beer consumers: beginners or social consumers and sophisticated or craft beer lovers. The attributes most appreciated by consumers are quality, flavor, and bitterness.

The aim of this research is to analyze purchase decisions of textile products with brand and design. The information was gathered through a quantitative approach applied in textile stores, surveying both purchasers and non-purchasers. The study takes place in the city of Mar del Plata (Argentina). The main results indicate that the factors which influence effective decision of purchase are related to the product, such as quality and design, to the effort of the firm to gain the loyalty of customers, and to consumer characteristics. AbstrActKeywords: Purchase decisions, brand and design, clothing industry, SME, logistic regression.

Competitive positioning differnces between garment industry companies:A comparison between two argentinean cities Estrategia EmpresarialEl objetivo del presente trabajo es identificar y analizar los principales factores que explican, en la fase de comercialización, las diferencias en el posicionamiento competitivo entre empresas de indumentaria orientadas a moda y diseño (EMD). La motivación de este trabajo proviene del distinto grado de posicionamiento competitivo de firmas de indumentaria nacidas y radicadas en Mar del Plata con respecto a las empresas líderes de la industria. Mediante una metodología cuantitativa, se compara una muestra de firmas de la ciudad de Mar del Plata orientadas a moda y diseño, con otra muestra de empresas nacionales líderes en la industria. Los resultados indican que las firmas líderes se diferencian a partir de una clara idea del concepto de marca de la empresa, centrado principalmente en el diseño; la generación en los locales de venta de un ambiente asociado al concepto de marca; la realización de acciones de difusión; la interacción con clientes; la realización de promociones; el desarrollo en tiempo de colecciones y la implementación de franquicias, entre otros. Lo anterior denota el importante rol del gerente en la definición de la estrategia comercial y competitiva de la empresa. De los resultados surge la importancia de que la firma sea capaz de efectuar y adoptar innovaciones comerciales, identificar e incorporar nuevas tecnologías y contratar servicios especializados intensivos en conocimiento. En este sentido, el trabajo constituye un aporte a la toma de decisiones de las pymes del sector textil-confecciones.This work aims at identifying and analyzing the main factors that can be used to explain competitive differences in the marketing stage for fashion designoriented garment companies (FDC). The incentive for the study came from the different competitive positioning strategies of companies located in the city of Mar del Plata in relation to national industry leaders. A sample of fashion design companies from this city was compared to a sample of national industry leading companies using quantitative analysis. Results show that leading companies differ by the clear definition of the brand concept centering it on design; from sales generated in stores with a brand-associated theme; and in advertising, customer interaction, sales promotion, the development of seasonal collections, and franchising, among several other factors. All these factors stress the importance of the manager´s role in defining the commercial and competitive strategies of the company. Also, results show the need for a company to develop and adopt new commercial innovations, identify and incorporate leading edge technologies, and hire knowledge intensive special services. In line with this, this study helps the decisionmaking process in SMEs operating in the textile-garment manufacturing sector. INTRODUCCIÓNEstudios realizados recientemente por Gennero, Liseras, Graña y Calá, (2009) y Graña, Liseras, Ge...

During the last twenty years, Argentina's craft beer industry has experienced steady growth, which led to an increase in the number of both breweries and consumers. One of the first and most important craft beer clusters in the country is in Mar del Plata, a popular tourist destination on the coast in east-central Argentina. The sustained popularity of craft beer in this city provides an interesting case study to analyze thoroughly the evolution of a craft beer cluster in a developing country. This article aims to analyze producers' perceptions as well as consumers' preferences toward craft beer, in order to understand the craft beer drinkers' decisions and choices. We interviewed five craft brewers and conducted two focus groups with local craft beer consumers. The results show that neolocalism is highly valued in the industry by both producers and consumers. We identify two groups of craft beer consumers: beginners or social consumers and sophisticated or craft beer lovers. The attributes most appreciated by consumers are quality, flavor, and bitterness.