{"id":61896,"date":"2018-09-28T09:23:44","date_gmt":"2018-09-28T13:23:44","guid":{"rendered":"https:\/\/www.agribusinessglobal.com\/?p=61896"},"modified":"2019-10-01T09:56:38","modified_gmt":"2019-10-01T13:56:38","slug":"identifying-uncontested-market-spaces-in-the-global-crop-protection-industry-part-3","status":"publish","type":"post","link":"https:\/\/www.agribusinessglobal.com\/es\/agrochemicals\/identifying-uncontested-market-spaces-in-the-global-crop-protection-industry-part-3\/","title":{"rendered":"Identificaci\u00f3n de espacios de mercado no controvertidos en la industria global de protecci\u00f3n de cultivos (Parte 3)"},"content":{"rendered":"<p><em><strong>Nota del editor:<\/strong> Este es el tercero de siete art\u00edculos de una serie sobre Gesti\u00f3n estrat\u00e9gica de I + D en AgChem y BioScience que se publicar\u00e1 en AgriBusinessGlobal.com. Para obtener una lista completa de los art\u00edculos, <a href=\"https:\/\/www.agribusinessglobal.com\/es\/tag\/strategic-rd-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">haga clic aqu\u00ed<\/a>.<\/em><\/p>\n<p>Desde la d\u00e9cada de 1980, las corporaciones de protecci\u00f3n de cultivos han buscado crecer a trav\u00e9s de la expansi\u00f3n global y el desarrollo incremental de productos &quot;suficientemente buenos&quot;, bas\u00e1ndose en los ingresos de productos qu\u00edmicos exitosos que tienen d\u00e9cadas de antig\u00fcedad.<\/p>\n<p>Hoy en d\u00eda, las organizaciones que no priorizan la visi\u00f3n estrat\u00e9gica y el cambio corren el riesgo de ser suplantadas por aquellas que pueden crear innovaciones que moldeen el mercado.<\/p>\n<p>La ejecuci\u00f3n exitosa de la visi\u00f3n estrat\u00e9gica depender\u00e1 de nuestra capacidad no solo para integrar soluciones sin\u00e9rgicas convencionales, biol\u00f3gicas y tecnol\u00f3gicas, sino tambi\u00e9n de nuestra capacidad para facilitar e integrar la comunicaci\u00f3n inteligente con los cultivos.<\/p>\n<h2>La necesidad de carteras estrat\u00e9gicamente equilibradas<\/h2>\n<p>En el mundo globalmente competitivo de la protecci\u00f3n de cultivos, la supervivencia a largo plazo depende cada vez m\u00e1s de un cambio de carteras de productos conservadoras (\u201cColonos\u201d y \u201cMigradores\u201d) a carteras estrat\u00e9gicamente equilibradas que incluyen productos \u201cPioneros\u201d.<\/p>\n<ul>\n<li>Los productos \u201ccolonos\u201d comprenden el pilar de las carteras gen\u00e9ricas, y el t\u00e9rmino se utiliza para describir productos gen\u00e9ricos o copiados, para los cuales el principal impulsor competitivo es la dominaci\u00f3n de costos.<\/li>\n<li>Los \u201cmigradores\u201d son productos con mejoras de valor, generalmente en forma de desarrollos de formulaci\u00f3n, para los cuales el principal impulsor competitivo es la eficiencia mejorada.<\/li>\n<li>Los \u201cpioneros\u201d son productos que proporcionan innovaciones de valor, como la integraci\u00f3n de avances t\u00e9cnicos o tecnolog\u00edas novedosas.<\/li>\n<\/ul>\n<div id=\"attachment_61889\" style=\"width: 731px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-61889\" class=\"size-full wp-image-61889\" src=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-1-Pioneer-migratorsettler-map.jpg\" alt=\"Figure 1: Pioneer-migrator-settler map for the prediction of future growth and profit (adapted from Kim &amp; Mauborgne, authors\/creators of Blue Ocean Strategy).\" width=\"721\" height=\"508\" srcset=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-1-Pioneer-migratorsettler-map.jpg 721w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-1-Pioneer-migratorsettler-map-300x211.jpg 300w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-1-Pioneer-migratorsettler-map-330x233.jpg 330w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-1-Pioneer-migratorsettler-map-102x72.jpg 102w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-1-Pioneer-migratorsettler-map-511x360.jpg 511w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-1-Pioneer-migratorsettler-map-85x60.jpg 85w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-1-Pioneer-migratorsettler-map-150x106.jpg 150w\" sizes=\"auto, (max-width: 721px) 100vw, 721px\" \/><p id=\"caption-attachment-61889\" class=\"wp-caption-text\">Figura 1: Mapa pionero-migrador-colono para la predicci\u00f3n del crecimiento y las ganancias futuras (adaptado de Kim &amp; Mauborgne, autores \/ creadores de Blue Ocean Strategy).<\/p><\/div>\n<h2>Impulsando la innovaci\u00f3n de valor<\/h2>\n<p>Las empresas de protecci\u00f3n de cultivos no necesitan elegir entre una estrategia gen\u00e9rica de dominaci\u00f3n o diferenciaci\u00f3n de costos, pero pueden perseguir simult\u00e1neamente la diferenciaci\u00f3n y el bajo costo (Innovaci\u00f3n de valor).<\/p>\n<div id=\"attachment_61890\" style=\"width: 906px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation.jpg\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-61890\" class=\"wp-image-61890\" src=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation.jpg\" alt=\"Figure 2: Value innovation through the elimination of conventional - and the creation of new - competition factors (adapted from Kim &amp; Mauborgne, authors\/creators of Blue Ocean Strategy).\" width=\"896\" height=\"402\" srcset=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation.jpg 1503w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation-300x135.jpg 300w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation-768x345.jpg 768w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation-1024x460.jpg 1024w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation-330x148.jpg 330w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation-128x57.jpg 128w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation-640x287.jpg 640w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation-1280x575.jpg 1280w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation-85x38.jpg 85w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-2-Value-Innovation-150x67.jpg 150w\" sizes=\"auto, (max-width: 896px) 100vw, 896px\" \/><\/a><p id=\"caption-attachment-61890\" class=\"wp-caption-text\">Figura 2: Innovaci\u00f3n de valor a trav\u00e9s de la eliminaci\u00f3n de factores de competencia convencionales - y la creaci\u00f3n de nuevos - (adaptado de Kim &amp; Mauborgne, autores \/ creadores de Blue Ocean Strategy).<\/p><\/div>\n<p>La innovaci\u00f3n de valor puede definirse como la creaci\u00f3n simult\u00e1nea de nuevas utilidades (valores) a un costo menor. El costo se reduce al eliminar los factores de competencia convencionales, mientras que el valor se eleva mediante la creaci\u00f3n de nuevos factores de competencia.<\/p>\n<p>En la innovaci\u00f3n de valor, se pueden crear espacios de mercado indiscutibles rompiendo el equilibrio entre valor y costo.<\/p>\n<h2>Identificaci\u00f3n de espacios de mercado no controvertidos (oc\u00e9anos azules)<\/h2>\n<p>A trav\u00e9s de la innovaci\u00f3n de valor, la competencia se vuelve irrelevante al abrir nuevos espacios de mercado sin oposici\u00f3n (Blue Oceans).<\/p>\n<p>Blue Ocean Strategy es una teor\u00eda de la creaci\u00f3n de mercado desarrollada por WC Kim y R. Mauborgne, profesores de estrategia en INSEAD, una de las escuelas de negocios m\u00e1s importantes del mundo, y codirectores del INSEAD Blue Ocean Strategy Institute en Fontainebleau, Francia.<\/p>\n<p>Blue Ocean Strategy propone que las empresas pueden eliminar la competencia mediante la creaci\u00f3n de &quot;oc\u00e9anos azules&quot; de espacio de mercado indiscutible, basado principalmente en la innovaci\u00f3n de valor y en el que la competencia se elimina esencialmente, a diferencia de los &quot;oc\u00e9anos rojos&quot;, caracterizados principalmente por una innovaci\u00f3n incremental y perspectivas de crecimiento limitadas. .<\/p>\n<div id=\"attachment_61891\" style=\"width: 906px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean.jpg\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-61891\" class=\"wp-image-61891\" src=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean.jpg\" alt=\"Figure 3: &quot;Blue Oceans&quot; offer uncontested market space, while &quot;Red Oceans&quot; provide limited growth prospects (adapted from Kim &amp; Mauborgne, authors\/creators of Blue Ocean Strategy).\" width=\"896\" height=\"288\" srcset=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean.jpg 992w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean-300x96.jpg 300w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean-768x247.jpg 768w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean-330x106.jpg 330w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean-128x41.jpg 128w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean-640x206.jpg 640w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean-85x27.jpg 85w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-3-Blue-Ocean-Red-Ocean-150x48.jpg 150w\" sizes=\"auto, (max-width: 896px) 100vw, 896px\" \/><\/a><p id=\"caption-attachment-61891\" class=\"wp-caption-text\">Figura 3: Los &quot;oc\u00e9anos azules&quot; ofrecen un espacio de mercado indiscutible, mientras que los &quot;oc\u00e9anos rojos&quot; ofrecen perspectivas de crecimiento limitadas (adaptado de Kim &amp; Mauborgne, autores \/ creadores de Blue Ocean Strategy).<\/p><\/div>\n<p>Para identificar innovaciones de valor para la industria de protecci\u00f3n de cultivos, Blue Ocean Strategy recomienda que las organizaciones creen espacios de utilidad de innovaci\u00f3n de valor al enfocarse en la experiencia del producto del comprador (productor) y los puntos d\u00e9biles.<\/p>\n<p>Un mapa de servicios p\u00fablicos del comprador (productor) puede facilitar la identificaci\u00f3n de espacios de servicios p\u00fablicos que un producto o servicio puede llenar, contribuyendo as\u00ed a nuevas propuestas de valor distintas de los par\u00e1metros de competencia existentes.<\/p>\n<h2>Mapa de servicios p\u00fablicos del productor<\/h2>\n<p>Para crear un mapa de Grower Utility para la industria de protecci\u00f3n de cultivos, las experiencias de los productores se pueden enumerar como etapas secuenciales de Grower Experience, por ejemplo:<\/p>\n<ul>\n<li>compra del producto fitosanitario o utilidad<\/li>\n<li>exploraci\u00f3n (identificaci\u00f3n de niveles de plagas o pat\u00f3genos y tiempo \u00f3ptimo de aplicaci\u00f3n)<\/li>\n<li>aplicaci\u00f3n (entrega del producto a su sitio de destino)<\/li>\n<li>suplementos (identificaci\u00f3n y uso del coadyuvante o coproducto \u00f3ptimo)<\/li>\n<li>efecto (evaluaci\u00f3n de efecto suficiente para combatir la p\u00e9rdida de rendimiento y reducir el riesgo de desarrollo de resistencia)<\/li>\n<li>respuesta del cultivo (eliminaci\u00f3n de la fitotoxicidad del cultivo e inducci\u00f3n de respuestas de defensa del cultivo).<\/li>\n<\/ul>\n<p>Estas etapas se pueden dividir en niveles de Grower Utility, a trav\u00e9s de los cuales las empresas pueden proporcionar servicios p\u00fablicos a sus clientes. El nivel m\u00e1s com\u00fanmente explotado es el de los Beneficios para el productor, en el que la innovaci\u00f3n puede aumentar la productividad de los productores al mejorar su eficiencia.<\/p>\n<p>Al evaluar los 36 espacios del mapa Grower Utility, es posible identificar propuestas de utilidad que son diferentes de los productos existentes.<\/p>\n<p>Dentro de la industria de protecci\u00f3n de cultivos, la mayor\u00eda de las empresas de protecci\u00f3n de cultivos gen\u00e9ricos se enfocan en una o dos etapas de la secuencia de la experiencia del productor (por ejemplo, compra y efectividad de la aplicaci\u00f3n), pasando por alto las oportunidades que ofrecen las etapas restantes.<\/p>\n<div id=\"attachment_61892\" style=\"width: 906px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map.jpg\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-61892\" class=\"wp-image-61892\" src=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map.jpg\" alt=\"Figure 4: Grower Utility Map. The generic crop protection industry currently competes in a \u201cRed Ocean\u201d of \u201cSettler \u201cproducts (adapted from Kim &amp; Mauborgne, authors\/creators of Blue Ocean Strategy).\" width=\"896\" height=\"527\" srcset=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map.jpg 1446w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-300x176.jpg 300w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-768x451.jpg 768w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-1024x602.jpg 1024w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-330x194.jpg 330w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-122x72.jpg 122w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-612x360.jpg 612w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-980x576.jpg 980w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-1225x720.jpg 1225w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-16x9.jpg 16w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-32x18.jpg 32w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-85x50.jpg 85w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-4-Grower-Utility-Map-150x88.jpg 150w\" sizes=\"auto, (max-width: 896px) 100vw, 896px\" \/><\/a><p id=\"caption-attachment-61892\" class=\"wp-caption-text\">Figura 4: Mapa de utilidades del productor. La industria de protecci\u00f3n de cultivos gen\u00e9ricos compite actualmente en un &quot;Oc\u00e9ano Rojo&quot; de productos &quot;Settler&quot; (adaptado de Kim &amp; Mauborgne, autores \/ creadores de Blue Ocean Strategy).<\/p><\/div>\n<p>Tradicionalmente, el enfoque se ha centrado en ofrecer m\u00e1s de la misma utilidad en la misma etapa de la experiencia del productor, con la innovaci\u00f3n lograda gradualmente a trav\u00e9s de mejoras en las propuestas de servicios p\u00fablicos actuales (productos \u201cSettler\u201d y \u201cMigrator\u201d, consulte la Figura 1).<\/p>\n<p>El \u201cestado actual\u201d de la estrategia de producto de la competencia se puede visualizar y comparar con la propia estrategia de producto a trav\u00e9s de un Canvas de estrategia.<\/p>\n<h2>Lienzo de estrategia<\/h2>\n<p>El Canvas de estrategia es una herramienta visual \u00fatil para comparar el perfil estrat\u00e9gico de una empresa con el de la competencia. En el siguiente ejemplo, se compara el perfil estrat\u00e9gico actual de una empresa fitosanitaria gen\u00e9rica tradicional con el de la industria fitosanitaria gen\u00e9rica.<\/p>\n<p>En este lienzo, los factores en los que compite la industria se enumeran en el eje x, y la prioridad entre estos factores se punt\u00faa en el eje y. El perfil estrat\u00e9gico tanto de la empresa como de la industria de gen\u00e9ricos puede considerarse casi id\u00e9ntico.<\/p>\n<div id=\"attachment_61893\" style=\"width: 906px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas.jpg\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-61893\" class=\"wp-image-61893\" src=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas.jpg\" alt=\"Figure 5: Strategy Canvas, generic crop protection competitor, compared to the generic crop protection industry (adapted from Kim &amp; Mauborgne, authors\/creators of Blue Ocean Strategy).\" width=\"896\" height=\"585\" srcset=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas.jpg 1392w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-300x196.jpg 300w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-768x502.jpg 768w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-1024x669.jpg 1024w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-330x215.jpg 330w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-110x72.jpg 110w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-551x360.jpg 551w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-882x576.jpg 882w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-1103x720.jpg 1103w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-16x9.jpg 16w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-85x56.jpg 85w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-5-Strategy-Canvas-150x98.jpg 150w\" sizes=\"auto, (max-width: 896px) 100vw, 896px\" \/><\/a><p id=\"caption-attachment-61893\" class=\"wp-caption-text\">Figura 5: Strategy Canvas, competidor gen\u00e9rico de protecci\u00f3n de cultivos, en comparaci\u00f3n con la industria gen\u00e9rica de protecci\u00f3n de cultivos (adaptado de Kim &amp; Mauborgne, autores \/ creadores de Blue Ocean Strategy).<\/p><\/div>\n<p>El enfoque tradicional para el desarrollo de productos gen\u00e9ricos para la protecci\u00f3n de cultivos ha sido competir en precios y mejorar gradualmente las tecnolog\u00edas de formulaci\u00f3n y entrega. Es poco probable que este perfil estrat\u00e9gico cree innovaciones que den forma al mercado.<\/p>\n<h2>Los avances en la protecci\u00f3n biol\u00f3gica de cultivos brindan valor, oportunidades de innovaci\u00f3n y adaptaciones estrat\u00e9gicas<\/h2>\n<p>Por el contrario, la naciente industria de los bioplaguicidas plante\u00f3 nuevas propuestas de utilidad en el mapa de Grower Utility, para generar un perfil estrat\u00e9gico \u00fanico.<\/p>\n<div id=\"attachment_61894\" style=\"width: 906px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map.jpg\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-61894\" class=\"wp-image-61894\" src=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map.jpg\" alt=\"Figure 6: Grower Utility Map. The Biopesticide industry has created a \u201cBlue Ocean\u201d of \u201cPioneer\u201c products and strategies, through advances in Biological Crop Protection which provide value innovation opportunities and strategic adaptations (adapted from Kim &amp; Mauborgne, authors\/creators of Blue Ocean Strategy).\" width=\"896\" height=\"517\" srcset=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map.jpg 1408w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-300x173.jpg 300w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-768x443.jpg 768w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-1024x591.jpg 1024w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-136x77.jpg 136w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-330x191.jpg 330w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-125x72.jpg 125w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-623x360.jpg 623w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-998x576.jpg 998w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-1247x720.jpg 1247w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-16x9.jpg 16w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-32x18.jpg 32w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-64x36.jpg 64w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-85x49.jpg 85w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-150x87.jpg 150w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-6-Grower-Utility-Map-100x57.jpg 100w\" sizes=\"auto, (max-width: 896px) 100vw, 896px\" \/><\/a><p id=\"caption-attachment-61894\" class=\"wp-caption-text\">Figura 6: Mapa de utilidades del productor. La industria de Biopesticidas ha creado un \u201cOc\u00e9ano Azul\u201d de productos y estrategias \u201cPioneros\u201d, a trav\u00e9s de avances en Protecci\u00f3n Biol\u00f3gica de Cultivos que brindan oportunidades de innovaci\u00f3n de valor y adaptaciones estrat\u00e9gicas (adaptado de Kim &amp; Mauborgne, autores \/ creadores de Blue Ocean Strategy).<\/p><\/div>\n<p>Durante las \u00faltimas dos d\u00e9cadas, los aumentos significativos en nuestra comprensi\u00f3n de las respuestas de defensa de las plantas inducibles (fuertemente impulsadas por la I + D de bioplaguicidas) nos brindan propuestas de utilidad nuevas y poderosas para aumentar la eficacia del producto, a trav\u00e9s de la introducci\u00f3n de nuevos modos de actividad y la integraci\u00f3n de plantas. respuestas de defensa en estrategias generales de protecci\u00f3n de cultivos: una alianza entre el agricultor y el cultivo.<\/p>\n<div id=\"attachment_61895\" style=\"width: 906px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2.jpg\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-61895\" class=\"wp-image-61895\" src=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2.jpg\" alt=\"Figure 7: Strategy Canvas, Biopesticide industry compared to the generic crop protection industry. \u201cBlue Ocean\u201d Value Innovation opportunities and strategic adaptations facilitate the identification and development of \u201cPioneer\u201d products (adapted from Kim &amp; Mauborgne, authors\/creators of Blue Ocean Strategy).\" width=\"896\" height=\"585\" srcset=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2.jpg 1359w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-300x196.jpg 300w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-768x501.jpg 768w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-1024x668.jpg 1024w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-330x215.jpg 330w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-110x72.jpg 110w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-552x360.jpg 552w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-883x576.jpg 883w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-1103x720.jpg 1103w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-16x9.jpg 16w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-85x55.jpg 85w, https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/09\/Figure-7-Strategy-Canvas-2-150x98.jpg 150w\" sizes=\"auto, (max-width: 896px) 100vw, 896px\" \/><\/a><p id=\"caption-attachment-61895\" class=\"wp-caption-text\">Figura 7: Canvas de estrategia, industria de bioplaguicidas en comparaci\u00f3n con la industria gen\u00e9rica de protecci\u00f3n de cultivos. Las oportunidades de innovaci\u00f3n de valor de \u201cOc\u00e9ano azul\u201d y las adaptaciones estrat\u00e9gicas facilitan la identificaci\u00f3n y el desarrollo de productos \u201cPioneros\u201d (adaptado de Kim &amp; Mauborgne, autores \/ creadores de Blue Ocean Strategy).<\/p><\/div>\n<p>Para generar su perfil estrat\u00e9gico \u00fanico, la industria de los bioplaguicidas modific\u00f3 su puntuaci\u00f3n en factores competitivos a trav\u00e9s de:<\/p>\n<ul>\n<li><strong>Eliminaci\u00f3n<\/strong> de la competencia en el precio (los productores aceptan el mayor costo de los bioplaguicidas)<\/li>\n<li><strong>Reducci\u00f3n<\/strong> de competencia en el momento de la entrega (la aplicaci\u00f3n de bioplaguicidas es m\u00e1s exigente que para los productos qu\u00edmicos convencionales) y eficacia (existe una percepci\u00f3n de eficacia variable para los bioplaguicidas)<\/li>\n<li><strong>Elevaci\u00f3n<\/strong> por encima de los est\u00e1ndares de competencia de la industria en nuevos modos de acci\u00f3n, ventajas ambientales y toxicol\u00f3gicas, as\u00ed como una marca positiva (imagen)<\/li>\n<\/ul>\n<p>\u2026 Y gener\u00f3 innovaci\u00f3n de valor \u201cOc\u00e9ano Azul\u201d en un espacio de mercado indiscutible a trav\u00e9s de:<\/p>\n<ul>\n<li>Creaci\u00f3n de un nuevo factor que la industria de gen\u00e9ricos incumbente no ofrec\u00eda: la integraci\u00f3n de las respuestas de defensa de las plantas en las estrategias generales de protecci\u00f3n de los cultivos.<\/li>\n<\/ul>\n<p>La industria de los bioplaguicidas ha demostrado posteriormente que se pueden lograr sinergias estrat\u00e9gicas significativas mediante la integraci\u00f3n de la protecci\u00f3n de cultivos biol\u00f3gica y convencional, no solo entre productos, sino tambi\u00e9n entre las bases de conocimiento para estas estrategias.<\/p>\n<p>En el pr\u00f3ximo art\u00edculo de esta serie, continuamos con la Parte II de c\u00f3mo las Industrias Biopesticida y SMART-TECH crean un \u201cOc\u00e9ano Azul\u201d de espacio indiscutible en el mercado de protecci\u00f3n de cultivos.<\/p>\n<p>Gracias por leer. No dude en leer y compartir <a href=\"https:\/\/www.agribusinessglobal.com\/es\/author\/harry-teicher\/\">mis otros art\u00edculos<\/a>.<\/p>\n<hr \/>\n<p><em>Si este art\u00edculo le pareci\u00f3 interesante, encontrar\u00e1 m\u00e1s informaci\u00f3n \u00fatil en <a href=\"http:\/\/biocomm.eu\/labcoat1\/\" target=\"_blank\" rel=\"noopener noreferrer\">GESTI\u00d3N ESTRAT\u00c9GICA DE I + D + i: AGCHEM Y BIOSCIENCE<\/a> por Harry Teicher. Este libro, dirigido a gerentes, investigadores y otras personas que deseen comprender los aspectos estrat\u00e9gicos b\u00e1sicos de la protecci\u00f3n de cultivos, es una introducci\u00f3n de f\u00e1cil acceso a los principios esenciales de la gesti\u00f3n estrat\u00e9gica de I + D.<\/em><\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=aI2-U3uRZMM\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-61554 size-full\" src=\"https:\/\/d6kq167ddwbdq.cloudfront.net\/farmchemint\/wp-content\/uploads\/2018\/07\/Video-Screenshot2.jpg\" width=\"545\" height=\"378\" alt=\"Identifying Uncontested Market Spaces in the Global Crop Protection Industry (Part 3)\"><\/a><\/p>\n<p><em>Para m\u00e1s informaci\u00f3n visite <a href=\"http:\/\/biocomm.eu\/\" target=\"_blank\" rel=\"noopener noreferrer\">SOLUCIONES DE BIOSCIENCIA<\/a> - Contribuir al desarrollo de soluciones sostenibles de protecci\u00f3n de cultivos al proporcionar una gesti\u00f3n estrat\u00e9gica de I + D independiente y apoyo cient\u00edfico a las empresas AgChem y BioSolutions que desarrollan productos basados en la ciencia.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Nota del editor: Este es el tercero de siete art\u00edculos de una serie sobre Gesti\u00f3n estrat\u00e9gica de I + D en AgChem y BioScience ...<\/p>","protected":false},"author":110,"featured_media":59364,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4,5],"tags":[54,1702],"class_list":["post-61896","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agrochemicals","category-markets","tag-featured-home","tag-strategic-rd-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Identifying Uncontested Market Spaces in the 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