Abstract

Objective: This research is developed under the guiding question: What are the necessary elements for the transformation of traditional crops towards products with high added value?; from the theoretical perspective, the postulates of the modernization of agriculture of Schultz (1967) and organizational management of Chiavenato (2017) are assumed.

Methodology: It was based on descriptive research, under the criteria of a case study with semi-structured surveys that allow to know the prevailing situations, customs and attitudes through the description of the activities, processes and people around the Cooperative, as well as its potential market.

Results: The research proposes five elements based on agrarian economy that allow communities the transformation of traditional crops towards products with high added value, increasing their competitiveness, and concludes that organizations require strategies that highlight product attributes, and greater efforts in strategic orientation.

Limitations: The research findings can be extrapolated to organizations with similar characteristics, sizes and foci, among them, peasant companies and Colombian cooperatives interested in strengthening their agrarian economy. Instead, this analysis serves to gain a deeper understanding of the phenomenon in question, but with the possibility of replication in organizations interested in transforming the rural sector. However, it does not cover business fabrics of industrialized sectors.

Practical implications: The study is useful in areas of strategic direction and human resources management, allowing to visualize operational mechanisms for product innovation plans.