El perfil de los consumidores de productos de comercio justo. Análisis de las variables que influyen en su intención de compra

El consumo mundial, impulsor del desarrollo y crecimiento económico de los pueblos, no ha sido igual para todas las naciones, ya que sus efectos han sido diferentes para los ciudadanos de los países del Norte y los del Sur, principalmente por dos razones: una, porque han originado complejos y diferentes estilos de vida y aspiraciones, lo que ha originado grandes diferencias entre los individuos de unos y otros países, y, dos, por su falta de valores sociales y éticos. Ante esta situación, la sociedad en su conjunto debe tomar conciencia de este hecho, y a través de un consumo responsable y de un mayor conocimiento de las relaciones comerciales entre los pueblos, debe optar por consumir productos elaborados bajo criterios de justicia y equidad. Para ayudar a alcanzar estos objetivos de equidad, solidaridad, justicia y ética, nació el Comercio Justo, que, en el caso de España, llegó con veinte años de retraso en la década de los ochenta. Aunque a día de hoy sus ventas crecen a un buen ritmo, siguen siendo inferiores al resto de los países europeos, por cuatro razones: (1) el desconocimiento que la mayoría de los potenciales consumidores tienen de este movimiento social; (2) la dificultad de acceder a los productos que comercializan; (3) el poco impulso que se ofrece desde las Administraciones Públicas; y, (4) porque hay pocas investigaciones en las que se haya analizado el Comercio Justo desde la perspectiva de la demanda, lo que ha implicado que no haya un conocimiento profundo sobre los consumidores de este tipo de productos y sobre sus motivaciones de compra. En base a todo lo expuesto, el presente trabajo se concibe como un estudio exploratorio, que tiene como objetivo principal analizar el perfil de los consumidores y no consumidores de productos de Comercio Justo, sus motivaciones de compra y no compra, así como las variables que influyen en la intención de compra futura, tanto en el segmento de consumidores actuales, como en el segmento de no consumidores de este tipo de productos. Para la realización de este trabajo, se ha utilizado, por una parte, una metodología cualitativa, que ha permitido acceder a la información sobre las opiniones y actitudes que intervienen en los procesos de decisión de compra; y, por otra, una metodología cuantitativa, a través de una encuesta online dirigida a 6.500 individuos, que ha permitido tener información, a través de sendos análisis descriptivos univariante y bivariante, de los individuos encuestados sobre el objeto del estudio. Para validar los modelos y contrastar las hipótesis planteadas, se ha utilizado el análisis de fiabilidad y validación de las escalas de medición seleccionadas (Alpha de Cronbach); el análisis factorial exploratorio, para comprobar la dimensionalidad y validez convergente de las escalas de medida; el análisis factorial confirmatorio, para validar la idoneidad de los modelos de medida propuestos; la regresión logística, para comprobar la validez del modelo general de la probabilidad de la compra o no compra de productos de Comercio Justo; y la regresión lineal múltiple, para comprobar la validez de los modelos específicos de intención de compra futura en los segmentos de compradores y de no compradores. Para realizar todos estos análisis, se han utilizado las herramientas informáticas SPSS v21 y AMOS. Las principales conclusiones del trabajo son: (1) que se deben establecer unos criterios claros que definan quién es quién en el movimiento de Comercio Justo, sus fines, sus objetivos, los productos que comercializan, así como su funcionamiento y desarrollo en España; (2) que, a pesar de las grandes ventajas y posibilidades del Comercio Justo, hay una falta de demanda de estos productos por parte de los consumidores responsables, debido principalmente a la falta de información-comunicación sobre el propio movimiento, y, muy especialmente, a la falta de información sobre los productos, los canales de comercialización, las políticas de precios, las políticas de comunicación, etc., y a la necesidad de que estos productos estén accesibles en los lugares donde los consumidores hacen su compra habitual; y (3) que el Comercio Justo español debe afrontar una serie de desafíos, como son la coordinación entre las diferentes organizaciones que participan en su desarrollo; la sensibilización de los consumidores; la creación de una imagen de marca que defina de una manera clara y sencilla qué es el Comercio Justo; la orientación al cliente y no al producto; y extender la red de comercialización de productos de Comercio Justo a los canales donde los consumidores hacen su compra habitualmente. ABSTRACT Global consumption, the driver of economic growth and development of nations, is not the same for all countries, since its effects have been different on people coming from the North or the South. This is due mainly to two reasons: firstly, because they have developed complex and different lifestyles and aspirations, which have led to significant differences between individuals of one country and another and secondly, because they lack social and ethical values. Given this situation, society as a whole should be aware of this fact, and through responsible consumption and a greater knowledge of trade relations between countries, should opt for consuming products produced with criteria of justice and equity. Fair Trade began as a way to help reach these goals of equity, solidarity, justice and ethics. In the case of Spain it did not start until 20 years later, in the eighties. Although today sales of Fair Trade products are growing at a good rate, they are still below that of other European countries, for four reasons: (1) unawareness of this social movement; (2) the difficult access to these products; (3) insufficient government support; (4) the limited research carried out to analyse Fair Trade from the perspective of demand, resulting in a lack of knowledge about this type of consumer and their purchasing motivations. Based on the above, the present study is designed as an exploratory investigation, aimed at analyzing the profile of consumers and non-consumers of Fair Trade, their motivations for buying and not buying, as well as the variables which influence future purchase intention in both the current consumer segment, and the non-user segment of such products. To carry out this study we have used, on the one hand, a qualitative methodology, to obtain information about the views and attitudes involved in the purchase decision process; and on the other, a quantitative methodology, through an online survey of 6,500 individuals, which provided information through two separate univariate and bivariate descriptive analysis, of the individuals interviewed about the object of this study. To validate the models and contrast hypotheses, we have used the reliability analysis and validation of the selected measurement scales (Cronbach's Alpha); exploratory factor analysis to verify the dimensionality and convergent validity of the measurement scales; confirmatory factor analysis to validate the adequacy of the models of measurement proposed; logistic regression, to verify the validity of the general model of the probability of buying or not buying Fair Trade products; and multiple linear regression to test the validity of specific models in future purchase intention in the segments of buyers and non-buyers. To carry out these analyses, we used SPSS v21 software tools and AMOS. The principal conclusions of the investigation are: (1) the need to establish clear criteria which define who is who in the Fair Trade movement, its goals, objectives, the products they sell, as well as its operation and development in Spain; (2) that despite the great advantages and possibilities of Fair Trade, there is a lack of demand for these products by responsible consumers, mainly due to the lack of information-communication about the movement itself, and especially on the range of products, sales channels, pricing policies, communication policies, etc., and the need for these products to be available in places where consumers make their usual purchase; and (3) that Spanish Fair Trade must address a number of challenges such as: coordination between the different organizations involved in trade development; consumer awareness; creation of a brand image that defines in a clear and simple way what Fair Trade is; focus on the customer rather than the product; and expansion of the network of Fair Trade sales outlets to include the channels where consumers usually make their purchases.

A Video-Aware FEC-Based Unequal Loss Protection Scheme for RTP Video Streaming

A video-aware unequal loss protection (ULP) system for protecting RTP video streaming in bursty packet loss networks is proposed. Just considering the relevance of the frame, the state of the channel and the bitrate constraints of the protection bitstream, our algorithm selects in real time the most suitable frames to be protected through forward error correction (FEC) techniques. It benefits from a wise RTP encapsulation that allows working at a frame level without requiring any further process than that of parsing RTP headers, so it is perfectly suitable to be included in commercial transmitters. The simulation results show how our proposed ULP technique outperforms non-smart schemes.

VLC-based light-weight portable user interface for in-house applications.

Advances in solid-state lighting have overcome common limitations on optical wireless such as power needs due to light dispersion. It's been recently proposed the modification of lamp's drivers to take advantages of its switching behaviour to include data links maintaining the illumination control they provide. In this paper, a remote access application using visible light communications is presented that provides wireless access to a remote computer using a touchscreen as user interface

Wireless Sensor Network based on OCDMA for closed environments

An infrared optical wireless system is presented, consisting on autonomous remote nodes communicating with a central node. The network is designed for telecommand/telemetry purposes, comprising a large number of nodes at a low data rate. Simultaneous access is granted by using CDMA techniques, and an appropriate selection of the code family can also keep power consumption to a minimum

A visual object counter based on a multimodal data association for embedded systems with limited computational power

A low complex but highly-efficient object counter algorithm is presented that can be embedded in hardware with a low computational power. This is achieved by a novel soft-data association strategy that can handle multimodal distributions.

The determinants of the quality of Sales-Marketing Interface in a Multinational Customer Brand Focused Company: The Latin American Branches

Customer evolution and changes in consumers, determine the fact that the quality of the interface between marketing and sales may represent a true competitive advantage for the firm. Building on multidimensional theoretical and empirical models developed in Europe and on social network analysis, the organizational interface between the marketing and sales departments of a multinational high-growth company with operations in Argentina, Uruguay and Paraguay is studied. Both, attitudinal and social network measures of information exchange are used to make operational the nature and quality of the interface and its impact on performance. Results show the existence of a positive relationship of formalization, joint planning, teamwork, trust and information transfer on interface quality, as well as a positive relationship between interface quality and business performance. We conclude that efficient design and organizational management of the exchange network are essential for the successful performance of consumer goods companies that seek to develop distinctive capabilities to adapt to markets that experience vertiginous changes

Experiments in abstract interpretation-based code certification for pervasive systems

Proof carrying code (PCC) is a general is originally a roof in ñrst-order logic of certain vermethodology for certifying that the execution of an un- ification onditions and the checking process involves trusted mobile code is safe. The baste idea is that the ensuring that the certifícate is indeed a valid ñrst-order code supplier attaches a certifícate to the mobile code proof. which the consumer checks in order to ensure that the The main practical difñculty of PCC techniques is in code is indeed safe. The potential benefit is that the generating safety certiñeates which at the same time: i) consumer's task is reduced from the level of proving to allow expressing interesting safety properties, ii) can be the level of checking. Recently, the abstract interpre- generated automatically and, iii) are easy and efficient tation techniques developed, in logic programming have to check. In [1], the abstract interpretation techniques been proposed as a basis for PCC. This extended ab- [5] developed in logic programming1 are proposed as stract reports on experiments which illustrate several is- a basis for PCC. They offer a number of advantages sues involved in abstract interpretation-based certifica- for dealing with the aforementioned issues. In particution. First, we describe the implementation of our sys- lar, the xpressiveness of existing abstract domains will tem in the context of CiaoPP: the preprocessor of the be implicitly available in abstract interpretation-based Ciao multi-paradigm programming system. Then, by code certification to deñne a wide range of safety propermeans of some experiments, we show how code certifi- ties. Furthermore, the approach inherits the automation catión is aided in the implementation of the framework. and inference power of the abstract interpretation en- Finally, we discuss the application of our method within gines used in (Constraint) Logic Programming, (C)LP. the área, of pervasive systems

Abstract interpretation-based mobile code certification

Current approaches to mobile code safety – inspired by the technique of Proof-Carrying Code (PCC) [4] – associate safety information (in the form of a certificate) to programs. The certificate (or proof) is created by the code supplier at compile time, and packaged along with the untrusted code. The consumer who receives the code+certificate package can then run a checker which, by a straightforward inspection of the code and the certificate, is able to verify the validity of the certificate and thus compliance with the safety policy. The main practical difficulty of PCC techniques is in generating safety certificates which at the same time: i) allow expressing interesting safety properties, ii) can be generated automatically and, iii) are easy and efficient to check.

Abstract Interpretation-based verification/certification in the ciaoPP system

CiaoPP is the abstract interpretation-based preprocessor of the Ciao multi-paradigm (Constraint) Logic Programming system. It uses modular, incremental abstract interpretation as a fundamental tool to obtain information about programs. In CiaoPP, the semantic approximations thus produced have been applied to perform high- and low-level optimizations during program compilation, including transformations such as múltiple abstract specialization, parallelization, partial evaluation, resource usage control, and program verification. More recently, novel and promising applications of such semantic approximations are being applied in the more general context of program development such as program verification. In this work, we describe our extensión of the system to incorpórate Abstraction-Carrying Code (ACC), a novel approach to mobile code safety. ACC follows the standard strategy of associating safety certificates to programs, originally proposed in Proof Carrying- Code. A distinguishing feature of ACC is that we use an abstraction (or abstract model) of the program computed by standard static analyzers as a certifícate. The validity of the abstraction on the consumer side is checked in a single-pass by a very efficient and specialized abstractinterpreter. We have implemented and benchmarked ACC within CiaoPP. The experimental results show that the checking phase is indeed faster than the proof generation phase, and that the sizes of certificates are reasonable. Moreover, the preprocessor is based on compile-time (and run-time) tools for the certification of CLP programs with resource consumption assurances.

Abstract interpretation-based code certification for pervasive systems: Preliminary experiments

Proof carrying code is a general methodology for certifying that the execution of an untrusted mobile code is safe, according to a predefined safety policy. The basic idea is that the code supplier attaches a certifícate (or proof) to the mobile code which, then, the consumer checks in order to ensure that the code is indeed safe. The potential benefit is that the consumer's task is reduced from the level of proving to the level of checking, a much simpler task. Recently, the abstract interpretation techniques developed in logic programming have been proposed as a basis for proof carrying code [1]. To this end, the certifícate is generated from an abstract interpretation-based proof of safety. Intuitively, the verification condition is extracted from a set of assertions guaranteeing safety and the answer table generated during the analysis. Given this information, it is relatively simple and fast to verify that the code does meet this proof and so its execution is safe. This extended abstract reports on experiments which illustrate several issues involved in abstract interpretation-based code certification. First, we describe the implementation of our system in the context of CiaoPP: the preprocessor of the Ciao multi-paradigm (constraint) logic programming system. Then, by means of some experiments, we show how code certification is aided in the implementation of the framework. Finally, we discuss the application of our method within the área of pervasive systems which may lack the necessary computing resources to verify safety on their own. We herein illustrate the relevance of the information inferred by existing cost analysis to control resource usage in this context. Moreover, since the (rather complex) analysis phase is replaced by a simpler, efficient checking process at the code consumer side, we believe that our abstract interpretation-based approach to proof-carrying code becomes practically applicable to this kind of systems.

An abstract interpretation-based approach to mobile code safety

Recent approaches to mobile code safety, like proof- arrying code, involve associating safety information to programs. The code supplier provides a program and also includes with it a certifícate (or proof) whose validity entails compliance with a predefined safety policy. The intended benefit is that the program consumer can locally validate the certifícate w.r.t. the "untrusted" program by means of a certifícate checker—a process which should be much simpler, eflicient, and automatic than generating the original proof. We herein introduce a novel approach to mobile code safety which follows a similar scheme, but which is based throughout on the use of abstract interpretation techniques. In our framework the safety policy is specified by using an expressive assertion language defined over abstract domains. We identify a particular slice of the abstract interpretation-based static analysis results which is especially useful as a certifícate. We propose an algorithm for checking the validity of the certifícate on the consumer side which is itself in fact a very simplified and eflicient specialized abstract-interpreter. Our ideas are illustrated through an example implemented in the CiaoPP system. Though further experimentation is still required, we believe the proposed approach is of interest for bringing the automation and expressiveness which is inherent in the abstract interpretation techniques to the área of mobile code safety.

Efficiency and spatial equity impacts of high-speed rail extensions in urban areas

Urban areas benefit from significant improvements in accessibility when a new high speed rail (HSR) project is built. These improvements, which are due mainly to a rise in efficiency, produce locational advantagesand increase the attractiveness of these cities, thereby possibly enhancing their competitivenessand economic growth. However, there may be equity issues at stake, as the main accessibility benefits are primarily concentrated in urban areas with a HSR station, whereas other locations obtain only limited benefits. HSR extensions may contribute to an increase in spatial imbalance and lead to more polarized patterns of spatial development. Procedures for assessing the spatial impacts of HSR must therefore follow a twofold approach which addresses issues of both efficiency and equity. This analysis can be made by jointly assessing both the magnitude and distribution of the accessibility improvements deriving from a HSR project. This paper describes an assessment methodology for HSR projects which follows this twofold approach. The procedure uses spatial impact analysis techniques and is based on the computation of accessibility indicators, supported by a Geographical Information System (GIS). Efficiency impacts are assessed in terms of the improvements in accessibility resulting from the HSR project, with a focus on major urban areas; and spatial equity implications are derived from changes in the distribution of accessibility values among these urban agglomerations.

User benefit assessment by a dynamic LUTI model for Madrid

Assessing users’ benefit in a transport policy implementation has been studied by many researchers using theoretical or empirical measures. However, few of them measure users’ benefit in a different way from the consumer surplus. Therefore, this paper aims to assess a new measure of user benefits by weighting consumer surplus in order to include equity assessment for different transport policies simulated in a dynamic middle-term LUTI model adapted to the case study of Madrid. Three different transport policies, including road pricing, parking charge and public transport improvement have been simulated through the Metropolitan Activity Relocation Simulator, MARS, the LUTI calibrated model for Madrid). A social welfare function (WF) is defined using a cost benefit analysis function that includes mainly costs and benefits of users and operators of the transport system. Particularly, the part of welfare function concerning the users, (i.e. consumer surplus), is modified by a compensating weight (CW) which represents the inverse of household income level. Based on the modified social welfare function, the effects on the measure of users benefits are estimated and compared with the old WF ́s results as well. The result of the analysis shows that road pricing leads a negative effect on the users benefits specially on the low income users. Actually, the road pricing and parking charge implementation results like a regressive policy especially at long term. Public transport improvement scenario brings more positive effects on low income user benefits. The integrated (road pricing and increasing public services) policy scenario is the one which receive the most user benefits. The results of this research could be a key issue to understanding the relationship between transport systems policies and user benefits distribution in a metropolitan context.

Control of a solar dryer through using a fuzzy logic and low-cost model-based sensor

Solar drying is one of the important processes used for extending the shelf life of agricultural products. Regarding consumer requirements, solar drying should be more suitable in terms of curtailing total drying time and preserving product quality. Therefore, the objective of this study was to develop a fuzzy logic-based control system, which performs a ?human-operator-like? control approach through using the previously developed low-cost model-based sensors. Fuzzy logic toolbox of MatLab and Borland C++ Builder tool were utilized to develop a required control system. An experimental solar dryer, constructed by CONA SOLAR (Austria) was used during the development of the control system. Sensirion sensors were used to characterize the drying air at different positions in the dryer, and also the smart sensor SMART-1 was applied to be able to include the rate of wood water extraction into the control system (the difference of absolute humidity of the air between the outlet and the inlet of solar dryer is considered by SMART-1 to be the extracted water). A comprehensive test over a 3 week period for different fuzzy control models has been performed, and data, obtained from these experiments, were analyzed. Findings from this study would suggest that the developed fuzzy logic-based control system is able to tackle difficulties, related to the control of solar dryer process.

Problemática estructural y de funcionamiento de la cadena de valor del jamón ibérico de bellota: el caso de Guijuelo en España

El sector porcino ibérico es un sector típicamente español. La imagen que asocia el consumidor a los productos ibéricos es la correspondiente a los productos elaborados a partir de cerdos ibéricos en explotaciones extensivas, (dehesas), y cebados en montanera. Sin embargo, según los datos publicados por el Ministerio de Agricultura, Alimentación y Medio Ambiente, más de un 70 por ciento de los cerdos ibéricos que se producen en España son criados en granjas intensivas. El sector porcino ibérico está en pleno proceso de cambio, tanto por las variaciones que se derivan de la crisis que sufre el sector, como por las modificaciones que se esperan en la norma de calidad, recientemente acordadas. En este entorno en el que existe una reducción importante de los márgenes comerciales en todos los eslabones de la cadena de valor del jamón ibérico de bellota, adquiere importancia el estudio de su estructura y funcionamiento, la determinación de los aspectos que mejoran la eficiencia económica a lo largo de la misma y su concordancia a lo largo de ella. Así mismo, un sector de los consumidores comienza a buscar productos de calidad, se interesa por productos con determinados etiquetados que garantizan la calidad o unas determinadas prácticas de producción y elaboración, como sucede con los productos ecológicos. Existen numerosos estudios sobre distintos aspectos del sector porcino ibérico, realizados por distintas instituciones, como universidades, instituciones privadas y proyectos europeos. En general, se centran en la mejora de la producción de los cerdos ibéricos o en la mejora de la elaboración de los jamones. La novedad de la investigación realizada en la presente Tesis Doctoral reside en el estudio de los aspectos que determinan la mayor eficiencia económica de la cadena de valor del jamón ibérico de bellota de la denominación de origen de Guijuelo, y en las características que aporta al jamón ibérico de bellota la producción ecológica frente a la convencional. Resumen Los objetivos planteados en esta investigación son la mejora de la cadena de valor del jamón ibérico de bellota de la denominación de origen de Guijuelo, mediante el estudio de la problemática estructural y de funcionamiento de la misma. Como objetivos específicos se proponen la mejora de la eficiencia económica en las relaciones comerciales entre los distintos eslabones de la cadena de valor, y el impulso de la oferta de los productos ecológicos de ibérico, mediante el estudio comparativo de las producciones convencionales y ecológicas. Para alcanzar estos objetivos la metodología utilizada es la cadena de valor agroalimentaria, utilizando como herramientas de análisis el método Delphi y la realización de un análisis DAFO del sector porcino ibérico. Las fuentes de información primarias utilizadas proceden por una parte de la colaboración realizada en el proyecto europeo Q-Porkchains, coordinado por el Dr. Jacques H. Trienekens, y por otra parte de los cuestionarios especialmente diseñados para el análisis Delphi realizado. Las fuentes de información secundarias proceden de artículos académicos publicados, de artículos de revistas especializadas en el sector y de informes y estadísticas publicados por el Ministerio de Agricultura, Alimentación y Medio Ambiente. Las conclusiones de la investigación son las siguientes. Las relaciones comerciales de la cadena de valor estudiada están gestionadas, ya que se otorga gran valor a las relaciones comerciales basadas en la confianza, tanto en el aprovisionamiento de productos como en la venta de los mismos en cada eslabón. Sin embargo, no se gestiona adecuadamente la gama de productos que se oferta a lo largo de la cadena de valor, puesto que los eslabones de la misma obtienen diferente eficiencia económica para el mismo producto. Por otra parte, aunque la denominación de origen de Guijuelo es una marca conocida por el consumidor, el esfuerzo por tener una marca colectiva de calidad no ha sido totalmente satisfactorio, en especial para el eslabón de la distribución. Por esta razón, es importante resaltar que es recomendable la creación de una marca propia que cuide la calidad con especial atención, modificando incluso las empresas integrantes de la cadena de valor si el objetivo de calidad no coincide. Es importante garantizar la calidad del producto al consumidor, mediante la trasmisión la información generada por los informes de inspección y certificación realizados por las entidades correspondientes en relación a la norma de calidad de los productos de cerdo ibérico y por el Consejo Regulador de Guijuelo. Se requiere un estudio detallado de los posibles nichos de mercado para llegar a los clientes que buscan un producto de calidad diferenciada como es el jamón ibérico de denominación de origen de Guijuelo. Dentro de los posibles clientes debe tenerse en consideración al colectivo de personas alérgicas, ya que no se encuentran con facilidad en el mercado productos cárnicos de cerdo libres de alérgenos. Por último, la innovación es muy importante en este sector, y pueden ofertarse nuevos productos que ayuden al acortamiento de la cadena de valor, como podría ser la carne fresca de cerdo ibérico de bellota. La producción ecológica de porcino ibérico, en la actualidad no es significativa. El manejo que se realiza de los cerdos ibéricos convencionales de bellota es muy similar al manejo que se realiza de los cerdos ecológicos, salvo en la alimentación que reciben los cerdos ibéricos antes del cebo en montanera y en los medicamentos permitidos en ambas producciones. La producción de porcino ecológico de bellota puede ser interesante para la exportación. Los jamones ibéricos de bellota dispondrían de un sello que garantiza un manejo tradicional –como se realiza en muchas explotaciones extensivas de cerdos ibéricos de bellota-, y que es apreciado por los consumidores de otros países, dispuestos a pagar por productos de calidad diferenciada. Este tipo de producción quizá podría solventar la limitación al ámbito nacional de la norma de calidad de los productos de cerdo ibérico. La falta de claridad y unanimidad en el sector sobre la calidad de los productos de ibéricos que se percibe en los cambios previstos en la legislación, y el interés del eslabón de la industria elaboradora de jamones en calidades no ligadas a producciones extensivas sino intensivas, por su mayor volumen de ventas y sus mejores rendimientos, mueven a los productores de “ibérico puro de bellota” a desmarcarse del sector “ibérico”, donde el peso del producto ibérico cruzado de pienso tiene mucho peso en las decisiones que se toman. The Iberian pork industry is a typically Spanish industry. The associated image by the consumer to these products corresponds to products made from Iberian pigs in extensive farms (meadows), and fattened in open range. However, according to data released by the Ministry of Agriculture, Food and Environment, more than 70 percent of the Iberian pigs produced in Spain are raised on factory farms. The Iberian pork industry is in process of change, both by modifications resulting from the crisis in the sector, and the expected ones in the quality standard, recently agreed. In this environment where there is a significant reduction in trade margins in all links of the value chain of Iberian ham, becomes important to study its structure and operation, identifying the aspects that improve economic efficiency along the value chain and their concordance along it. Likewise, part of the consumers begins searching for quality products, they are interested in certain products that guarantee some sort of quality or production and processing practices, like organic products. There are several studies on various aspects of the Iberian pork industry, made by different institutions, such as universities, private institutions and some European projects. In general, their goal is focused on improving the Iberian hog production or on improving the elaboration of hams. The novelty of the research conducted in this PhD thesis lies in the study of the aspects that determine the economic efficiency of the value chain of Iberian ham from Guijuelo designation of origin, and the comparison between the features that organic or conventional production of Iberian ham brings to it. The objectives propound in this research are the improvement of the value chain of Iberian ham from Guijuelo designation of origin, through the study of its structural and operational problematic. The proposed specific objectives are the improvement of the economic efficiency Resumen in trade relations between the different links in the value chain, and the promotion of the supply of Iberian organic pork products, through the comparative study of conventional and organic productions. In order to achieve these objectives, the used methodology is the agrifood value chain, using as analysis tools the Delphi method, and a SWOT analysis of the Iberian pork industry. The primary sources of information come partly from the collaboration in the European project Q-Porkchains, coordinated by Dr. Jacques Trienekens, and partly from the questionnaires specially designed for the Delphi analysis performed. The secondary sources come from published academic papers, specialized journal articles and reports published by the Ministry of Agriculture, Food and Environment. The research conclusions are as follows. Trade relations in the studied value chain are managed, as it is granted a great value to business relationships based on trust, both in the supply of products and in the sale in each link. However, the portfolio that is offered throughout the value chain is not properly managed, since the economic efficiency obtained for the same product is different in each link. Moreover, although the designation of origin of Guijuelo is a well-known brand, the effort made to acquire a collective quality trademark has not been entirely satisfactory, especially in the distribution link. Due to it, it is important to highlight that it is recommended to create a brand focused on quality, and indeed to change the firms integrating the vale chain, if the goal is not shared by all the companies. It is essential to ensure the quality of the product to the consumer, through the transmission of the available information related to the quality standard of Iberian pork products and of the Guijuelo Regulating Council. A detailed study of potential niche markets is required, in order to reach customers looking for a differentiated quality product as Iberian ham of Guijuelo designation of origin. It should be taken into consideration the group of allergy sufferers as potential customers, as they do not easily find pork products in the market free of allergens. Innovation is very important in this industry, and new products could be commercialized that help to shorten the value chain, as fresh acorn Iberian pork. Nowadays, the organic production of Iberian pork products is not significant. The operation is very similar in both conventional and organic production of Iberian pork products, except in the food received by Iberian hogs and the sort of medicinal treatments allowed in each production. The organic acorn Iberian pork production could be interesting for export. Acorn Iberian hams would have a well-known hallmark, which guarantees a traditional production, -as it is done in many extensive holdings of Iberian acorn-pigs-, and that is appreciated by consumers in other countries This niche of consumers could pay for differentiated quality products. Perhaps, this sort of production could solve the limitation to national scope of the quality standard of Iberian pork products. The lack of clarity and unanimity in the industry on the quality of Iberian pork products has been perceived in the agreed changes of the legislation as well as the interest of the processing industry in hams of quality categories which are not linked to extensive but intensive productions, due to their higher sales volume and better yields. This situation pushed "acorn pure Iberian " pigs farmers to split from the Iberian industry, where the importance of cross Iberian pig from intensive farms is growing so high that they can influence the negotiations and decisions taken inside and outside the industry.