Incorporation of a transparent marketing as a tool of Corporate Social Responsibility in horticultural companies of the Mexicali Valley, Baja California

Abstract

This investigation has the objective of constituting and proposing a transparent marketing as a tool of Corporate  Social  Responsibility  for  sustainability; this study from qualitative methods; makes known in its results; that for the implementation of a transparent  marketing  in  the  horticultural companies of the  Mexicali Valley; it will depend on the behavior of the demand of the market segment called LOHAS (lifestyle of health and sustainable); of the values  and attitudes  in society and of the behavior of the profits in your company. One of the limitations   in   the   investigation   was   the   non- existence of the concept of transparent marketing; which, at the same time, becomes one of its main contributions  that provide it with originality; When presenting a theoretical contribution of transparent marketing, one of the implications of this concept is that when implemented  in a company,  additional costs are incurred, which influences; and as a conclusion  explains  that producers  do not find a stimulus    for    such    implementation     in    their companies.