Resumo O objetivo deste trabalho foi determinar o melhor perfil de pêssego tardio. Realizou-se um Experimento de Escolha Discreta do tipo Melhor Pior para cumprir com os objetivos. A pesquisa foi realizada na cidade de Zaragoza – Espanha, em outubro de 2008. No total, 316 pessoas declararam suas preferências em relação aos pêssegos tardios. No geral, o melhor pêssego tardio é aquele produzido na região de Calanda, com Denominação de Origem Protegida (DOP), com peso em torno de 254 g e condicionado em embalagem normal ou a granel. Entre os diferentes tipos de consumidores analisados, todos preferiram pêssegos com DOP, produzidos em Calanda. Quanto ao tamanho da fruta, para vários tipos de consumidores, quanto maior, melhor. Apenas para as mulheres e consumidores com mais de 50 anos de idade, pêssegos de tamanho médio são preferíveis aos de maior tamanho. Além do tamanho, a segmentação de mercado deve considerar os tipos de embalagem.

Abstract This work aimed to determine the best late season peaches profile via a Best Worst Discrete Choice Experiment. The survey was performed in the city of Zaragoza - Spain, in October 2008. In total, 316 people stated their preferences towards late season peaches. On average, a peach produced in the Calanda area with Protected Designation of Origin (PDO), weighting around 254 g and conditioned in normal packaging or in bulk, may be considered the best late season peach. Among different types of analyzed consumers, all preferred peaches with PDO, produced in the Calanda area. Regarding to fruit size, for many types of consumers, the bigger the better. Only for women and consumers over 50 years old, medium size peaches are preferable to the largest ones. In addition to the fruit size, market segmentation should consider the different kinds of packaging.

La evolución de la industria agroalimentaria aragonesa en los últimos años la ha situado como el segundo sector industrial más importante en la Comunidad Autónoma, tras el de material de transporte. Por su rol en la economía regional sería importante que afrontaran estrategias más competitivas para hacer frente a los retos del mercado actual alimentario. Tales estrategias pretenden desarrollar ventajas competitivas perdurables y difíciles de imitar por sus competidores. Las empresas de un grupo tienden a ajustar su conducta estratégica hacia un punto de referencia del grupo apropiado, y a seguir la conducta de organizaciones similares que les sirven como guía en el mismo entorno competitivo. El objetivo de este trabajo es ofrecer una síntesis de las estrategias actuales que siguen las agroindustrias aragonesas. La información recabada y analizada a través de encuestas a agroindustrias revela aspectos relevantes de la estructura empresarial como su dimensión, forma jurídica y antigüedad empresarial. Las valoraciones de los gerentes empresariales suministran información acerca de la importancia de distintos aspectos, del entorno empresarial e internos a la empresa, que influyen sobre las posibles estrategias competitivas que siguen las empresas. Todo ello ha permitido agrupar a las agroindustrias encuestadas en núcleos de comportamientos comunes y definir cuatro tipos de empresa según sus estrategias.

The evolution of the agricultural food industry in Aragon during the last few years has led it to be considered the second most important industrial sector in the Autonomous Community, following transportation material. For this reason it will be useful to confront more competitive strategies to face the current food market. Such strategies attempt to develop lasting competitive advantages, difficult to imitate by its competitors. The businesses of one group tend to adjust their strategic conduct towards a reference point in the appropriate group and follow the conduct of similar organizations that serve as reference in the same competitive environment. The object of this work is to offer a synthesis of present strategies that Aragon’s food industries follow. The information collected and analyzed from agro industry questionnaires reveals aspects relevant to the business structure such as their dimension, legal basis and age. An assessment of business structures provided information concerning the importance of different aspects around and within businesses that influence the possible competitive strategies that businesses follow. All this has permitted grouping the surveyed agro industries into groups of common behaviors and to define four groups of businesses according to their strategies.

Au cours des dernières années, l’agro-industrie d’Aragon a occupé le deuxième rang d’importance dans le secteur de la production industrielle de la Communauté Autonome, où elle a été surpassée seulement par le secteur du matériel de transport. État donné l’importance de l’agro-industrie dans le contexte de l’économie régionale, il est important de stimuler la performance de ce secteur et d’y développer des stratégies compétitives afin de faire face aux défis du marché alimentaire actuel. Dans ce contexte, l’objectif de ce travail est d’étudier les stratégies suivies actuellement par les agroindustries d’Aragon dans la réalisation de leurs activités de production et de gestion. Les auteurs ont appliqué des enquêtes qui ont permis d’analyser des éléments reliés à la structure des entreprises comme la taille, la base juridique, la fondation et le fonctionnement. Les résultats ont servi également pour analyser les caractéristiques des gestionnaires ou managers, ainsi que pour identifier les stratégies compétitives suivies par les entreprises. Les analyses montrent l’existence de quatre types d’entreprises selon les caractéristiques de leurs stratégies de gestion.