Resumen

RIVEROS JIMENEZ, Dehivid  y  BARRIENTES FUENTES, Juan Carlos. Social capital for collective marketing of Andean Raspberry in San Bernardo, Cundinamarca (Colombia) . CienciAgro [online]. 2017, vol.7, n.1, pp. 77-84. ISSN 2072-1404.

Abstract Social capitalfacilitates the achievementof collective objectivesbased on people's socialinteractions. This capitalis present in rural organizations such as FRUSAN association, whose objective is to produce and market Andean Raspberry in San Bernardo, Cundinamarca. The collective marketingof Andean Raspberry is strongly relatedto social capital. FRUSAN, however, has drawbacks such as: the reduction of sales volume and decrease in the numberof its members. The objective of this study is to analyze the social capital of FRUSAN focusing on its process of commercialization of Andean Raspbeny. In the collectionof information, were used methods suchas: documentary research, interviews, surveys andparticipantobservation. First, were identified elements of socialcapital: cognitive (trust, reciprocity, cooperation, cohesión and communication) and structural (networks andinstitution), as wellas their respective sub-elements; then, these elements were related to the commercialization proeess; and subsequentfy was measured the levelof socialcapital. The commercialization of Andean Raspbeny of FRUSANpresents sevenstages and more than 20 activities, in which confidence, communication, reciprocity and cohesión nave low valúes, and cooperation, institution and networks have medium-high valúes. In the end, the level of social capital reached by FRUSAN in Andean Raspbeny marketing turned out to be medium-high. Collective marketing works, but to consolidate it must overeóme the weakness of the planning proeess, which has to do with the insufficient technical-administrative and management capacity of the as sociation's directive.

Palabras llave : collective action; trust; reciprocity; cooperation; institution.