Salsa tijuanense, de Mexico para el mundo: emprendimiento social como estrategia para el desarrollo de una empresa familiar

Abstract

This paper illustrates a clear example of how social entrepreneurship has been a key element in the organizational growth of a family business, which was born in Tijuana, Baja California, Mexico. This little company commercializes the food product (sauce) named “La Perrona” in the Mexican market. The aim of this paper is to present a general description of how this element had influenced positively in the branding position and the commercialization of sauce “La Perrona” in the national market. The sauce that beginning as a food complement of the main dishes offered in one local restaurant of seafood in Tijuana (Mexico) is now the preferred sauce for Tijuana citizens. It is widely present in the main national commercial markets, emerging gradually to the international market, already started with the distribution in the South area of California (United States of America).