Growth and marketing strategies of multilatinas: Nutresa de Colombia case

Authors

DOI:

https://doi.org/10.31637/epsir-2025-2858

Keywords:

Latin America, agri-food, agribusiness, distribution, strategic activity domains, innovation, business model, strategy

Abstract

Introduction: This document explores how Grupo Nutresa, through its organizational structure as a multilatina, has developed growth and marketing strategies by leveraging effective combinations across its business units. Methodology: The structured strategic analysis pentagon is applied together with the Quivy and Campenhoudt model. Results: Nutresa operates as a multi-business, omnichannel multilatina, which supports its internationalization. Discussion: It competes in a mature global industry under simultaneous pressure from private-label brands, commodity price volatility (cocoa/coffee), and regulatory convergence (front-of-pack labeling), responding through compliance as a barrier, integrated governance, and commercial analytics to sustain organic growth. Conclusions: It consolidates competitive advantage through related diversification plus specialization, leveraged by R&D&I (Vidarium) and omnichannel capabilities, albeit constrained by retailers’ buying power and margin pressure.

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Author Biographies

Giuseppe Vanoni, Politécnico Grancolombiano

PhD in Business Management, University of Rosario, Colombia. MBA in Agribusiness, Luiz de Queiroz College of Agriculture, University of Sao Paulo. Master's Degree in Agribusiness Management, Transformation, and Technology, FIA Business School, Brazil. Master's Degree in Sustainability, Pontifical Catholic University of Rio Grande do Sul. Master's Degree in Digital Transformation and Innovation in the Agri-Food Sector, International University of La Rioja. He has specializations in agribusiness from ESAN Business School in Peru and is a teacher and trainer in higher education from the University of Cambridge, England. He is an agricultural engineer by profession. He has taught at universities in Mexico, Chile, Colombia, and Ecuador. He is currently an associate professor at the Grancolombiano Polytechnic and a certified researcher by Renacyt-Peru, Colciencias-Colombia, and Senescyt-Ecuador.

Alfonso Omaña Guerrero, University of the Andes

PhD in Education, University of Los Andes, Venezuela; Master's Degree in Business Management, University of Táchira, Venezuela; Industrial Engineer, University of Táchira, Venezuela. He was a visiting international professor at the University of Kansas, UEES Ecuador, Free University of Colombia, and CEIPA Business School, Colombia. Junior Researcher, Colombia; Associate Researcher, Venezuela. Full Professor, University of Los Andes, Venezuela.

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Published

2025-01-02

How to Cite

Vanoni, G., & Omaña Guerrero, A. (2025). Growth and marketing strategies of multilatinas: Nutresa de Colombia case. European Public & Social Innovation Review, 10, 1–17. https://doi.org/10.31637/epsir-2025-2858

Issue

Vol. 10 (2025)

Section

MISCELLANEOUS

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Copyright (c) 2025 Giuseppe Vanoni, Alfonso Omaña Guerrero

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