Internationalization strategy for the insertion of the traditional knowledge of Partera Di Anaku into international markets

Abstract

The main objective of this article is to design an international trade strategy for integrating the knowledge of indigenous peoples into international markets. In addition to addressing the cultural, symbolic, and economic value of the Chumpi sash, this article aims to identify opportunities for marketing cultural products and services with a distinct cultural identity for the Partera di Anaku association, which is dedicated to strengthening the traditional knowledge of the Kichwa people and promoting the export of Chumpi sashes to foreign markets. These sashes, which are believed to offer protection and spiritual mediation, are woven by Kichwa artisans and are associated with traditional practices related to prenatal care, childbirth, postpartum recovery, and women’s health, passed down from generation to generation. A mixed-methods approach was used. The qualitative approach allowed for an analysis of the ancestral knowledge and cultural value of the Chumpi through interviews with the owner and manager, while the quantitative approach involved administering surveys to 25 potential customers of Partera di Anaku, selected through non-probabilistic convenience sampling. The results highlight opportunities for international trade, given the growing interest in artisanal products that embody cultural identity, sustainability, and ancestral value in international markets. It is concluded that the design of international trade strategies not only promotes the commercial expansion of Partera di Anaku but also contributes to community development and the preservation of the knowledge of indigenous peoples.