Abstract
This article reports on a study that is part of a larger project, "A Model of Integral Development in the High Mixtec Region of Oaxaca." One objective of that project is to contribute to regional development through applied research and technical assistance programs. Another is to improve the standard of living of the Mixtec people, while preserving and protecting the environment. The present article examines how the development of a marketing program for woven palm fronds can be structured to contribute to both of these objectives. Afler a review of the historical, environmental, and cultural background of the Mixtec region; an examination of the marketing and trading system for palm frond handicrafts; and a brief review of the supply and production system, a strategy is suggested for sustainable development. The strategy seeks to develop technical and entrepreneurial skills that would enable the Mixtec to respond better to market needs, derive greater income from handicraft production and marketing activities, and exert greater control over the marketing of their crafts. It also takes into account the need to assemble a sourcing, production, and distribution system that is environmentally sustainable.
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