TENDRILS THAT HOLD SONORA TABLE GRAPS PRODUCTION. ORAL TESTIMONIES LEADERS

Abstract

Social responsibility is a challenge that all companies have to face to confront the market requirements. In Sonora, table grapes has been a subject of study. However, there are few jobs given to a special group, leaders, that have used their own voices. The primary purpose of this article is to present some of these forms of adaptation. The methodology was based on the application of two instruments, semi-structured interviews and direct observation of 12 leaders. The results reveal a generational change that is brewing. The young leaders -all male- are playing a central role.

Keywords

• table grape
• oral testimonies
• social responsibility.