?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.relation=https%3A%2F%2Fkurepository.keiseruniversity.edu.ni%2Fid%2Feprint%2F25%2F&rft.title=La+guerra+t%C3%A1ctica+en+la+%C3%BAltima+milla%3A+Un+estudio+de+caso+de+la+guerra+de+Hard+Seltzer+en+Nicaragua&rft.creator=Cerda+V%C3%A1squez%2C+Orlando+Salvador&rft.subject=Industrial+productivity+%5BHD56%5D&rft.subject=Marketing.+Distribution+of+products+%5BHF5410%5D&rft.subject=Fermentation+industries.+Beverages.+Alcohol+%5BTP500-660%5D&rft.description=Este+estudio+de+caso+analiza+la+rivalidad+t%C3%A1ctica+entre+Hard+Seltzer+Spark%2C+de+la+Compa%C3%B1%C3%ADa+Cervecera+de+Nicaragua+(CCN)%2C+y+Seltzer+Flor+de+Ca%C3%B1a+en+el+emergente+mercado+nicarag%C3%BCense+de+hard+seltzer.+Examina+un+modelo+de+competencia+de+pocos+rivales%2C+caracterizado+por+la+interdependencia+y+la+rigidez+de+precios%2C+seg%C3%BAn+el+modelo+de+Sweezy%2C+e+integra+los+planteamientos+de+Porter+sobre+diferenciaci%C3%B3n+y+ejecuci%C3%B3n+estrat%C3%A9gica.+A+partir+de+evidencia+de+campo+y+de+un+sondeo+de+mercado%2C+identifica+la+interacci%C3%B3n+entre+la+estrategia+digital+y+la+visibilidad+en+el+punto+de+venta+como+los+factores+determinantes+del+posicionamiento+y+del+%C3%A9xito+competitivo+en+el+segmento+de+mercado.%0D%0A-------------------%0D%0AThis+case+study+analyzes+the+tactical+rivalry+between+Hard+Seltzer+Spark%2C+produced+by+Compa%C3%B1%C3%ADa+Cervecera+de+Nicaragua+(CCN)%2C+and+Seltzer+Flor+de+Ca%C3%B1a+in+the+emerging+Nicaraguan+hard+seltzer+market.+It+examines+a+model+of+competition+among+a+few+rivals+characterized+by+interdependence+and+price+rigidity%2C+following+Sweezy%E2%80%99s+framework%2C+and+integrates+Porter%E2%80%99s+approaches+to+differentiation+and+strategic+execution.+Based+on+field+evidence+and+market+survey+data%2C+the+study+identifies+the+interaction+between+digital+strategy+and+point-of-sale+visibility+as+key+factors+determining+brand+positioning+and+competitive+success+among+consumers.&rft.publisher=Keiser+University&rft.date=2025-10&rft.type=Monograph&rft.type=NonPeerReviewed&rft.format=text&rft.language=es&rft.rights=cc_by_4&rft.identifier=https%3A%2F%2Fkurepository.keiseruniversity.edu.ni%2Fid%2Feprint%2F25%2F1%2FSMDepResAcadRes0005.pdf&rft.identifier=++Cerda+V%C3%A1squez%2C+Orlando+Salvador++(2025)+La+guerra+t%C3%A1ctica+en+la+%C3%BAltima+milla%3A+Un+estudio+de+caso+de+la+guerra+de+Hard+Seltzer+en+Nicaragua.++Technical+Report.+Keiser+University%2C+San+Marcos.++++(Unpublished)++