Craft Development by a group of Mixtec women, Oaxaca, Mxico

Jos de la Paz Hernndez Girn, Researcher, National Polytechnical Institute

Mara Luisa Domnguez Hernndez, Researcher, National Polytechnical Institute
Julio Csar Jimnez Castaeda, MBA student, National Polytechnical Institute
Calle Hornos No.1003, Santa Cruz Xoxocotln, Oaxaca, Mxico, C.P 71230
Telephone and Fax +52+951+5171199
jgiron@correoweb.com,

Abstract.
This work presents a product development process useful for indigenous countryside workers. It is
based on the revival of cultural and social values, with a focus on the conservation of natural
resources. This work shows how poor groups can improve their living conditions through innovation
and diversification of their products. The process combines techniques of product development
suggested in marketing, with a participatory focus, and applying continuous improvement stages, to
elaborate a palm product with unique characteristics in order to commercialize it better and more
successfully.
This case shows how the product development process is a solution to improve monetary incomes for
twenty Mixtec craftswomen who traditionally made palm hats and sold them semi-finished. At the
end of this research craftswomen formed a small business to distribute different palm products
elaborated with high quality which are visibly genuine handmade products. Now these craftswomen
are able to plan their production and know how to evaluate and commercialize their products.
Keywords: Product development, innovation, craftswomen, continuous improvement, participatory
focus.
Introduction
The Mexican rural sector has been characterized by a sizeable production of: wheat, milk, meat,
sugar, corn, rice, etc. whose prices, besides being low, change frequently due to external pressures
rather than agreements within the sector. This sector has also produced utilitarian crafts. The price of
these crafts is fixed by middlemen. When this price falls the production cost does not change
however, and this fact causes poverty in the rural sector because they do not have another production
alternative. The result is that craftsmen or peasant farmers have to produce at a loss.
1

Domnguez and Hernndez (1993) describe the semi-finished palm hats performance in the market,
which is usually produced in the Mixtec region, as a large scale production whose price is 0.15
dollars per piece. Novelo (1996) and Turok (1988) also refer to the consumer's preference for the
industrialized products, because the large craft products like comales, pots, petates, sopladores, and
baskets are sold only if their price is less than the industrialized equivalents, which outclass them in
durability and presentation.

In Mexico, the objects that were utilized by people for a common use reflected their native values,
religion, symbols of identity, beliefs and traditions, in their diverse pieces. Nowadays these objects
are elaborated as crafts and are ornamental objects: the pitcher and the pot have become in vases, the
serape a rug, the tenate a lamp shade, etc. Starting from the traditional products, a craft product
expressed in forms and traditional ornamental designs is captured in pieces elaborated with natural
materials. Craft activity has become a source of income for more than 8.5 million Mexicans. Most of
these crafts are made in rural areas, but they also exist in urban areas. Craftwork is an activity in
which family members of all generations participate. Although selling crafts is their economic basis,
it is also their subsistence. Craft selling is a source of foreign currencies, like tourism and oil,
because their products are in great demand in the national and foreign markets.

According to Lane and Yoshinaga (1994), there are commercial niches that open the market to many
specialized products. The craft markets are growing and so are open to a great variety of products
that diversify the supply and surprise the demand. Novelo (1996) says that there is the opportunity to
introduce the craft products into a society tired of perfection, which misses natural products. He
suggests that the opportunity can be achieved if the craft products are representative of traditions and
customs, and are genuinely handmade products using only natural materials.

Cole (1993) thinks that a better way to improve the standard of living of the producers is to develop
their management and marketing skills, so that their products have access to the customers. Menssner
(1993) considers that in order to introduce competence into the craft sector it is necessary to increase
the income from sales. Empirical works, like Domnguez and Hernndez (1996) suggest that the
social comfort of craftsmen depends on their knowing how to make a marketing plan with product
design, diversification, style, variation and brand, combined with a mastery of pricing strategies,
channels of distribution and a good advertising strategy.

Concepcin Buenavista

Oaxaca

Coixtlahuaca

Mixteca

Mxico

Figure 1. Concepcin Buenavista

Because of industrialization in Mexico, as in the rest of the world, growing markets appear and
substitute products with good prices and competitive quality that overtake the craft products. Now,
with the commercial opening, success in craft production depends on developing a methodological
production and marketing process that guarantees the competence of any product.

This work tries to show a research methodology and product development that fits into the economic
and social situation and tradition of craftspeople. In this process, participatory research (IP) and
3

product development (DP) techniques are combined with continuous stages of improvement (MC).
The first stages of participatory research allow the participants to take a real problem they are
experiencing and participate in the generation of knowledge in order to satisfy their own needs. The
following stages allow the craftspeople to understand and benefit from the main stages in the product
development process. With the continuous improvement stages, a gradual and systematic advance
through trial and error is achieved. (Cardozo, 2002 and Lovejoy, 2002).

The participatory techniques are part of a social development methodology and the continuous
improvement stages have been generated from marketing theories. A social and economic focus very
close to the rural area production is guaranteed with the combination of these two techniques.

Work field location

Oaxaca State is located in the Southwest of Mexico (see figure 1). The Mixtec region is adjacent to
Puebla and Veracruz. Agriculture is the main economic activity in the Mixtec Region. In this region
more than 60,000 families habitually weave palm leaf hats and to a lesser extent baskets (tenates).
Palm hat weaving is a complementary economic activity in that it depends on agriculture. When the
harvest is good weaving decreases, and when the harvest is bad weaving increases.

This work was carried out in Concepcin Buenavista. This town belongs to one of the most ancient
Mexican indigenous cultures: Chochomixteca (Lpez 1990). Concepcin Buenavista is one of 1356
small towns in the Mixtec region. At the present time this town has 338 inhabitants who are among
the poorest in Mxico. Their economy is based on subsistence agriculture, the soil is eroded, and
each person has little land (Domnguez and Hernndez, 1996).

In the 90s the annual birth rate of Concepcin Buenavista decreased to 1.8% owing to birth control,
among other reasons. This decrease has modified the structure of the population: 32% is under 15

years old, 43% is between 16 and 59 years old and 25% is over 60 years old. The population is
therefore getting older, although the average age is 36 years old. (Domnguez and Hernndez, 1996).

The surroundings of this town have suffered a loss of biological diversity, the reduction of forest and
the loss of good soil. This has affected the agriculture, which is why palm weaving has become a
very important economic activity.

Palm weaving is a familiar activity that is learned from childhood, for Vsquez (1999) it is a Mixtecs
way of life. There are so many demands that people usually weave while talking or taking a rest. This
activity is so deeply rooted among these people that time and distance are often calculated by the
number of palm leaf hats that they weave. It is common to hear: not to be long before two hats to
take the lambs to pasture.

There are some years when palm hat production is the only source of income for these families. Palm
hats are sold in their own town, in Oaxaca City, Tehuacn and Puebla, at a cost of 0.15 dollars each,
although in the town the hats are often exchanged for other goods (barter). In Puebla State, the palm
leaf hats are used as raw material or are finished in order to sell them as handicrafts. In the national
or international markets, these hats are sold as crafts for which the selling price fluctuates from 1.80
to 5 dollars each. (Hernndez and Domnguez, 1993)

In Oaxaca few people export the palm hats, although there are some groups interested in their export.
Few craftsmen work with the necessary quality to sell the hats at a better price or make them
attractive to the international market. That is why they need to create a product development process
which will allow them to increase the sales price of the palm hats from the Mixtec.

Product Development Process

There is a great variety of research and books about the product development process; Mlendez et
al (1984); Stanton and Futrell (1991); Fischer (1995); Stanton (1988); Kotler (1988); McDaniel
(1992); Hughes (1996); Kotler and Armstrong (1991); Gitman and Mc Daniel (1995); Pride and
Ferrell (1996); Zimund and DAmigo (1996); White (1997); Lerma (1997), Huang et al (2002) and
Garcia (2002); who develop their works in a well established company, where the ideas flow from
the suppliers, customers, employees and research centers. In the companies there are departments for
research and product development, so it is easy to follow the product development steps. There are a
few works like Scotts (1990) which apply socioeconomic research methods, or Yamashinas et al
(2002) who look at integrating deferred product development process in order to create new-product
development process.

However, Mixtecs do not have any contact with customers, neither do they have the monetary
resources to carry out the ideas they have, but they know that if they do not learn how to improve
their palm products and marketing, sooner or later others will do it first.

Other facts relevant to the craftspeople carrying out a palm product development in towns similar to
Mixtec, are:

I.

Craftspeople do not have money and cant pay for good training.

II.

Previous generations had knowledge and techniques that most Mixtec have forgotten, but
they can recover these to improve crafts.

III.

Many of the crafts are part of the culture so it is important to find a way to revive these on
behalf of the universal culture.

IV.

Crafts transform natural resources with rudimentary technologies, so most of resources

are accessible to craftspeople.

V.

Craftspeople have inherited skills over generations, they now learn how need to make
their products high quality and attractive in order to market them better.

For Mixtecs, weaving palm has been a skill for a millennium, Orellana (1997) shows evidence that,
in the past, Mixtecs wove many products in the prehispanic tradition: tenates (a kind of basket),
petacas (bag), mecates (cord), mecapales, soyates (a kind of belt) and cacles (sandal). In addition
they wove some products in the Spanish tradition: hats, pizcadores (a basket for harvesting) and
religious products. Furthermore, mixtecs made a great many toys, such as dolls and doves. Gmez
(1997) says that the petates (a rug) were so elegant that they could be compared with European
tapestry. Tenates were decorated with geometrical designs and were more colorful. Unfortunately,
these designs are being lost. Nowadays Mixtecs only weave rough plain products, and most palm
products have been substituted by caps, bags, sweeps, little cars, animals and dolls; all of them made
from plastic.

The lifestyle in this region adversely affects the way of making and marketing the palm hats.
However, at the same time these could be turned into advantages if craftspeople were able to recover
all the traditional knowledge and develop new skills in order to make a quality product with
diversification in shapes, sizes, designs and new palm products showing differences between similar
regional and national products. The craftspeople can work in harmony with the ecology, using the
entire palm, forming an environmental protection culture among craftspeople, and reducing the
negative impact on the environment.

Methodology
This work is a longitudinal study made over four years, working with sixty women. In the approach
stage, a group of twenty women was formed, and little by little with the application of combined
techniques, participatory research, product development and continuous improvement, those women

formed a social solidarity society: Tierra de las Nubes, S.S.S., whose commercial goal is making
and selling palm products.

During the process the group held 197 meetings, meeting on Thursday every week. Information was
obtained through daily fieldwork, observation sheets, attendance control and structured tests for
periodic evaluation interviews. These tests measured participation, the evolution of the stages of
Product Development Process, the results of the planned actions, skills development, sense of
satisfaction and group change of attitude.

Participatory research technique was selected over other communitarian techniques because:

I.

Personal characteristics of the craftspeople limit the technical aspect of the product
development such as is presented in a well founded enterprise. In this case there were
women who have never talked in public, they were very quiet and depended on mens
opinion. These facts limited the extent to which they could explain their own point of
view and the more important needs for the group.

II.

Participatory research is created in Latin America (Fals Borda and Rahaman, 1991) in
places like Concepcin Buenavista.

III.

There are successful works: Freire (1970), Havercor, et al (1991), Jimnez (1988),
Hernndez (1988), Castillo, Viga and Dickinson (1993), Castillo, Dickinson and Viga
(1994), Prokopy Joshua and Paul Castelloe (1999) and Hernndez and Domnguez (2000)

IV.

It systematically joins research, education and action; elements that complete a successful
process.

V.

It is not a process of an intellectual group. It comes from the peoples real problems in
order to find solutions with and for them.

VI.

It involves wit people and their daily life. These aspects in the craft sector help to recover
the tradition, technology and customs that are reflected in the product and motivate the
customers to buy a product from the town.

VII.

Participatory research makes proposals to people as a research subject, and also

transforms their world.

Stages of community work were: Approach, problem analysis, learning stage and information and
returning of information. These steps were adjusted to the product development process and, in the
last one, a continuous improvement was applied. (See table 1). Community work was constant over
four years, following step by step the participatory research techniques:

In the approach stage, the community was contacted: an academic, social, economic and
environmental diagnostic was made, and customs and life stories were discovered. In addition, a knit
wool workshop was organized with the aim of incorporating sixty women into community work,
because at that time women were one of the most excluded sectors of the community.
Table 1. Product development process in the artisan sector
Community Work
Approach stage

Problem analysis

Product Development

Setting goals of project

Having ideas

Selection and evaluation of

Activities
Meeting the community
Learning the history, customs and traditions
Make a common interest activity with high impact
Discussion and analysis of situation in a work group
Agreements of the group
Writing the chosen goals
Collecting all the palm products made in the region
Palm product analysis. Characteristics and uses
Searching for techniques with older people and people
who know how to make palm products
Brainstorming
Looking for similar or substitute products
Analysis of the work by teams
Imagining the customers needs

ideas
Learning process

Choosing the best ideas with which meet the set goals
Starting a continuous improvement of the product.

Making a product

Decision and definition of improvement activity

Fixing the goals of improvement activity

Community Work

Product Development

Activities
Identifying the favorable or unfavorable conditions.
Determining the causes of the problem
Determining different possible solutions
Deciding which action to take
Making a program
Carrying out the actions
Measuring
Verifying results
Correcting mistakes
Standardization of successful actions
Storing the results
Examining and deciding upon new improvement
actions
Continuing with the improvement program
Standardizing quality
Making products which are distinguishable in the

Returning information

market
Keeping in touch with customers in order to know

Market testing

their needs and desires

Participating in local and national fairs and exhibitions
Identifying the quality required by the market

Regarding this, Mayoux (1995) mentions that the participation of the most excluded groups is limited
by lack of resources and time, but above all is limited by the customs of the town. This workshop
was organized by and for women, this fact allowed them to be more trusting, also they followed by
imitation the behavior of the women organizers as well as learning how to knit sweaters, baby
clothes, blouses, scarves, socks, and other everyday items.

In the problem analysis stage, teams were formed from those sixty women in order to help the
analysis about social and political aspects that influence the palm hat process. Problems of palm hat
process were presented through dialog and pictures, so graphic techniques were utilized in order to
visualize each point of view. After this stage, women were asked to form a group in order to make
10

new palm products, with better presentation, designs and ways to improve the prices and marketing.
Only twenty women accepted.

The learning process stage was based on dialog, reflection and action. It gave a chance to talk about
not only palm hat production but about family, plans, traditions, and many other things. Little by
little those twenty women were gaining the confidence to say what they knew about palm weaving.
These were the people who knew how to make interesting and different palm products from the hat
and baskets (tenates). This stage was useful in the product development process because in order to
make a selling product at a good price, traditional knowledge recovery was required. Combining
traditional knowledge with new ideas (customer preferences) allowed the producers to change their
behavior, and then to make a different hat, a bottle cover and individual table mats. Also they
understood why to make four, six, eight or twelve individual table mats for a family table or make
more for hotels and restaurants.

The Learning stage was complemented by the product development stages, such as the market test,
which is an important step for innovation and diversification of the product. Also, throughout the
learning stage, continuous improvement steps were utilized, presented in table 1 and suggested by
NAFIN (1992) in order to boost managerial development in Mexico.

The market test helped the group to evaluate their palm products and develop their marketing skills.
They knew how the demand for palm products was increased and became profitable because they
made palm products whose prices were one hundred percent more than the price earned for a hat.
Besides, with the palm leftovers they made baskets that were sold for 15 dollars each. Learning to
identify the characteristic of every palm product by the women of the group was the most important
achievement in this stage.
With the learning stage, a general scheme to confront and solve problems was implanted; this scheme
was composed of three steps: seeingjudgingacting. The experience and knowledge that the group
11

have about the problem is the first stage. In the second stage, the problem is judged, described and
questioned, and elements are added and the group explains their experience of it.
In this stage, a constant relationship between the knowledge from the group, the town and other
towns was kept. Also, scientific knowledge that is utilized by researchers was added, so the
participants could judge the causes of the problem and its effects, in order to formulate a work
hypothesis.

In the third step, actions were carried out, suppositions and opinions were added, additional
information to resolve the problem was sought and results were analyzed in order to decide upon the
following activities.

In the returning of information stage, the group and some times the people from the town were
informed about what was produced during each stage. Thus, after a market test, the information was
given through new products, the way they had been improved and the new prices. During the
production stage, palm dyeing and palm iron process were described using cardboards. Also, selftraining workshops were organized by the women in order to teach what they had learned and to
explain how to sell the products into the market. Skills and knowledge necessary for learning and
teaching how to make a new palm product were completed with the different capabilities of the
instructors. Even a way to control the quality and incomes was taught.

This systematic return of information helped the incorporation of other craftswomen into the group,
also some of them looked for their own market. This is the way in which many other organizations
were established and now they compete with the initial organization.

Results

12

Results of this process includes the stages generated in the literature on development process, such as
fixing goals, generation, selection and evaluation of ideas, product development and market testing.
At the beginning there were few ideas but soon, with market testing, there were many ideas for
making new products and innovations. The leftovers were reduced because new palm products were
designed which utilized almost all leftovers so that the use of palm as a natural resource was
optimized.

They made 85 new palm products and 333 innovations: 74 innovations in models, 88 innovations in
quality, 103 innovations in procedures, 44 innovation in colors and 24 innovations in tools , (see
table 2).

These innovations were not measured because women often made changes to the weaving, dyeing
and drying, in order to get a very reliable process with few failures. Innovation was possible because
they had the freedom to think, to act and to imagine. Ideas usually came from those women who
went out in order to sell their products in exhibitions; they described all the things they saw in the
market. An analysis of the products in high demand was made in order to modify the product
according to the customers preferences, or in order to make a new product. After two years of
working, ideas about innovations increased. Women could express advantages and disadvantages of
the new products. Often actions were neither planned nor discussed, but happened spontaneously and
were good changes or were turned into good ideas for new products, for example washing palm with
fabric softener and noticing that it really worked. This was a result that research institutes had
searched for many years without success. Women showed that if the fabric softener made clothes
soft, it also worked for the palm.

The women who had the skills to weave the new or improved crafts were the ones who selected and
evaluated the best ideas. But sometimes they were busy with housework or making a special order
and could not work with the group. So the group decided to train itself so that they would have the
13

same skills. Decisions about making new products were made together. But little by little they taught
that the best idea was making products which earned more money, so the decisions were made on the
basis of the consumers comments and suggestions, and through contact with the market.

After market testing, some problems with the crafts remained: presentation, quality, size, design, etc.
These were problems that the group had not detected and were very important in order to satisfy the
customers needs and desires. All these facts helped with innovation and diversification.

Before market testing, they made observations to the group and later asked some questions to the
people from their town in order to improve the colors and the type of weaving. In this way, they got
the first points of view about how the product looked. They determined the best characteristics
before putting the product into the final market. At this stage, requirements by institutions supporting
the export of handicrafts like ARIPO (Handicrafts and popular industries of Oaxaca) and FONAES
(Solidarity enterprises national foundation), and participation in exhibitions and fairs helped to
promote the palm products and test their acceptance. Knowledge about the palm products variety and
the diversity of producers was achieved by approaching the market.

The group got higher incomes because they did not have to weave thirty palm hats to earn 4.50
dollars; they needed to weave just one hat with good design, high quality and excellent presentation.
They also decreased the production time and the use of raw materials, with a favorable
environmental impact. In addition they learned how to elaborate production and marketing plans.

The women gained a great deal of knowledge due to being in touch with the customers. Before this
study began, they did not know very much about the customers needs and likes, and middlemen
agents had taken all the decisions about style and type of product.

14

This group learned how to assign and calculate the production costs, how not to spend more than
necessary, how to make long term plans, and to make better designs according to the characteristics
required for commercial success. Now they can set prices on the basis of costs and profit projections.
They learned how to handle the level of stock to satisfy demand.

The group also set up projects to get financing for machinery. They learned to make financial studies,
to determine sales and production costs, to calculate sales projections, and to obtain the marginal
utility.

The Product development stage helped them to improve the standard of living of the group. When
production and sales increased incomes increased too, because they offered more models, better
designs, well finished palm crafts, and more sizes. All of these facts, made the prices rise.

Marketing began with visiting first the local market and then the regional one. They also began to
analyze the possibilities within the Mixtec region: Tamazulapan and Huajuapan de Len, then
Oaxaca City and Tehucan, Puebla. At first, sales were a problem, because their values, customs and
traditions did not allow them to act as salespeople, but finally they convinced their husbands, other
women and their authorities of the need to go out and sell their palm products.

Conclusions and Recommendations

This study has generated a sustainable product development process for indigenous craftspeople,
with a focus on natural resource conservation, based on the revival of social and cultural values. It is
helping poor people to improve their living conditions through innovation and diversification of their
palm products. It has applied all the technology and experiences of the product development process
suggested in marketing, with a participatory process and applying the continuous improvement
stages (see table 1).

15

In this case study, product development means the process of improving, modifying and creating new
palm products different from the semi-finished palm hats that are traditionally made by the Mixtecs.
The new palm products are those that the women made with the researchers through a product
development process, which helped those women to decide what palm products could be marketed
successfully. With the methodology shown in table 1, the group were able to make many palm
products: hats, caps, small tablemats, covers for bottles, bread baskets, waste baskets, jewelry boxes,
handbags, penholders, glass holders, baskets, fruit bowls, bouquets, flower baskets, bags, toys,
shoulder bags and Christmas products.

Table 2. Palm products with high demand.

Inicial

Improved

New

Product
X

Product

Product

Palm product
Semi-finished hat
Gentlemans hat
Ladieshat
Childs hat
Sun hat
Striped hat
Spotted hat
Hat decorated with ribbons
and flowers
Hat with letters
Simple tenate
Tenate with designs
Basket for tortillas
Basket for tortillas with

Minimum selling price Maximum selling price

X
X
X
X
X
X

.15
1.00
1.10
.80
1.50
2.00
2.20

.20
2.0
2.5
1.00
2.8
2.50
2.75

2.50

3.00

3.00
.20
.50
1.9

4.50
.30
.60
2.30

X
X
X

X
3.00
designs
Palm basket
X
3.00
Palm basket with designs
X
13.00
Individual table mats
X
.80
Rug with flowers
X
4.00
Bottle cover
X
3.50
Prices are taken from the bills of Handicrafts and popular industries of Oaxaca (ARIPO).

4.500
4.50
15.00
1.50
10.00
4.20

The group became expert in each aspect, such as size, color and models; for example individual table
mats may be round or oval, stamped or not, with a palm or fabric border, in different colors, with
some geometric or flowered edging. Hats can be white, drawn work, striped, with ribbons, with palm
16

or totomoxtle flower decorations, regardless of size, whether hats are for women or men, for
beachwear, for parties, for tourists or for work.

Educational tool: look-judge-act applied in the market testing completes the product development
process, as suggested in marketing.

This work shows that participatory research is a methodology which helps the participants to create
their own knowledge, appreciate the reality, regain forgotten knowledge which is needed for
progress, evaluate the results, develop their own ideas; political solutions and rules to attain the set
goals and, in this case, craft product development.

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