Applied innovation in textile embroidery crafts from the “Magical Route of Oaxaca Crafts”

Innovation is a tool to promote development through the improvement of products, processes, strategies or forms of organization for any type of entity, whether public, private or in the third sector. In artisan companies in rural communities, innovation manifests itself in different ways and in different magnitudes. Those companies that make use of this tool tend to increase their competitiveness in contrast to those that show resistance to what is new and what they consider non-traditional. This article aims to describe the different ways in which applied innovation is reflected both tangibly and intangible in artisan companies in one of the municipalities that make up the “Magical Route of Crafts” in Oaxaca through a qualitative study with techniques that allow the subjects of the research to obtain free and natural information.