Economic Complexity and Sustainable Marketing: Green Export Diversification Strategies in Hidalgo
DOI:
https://doi.org/10.18046/j.estger.2026.178.7789Keywords:
economic complexity, sustainable marketing, green value chains, export diversificationAbstract
This study aimed to identify green export diversification opportunities in the state of Hidalgo, Mexico, and integrate them with sustainable marketing strategies to strengthen their insertion into international markets. Drawing on economic complexity theory and the Greenplexity approach, average exports, product affinity, and product complexity were analyzed. Three diversification strategies were designed: maintenance, related capabilities, and trade inertia. The results show 34 products with real export potential, with particular relevance in the electric vehicle value chain. Positioning the state of Hidalgo under a sustainable territorial branding narrative (“Hidalgo Verde”) is recommended, to legitimize and showcase these products within the energy transition.
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