Chapter 6: A Comprehensive Sustainable Entrepreneurship Model for Changing the Dynamics of the Market of Fertilizers in México During the Pandemic Crisis

This chapter aims to analyse the market of fertilizers in México during the pandemic crisis. The analysis of the fertilizer market in Mexico points out that the consumption of fertilizers has undergone a change in the structure in favour of consumers with the highest concentration and diversification. The analytical-descriptive and critical reflexive methods are applied both based on quantitative data gathered from secondary sources. This situation has contributed to a drop in the consumption of fertilizers because the farmer’s real income has fallen during the pandemic crisis. To take benefit of the opportunities arising from the crisis, the functioning of an integral model of entrepreneurship in green innovation business (GIB) that is currently emerging and in the process of internationalization is analysed. With respect to the GIB and eco-efficient company through the comprehensive method of entrepreneurship, it is observed that just as the company has some advantages in the product, it is also with many threats that are the big companies that are already positioned and that also compete with competitive prices. It is recommended that although the GIB has a wide network that is using the best way possible, it is necessary to increase the international network of contacts so that the business can grow quickly.