Diseño de un modelo de negocio bajo la metodología Canvas e innovación de producto en el emprendimiento "Legión Táctica" en la provincia de Loja, cantón Macará, 2022

Abstract

Abstract: The company Legion Tactic is a business focused on the sale of military garments, uniforms and tactical sportswear; it has been in the market for 10 years and requires the development of innovation aspects using the CANVAS method. A situational analysis was carried out to identify the company's shortcomings and propose timely solutions to the negative factors detected. The applied method facilitated the analysis and synthesis to establish the relationships between the conceptual aspects and the information obtained through the application of the instruments according to the general objective. The application of the CANVAS Model made it possible to correct the errors detected in the organization through innovative solutions, creating a satisfactory shopping experience for the customer. The findings presented contribute to the academic theory about innovation and the added value that the company has when implementing innovative technologies, to provide unique experiences to its consumers; this creates an attractive environment for customers, thus greatly influencing their decision making when making a purchase.