Diseño de un modelo de negocio bajo la metodología CANVAS para la innovación en la cartera de productos, en la Comercializadora CCV, en la ciudad de Quito periodo 2020-2021

Abstract

Abstract: The degree work consists of the analysis and description of the business model based in the Canvas Methodology, focused on the innovation of the product portfolio, in the CCV marketing company, as a mechanism for generating competitive advantage over the competence. The internal problem of the company lies in the fact that they have not identified the business model, and having a single product, the forecast is not encouraging since it does not you will gain competitive advantage. Therefore, the general objective was set out to design the business model under the Canvas methodology, whose importance is presented in the use of the model as a management tool that helps position rubber dams of type Optra Dam. The variables used in the study were primary and secondary sources, and the various theoretical, inductive and deductive methods. The survey and interview were carried out to propose the design of the Canvas model, to finish with the application of the model, determining the conclusions, recommendations and the presentation of appendices.