Reposicionamiento y mejora del modelo de negocio de la imprenta CREACTIVA.

Abstract

Abstract: The work starts from a specific situation faced by Servicios Gráficos CREACTIVA: the printing company still has experience, clients, and productive capacity, but traditional orders no longer sustain the business on their own. Based on this case, developed in the city of Loja, the aim was to redesign its business model and move it toward an offer that combines printing, digital design, customized packaging, and sustainability. The study was not approached as a vague proposal, but as a case study with a mixed-method approach and a descriptive-exploratory scope. To collect information, sector documents were reviewed, brief questionnaires and semi-structured interviews were applied to current and potential clients, and tools such as the empathy map, Business Model Canvas, Ecocanvas, and Service Blueprint were also used. The main result shows that CREACTIVA should not abandon printing but rather give it a different role within a more organized, agile, and useful service for local businesses.