Utilización del modelo de diagnóstico canvas en el análisis de un caso de la industria farmacéutica en México. Diagnostic use of keds model in the analysis of a case of the pharmaceutical industry in Mexico

• Autores: Marisol Sanchez Guerrero, Alejandro Arellano González
• Localización: Ciencias administrativas, Nº. 9, 2017 (Ejemplar dedicado a: Enero - Junio)
• Idioma: español
• DOI: 10.24215/23143738e005
• Títulos paralelos:
  • Diagnostic use of keds model in the analysis of a case of the pharmaceutical industry in Mexico
• Enlaces
  • Texto completo
• Resumen
  • español

    Este estudio tiene como objetivo analizar y describir el modelo de negocio de la empresa farmacéutica Farmacia Similares y su forma de crear y capturar valor. Se trata de una investigación de tipo documental, basado en un estudio de caso único realizado a través del análisis de revisión literaria. El estudio permitió examinar el diseño del modelo de negocio actual de la empresa, en función de su proceso de servicios de valor, además de inferir sobre su participación en el sector farmacéutico y describir las nueve dimensiones de acuerdo con el Modelo de Negocio Canvas de Alexander Osterwalder. Además se hace una contribución teórica al modelo de negocios CANVAS con referencia a las contribuciones de los autores Penrose y Chandler con la finalidad de aportar dinamismo a la herramienta para favorecer el proceso de crecimiento de la organización.

  • English

    This study aims to analyze and describe the business model of the pharmaceutical company Related Pharmacy and how to create and capture value. It is a documentary research, based on a single case study conducted through the analysis of literature review. The study allowed examining the design of the current business model of the company, depending on its process of value addition to infer about their participation in the pharmaceutical sector and describe the nine dimensions according to the Business Model Canvas of Alexander Osterwalder. In addition, a theoretical contribution to the business model KEDS is made concerning to contributions of Penrose and Chandler authors, in order to bring dynamism to the process tool to encourage the growth process of the organization.

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