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Utilización del modelo de diagnóstico CANVAS en el análisis de un caso de la industria farmacéutica en MÉXICO

Author

Listed:
  • Marisol Sanchez-Guerrero

    (Departamento Administración. Instituto Tecnológico de Sonora. México.)

  • Alejandro Arellano González

    (Departamento Administración. Instituto Tecnológico de Sonora. México.)

Abstract

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.

Suggested Citation

  • Marisol Sanchez-Guerrero & Alejandro Arellano González, 2017. "Utilización del modelo de diagnóstico CANVAS en el análisis de un caso de la industria farmacéutica en MÉXICO," Revista Ciencias Administrativas (CADM), IIA, Universidad Nacional de La Plata, Instituto de Investigaciones Administrativas, Facultad de Ciencias Económicas, Universidad Nacional de La Plata, issue 9, pages 51-63, January-J.
    • Handle: RePEc:lap:recadm:64
    DOI: 10.24215/23143738e005
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    More about this item

    Keywords

    Business Model; Case Study of Pharmaceutical Industry; Value Offer.;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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