Examinando por Materia "Negocios florecientes"

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    Modelo de negocio para la comercialización de cafés especiales de origen colombiano en la ciudad de Nueva York, fundamentado en criterios de sostenibilidad
    (Universidad EAFIT, 2025-12-09) Orjuela Amaya, Andrea; Ossa Urrea, Diego Alejandro; Vidal Ramírez, Alejandra; Giraldo Hernández, Gina María
    This work analyzes, designs, and validates a business model aimed at the online marketing of specialty coffees grown in Colombia, promoting the implementation of practices that drive the environmental regeneration of local ecosystems and seek a better quality of life for both small coffee growers and all stakeholder groups involved in the value chain. For the purposes of analyzing the target market, New York City in the United States was selected, considering that it is one of the North American cities with the largest population of Colombian migrants and a well-established coffee consumption culture. For the development of the work, a study and compilation of the theoretical and conceptual foundations that have guided the evolution of the understanding of competitive strategy and the main methodological tools for its implementation were carried out. Based on the context analysis, the main determining factors for the business model design were identified, which were addressed through virtual workshops for iterative design, using the methodology and tool of the Flourishing Business Model Canvas (FBMC). As a result of the work, the proposed business model was validated, which is based on offering regenerative specialty coffee grown by small Colombian producers interested in implementing environmental regeneration actions enabled through medium-term sales contracts and prices linked to the international benchmark for the bean, to be transported, roasted, and packaged directly in New York City for online sales to HORECA sector clients and end consumers through a technological platform that, in addition to facilitating commercial transactions, allows the creation of a community interested in following the cultivation, harvesting, processing, and regeneration activities on each farm, as well as the possibility of pre-selling exclusive access coffee lots.