Examinando por Materia "Venta técnica"

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    Propuesta de modelo comercial para productos con alto nivel de especialización caso tecnología Krystaline®
    (Universidad Eafit, 2019) Yepes Ramírez, Carolina; Rojas de francisco, Laura Isabel; Restrepo Builes, Bernardo León
    In the construction sector, there are industries that provide services and products for the development and execution of residential and institutional buildings. In addition, they provide infrastructure projects, where builders seek solutions for their constructive efficiency and costs and costs and there are trade union studies that show the need to consume products, services and processes that generate innovation in construction projects. This search for innovation leads to the introduction high technical f specification and innovation products, which can be marketed by consolidated companies or emerging companies. However, the lack of knowledge of these new technologies by professionals in the sector is identified, which are entrenched in economies of scale that provide traditional inputs to construction. Inside the category there are emerging commercial models, one is Hermetikpro S. A. S., company, Krystaline® technology that provides solutions for the waterproofing of concrete is marketed and this study analyze its model to improve it an propose a model for innovative technologies. This work aims to identify the relevant aspects necessary for the construction of a commercial model that successfully introduces products of high technical specification and innovation in the construction sector, understanding the context of the client, the experiences of other commercial models and evaluating the commercial model developed by Hermetikpro SAS in the market. The above is achieved through a qualitative exploratory-type study; in-depth interviews were conducted with managers and commercial advisers of B2B companies and to validate the findings, a Delphi round was conducted with ten commercial experts in the construction industry. With the data obtained, which were analyzed to implement improvements in the commercial model of Hermetikpro S. A. S., an alternative commercial model for innovation products and new technologies is proposed.