Transformación Digital basada en Big Data del modelo de negocios de la empresa Mayorista de Construcción y Ferretería Casa Andina en Colombia y su efecto en el beneficio económico
Thesis
Research in Colombia on digital transformation processes in traditional service sectors such as wholesale and counter-sale in the construction and hardware sectors is limited, although the integration of technology and its current trends within the framework of the fourth industrial revolution imply an opportunity for companies to innovate and survive in the face of new technological advances and customer requirements. Various private and public stakeholders define different strategies to achieve a digital transformation that manages to innovate in the business model and appropriate the value of this process, however, the question arises, How does a traditional sales company manage to do it? And what economic benefit can it obtain? So, the objectives of this case study are the exploration of this phenomenon in a company of supply of construction materials and hardware in order to describe how the transformation of its retail business model is achieved through the integration of data intelligence technology and elucidate the impact of this process on the economic benefit of it. To achieve this purpose, the digital transformation framework developed by Boston Consulting Group (BCG) is followed, through which the key areas of strategy, digitalization and growth are identified, where it is evident how a model for the implementation of data analytics CRISP-DM drives the corporate strategy, modifying the structure of the business model and its design for the generation of value and finally affecting the economic result obtained. Subsequently, the difficulty of tacitly identifying and attributing the financial result exclusively to digital transformation is discussed. Finally, the need to complement this type of research with organizational studies to better understand the processes of digital transformation its impact and benefit is evident. This case study seeks to contribute to the understanding of how small and medium-sized companies can exploit data intelligence technology and how they can apply existing theories of digital transformation to innovate in their business model.
