The proposal of a framework to analyze the behavior of the digital customer through the Business Model Canvas
Keywords:
Marketing; Customer Behavior; Business Model Canvas.Abstract
The main aim of the work was to propose a framework containing a sequence of actions and steps that can be used to assist managers and organizations in making decision-making and improvement of its managerial and commercial performance. As a method, the work followed a quantitative and a qualitative phase. From selected works in the bibliometric phase, the bibliographic research was composed. The theoretical contribution of the work was to establish a conceptual link between knowledge about customer behavior and business models. The practical contribution was the elaboration and description of a self-applicable theoretical model in the organizational decision-making environment, based on market and commercial elements present in the daily life of the manager and the organization, especially the small ones. The main conclusion was that the theoretical model seems validated when appreciated by managers and professors in the area, however, it still needs to be validated quantitatively and in organizational applications for the generalization of its use.
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