Business Model Innovation in the Digital Era. A Case Study from the Real Estate Sector

Manuela Gutiérrez-Leefmans

doi:10.29105/vtga5.2-714

Autores/as

Manuela Gutiérrez-Leefmans Universidad de las Américas Puebla

DOI:

https://doi.org/10.29105/vtga5.2-714

Palabras clave:

modelo de negocio, tecnología Web 2.0, mercadotecnia, innovación, efectos de red

Resumen

Las empresas que migran al canal digital requieren un modelo de negocio exitoso que enfatice la propuesta de valor, el uso de la tecnología y la creación de flujos de ingresos. A través del tiempo, los modelos necesitan ciertos ajustes en estas áreas. Usando un caso de estudio de una exitosa compañía de bienes raíces del Reino Unido, este documento presenta un ejemplo de innovación de modelo de negocios que destaca el papel de la escala de usuarios. Se enfoca en el uso de la tecnología Web 2.0, ya que la compañía ofrece un foro de discusión. Entrevistas a profundidad, datos secundarios y el análisis del contenido del sitio web se utilizan para mostrar la trayectoria de la empresa. Los resultados muestran que, para un modelo sostenible, son las actividades de adquisición y retención de usuarios, las que mantienen el tráfico necesario para que el modelo funcione y genere nuevas fuentes de ingresos. Esto es aún más relevante para un mercado de tres vías.

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