Mejora en el modelo de comercialización: Modelamiento de la dinámica de innovación para establecimientos de mantenimiento de vehículos en la industria automotriz ecuatoriana.

Abstract

This research analyzes business innovation dynamics modelling in automotive service companies (part of Automotive Aftermarket) in Ecuadorian automotive industry. This project was accomplished by fulfilling four specific objectives: i) Identify the main variables, relationships and players in automotive industry; ii) Describe customers’ features through sampling in the Ecuadorian market, iii) Conceptualize a business innovation solution; and, iv) Develop a business innovation value-proposition system-dynamics model. In the first place, automotive industry bibliographical references were studied (emphasis on Aftermarket section). In addition, interviews to Ecuadorian Automotive Aftermarket experts reinforced that background. Then, automotive service companies’ customer features were described by a survey application study. By doing so, in addition to reference research and experts’ interview’s information, a value-proposition E-commerce-focused and based in IT was developed through a mobile app that improves automotive services companies’ competitiveness. Finally, this solution’s implementation was visualized by using a system dynamics model in three scenarios: 1. The company without the solution; 2. The company applying the solution; 3. The company applying the solution, increasing its budget, and launch scale. The simulation’s result was as follows: By increasing customer’s goodwill it causes demand to increase, therefore the organization’s capacity needs to grow while performance is altered.