Comparativa entre modelos B2B y B2C de importación en maquinaria agroindustrial arrocera : caso Import&ives.

Abstract

This thesis comparatively analyzes the B2B and B2C business models applied to the import of agricultural machinery and spare parts at Import&ives Cía. Ltda., located in the Salitre canton, Guayas province. The research, conducted between 2019 and 2023, arose from the need to identify the most suitable business model to strengthen the company's profitability and growth within the rice sector. The study addresses theoretical background on international trade, business models and profitability, as well as the context of e-commerce at the global, regional, and national levels. Methodologically, a mixed-methods approach is employed, combining document analysis, interviews, and surveys administered to distributors and producers associated with the company. Through comparative analysis, the operational characteristics, costs, margins, and inventory turnover associated with the B2B and B2C models are evaluated. Finally, a strategic proposal is developed aimed at strengthening the B2B model through management and digitization tools, aligned with the structure and capabilities of Import&ives.