Business Model as a Strategic Tool That Impacts Commercial Management: A Case Study of the Aguachica Public Utility Company ESPA
Abstract
Objective: This research aimed to design a business model as a strategic tool to positively impact commercial management at the Aguachica Public Utilities Company (ESPA), which currently faces operational and functional deficiencies in this area. The study drew on the perspectives of influential authors such as Sosna, Amit, and Ulwick, who positioned organizational innovation as the main driver of commercial management in companies.
Methodology: The study followed the mixed-methods approach described by Hernández Sampieri, with a descriptive scope. Data were collected through the SERVPERF questionnaire applied to citizens of Aguachica, along with semi-structured interviews conducted with ESPA officials.
Results: The findings revealed deficiencies in water and sewer billing processes, portfolio recovery, communication of comprehensive services to subscribers, and the absence of meters in 32 % of the municipality’s buildings. Dissatisfaction with ESPA’s services and weaknesses in commercial management were also identified. To address these issues, the jobs to Be Done business model was applied. Its qualitative and quantitative metrics, developed through a six-component process, made it possible to target and strengthen the main deficiencies observed.
Conclusions: The research shows that new business models can serve as strategic tools that positively impact management in both public and private companies. Their application can improve commercial performance, strengthen user relationships, and create opportunities for new research on innovation in public utilities.
Originality: The main contribution of this study is the integration of emerging administrative trends into the public sector to enhance market satisfaction.
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