Examining the Business Model of Replenishment Subscriptionsa Longitudinal Case Study

  1. Miguel Rodríguez García 1
  2. Alba Nuñez Fernández 1
  3. Iria González Romero 1
  4. J. Carlos Prado Prado 1
  1. 1 Universidade de Vigo
    info

    Universidade de Vigo

    Vigo, España

    ROR https://ror.org/05rdf8595

Revista:
Dirección y organización: Revista de dirección, organización y administración de empresas

ISSN: 1132-175X

Año de publicación: 2022

Número: 78

Páginas: 40-53

Tipo: Artículo

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Otras publicaciones en: Dirección y organización: Revista de dirección, organización y administración de empresas

Resumen

Nuestro estudio desarrolla el modelo de negocio de las subscription boxes de reposición para encontrar las claves de su viabilidad. Para ello, utilizamos el Business Model Canvas (BMC) en un estudio de caso longitudinal de cuatro años sobre una destacada start-up del sector. Nuestro estudio muestra que el éxito de estos modelos radica en un servicio altamente personalizado a los suscriptores para reducir la tasa de abandono. Además, las empresas necesitan una mejor asignación de recursos de marketing debido al alto coste de las pruebas gratuitas y estandarizar los procesos de reposición desde las primeras etapas de desarrollo.

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Fuente de los datos: Dialnet