FACULTY OF BUSINESS

ACCOUNTING SCHOOL

“THE CURRENT BUSINESS CONTEXT”

COURSE:

MANAGEMENT AND STRATEGIC PROSPECTIVE

AUTHOR:

Gutierrez Barbaran, Alessandro Tomas

TEACHER:

Mg. Alva Rodriguez Alfredo Omar

Trujillo - Perú

2024
 INDEX

I. INTRODUCTION
II. DEVELOPMENT
2.1 Concept
2.2 Digital revolution
2.3 E-BUSINESS (ELECTRONIC BUSINESS)
2.4 Emergence of new businesses
2.5 AIRBNB
2.6 Uber
2.7 New forms of financing
III. BIBLIOGRAPHIC REFERENCES
I. INTRODUCTION

It cannot be denied that markets and industries constantly undergo changes,

some emerge through mutation, others disappear, others belong to a third
party. Agents play an important role in this. For its part, the environment
differs in presence and activity. market. Your approach to this problem is
changing. Current technology plays an important role here. All of this requires
a thorough investigation of the situation. current businesses and competitive
markets, as long as they allow us to understand their work.

Taking all of the above into account, the goal is to do the work below. a
complete and structured analysis of this new situation to collect and segment
this new business and competitive landscape, which we are immersed in what
arises from its meaning and what new entrepreneurs and accompanying
companies are today. That's right Background, hidden hot topics. We will see
this in many cases. These entrepreneurs will participate very strongly in many
business fields. tradition, thanks to its development in cyberspace, where an
important part, industries will move to the second phase of life. We will learn
the same. How this new competitive landscape has led to the implementation
of new technology on the market has revolutionized marketing in your country
and therefore the relationship between companies and their client partners. In
contrast, the company's customers continue to consume products and
services, but they now represent new configurations and new preferences.

We explain all this to you in e-business, an important pillar that has not yet
been covered. basis for the economy in which we are immersed today.

The combination of all these factors and the new drivers that we have
captured in the introduction, made the business world what it is just a few
years ago. We imagined this disappearance, emergence, as we said it
certainly creates a new competitive landscape and business that we will
analyze.

1
 Beyond this introduction, the development of the work is reflected in three
large blocks: The digital revolution, in which the new and competitive business
landscape of electronic commerce, which explains the characteristics through
practical examples and theoretical content. New businesses appear and
entrepreneurs donate; and the third block is dedicated to the study of new
forms. Finance has become popular, among other things, thanks to social
integration. new technology on the market.

To complete this project, a body of theoretical literature was compiled that

provides conceptual support for many of the parts contained within it.
Otherwise, a large number of practical documents have been used to illustrate
many real-life examples reflected in the text.

II. DEVELOPMENT

2.1 Concept

In today's business environment, one aspect that is systematically affected

is competitiveness. Additionally, maintaining market share requires
ensuring the safety of offices and customers to continue operations.
It is true that there have been disruptions in the supply chain due to
isolation and even shortages of raw materials. However, with confinement,
people stopped buying what they used to buy and changes in the business
became urgent.

2.2 Digital revolution

The two main reasons why the competitive landscape and business change
over time, the Internet market revolution and the introduction of new
technologies in regulation, are widely understood as part of interpersonal
relationships. Today we dive into one. These revolutions seem like
something new and unprecedented to us, but this revolution is not the only
experience we have since we are born in virtual space. The world in the
late 80s and early 90s. Wide Web (www) and therefore a new way of
understanding the market and all the actors participating in it.

2
Over twenty years, this system has become so popular that it has
revolutionized society in every way imaginable. It was simply the beginning
of what a decade later would be known as the Internet Revolution, when
the explosion of all types of virtual businesses led to the formation of a
speculative bubble that would later burst.

During this bubble, companies like Amazon, YouTube, and Ebay

skyrocketed in value to the point of placing them above real companies with
significantly more tangible and intangible assets. Then came what became
known as Web 2.0, which led to massive participation in tools such as
blogs, wikis, and social networks. This step is very important because from
this moment on the user stops being a mere consumer of information but
rather becomes a creator of that information.
This means that the user becomes an active consumer of the content they
create. It is worth noting that this phenomenon leads to social changes and
not technological changes, because the technology already exists. This
leads to what we often call a social network, defined as a set of social
actors, which can be individuals and organizations, with some connection
between them (Hoang and Antoncic, 2020).

Thanks to the concept of Web 2.0, the 4C phenomenon will be achieved:

sharing, communicating, communicating and collaborating (Oviedo, Muñoz
and Castellanos, 2018). This confirms what was said above, where users,
consumers of their own content, collaborate to develop the platform and
communicate with each other.

I would also like to mention the concept of web 3.0, that is, semantic web,
where an attempt will be made to process information more effectively
through more effective analysis by introducing specific parameters into the
computer system (Romero and Alcaraz, 2019).

3
2.3 E-BUSINESS (ELECTRONIC BUSINESS)

As we have just seen, these technological changes will change the market
in many ways, one of the most important being the arrival of electronic
commerce, a concept that is analyzed in this section. From the moment of
its creation, capital and work began to have a value different from the
traditional one.

Electronic business (electronics and business) or e-business in Spanish is

a set of business activities that originate from the use of Information. and
communication technologies (ICT). Since its founding in the 90s, it has
helped companies face the new economy and adapt to the changes it
brings with it in issues such as customer relations, product marketing,
logistical needs. It should be noted that since the founding of the company,
We have already been able to talk about the birth of electronic commerce
(e-commerce, internet business, online business). This will allow users and
companies to interact through systems for buying and selling goods and
services on the Internet. All of the companies we cover today focus on
traditional e-commerce-based sectors. The birth of this type of business
was also determined by social changes. According to Castells, in the last
quarter of the 20th century a series of changes occurred that transformed
social structures into network-based structures.

If there is something that most characterizes the new electronic

businesses, it is the marketing they use and the relationships with
customers that derive from it, aspects that we will analyze in this section
and in the later part. The growth of Internet marketing is driven, among
other things, by the expansion of social networks in which users of various
products can rate, comment and catalog products or different services.
Therefore, by introducing so-called Internet marketing, it will be easier for
the company to get customers by establishing closer relationships with
them. In this way, products reach users in a more personalized way and
adapt to their needs. Customers interact with the company to a greater

4
extent than traditional customers, while maintaining brand loyalty, which
begins to build awareness.

4
2.4 Emergence of new businesses

Today we are witnessing the rapid growth of electronic commerce. We are

witnessing the emergence of many new companies, even coming from
purely traditional sectors (some of them), rediscovered in various forms,
whose common denominator is the same: developed on virtual platforms.

There is no doubt that this type of online business has become popular in
our country during the last decade, so it is advisable to provide figures on
its operation. A notable example is the impact of electronic commerce on
the economy of our country: the volume of transactions reaches 14 billion
euros. Based on a growth rate between 2013-2014 of 22.5%. Similarly, we
found that more than 52% of Spaniards use digital platforms to search for
information about products and services that they then purchase (Seúl, 2.0,
2019). Furthermore, according to an eMarketer study, the number of buyers
of this type of business will increase to 17.5 million (it is expected to reach
20 million in the coming years), incorporating mainly technological products
into these purchases. and communication (around 60%).

In 2014, Spaniards spent an average of 604 euros in this type of business,

and in 2015 this amount had increased to 658 euros (8.9% more). These
figures give us a total of €10.8 billion in online transfers last year, and that
figure is expected to rise to €12 billion this year (estimated to break down
into around 20 transactions per user). While these are quite high figures,
we still have a long way to go compared to countries like the UK, where
customer e-commerce transactions are expected to reach €70 billion. The
figure would place the country at the head of Europe in this regard, along
with Germany, which is not expected to increase significantly in the coming
years as its market reflects the final agreement (RetailMeNot, 2018).

5
There is no doubt that this growth in online commerce is reflected in the
decline of traditional retail establishments, causing their market share to
decrease and they have no choice but to adapt to the new context that we
mentioned. In this scenario, it seems necessary to rely on new technologies
to achieve the highest possible level of customer loyalty.

2.5 AIRBNB

This website allows you to book apartments and rooms in private homes all
over the world. Tourism has revolutionized the world, the market value
reached 24 billion dollars and the income reached almost 1 trillion dollars
(Fortune, 2015). It should be added that the platform is present in more
than 34,000 cities. Distributed in 190 countries and with 1.5 million rooms
for rent. Legal issues are driven by obtaining licenses and permits that all
types of accommodation establishments must have in our country, and this
aspect is overlooked by platforms that develop their business models
outside of current legislation.

2.6 Uber

This virtual platform, designed to transport passengers over short

distances, is another gem of Silicon Valley. Founded in 2009, it began its
international expansion in 2012. Knowing how to radically transform short-
haul passenger transportation. Although it does not currently operate in
Spain for legal reasons, the company has a network of drivers present in
250 cities in 60 different countries, generating income of 1.5 billion dollars
(BBC Mundo, 2018).

All of this data translates into an impressive market value of $62.5 billion.
Although in our country there are many problems in combining this platform
with other types of services, for example traditional taxis, Brussels is in
favor of accepting this type of services.

6
2.7 New forms of financing
Now that we have talked about these new entrepreneurs and their
companies, it is extremely important to address financing, including
business angels, business accelerators and raising capital from the
community, because they facilitate the creation of new business models,
making them a reality. with financial and business structures, aspects that
arise during consulting projects in these organizations (in the first two
projects). Don't forget to carefully research its scope of use in domestic and
international markets.

7
III. BIBLIOGRAPHIC REFERENCES

Banco Interamericano de Desarrollo (BID). (2018). Desencadenar el crédito,

Cómo ampliar y estabilizar la banca. Informe Progreso Económico y

Social en América Latina. Documento en línea.

http://www.iadb.org

Delfín Pozos, F., & Acosta Márquez, M. (2016). Importancia y análisis del

desarrollo empresarial. Pensamiento & Gestión, (40), 184-202.

Documento en línea. https://doi.org/10.14482/pege.40.8810

Horta, R. (2019). Competitividad e innovación en la industria manufacturera

en el Uruguay. Revista iberoamericana de ciencia tecnología y

sociedad, 23-49.

https://www.redalyc.org/articulo.oa?id=924337 72002

Dini M., & Stumpo, G. (2018), “MiPymes en América Latina: un frágil

desempeño y nuevos desafíos para las políticas de fomento”,

Documentos de Proyectos (LC/TS.2018/75), Santiago, Comisión

Económica para América Latina y el Caribe (CEPAL).

8
Mundaca, J. (2018). Modelo conceptual de desarrollo empresarial para las

MYPES de la región Lambayeque: caso centro de desarrollo

empresarial. http://hdl.handle.net/20.500.12423/1224

Organización de Naciones Unidas (ONU). (2020). Día de las Microempresas y

las Pequeñas y Medianas Empresas.

https://www.un.org/es/observances/microsmall-medium-businesses-day

Pérez, R. (29 de mayo 2018). Produce: micro y pequeñas empresas aportan

24% al PBI nacional. Andina.

https://andina.pe/agencia/noticia- producemicro-y-pequenas-empresas-

aportan-24-al-pbinacional- 711589.aspx