BUSINESS MODELS FROM THE PERSPECTIVE OF VALUE: BUSINESS MODEL CANVAS (BMC) AND INTEGRATED CONSUMER BUSINESS MODEL (CIBM'S) FOR MÓVEIS FERNANDO IN FOZ DO IGUAÇU – PR

Abstract

The study is justified by the need for professionalization of micro and small companies, especially those of family management, which often lack structured processes and integration between marketing and strategy and aims to analyze how the application of the Business Model Canvas (BMC) and Consumer Integrated Business Models (CIBM's) can contribute to the formulation of strategies oriented to value proposition in the market.  located in Foz do Iguaçu-Pr. The research is of an applied nature, with a mixed approach, developed through a single case study, employing semi-structured interviews with the owner, direct observations of the organizational environment, document analysis and application of questionnaires to a sample of 57 clients. Data analysis was conducted through triangulation, ensuring consistency and validity to the results. The results obtained in the study demonstrate that the combined use of BMC and CIBM's models favors professionalization and improves the decision-making process by promoting a more integrated view of the business. It was found that the CIBM's model complements the BMC by including dimensions related to perceived value and the relationship with the consumer, offering a more comprehensive perspective on the company's strategic positioning. It was concluded that the combined application of the BMC and CIBM's models was effective to understand and systematize the processes of creation, delivery and value capture at Móveis Fernando. These models favored the professionalization of management, improved strategic decision-making, and integrated essential dimensions of perceived value and customer relationship.