EL DESARROLLO DEL COMERCIO ELECTRÓNICO BUSINESS TO COSTUMER COMO MEDIO DE CREACIÓN DE VENTAJA COMPETITIVA: COMANDATO, CASO DE ÉXITO EN ECUADOR

Abstract

The aim of this paper to analyze the implementation of electronic commerce as a means to create competitive advantage in Ecuadorian companies. The implementation of electronic commerce in business to customer type companies creates an advantage over the current Ecuadorian market, as there is no total development of this sales channel. Through the literature review and a brief application about the Ecuadorian company Comandado, we analyze the initiatives taken in this sector. This company is one of the leaders and pioneers in the area of sale of domestic appliances in the country, and one of the leaders in the area of electronic commerce. The study concludes that in today's country, the implementation of electronic commerce in this type of business to customer, can be an effective way for creating competitive advantage. This only if the company does not include it as a new sales channel, but develop it within its business strategy where it adapts constantly according to the maturity of the market. Success is a result of constant innovation, and in working constantly to be always one step ahead of the competition. constantly working to be always one step ahead of the competition.