Modelo estratégico para el fortalecimiento competitivo y sostenible del comercio minorista de productos de belleza en Ibagué

Dagoberto Valencia Ortiz; José Alejandro Vera Calderón; Luis Felipe Lozada Valencia

doi:10.58763/rc2026633

Authors

Dagoberto Valencia Ortiz Universidad del Tolima. Ibagué, Colombia https://orcid.org/0000-0003-1904-6650
José Alejandro Vera Calderón Universidad del Tolima. Ibagué, Colombia https://orcid.org/0000-0003-0752-6446
Luis Felipe Lozada Valencia Universidad Piloto de Colombia. Girardot, Colombia https://orcid.org/0000-0002-2771-5714

DOI:

https://doi.org/10.58763/rc2026633

Keywords:

business management, electronic commerce, innovation, small enterprises, sustainable development

Abstract

Introduction: The study aimed to design a strategic model to strengthen the competitiveness and sustainability of beauty product retail businesses in Ibagué. Methodology: To this end, the applied and propositional phase of a mixed-method, non-experimental, cross-sectional study was developed. Evidence from 63 valid business questionnaires, one semi-structured interview, strategic diagnosis matrices, and a technology-watch corpus of 251 Scopus records was integrated. Results: Findings were organized through a traceability matrix linking gaps, capabilities, trends, and strategic responses. The Strategic Model for Competitiveness and Sustainability of Beauty Retailing in Ibagué (MECOS-BI) was structured around four dimensions: organizational capabilities, digital transformation and omnichannel integration, relational trust and differentiation, and sustainable and institutional legitimacy. Implementation was sequenced into five phases: alignment and formalization, talent and culture, process redesign, value proposition and loyalty, and analytics and continuous improvement. Conclusions: The model indicated that customer trust could become a more scalable advantage when supported by formalization, managerial capabilities, digital integration, and systematic measurement. Its effectiveness should be assessed through pilot implementation and longitudinal monitoring

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