Value generation model in microenterprises in commune 1 of the city of Santiago de Cali, Colombia

Abstract

This research article was carried out to develop a strategic model based on the Kaplan and Norton methodology, the Balance Scorecard, where microentrepreneurs are facilitated to planning and managing their processes to obtain a competitive advantage that allows them to improve their situation, increase their profits, and sustain themselves in the market. The model utilizes diverse strategies that fulfill five objectives considered in a strategic map based on four perspectives. This descriptive, non-experimental study was carried out with micro-enterprises from commune 1 of the city of Santiago de Cali, Colombia. A survey was implemented to collect the data that helped to detect the needs of these micro-enterprises and their realities. With this data, together with the auscultation of theories and methodologies of personnel management, process standardization, customer service and sales management through the Internet, it was possible to outline the model proposed here. Additionally, it was possible to verify that these micro-enterprises demonstrate weaknesses in office automation skills, forcing themselves to manually keep their scarce paper records, which prevents the proper handling of information and the control of their processes and procedures, in addition to the notable shortcomings in advertising and sales management.