THE B2B AS A DIFFERENTIATION STRATEGY. A FOCUS ON COCOA DERIVATIVES EXPORTING COMPANIES

Abstract

Companies are facing highly competitive environments where the traditional business model is being replaced by the evolution of new business models focused on digital technology. Therefore, the implementation of new differentiation strategies such as B2B e-commerce creates new opportunities to present their products with greater international reach. Therefore, the variables associated with the websites adopted by cocoa derivatives exporting companies are analyzed as a means to identify whether they are making progress in adopting B2B as a differentiation strategy to compete in the markets. Given the qualitative nature of the research, a descriptive and exploratory case study was chosen based on a sample of 10 companies. The data collected were obtained from the websites of the companies under study. Among the main findings, it is highlighted that the companies are applying strategies encompassed by technological and innovation trends, which represents a competitive advantage over those who do not yet apply them. Finally, it is concluded that the implementation of B2B contributes to differentiate the dissemination of the export offer, strengthening communication and interaction with potential international clients.