Construcción de un modelo de negocio para la ciudad de Popayán orientado al fortalecimiento de su Economía Naranja

Abstract

Concepts such as creative economy, creative cities and creative classes, also known as Orange Economy (Buitrago, 2013) they have burst into the logic of strategic planning of countries in recent years; Although the growth of these industries has been mainly limited to the world's richest countries, furthermore some countries with medium and low income have realized the importance of keeping alive this sector to continue to participate in regional and global cultural economy. In Colombia in recent years has been a significant growth in the creative and cultural industries; the implementation of the Orange Law, the creation of the National Council of Orange Economy, the funding for creative ventures and, in general, all public policy and development plans that are generated around this theme from the national Government glimpse an infinite opportunity, requiring consistent answers to the development of this sector. This degree work analyzes the business models of cultural and creative industries in the world, in order to establish adaptive characteristics to the city of Popayán and allowing them to propose a business model that strengthens the business from Orange Economy of the township enterprises and make them sustainable and self-financing in time.