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dc.contributor.authorLazo-Durand, Rafaela
dc.contributor.authorRojas-Garcia, Jose
dc.contributor.authorTorres-Sifuentes, Carlos
dc.contributor.authorRaymundo, Carlos
dc.date.accessioned2021-01-11T14:24:31Z
dc.date.available2021-01-11T14:24:31Z
dc.date.issued2021-01-01
dc.identifier.issn21903018
dc.identifier.doi10.1007/978-3-030-57548-9_34
dc.identifier.urihttp://hdl.handle.net/10757/653802
dc.descriptionEl texto completo de este trabajo no está disponible en el Repositorio Académico UPC por restricciones de la casa editorial donde ha sido publicado.en_US
dc.description.abstractIn 2018, the Ministry of Health of Peru reported that more than 50% of the Peruvian population suffers from obesity. In total, 40% of the people affected by this disease are in the metropolitan area of Lima. Moreover, a report by the newspaper Gestión states that, on average, each Peruvian citizen consumes 52 kg of ultra-processed food per year. These alarming figures show that a change in the lifestyle of the citizens of Lima is necessary. It is imperative to increase peoples’ awareness of the importance of leading a healthy lifestyle, which in turn means improving eating habits and exercising. Given the increase of people with health problems caused by poor nutrition, the manufacture of health products, such as nut butter, must be natural, without added sugar, hydrogenated oils, added chemicals, or preservatives. Nuts belong to the group of energy foods and eating them provides great health benefits and helps fight obesity. They are a source rich in proteins and healthy fat, provide energy, and contain vitamins and antioxidants, among other benefits. They are also suitable for vegetarians, vegan, celiac, and diabetic people. Therefore, the manufacture and sale of handmade nut butter is a business opportunity in Lima. To prove this, the lean startup methodology was used, and through the development of viable minimum products, the viability of the project was evidenced. The project management bases of the Project Management Institute (PMI) are used as guidelines to develop the project, and digital marketing tools are applied to make the products known to the target market.en_US
dc.relation.urlhttps://www.scopus.com/record/display.uri?eid=2-s2.0-85098142885&doi=10.1007%2f978-3-030-57548-9_34&origin=inward&txGid=51480d832ff7a21918923eb4a89aa170en_US
dc.rightsinfo:eu-repo/semantics/embargoedAccesses_PE
dc.subjectDigital marketingen_US
dc.subjectLean startupen_US
dc.subjectNutsen_US
dc.subjectProject managementen_US
dc.subjectCommerceen_US
dc.subjectDairiesen_US
dc.subjectMarketingen_US
dc.subjectNutritionen_US
dc.subjectOils and fatsen_US
dc.subjectProject managementen_US
dc.subjectSugar manufactureen_US
dc.titleLean Startup in a Commercial Management Model Based on Digital Marketing to Increase Sales in Companies of the Health Food Industryen_US
dc.typeOtheren_US
dc.identifier.eissn21903026
dc.identifier.journalSmart Innovation, Systems and Technologiesen_US
dc.description.peerreviewRevisión por pareses_PE
dc.identifier.eid2-s2.0-85098142885
dc.identifier.scopusidSCOPUS_ID:85098142885
dc.source.journaltitleSmart Innovation, Systems and Technologies
dc.source.volume201
dc.source.beginpage373
dc.source.endpage380
dc.identifier.isni0000 0001 2196 144X


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