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Ítem ¿Cómo generar un crecimiento de impacto en las ventas de PVC en la construcción?(Universidad Icesi, 2024) Llantén, Carol Viviana MuñozThe purpose of this article is to show the development of a proposal to generate impact growth in PVC sales in the construction segment for the manufacturer Durman, with a 12% share in the Colombian market, surpassed by brands such as Gerfor with a 20% share and Pavco as the market leader with 60%. PVC is currently a commodity product, standardized by functional, resistance and regulatory characteristics, where PVC products from one manufacturer are the same as the other; For this reason, many times the negotiation of this type of product goes to a purely price competition or simply the clients decide to buy from the market leader because it is the most recognized. Throughout the project, a work methodology called Business Model CANVAS will be developed that facilitates ideation in an organized, consecutive, and logical way, carrying out a detailed study process in each of its components, based on macro analysis of world-class trends. such as the continuous urban growth, the use of BIM technologies, the construction of more and more environmentally sustainable buildings and reaching the micro-type analysis with the identification of specific delimiters of the purchasing process and the PVC installation process in the works, which They are generating ingredients to shape the proposal, for this case it consists of decommoditizing PVC and transforming it into a personalized product for each construction company, aimed at environmental issues, implementation of technologies, improved work performance, productivity and of course detonating growth impact on PVC sales in this segment for Durman Colombia.