Integrated omnichannel business model: a mixed study on innovation and entrepreneurship in the artisan sector of Tenango de Doria

Abstract This study explores the applicability of the Business Model Canvas in the artisan sector of Tenango de Doria, Hidalgo, highlighting how business model innovation can drive the economic and cultural development of the region. Through a confirmatory factor analysis of responses from 401 potential customers and an ethnography that included interviews with local artisans, perceptions and preferences towards nine key components of the model were evaluated. The results reveal the importance of adapting the model to an integrated omnichannel approach, highlighting “sales,” “distribution channels,” and “innovation” as the most influential components, while the “key partners” category is less significant. This finding underscores the need for a strategy that emphasizes personalization, quality, and accessibility, thus supporting the sustainability and expansion of the sector in local and global markets. The article concludes with strategic recommendations for effectively integrating these findings into practice, proposing a business model that can serve as a catalyst for revitalizing the artisan sector in Tenango de Doria and similar regions.