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International Journal of Artificial Intelligence and Interactive Multimedia, Vol. 1, Nº 1.

Abstract:—This article focuses on the design and
characterization of management model for MSMEs, based on e-
commerce and the GS1 international e-com standard. The first
part contextualizes electronic commerce and its impact on
domestic industry, and briefly describes the B2B e-commerce
model used in Colombia. Subsequently the first step to apply the
model is presented, which corresponds to the design of a
diagnostic methodology that evaluates the technological,
technical, commercial and administrative aspects of the
organization; after that are exposed the results of the pilot
experiment performed on a MSME from Bogota, and finally will
be explained the procedures for the implementation of the model.

Model innovation of process based on the
standard e-commerce international GS1
Giovanny Mauricio Tarazona Bermúdez, Luz Andrea Rodríguez Rojas, Cristina B Pelayo, Oscar San Juan Martínez,
Faculty of Engineering of District University Francisco José de Caldas, Bogotá, Colombia
1

Título 2
Key words— e-commerce, Technology Management, ICT,
Knowledge Management, MSMEs.
[1] INTRODUCTION
oday innovation in processes supported by
technological advances are a decisive factor in the
success of business organizations. [1]It is evident that
the use of technology for production operations,
administrative or any kind has become a tool rather than
necessary, indispensable for achieving the mission of a
company purposes. [2] [3]
T
Rapid technological progress in recent years have not only
impacted the industry and production automation, but also in
logistics and marketing of products, has opened the field to
information technology developments in both software and
hardware, [4] coupled with advances in information
technology and communications are the backbone of business
processes on the web, particularly electronic commerce, which
has emerged as an essential tool for successful companies in a
global market. [5]
The ability to sell their products to thousands or perhaps
millions of people is the obsession of a business as a basic
condition for sustainability, and in turn what might seem
virtually unattainable for most Colombian MSMEs, given the
conditions of a Latin American country with a huge digital
divide and developing economy. This is why the
implementation of electronic commerce as a factor for
innovation in management processes in these companies is
postulated as one of the alternatives that can bring major
benefits to this productive sector. [6]
It is important to characterize the categories of electronic
commerce (Fig. 1. Methods of Electronic Business) and to
contextualize the model designed and proposed in this article,
within Colombia:
Company-Company
Here are the companies that use a network as a means to
make the purchase orders and receive invoices from their
suppliers, and with it all other electronic documents for the
purchase order cycle to be completed.
Fig. 1. Categories of Electronic Business
Company-customer
Through the network, the company offers its products to
customers who accessed the quantity you need, do hereby
numerous products currently marketed.
Company-Administration
Here are the transactions carried out between different
companies and government organizations, such as paying
taxes, even though this is true in its infancy.
Customer-Administration
Here the user would communicate with state agencies to
make their tax payments or social assistance, although this is
not instituted yet, it's about time it is.
Customer-Customer
It was one of the first e-business practices appeared in the
early 90's web pages are little known and specialized. Your
maximum evolution came with the popularization of e-bay
that gives the possibility of direct sales between its users. [7]
T-commerce: The idea is to let users buy products over the
Internet but through their interactive television, instead of over
a phone (m-commerce) or through a PC or PDA.
B2B (business-to-business): On the Internet, also known as
e-biz, is the exchange of products, services, or information
between businesses rather than between businesses and
consumers.
Peer to Peer. In a P2P network, the "peers" are computer
systems which are connected to each other via the Internet.
Files can be shared directly between systems on the network
without the need of a central server. In other words, each
computer on a P2P network becomes a file server as well as a
client.
From this conceptual base, the project proposes applying
information technologies, combined with academic concepts
and skills in marketing and logistics in order to design and
characterize innovative marketing processes for MSMEs
producing and distribution of sweets, snacks and canned
Bogotá based on the standard e-commerce GS1 International,
as a means to leverage the leading commercial chain stores in
the country.
[2] PROCEDURE FOR PAPER SUBMISSION
CHARACTERIZATION OF E-COMMERCE
NATIONAL MODEL “B2B”
International GS1 is an organization of 105 institutions in
over 150 countries, serving various industrial and economic
sectors, by managing logistics standards to promote the
efficiency of Value Networks. At home, GS1 Colombia
manages the international standards of bar code (barcode),
electronic commerce (e-com), synchronization of databases
(GDSN) and the Electronic Product Code (EPCglobal).
Given this, it is essential that any model that seeks to
facilitate the access of MSMEs to these markets is based on
these standards. [8] The following will highlight the main
features of the B2B model used in Colombia, approach having
as standard documents that are used and their implementation
within the business cycle, logistical and financial e-commerce.
in the figure. 2. Logistics Cycle entitled B2B e-commerce in
Colombia, sample characteristics.
Figure 2. Logistics Cycle B2B e-Commerce in Colombia.
The first step is to generate a catalog business called
PRICAT, arising from the negotiations made between the
supplier and dealer in a traditional way. In this negotiation the
products are down to sell outlets where available and their
sales prices are set.
PRICAT The electronic document should be based on the
EDI standard, and should be sent to CABASnet it is the
electronic product catalog that Colombia, Costa Rica, El

International Journal of Artificial Intelligence and Interactive Multimedia, Vol. 1, Nº 1.
Salvador, Guatemala, Honduras, Nicaragua, Paraguay and
Peru, have been developed for the benefit of centralization and
synchronization information to clients and suppliers use daily.
[9]
Customers, suppliers, distributors and chains currently
benefit from having a tool at their disposal to facilitate
commercial transactions between business partners, both
locally and internationally.
CABASnet who will review the structure of the catalog and
sent to the e-commerce customers (chain stores, supermarkets,
hypermarkets, etc.) through the interface CEN (Center for
electronic business) which is operated by IBC, a group
company Assenda S. Carvajal A. In Figure 3 PRICAT
document processing, exemplified the expected workflow
Fig. 3. Document Processing PRICAT
When a product has been coded in-store customer through
the application of a PRICAT proceed from the client to
generate and transmit a purchase order, the order will obey the
expected demand for the product by the end customer in point
of sale. The purchase order must be sent fully in the
international standard GS1 EDI. [10]
After receiving the purchase order, the supplier shall
dispatch in lead time, you cannot advance or delay in delivery
of the order. One day before delivery at the point of sale, the
producer must send a notice of release, electronic document
which specifies the types of packaging of goods, total units
shipped, the final destination of the goods, among others.
Following the dispatch to print a bar code which records the
information of the standard.[11]
The notice of receipt is an electronic document with the
supermarket chains which suppliers indicate the total number
of articles (products) that were received from a specific
purchase order. This document is the basis for producing and
sending invoices electronically from suppliers.
A key part of e-commerce model as the centerpiece of the
proposal of innovative processes with large supermarket
chains in the country is easy for suppliers to verify the
behavior of the demand for their products. This facility
provides two tools: a) purchase orders transmitted daily or as
often as deemed necessary provider, or b) the sales and
inventory information sent weekly supermarket chains through
weekly or monthly sales and inventory report.
The agents involved in this innovative process serve three
(3) main roles: Manager E-Commerce acts as the support
using tools and techniques to electronic information exchange,
manage and control electronic order management and
physical, among others. The commercial agent is responsible
for assembling and transmitting orders at the point of sale,
track the behavior of demand and inventories, and maintain
close business relationship with customers at point of sale.
Finally, the Key Account Manager (KAM) is the one in charge
of trade negotiations (products, pricing, promotions) with
customers, maintain control and review of sales and inventory
reports, update and ensure the availability of official price lists
and catalogs to customers.
[3] DIAGNOSTIC METHODOLOGY
The method of diagnosis is the initial stage of model
implementation. This will determine if the company you want
to apply is ready and capable to do so. The test uses the
following technique is performed in the following stages: 1)
Assessment of technological component and 2) Evaluation of
organizational factors (technical, administrative and
commercial). Assessment of the technological component is
based on the model proposed by the Research Group on
electronic commerce in Colombia (GICOECOL) as a
diagnostic tool that will analyze the technological critical
variables inherent in any company wishing to implement a
model of electronic commerce
The diagnosis methodology corresponds to a classification
matrix (see Figure 4), whereby a company is classified into
one of four possible categories, depending on the readiness
index that is the same to implement e-business models and
progress in implementing these within the organization. [12]
Figure 4 Matrix diagnostic
Where P1 represents the readiness of the company for the
implementation of ICT and / or electronic commerce y P2 is
the value of progress in implementation of ICT and / or
electronic commerce.
In the original methodology, the first stage evaluates the
situation of the company in comparison with the economic
sector in which it competes. However, for purposes of this
project, modifications were made to the measurements of each
of the variables, it is not necessary to compare the enterprise
sector in which it competes.
In this vein, the stages for the application of the matrix,
adapted to this project are:
1) Internal evaluation of the organization (Y axis).
2) Measurement of levels of implementation of e-commerce
models (X axis).
Internal evaluation of the organization aims to quantify the
diagnosis of the company regarding its progress in ICTs and
electronic commerce. This stage is divided into four (4) steps
to get a proper diagnosis quantified: Evaluation of
technological resources, Web Portal Assessment, Evaluation,
Human Resources and eventually final internal evaluation of
the organization.
For evaluation purposes the value zero (0) is the zero
impact rating, the value one (1) corresponds to the rating of
low impact, impact value two (2) corresponds to the average
score, and the maximum value four (4) corresponds to the
highest rating. This criterion applies to all assessments.
Evaluation of technological resources (ERT) is done based on
the results of a questionnaire that seeks to quantify the
computational resources such as computers, internet access,
existence of a systems department, purchase of specific
software, existence of databases, among other resources. This
evaluation will yield a coefficient with value between zero (0)
and four (4).
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Título 4
Web Portal Assessment (EPW) is based on a second
questionnaire in which the variables of the company's Web
site, such as relevant content, ease of navigation, interactivity
and graphic design among others, are qualified with the degree
of compliance low, medium or high. Similarly, this ratio is
obtained by correcting the value on a scale from zero (0) and
four (4).
For the evaluation of Human Resources (ERH), there is the
classification of staff competencies in three (3) categories: 1.
Those who have basic computer operations; 2. Those who
manage their job-specific software, and 3. Those who are
competent to Web 2.0 software development capability, as
well as the capabilities of category 1 and 2. From this, apply a
new questionnaire to each employee of the organization to be
assigned to one of these categories. For each category
determines the number of employees needed to implement the
model, depending on the product portfolio of the company and
the number of stores in which you want to sell them. With
these two facts, you get a coefficient for each category by
dividing the number of employees available among the
number of employees needed. Finally, average the three (3)
coefficients and the average is multiplied by four (4) for the
coefficient of human resources (ERH) with a value between
zero (0) and four (4).
The final internal evaluation of the organization is
calculated by averaging the evaluations of technological
resources, Web portal and Human resources, so you will get
the grade of zero (0) to four (4) to be called P1. See Equation
(1)
3
1
RHPWRT
EEE
P
++
=
(1)
Moreover, the second stage to assess the technology
component, corresponds to the evaluation of levels of
implementation of e-commerce, ie, progress in the use of
electronic commerce for business interaction with the different
agents in their environment: Government, other companies,
financial sector, customers, employees and suppliers.
This measurement of a new questionnaire, which the
company will get a score of thirteen (13) and sixty-five (65)
points. The higher the score, the progress in implementation of
e-commerce is business. As is known, the evaluation of the
company in the matrix of diagnosis is based on a score of one
(1) to four (4), therefore it is necessary to correct this score to
finally locate the assessment index P2 the matrix.
The second part of the diagnostic assess organizational
factors. Of particular interest for our analysis the technical,
commercial and administrative, which are directly associated
with marketing and logistics components of any company,
which together with the technological component, diagnosed
earlier, are central to the model. These requirements are
described in Table I: Customer requirements of B2B e-
commerce model in Colombia
To diagnose the organizational variables, will be based on
the requirements that customers have the model in Colombia,
ie, chain stores and supermarkets.
For each type of requirement applies a questionnaire, so as
to assess compliance with each requirement, and you get a
score between zero (0) and ten (10) for each type of activity
(commercial, technical and administrative).
After obtaining the coefficients of technical activities
(CAT), business (CC) and administrative activities (CAD), are
weighted together with the technological coefficients P1 y P2,
to obtain a total score consolidated company, which is
between zero (0) and two hundred forty (240). Table II
describes the diagnostic consolidated matrix
TABLE II
CONSOLIDATED MATRIX DIAGNOSIS
Coefficient P1P2Total
Commercial
Activities (CC) CC*P1CC*P2Σ
Administrative
activities
(CAD) CAD* P1CAD* P2
Σ
Technical
activity (CAT) CAT*P1CAT*P2Σ
Total
In the column "Total", is located the summations of the
results of the multiplications, as shown in the table, to finally
get the total score will be critical for the implementation of the
model, it will be the basis for categorizing the companies in
three (3) categories.
Fig. 5. Final classification of the companies evaluated

International Journal of Artificial Intelligence and Interactive Multimedia, Vol. 1, Nº 1.
[4] PILOT TEST
A pilot test was conducted in Bogota MSMEs. The results
of the evaluation of each of the coefficients technological,
administrative, technical and commercial summarized below,
are present en table III next.
TABLE III
RESULTS OF EVALUATION OF TECHNOLOGY COMPONENTS
Technology Assessment Results Internal Rate
(P1)
Evaluation of technological
resources (ERT)0,75
Web Portal Assessment
(EPW)0,00
evaluation of Human
Resources (ERH)0,00
Average value P10,25
Results Coefficient Implementation of
Electronic Commerce (P2)
Score Electronic Commerce
(PCE) 13
Final value P20
TABLE IV
RESULTS OF EVALUATION OF BUSINESS
Summary of results evaluation ratio of commercial activities (CC)
Product Requirement 1 Requirement 5 CCi
Bocadillo
veleño 10 5 7,5
Lonja de
bocadillo 10 6,25 8,125
Herpo 10 8,75 9,375
Dulce de breva 0 8,75 4,375
Arequipe
industrial 0 5 2,5
Glasse
industrial 0 5 2,5
Bocadillo
industrial 0 5 2,5
CC 5,26
In the tables (IV, V,VI and VII) are present the information
obtained of pilot test
TABLE V
RESULTS OF EVALUATION OF TECHNICAL ACTIVITIES
Summary of results of technical activities
evaluation ratio (CAT)
Geographic Coverage Ratio
(CCG)
0
Coefficient of Health
Registry (CRS)
0
Unused capacity (CNU) 9,57
Coefficient of technical
activities (CAT)
3,19
TABLE VI
EVALUATION RESULTS OF ADMINISTRATIVE
Summary of results of administrative evaluation rate
(CAD)
Requirement 2: Financial
Statements 0
Requirement 7: Legal constitution
of company and corporate
principles
6,66666667
Requirement 8: Trained personnel
and sufficient 0
Requirement 9: Handling return
policies 10
Requirement 10: Billing processes
defined 0
Average value Coefficient
Administrative Activities (CAD) 3,3
TABLE VII
SUMMARY FINAL DIAGNOSIS
Coefficient P1=0,25 P2=0 Total
Commercial
Activities (CC) CC*P1= 1,3169 0 1,3169
Administrative
activities
(CAD)
CAD* P1= 0,8333 0 0,8333
Technical
activity (CAT) CAT*P1= 0,7976 0 0,7976
Total 2.9472
TABLE I
CUSTOMER REQUIREMENTS OF B2B E-COMMERCE MODEL IN COLOMBIA.
Type of Activity No Description of requirement
Commercial
1
Presentation of the units compatible product as
the chain of markets, this in order to facilitate
the marketing of products focused on the end
customer (consumer).
2
Comply with legal requirements concerning net
contents and labeling, it should indicate at least
the following information: product name,
ingredients, net contents and drained mass
according to the international system of units,
manufacturer's name and address, lot
identification, marking date and instructions for
storage, instructions for use, sanitary
registration number and expiration date.
Technique
3
Evidence of a solid structure that allows
production to meet minimum levels of delivery.
The company must have a sufficient production
capacity available to ensure an adequate level of
service.
4
Comply with the sanitary conditions laid down
in legislation, including health registration for
each product, which shall be in force throughout
the supply relationship.
5
Geographic coverage and capacity of local
minimum to ensure continuous supply. The
company must ensure compliance with the
logistic distribution function, therefore must
have good carrying capacity sufficient or a
logistics operator offering processes of
"recorded delivery".
Administrative
6
Updated financial statements. The company
must demonstrate a financial capacity that
allows you to fully comply with the supply
contract.
7
Legal constitution of company or corporate
guiding principles and defined. The act of the
company should be governed by a well-defined
strategic planning.
8Trained and sufficient to fulfill the duties of
each role involved in the model.
9
Management of return policies and restocking of
the merchandise required to cause the
5

Título 6
The total weighted score for the firm diagnosis was two
point ninety-four (2.94) which places him in category one (1),
meaning that the company is not discussed in adequate
conditions to implement the model e-commerce now.
The critical factor in obtaining this result are the poor of
ICTs in that the company has, so it is recommended that initial
investments in this field, also for the poor level of ownership
of e-business models in the company is recommended training
for employees in the use of computational tools and generate
added value to the administrative processes of the company.
[5] DESIGN AND IMPLEMENTATION OF THE MODEL
CHARACTERIZATION
The model of innovative processes that make use of
electronic commerce as tools discussed in this document
requires that companies wishing to implement meet the
following conditions: Register in organization dedicated to the
control and monitoring the quality and safety of food and
pharmaceutical products in Colombia (INVIMA) all products
to market, obtaining the standard Bar Codes for the products
to market, acquisition and certification of EDI mailbox E-com
GS1, recruitment or training of skilled personnel for e-
commerce platform, CEN Affiliation software transactional
EDI transmission and acquisition of specific software to create
barcode EAN 14.
Once you have met the requirements for marketing, you
can implement the model. The process begins with the
creation and transmission of the document PRICAT, and
culminates with the delivery and return notices. The fig., 6
describes the activities proposed
Fig. 6. Marketing process through E-com standard documents
of GS1
The procedure for creating and sending the PRICAT
consists of the following stages:
1) Implementation of selected software.
2) Sending a letter and attached documents.
3) Dealing with the chain (customer).
4) Development and Shipping PRICAT
Sending PRICAT´s will be necessary for the addition of
new references (products), changes in existing prices or the
withdrawal thereof. This will be done by the senior
management of the organization and the administrator of the
e-commerce platform.
After this, proceed with the preparation and transmission
load of orders, the following procedure:
1) Load and transmission of purchase order.
2) Download and validation of the data associated with
purchase orders.
The agents involved in this stage are the agent and
manager of e-commerce platform.
The next step is to prepare and dispatch advices. For the
preparation of this document should make reference to the
orders received and the total quantities per order to ship. The
procedure starts with the implementation of specific software
for generating warnings office with a bar code to thereby
generate the document itself. The software implementation is
performed by the senior management and the completion and
submission of dispatch by the administrator of e-commerce
platform.
Finally, the procedure for receiving notice of withdrawal is
as follows:
1) Receipt of notice.
2) Analysis and monitoring it.
For the preparation of this document should make
reference to the orders received and the total quantities per
order to ship. The agent involved in the management of refund
notices are the administrator of the e-commerce platform and
Key Account Manager (KAM).
[6] CONCLUSION
The government plans for the technological inclusion of
micro, small and medium businesses included both in the
National Development Plan, as in the plan MSMEs digital
2009, opening the possibility of obtaining the necessary
funding for implementation of ICTs that support e-business
models, facilitating the acquisition of software and hardware
to improve the processes involved in managing the supply
chain, resulting in more competitive and efficient companies.
Likewise, certification to international GS1 standards
enable companies to restructure their logistics processes, thus
becoming a tool to increase their ability to seek new markets
and channels for marketing their products.[1*]
Critical to implementing innovative processes supported
by e-business models is the appropriation of ICTs by the
company and human resource training in the use of these
tools, which can be checked in detail by the results obtained in
the pilot test, where low scores in these areas not determined
the feasibility of implementing the proposed model in the
selected company.
For this reason, it is important to note that the
implementation of innovative processes supported by the
proposed e-commerce model, it is necessary for companies to
appropriate knowledge management models that allow the
previous experience in the use of technological resources and
tools that facilitate the appropriation of concepts and
procedures outlined in this document.
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[2] G. Tarazona and V. Medina, "Generación de Valor en la
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[4] D. Teece, "Business Models, Business Strategy and
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[5] T. Koupluspoulos and C. Frappaolo, Lo Fundamental y
lo más efectivo de la Gerencia del Conocimiento,
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[6] J.-M. Nurmilaakso, "EDI, XML and e-business

International Journal of Artificial Intelligence and Interactive Multimedia, Vol. 1, Nº 1.
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[7] F. Hayes, "The story so far: e-commerce,"
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[8] T. Benson, PRINCIPLES OF HEALTH
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[9] ediversa, "GUIA DE IMPLANTACIÓN PRICAT
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[10] HYPERLINK "http://web.invima.gov.co/"
http://web.invima.gov.co Consultado el 26 de
septiembre de 2012
[11] HYPERLINK "http://www.cabasnet.org/"
http://www.cabasnet.org/ Consultado el 15 de agosto
2012
[12] D. Barrera, G. Diana and G. Tarazona, PROPUESTA
METODOLOGICA DE EVALUACIÓN PREVIA A
LA IMPLEMENTACIÓN DE MODELOS DE
COMERCIO ELECTRONICO, BOGOTA:
UNIVERSIDAD DISTRITAL FRANCISCO JOSE DE
CALDAS, 2008.
Tarazona, Giovanny. Doctoral candidate in systems and computer services
for internet in the Oviedo University, Asturias, Spain (2012) - diploma of
advanced studies November 2007 Pontifical Salamanca University in campus
Madrid Spain, Specialization in computer project (2006), Specialization in
engineering software (1999). He is Industrial engineer, Francisco José de
Caldas District University, Bogota, DC, (1998). He is Full Time Professor
Francisco José de Caldas District University- Faculty of Engineering since
July 2003. He is founding member of KAIZEN PBT GROUP Ltda, legal
representative, director of several projects, Bogotá, DC, 1996 - December
2011. Coordinator Specialization Computer Project in Francisco José de
Caldas District University (July 2011 - December 2011), Coordinator
Specialization Computer Automatic Industry (February 2009 - July 2011),
Director Institute Of Extension And Non formal Education IDEXUD (March
2007 - December 2007) Coordinator Industrial Engineering (January 2006 -
March 2007) Coordinator Internship Unit Faculty of Engineering (June-
December 2005).Director Research Group on Electronic Commerce
Colombian GICOECOL Francisco José de Caldas District University, Director
of several research projects.
Rodriguez, Luz Andrea: Master Engineering and website design (2012),
Specialization in hygiene and occupational health (2010), Industrial Engineer,
Francisco José de Caldas District University, Bogota, DC, (2008). She is Full
Time Professor Foundation Liberators University (August 2011- May 2012)
Area Production. She is full professor in occupational health at INPAHU
(August 2010-May 2011). Director project Research “Strategies for
Strengthening of Information System Tourism Health in Bogota”.
Pelayo G-Bustelo, B. Cristina is a Lecturer in the Computer Science
Department of the University of Oviedo. She is Ph.D. from the University of
Oviedo in Computer Engineering. Her research interests include Object-
Oriented Technology, Web Engineering, eGovernment, Modeling Software
with BPM, DSL and MDA.
Sanjuán Martínez, Oscar is a Lecturer in the Computer Science Department
of the University of Oviedo. He is Ph.D. from the Pontifical University of
Salamanca in Computer Engineering. His research interests include Object-
Oriented technology, Web Engineering, Software Agents, Modeling Software
with BPM, DSL and MDA.
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