Informes de investigación

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https://hdl.handle.net/10784/4294

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Examinando Informes de investigación por Autor "Bejarano Botero, Luis Mauricio"

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    Proceso de ASC - INVESTIGACION BASICA: ATRIBUTOS DE LA EXPERIENCIA DE MARCA EN EMPRESAS DE SERVICIOS EN COLOMBIA
    (Universidad EAFIT, 2021) Mejía-Gil, María Claudia; Bejarano Botero, Luis Mauricio; Villegas Gómez, Juliana; Universidad EAFIT
    Organizations have multiple characteristics to compete in the market, in which finding a space and differentiating is increasingly difficult. When delving deeper into the implementation of the Service Design methodology, a gap is found in the definition of the characteristics that the brand experience should have. This is why the purpose of this study is to develop a method that allows organizations to establish Brand variables, which function as a guide for a service design focused on experience. This is intended to be resolved through a qualitative method, through the technique of in-depth interviews, with 4 experts in the area of ​​services and branding and nine strategists and leaders with experience in service companies in Colombia. The main result was that there is no reference or unified methodology to translate brand attributes into user experience. This work presents a proposal for a three-step process to translate brand attributes into experience.
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    Proceso de ASC - LA TRANSICION DE UN MODELO DE NEGOCIO BASADA en EL PRODUCTO A UNO BASADO EN EL SERVICIO PARA LAS EMPRESAS B2B en ANTIOQUIA
    (Universidad EAFIT, 2020) Duque-Tobón, Carolina; Mejía-Gil, María Claudia; Bejarano Botero, Luis Mauricio; Universidad EAFIT
    The implementation of servitization, or the infusion of services into value propositions, has emerged as a com petitive strategy across various countries, including Colombia and its region. This phenomenon has generated considerable interest in the business community. As a result, this research aims to contribute to companies evaluating or implementing servitization processes by describing its implementation process in companies from the Aburrá Valley Metropolitan Area. We used a qualitative methodology and conducted interviews with 13 managers of manufacturing companies that cater to B2B clients. Our findings indicate that companies approach servitization for similar reasons, but there is a disparity in its implementation. Furthermore, our research highlights the business challenges that this model entails.