Examinando por Materia "Cultura de marca"

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    HATSU, un modelo de mercadeo estratégico para escalar las organizaciones
    (Universidad EAFIT, 2024) Moreno Gallego, Daniel; Muñoz Molina, Yaromir
    This work details the aspects associated with a brand's need to innovate, create value, and differentiate itself. Companies are obliged to define strategies oriented towards their relevance and permanence. HATSU has become an important benchmark for the country's entrepreneurship and innovation system. This work shows its success and evolution based on the context in which it was born and the way it managed to grow and consolidate itself in the national market.