Examinando por Materia "Estrategia corporativa"
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Publicación Aplicación de la herramienta código país para la identificación de mejores prácticas corporativas en la empresa Construyendo Logística Empresarial SAS(Universidad Eafit, 2020) Londoño Baracaldo, César Augusto; Uribe de Correa, Beatriz Amparo; Montoya Jaramillo, Ángela MaríaPublicación Diagnóstico de la prestación del servicio al cliente en la Clínica Veterinaria El Country : consideraciones para la reestructuración del protocolo de servicio al cliente(Universidad EAFIT, 2018) Muñoz Higuera, Luz Karime; Fino Garzón, Diego Mauricio; Uribe de Correa, Beatriz AmparoPublicación Diseño de un ecosistema de aprendizaje como habilitador estratégico : caso Dilaser(Universidad EAFIT, 2023) Suanca-Restrepo, Daniela; Gamboa Urrego, AlejandroPublicación Estrategias corporativas y competitivas de gerentes de mercadeo del sector de alimentos y bebidas en el área metropolitana del Valle de Aburrá(Universidad EAFIT, 2019) Duque Carvajal, Edilson Andrés; Restrepo Díaz, David AlejandroThe marketing manager plays a very important role in the design and execution of the company's strategy, so that his profile as a strategist, his skills and technical capacity to generate value, are determinants to build the base of growth and sustainability of the business. All this contributes directly, both to the performance of the company's management, as well as to the management of the stakeholders that must evaluate and decide on the corporate and competitive strategies of their businesses, among which the author poses (Puranam & Vanneste, 2016) as sources of potential synergies for decision-making and strategy development, such as research and development managers, human resources, finance, purchasing, the legal manager, production, distribution and sales. Marketing managers are immersed in a complex business and consumer dynamics: on the one hand, the limitations in controlling the external and internal conditions of their environment, on the other hand, the absence of a long-term vision due to the requirement of short-term results. Around this dynamic, the tools and methodologies raised in the academic field, such as competitive analysis, product strategy, marketing communication, price management, innovation and development of new products, brand management and marketing plan, can not to be related to the type of problems and difficulties that are generated in the process of strategic decision making in the area of business marketing. Since marketing professionals face a combination of conditions and situations that are difficult to predict and control, defined by the author (Bennett, 2014) as Volatility, Uncertainty, Complexity and Ambiguity (VUCA), work strategies and dynamics that balance are generated between theory and technical capacity, and through the process, practices and experiences acquired and adapted to elements in transformation of the industrial ecosystem in which the company participates and the brands it represents are generated. This research work stems from this need, and therefore has as its main objective, categorize corporate and competitive strategies among marketing managers in Medellin in the food and beverage companies sector.Publicación Formulación del proceso estratégico de Andamios y Equipos(Universidad EAFIT, 2022) Tobón Ríos, Ella Cristina; Giraldo Hernández, Gina María; Uribe de Correa, Beatriz AmparoThe main purpose of the following project is to Formulate the Strategic Process of Andamios y Equipos Company, it was created in 2018 by the need of the construction sector in the Uraba region to facilitate the acess to the equipment necessary for their work without incurring in high investment costs. Looking forward in the arrival of the International Ports in the region of Uraba and the increasing in the infrastructure sector, it is necessary to strengthen and position Andamios and Equipos through a clear and competitive Strategic Direction. To achieve this, this thesis will be developed in these stages: The first one is dedicated to the investigation of academic material on how to carry out a formulation of Strategic Processes through research in databases such as Euromonitor, among others, the second one stage is dedicated to the diagnosis of the Company through an analysis under the Canvas model of Osterwalder, methodologies such as DOFA Matrix of Humphrey, PESTEL of Johnson, and Porter's Five Forces of Porter and finally, a stage focused on the development and Formulation of a Structured Strategic Process, with a view to the future of the organization and that will define the most convenient competitive strategy for the company's growth goals. a, this according to Bowman's strategic clock.Ítem Implementación y puesta en operación de un sistema CRM en la Empresa CIO S.A, a partir de su estrategia y sus procesos(Universidad EAFIT, 2010-05) Montejo Lopera, Diego Alejandro; García, Ana MaríaPublicación Implicaciones en la estrategia corporativa de la creación de la unidad de negocio crédito pyme en una empresa de microfinanzas en Manizales(Universidad EAFIT, 2021) Vergara Salazar, Carlos Alberto; Delgado Restrepo, Ricardo de JesúsThe research carried out focuses on finding the challenges and risks in the microfinance institution when venturing into the financing of SME units, which due to operational, commercial and financial considerations require different structures to those traditionally applied in the sector. He reflects that a decision of these must be the result of an analysis and strategic decision taking into account all the necessary and relevant considerations in order not to become a managerial adventure. The case study presents in an orderly manner the implications that a medium-sized microfinance sector organization has, in business strategies, operational strategy, strategic planning, funding of resources, capital structures, processes and clients. The findings, reflections and elements of analysis can be considered by similar companies or the sector that want to enter these market segments and want to be clear about the implications, strategic renouncements, business-sensitive aspects and managerial decisions that they should take into account before making venturing into financially and commercially attractive scenarios that involve a different risk than that normally assumed in the sector. All this supported by the experience of the research subjects and the administrative theory of strategy. Keywords: Microfinance institutions, SME financing, corporate strategy, business strategy, business modelÍtem Orígenes y Tipología de la Empresa de Negocios Moderna(Universidad EAFIT, 01/12/2003) Diana Londoño Correa; Universidad EAFITPublicación Proceso de captura de sinergias en empresas multinegocio : caso Génesis(Universidad EAFIT, 2022) Agudelo Saldarriaga, Pascual; Rivas Montoya, Luz MaríaPublicación Proceso de formulación del direccionamiento estratégico de la empresa Officina+39 Colombia según el enfoque clásico de la estrategia(Universidad EAFIT, 2019) Cruz Rodríguez, Víctor David; López Gallego, Francisco DaríoThis degree project proposes a strategic management exercises for the company Officina+39 Colombia through three top management models that aim to reveal a detailed diagnosis of the company. The opinion drawn by the analysis of the external environment, the strategic capacity and the expectations and influences of the stakeholders of the organization allows knowing the real situation of the company for the adequate decision making. With this roadmap, the strategic direction of the company is formulated, looking for its positioning at the forefront of chemical product marketers, within the Colombian textile industry, in the next five years.Ítem Qué Centralizar Y Qué No Centralizar: Esa Es La Cuestión En El Contexto De Una Escuela De Administración(Emerald, 2020-01-01) Rivas L.M.; Correa S.Learning outcomes: Comprender el dilema gerencial sobre la centralización y la descentralización. Reconocer las particularidades de un centro de servicios compartidos 3. Decidir qué procesos centralizar en un centro de servicios compartidos; Case overview/synopsis: Centralizar o no centralizar es un dilema gerencial frecuente. Este es un reto que se aborda no solo desde la gerencia sino desde distintas áreas de nivel corporativo con responsabilidad de administrar conjuntamente varios negocios. La asignación de recursos y capacidades es un proceso fundamental para la ejecución de la estrategia, en particular la estrategia corporativa que debe responder a la pregunta ¿Cómo administrar conjuntamente los negocios? Los servicios compartidos son una estrategia colaborativa que tiene como propósito el incremento de la eficiencia por la centralización de algunos procesos asociados a la administración conjunta de varias unidades de negocio. Mario, Decano de la Escuela de Administración de la Universidad Empresarial en Medellín, Colombia, se propone optimizar la asignación de recursos de la escuela de manera que haya un apoyo más equitativo entre los diferentes programas académicos. Para ello ha pensado crear un centro de servicios compartidos (CSC) pues es una práctica que ha visto en empresas destacadas de la ciudad. Su idea es empezar a operar el CSC a inicios de 2018, sin embargo, el carácter particular de una escuela de administración lo lleva a preguntarse: Qué centralizar y qué no centralizar. Complexity academic level: Este caso de decisión (Ellet, 2007; Sánchez et al., 2013) puede ser utilizado para promover el aprendizaje de estudiantes de cursos de estrategia tanto en niveles avanzados de pregrado como en programas de posgrado. Así mismo, se puede utilizar en talleres con ejecutivos y personal administrativo de empresas que enfrentan el dilema centralizar-descentralizar. Este tipo de temas son objeto de estudio tanto de los teóricos de la estrategia corporativa que se ocupa de la pregunta sobre cómo administrar conjuntamente los negocios (Menz et al., 2015; Michael Porter, 1987) y consultores (Deloitte, 2012). Es deseable, aunque no es obligatorio, que los estudiantes tengan algún conocimiento o experiencia en temas de estrategia y retos asociados a la administración de empresas conformadas por varios negocios (empresas multinegocios). Supplementary materials: Teaching Notes are available for educators only. Subject code: CSS: 11: Strategy. © 2020, Emerald Publishing Limited.Publicación Relatos autobiográficos en un caso de éxito empresarial “El caso de HRA Uniquímica SAS”(Universidad EAFIT, 2024) Velásquez Jaramillo, Daniel; López Gallego, Francisco DaríoÍtem Retos y sinergias de las empresas multinegocios(2014-05-01) Rivas, Luz MariaLas empresas multinegocios se han convertido en instituciones con una gran influencia mundial. La mayor parte de los bienes y servicios que se consumen diariamente están siendo provistos por empresas de esta naturaleza. Coordinar la diversidad y capturaPublicación The interlinks between internationalization and sustainability : analysis of an emerging market multinational(Universidad EAFIT, 2022) Gómez-Trujillo, Ana María; González-Pérez, María AlejandraThe accelerated dynamism of markets and the grand global challenges are forcing companies to devise different strategies to remain competitive while also contributing to the sustainable development of the societies in which they operate. This challenges companies’ traditional behaviors and capabilities, especially those from emerging markets that operate in uncertain and volatile environments within these economies, forcing them to find alternatives to gain legitimacy among local and international stakeholders in order to remain competitive. In this way, this dissertation aims to analyze the adoption of a sustainability strategy by Emerging Market Multinationals (EMNEs) to safeguard long-term corporate competitiveness and contribute to sustainable development. The research is reported into three papers: a systematic literature review and two empirical papers. The three papers complement one another by identifying the interweaves between firms’ foreign expansion (internationalization), integration of sustainability into corporate strategy, and how both positively contribute to long-term relevance of EMNEs operating in harsh conditions and turbulent environments. The first paper aims to identify previously unexplored aspects of the relationship between corporate sustainability and internationalization in the context of emerging markets. Hence, it provides a systematic review of the literature that connects both concepts. The review included 90 articles published in 61 journals indexed in [Web of Science Core Collection, EBSCO, Scopus and Google Scholar] between 1991 and 2021. The articles were coded into the following categories: publication year, paper title, journal, author name, research objectives, theoretical approaches, geographical and sectorial contexts, methodologies for inquiry, and study findings. A category to classify identified avenues for future research was also included in order to help understand the relationship between internationalization and sustainability. In sum, the systematic literature review concludes that internationalization is a driver for pursuing sustainability initiatives. It also identifies seven broad research streams that connect internationalization and sustainability and suggests avenues for future research. These streams are: (1) Evolution of MNEs and institutional environment in the implementation of sustainability initiatives, (2) Firms’ specific resources and capabilities concerning CSR, (3) The role of networks and supply chains in MNEs, (4) Development of competitive advantages, (5) Geographical and sectorial context, (6) Theoretical Frameworks, and (7) Measures and methods. The second paper presents findings from an empirical study examining the integration of sustainability into an emerging market multinational's corporate strategy. It also considers how such integration might contribute to achieving and maintaining corporate legitimacy and long-term competitive relevance. This study employs a qualitative single case study methodology on a Colombian multinational firm operating in energy transmission, roads, and telecommunication sectors. Primary data were collected using direct observations and 31 technologically mediated face-to-face interviews conducted in five Latin American countries. The study was supported by secondary data such as corporate reports from 2005 to 2021, archival data, and media coverage. The findings suggest that integrating sustainability into corporate strategy enables subsidiaries to respond to internal and external demands successfully. The strategy deployment develops unique firm capabilities that enable subsidiaries to integrate a sustainability focus into the decision-making and initiatives required to overcome the liabilities of operating in volatile, uncertain, and foreign environments. It also allows the firm to gain competitive advantages and safeguard corporate legitimacy. The third paper explains how a corporate sustainability strategy contributes to sustainable development and how it helps in overcoming the liabilities of foreignness. Interviews with elite and non-elite informants, as well as archival data, were used to collect data for this research. According to the findings, firms from emerging markets have adopted the sustainability flag in their internationalization process to overcome liabilities of foreignness and build legitimacy among their stakeholders. It also enables companies to give back to society through their contribution to sustainable development and the creation of public value. Concisely, this dissertation uses a qualitative case study methodology to contribute to the debate on the relationship between internationalization and sustainability in emerging markets by integrating and analyzing previous literature on this field. In addition, we discuss the integration of sustainability into corporate strategy to achieve and maintain corporate legitimacy and long-term competitive relevance. Finally, we analyze the internationalization of EMNEs and the implementation of a sustainability strategy to overcome their liabilities of foreignness and contribute to sustainable development through a single case of a Colombia multinational operating in the energy transmission, roads, and telecommunication sectors. The findings of this thesis contribute to two growing fields of study within International Business: specific characteristics of emerging market firms and their internationalization process, and the incorporation of corporate sustainability in their operations. With regard to policy, this dissertation makes two major contributions. From the outward FDI perspective, emerging market economies should promote and facilitate the incorporation of sustainability strategies to improve international competitiveness of their industries and gain legitimacy abroad, especially when the institutional environment of these countries encourages enterprises to seek growth opportunities abroad. From the inward FDI perspective, governments should partner with multinational firms to achieve sustainable development goals and align corporate sustainability goals with national commitments to the SDGs. These will guarantee the contribution of EMNEs to local and international sustainable development as well as the generation of public value for societies.Publicación The relationship between the design level and the profitability of SMEs(Universidad EAFIT, 2021) Cañas Eastman, Susana; Ruiz Arenas, Santiago; Hernández Monsalve, María Cristina; Ruiz Arenas, Santiago; Hernández Monsalve, María Cristina