Examinando por Materia "Industrias HACEB"

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    Ítem
    Implementación de métodos estructurados del design for emotion en una empresa de desarrollo y fabricación de productos de consumo masivo (electrodomésticos) en el Valle de Aburrá
    (2010-04-30) González Elorza, Lina María; Klinkert Maya, Sara; Restrepo Restrepo, Catalina; Maya Castaño, Jorge
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    Publicación
    Rejuvenecimiento de marca en Industrias HACEB S. A.
    (Universidad EAFIT, 2011) Villegas Gómez, Juliana
    The ideas hereby presented come from a review of the available documents and the state of the art of the concept of brand –in general–, and brand rejuvenation –in particular–; also, from in situ observations (both, in Haceb´s plant and its POP´s), interviews to people within the Organization – managers and non-managers alike– and to consumers of each market segment according to the classification provided by the Company; and an in-depth interview to the President of the Company´s Board. The findings of the field work and the consulting done to secondary sources clarified the Organization´s recent brand rejuvenation process. Finally, the interpretive view of the data gave us the opportunity to understand the way in which such process was carried out. Therefore, the nature of this study is inductive, in the sense that the findings are applicable for Haceb, through the responses given by the interviewees. Nonetheless, it is most likely that these findings will allow to reaching similar conclusions for other companies.