Examinando por Materia "Partes interesadas"

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    Ítem
    Atributos para la construcción de marca lugar participativa del sector comercial "El Hueco" de la ciudad de Medellín – Colombia : representaciones sociales de usuarios agremiados
    (Universidad EAFIT, 2022) Álvarez García, Helen; Gonzáles Salazar, Natalia; Rojas de Francisco, Laura Isabel
    This study analyzes the attributes identified in the social representations of the users that contribute to the construction of the place brand of "El Hueco" in the city of Medellin - Colombia. A sector that offers the opportunity to know how the construction of the place brand is given by those who use the place and taking into account that in 2008 it was registered as a trademark before the Superintendence of Industry and Commerce by one of the leaders of the sector. The design and analysis seeks to recognize the role of the residents through a qualitative research exercise with an exploratory ethnographic approach and from a participatory perspective, including the narratives of nine users who are members of the most important organizations that work for formal and informal commerce in the sector, such as Centro Unido, Asoguayaquil and the Union of Informal Workers (UGTI). The findings indicate that the most relevant attributes for place branding are history, heritage and culture, brand experience and brand personality.
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    Ítem
    Diseño de la estrategia competitiva y el modelo de negocio para el cultivo de aguacate de la finca Tierra Labrantía
    (Universidad EAFIT, 2021) Hurtado Mejía, Juan Camilo; Rivas Montoya, Luz Maria
    Based on a Hass avocado culture from “Tierra Labrantía farm, and using the Guía para la innovación de modelos de negocios, de Giraldo y Rivas-Montoya, a business model was designed to adjust to the commercialization of this product. The business model was designed analyzing interviews from stakeholders from to the hass industry (Marketers, producers, owners and agronomist) searching and analyzing different mega tendencies related to the hass avocado. Once this elements were collected and analyzed, different components from the strategic planning tools were identified, such as the customer Jobs, pains and gains, and the activities to relief pains and create gains to the customers, and this way develop and deliver a product that achieves with all expectations, which were portrayed in the business model and value proposal canvas from Osterwalder and Pigneur, and the Bowman strategic watch, which were used to design a proper value proposal for the commercialization of the culture. Following the initiation, ideation and integration phases from the guide, the competitive strategy and business model was designed to contribute to the economic growth of this culture.
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    Ítem
    La responsabilidad social empresarial y su incidencia en el desempeño de la organización : una comparación entre empresas colombianas
    (Universidad EAFIT, 2023) Sánchez Clavijo, Marvin Alexis; Rosso Murillo, John William; Téllez Falla, Diego Fernando
    The scope of the research is to determine the relationship between Corporate Social Responsibility and the performance of several Colombian companies that adopt this practice. For this purpose, financial indicators of a few Colombian companies that are not only listed on the stock exchange but also have socially responsible practices are analyzed. Likewise, the ESG (Environmental, Social and Governance) index score of the selected companies is analyzed. This establishes the way in which the company's social and environmental policy is a determining factor in the generation of positioning and profitability.