Maestría en Administración - MBA (tesis)
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Publicación Diseño de modelo de negocio para la gestión integral de residuos de demolición y construcción para una empresa en la ciudad de Bogotá(Universidad EAFIT, 2025) Espinosa Virguez, Diana Sofía; Rojas Suárez, José Alberto; Giraldo Hernández, Gina María; Klinkert, ErikaPublicación Proceso estratégico para la unidad de negocio de proyectos de ingeniería en Controlmática SAS, con la metodología Estramipyme(Universidad EAFIT, 2025-11-17) Montoya Villa, Julián; Uribe de Correa, Beatriz Amparo; Johnson García, SantiagoThis work designs a strategic process for the engineering projects business unit at Controlmática SAS, a Colombian company specialized in industrial automation, through the application of the Estramipyme methodology. Founded in 2013, Controlmática faces structural challenges derived from a business model based on one-time projects, which generates operational dependence on founding partners, variable income, and limitations for scaling the organization. The objective is to define a strategic process that allows transitioning towards a professionalized structure, with the capacity to generate recurring revenues and strengthen its competitiveness in national and international markets. The methodological design was articulated in five stages: explore, understand, analyze, formulate, and deploy. Tools such as PESTEL, Porter's Five Forces, Value Chain, Business Model Canvas, VRIO analysis, Ishikawa diagram, and Galbraith's Star Model were applied. The analysis revealed that the central problem lies in a structurally fragile business model, based on variable income from unique projects, which prevents financial planning and hinders sustainable growth. The strategic formulation is defined as an objective to achieve recurring revenues and increase EBITDA, through the implementation of an Automation as a Service model, integrating predictive maintenance, remote monitoring, and operational consulting. The strategic deployment proposes transitioning from a simple structure to a professional bureaucracy, with formal executive roles, autonomous operational cells, and incentive systems aligned with strategic indicators. The results demonstrate that Controlmática has sustainable differentiating capabilities, but requires a simultaneous evolution of the business model, organizational culture, and value proposition to ensure its sustainability in a dynamic competitive environment.Publicación Análisis de las dinámicas relacionales en el equipo directivo de una organización del sector salud en Colombia ante cambios contextuales (2022-2024)(Universidad EAFIT, 2025-12-22) Quintero Ortiz, Diego Nadín; Alarcón Escobar, Julian David; Macias Prada, John FernandoThis master's thesis analyzes the evolution of relational dynamics within the senior management team of a health sector organization in Colombia (Pharmaceutical Manager) regarding contextual changes during the 2022-2024 period. In a scenario characterized by regulatory uncertainty, the system's structural financial deficit, and accelerated internal reorganization, this study examines how these pressures transformed communication, trust, and strategic decision-making. The research adopted a qualitative approach, utilizing semi-structured interviews with the seven members of the management team and a descriptive rating scale to capture both subjective experiences and collective interaction patterns. The findings reveal a "forced synchrony" between external pressures and internal adjustments, Additionally, another finding is that a response model called “reactive resilience” is being generated. This pattern is characterized by highly effective coordination under pressure, sustained by functional trust and containment leadership that preserves operations and the work climate. However, significant tensions were identified, such as an asymmetry in decision-making speed (agile in operations, slow in strategy) and gaps in early risk detection. It is concluded that while the team has developed dynamic capabilities to absorb shocks (sensemaking and adaptation), it requires a transition toward planned adaptation that institutionalizes crisis governance and strengthens constructive dissent to ensure long-term sustainability.Publicación Estudio de prefactibilidad para la creación de una empresa para la producción de piscicultura y venta en el departamento del Atlántico(Universidad EAFIT, 2025-09-20) Gutiérrez Alí, Pedro Javier; Salazar Gómez, Francisco Javier; Uribe de Correa, Beatriz AmparoThis document presents a prefeasibility study aimed at structuring a fish farming production unit in the department of Atlántico, focusing on the cultivation and commercialization of tilapia and bocachico. The initiative responds to the need to strengthen food security in the region and promote local economic development through sustainable production systems. The research follows a mixed-method approach, based on the review of secondary qualitative sources, which served as a foundation for the construction of quantitative data applied to the various components of the study. A macro- environmental (PESTEL) analysis was conducted, followed by a market study, a technical characterization of the production system, an administrative and organizational model, the identification of legal and regulatory requirements, and a financial evaluation projected over five years. These components were integrated to provide a comprehensive view of the proposal, from conceptual design to potential implementation. The document includes investment estimates, operational cost structures, revenue modeling, physical and human resource requirements, as well as regulatory, technical, and logistical considerations relevant to the operation of the enterprise within the defined territorial context.Publicación Estudio de prefactibilidad para la exportación de productos derivados de la caña de azúcar a Estados Unidos : caso El Galapal(Universidad EAFIT, 2025-11-21) Silva Sánchez, Fabián Armando; Escalante Gómez, Juan EstebanThis thesis project aimed to develop a pre-feasibility study to evaluate the viability of an export process for sugarcane-derived products to the United States market for El Galapal company. For this purpose, a mixed-method research approach was conducted with descriptive scope and non-experimental design, analyzing through seven (7) studies (sectoral and environmental context – market – technical – organizational – legal – environmental – financial) the relevance of the initiative. The sectoral assessment revealed a favorable environment for panela exports, supported by the existence of a Free Trade Agreement with the United States and growth exceeding 8% annually in consumption of these products in that territory. Additionally, the U.S. market was identified as having potential demand of 45,000 tons annually, valued at USD 135 million (in which Colombia participates with only 8%). In organizational terms, it was found that the installed capacity (250 tons annually) allows for export initiation (with 60 tons for year 1, scaling up to 245 in year 5) while maintaining domestic operations, and that the artisanal process certified through ASME diagram documents 12 critical stages. The organizational study contemplated a structure of 17 permanent employees plus temporary workers during harvest season, with three strategic management areas: Exports (prospecting, negotiation, international logistics), Production (planning, quality control, certifications), and Administrative-Financial (accounting, finance, human resources). The legal study highlighted the importance of a binational framework (in Colombia: operation as S.A.S. with commercial registration, NIT, exporter RUT, and ANLA, INVIMA, ICA, GMP licenses; in the United States: CBP importer registration, FDA FSMA food facility registration, nutritional labeling 21 CFR 101, certified customs broker, APHIS phytosanitary compliance, EPA regulations, and Bioterrorism Act traceability). The environmental assessment identified positive impacts (biodiversity conservation through organic agriculture, green employment, bagasse utilization as biofuel, wastewater treatment) and negative impacts (energy consumption 40% carbon footprint, combustion emissions, water consumption 500 liters/ton, maritime transport emissions) derived from the project, while the five-year financial study demonstrated robust viability: NPV COP 3,024 million (12.5% rate), IRR 84.7% annually, B/C Ratio 2.28, Payback Period 1.22 years (with an initial investment of COP 573.5 million financed 65% with equity and 35% credit).Publicación Modelo de negocio para la comercialización de cafés especiales de origen colombiano en la ciudad de Nueva York, fundamentado en criterios de sostenibilidad(Universidad EAFIT, 2025-12-09) Orjuela Amaya, Andrea; Ossa Urrea, Diego Alejandro; Vidal Ramírez, Alejandra; Giraldo Hernández, Gina MaríaThis work analyzes, designs, and validates a business model aimed at the online marketing of specialty coffees grown in Colombia, promoting the implementation of practices that drive the environmental regeneration of local ecosystems and seek a better quality of life for both small coffee growers and all stakeholder groups involved in the value chain. For the purposes of analyzing the target market, New York City in the United States was selected, considering that it is one of the North American cities with the largest population of Colombian migrants and a well-established coffee consumption culture. For the development of the work, a study and compilation of the theoretical and conceptual foundations that have guided the evolution of the understanding of competitive strategy and the main methodological tools for its implementation were carried out. Based on the context analysis, the main determining factors for the business model design were identified, which were addressed through virtual workshops for iterative design, using the methodology and tool of the Flourishing Business Model Canvas (FBMC). As a result of the work, the proposed business model was validated, which is based on offering regenerative specialty coffee grown by small Colombian producers interested in implementing environmental regeneration actions enabled through medium-term sales contracts and prices linked to the international benchmark for the bean, to be transported, roasted, and packaged directly in New York City for online sales to HORECA sector clients and end consumers through a technological platform that, in addition to facilitating commercial transactions, allows the creation of a community interested in following the cultivation, harvesting, processing, and regeneration activities on each farm, as well as the possibility of pre-selling exclusive access coffee lots.Publicación Plan de mercadeo de la empresa QUIP S. A. S.(Universidad EAFIT, 2025-12-09) Pérez Otálvaro, Daniela; Vélez Múnera, Ricardo; Henríquez Díaz, Ángela MaríaPublicación Prototipo de Inteligencia Artificial para analizar tendencias y demanda educativa en jóvenes en educación superior(Universidad EAFIT, 2025-11-28) Fernández Montoya, Lina Marcela; Echavarría Valencia, Alejandro; Álvarez Delgado, Susana; Giraldo Hernández, Gina MaríaPublicación Estrategia para la retención de talento en el proceso de producción de Incolmotos Yamaha(Universidad EAFIT, 2025-11-30) Machado Cadavid, Ángel Santiago; Plata Durán, Laura Nathalia; Betancur Hurtado, Carlos MarioPublicación Estrategia competitiva para una empresa de servicios de tecnologías de la información(Universidad EAFIT, 2025-10-27) Zapata Cortés, Paula Cristina, Paula Cristina; Delgado Restrepo, Ricardo; Giraldo Hernández, Gina MaríaPublicación Transformación de la cultura organizacional en empresas medianas del sector servicios en Antioquia : análisis de la opinión de diez expertos(Universidad EAFIT, 2025-11-09) Lizarazu Upegui, Verónica; López Gallego, Francisco DaríoPublicación Diseño de un plan exportador para la compañía de colchones Soñaty S. A. S.(Universidad EAFIT, 2025) Barrera Castro, Diego Edinson; Herrera Roa, Jhon Alexander; Zúñiga Raigoza, Jaime AlbertoPublicación Mejores prácticas y lecciones aprendidas de expertos en empresas en Colombia(Universidad EAFIT, 2025) Jaramillo Torres, Nicolás; López Gallego, Francisco DaríoThis study explores hybrid work leadership in companies operating in Colombia through a qualitative, exploratory research design based on semi-structured interviews with twelve leaders experienced in managing hybrid teams. The research problem is framed within the post-pandemic reconfiguration of work, which accelerated the adoption of models combining in-person and remote modalities, requiring leaders to redesign coordination practices and agreements. The objectives focused on gathering experiences, identifying valued and counterproductive practices, and ranking them according to their perceived impact. The conceptual framework integrates classical and contemporary contributions (e.g., Daft, Baker, Burns, Goleman) and theories such as the managerial grid, Likert’s systems, situational leadership, contingency, and path-goal models, all of which help to understand how leadership roles adapt in hybrid settings. Methodologically, the study followed a qualitative approach with a non-experimental, cross-sectional, and exploratory design, ensuring informed consent, data custody, and confidentiality. The findings from the interviews were complemented by a ranking questionnaire in which the twelve experts (using a 1–5 scale) prioritized practices emerging from the interviews. Among the “best practices,” the most prominent were managing by results and maintaining structured and frequent communication, followed by building trust and autonomy, and providing continuous feedback. Other relevant practices included establishing clear ground rules, applying agile methodologies and tracking boards, fostering recognition and well-being, maintaining purposeful in-person rituals, ensuring flexibility in the hybrid model, and defining inclusive norms for all team members. Conversely, the “worst practices” identified by the experts included mandatory in-person attendance without purpose, micromanagement, hyperconnectivity and digital surveillance, exclusion of remote workers, excessive meetings, information leaks, distrust of remote employees, rigidity in hybrid models, and fully virtual onboarding for new team members. Overall, the results suggest that effective hybrid leadership balances operational clarity with responsible autonomy, avoiding intrusive control or purposeless physical presence.Publicación Análisis de los retos del liderazgo femenino en las grandes empresas de Colombia(Universidad EAFIT, 2025) Perdomo Cárdenas, Diana Vanessa; López Gallego, Francisco DaríoPublicación Diseño de un modelo de negocio de consultoría en servicios especializados para la medición de impactos ambientales y la formulación de prácticas sostenibles en la industria del entretenimiento en Colombia, para identificar la estrategia competitiva, bajo la metodología Estramipyme(Universidad EAFIT, 2026) Zuluaga Orozco, Julieth Maryori; Giraldo Hernández, Gina María; Klinkert Velásquez, ÉrikaThis research aims to design a business model for a consulting firm specialized in measuring environmental impacts and developing sustainable practices for the entertainment industry in Colombia by using the Estramipyme methodology. Through a mixed-methods approach, an environmental and competitive diagnosis was conducted using PESTEL analysis, Porter’s Five Forces model, and a competitive benchmarking. Findings reveal a growing industry with an increasing demand for live events, but significant gaps in the systematic application of sustainability practices. The proposed business model integrates sustainability as a strategic value driver for BTL companies and event organizers, offering customized consulting services for impact measurement, implementation, and certification. The study concludes that the proposed model offers a sustainable competitive advantage through technical expertise, methodological innovation, and strategic partnerships, and represents a key opportunity to enhance competitiveness and sustainability within Colombia’s entertainment industry.Publicación Plan de exportación para la internacionalización de la empresa Vinagres Finos Limitada en el mercado europeo(Universidad EAFIT, 2025) Cuadros Pardo, Yaneth Milena; Álvarez Ortiz, Omar Alberto; Henriquez Diaz, Ángela MaríaThe following is an export plan developed for the company Vinagres Finos Limitada, with the objective of evaluating the feasibility of its expansion into the European market. This plan contains a detailed analysis of the main macroeconomic, regulatory, logistical and cultural variables in different European countries, allowing the selection of those that present the greatest opportunities for success for the export of apple vinegar with and without infusions. Based on the results of this analysis, Spain has been identified as the priority target market, followed by France as an alternate market and Italy as a contingent market. The study concludes with the formulation of a concrete action plan for internationalization to the Spanish market, including entry strategies, regulatory requirements, export logistics and potential distribution channels, which allows the company to take a solid step in its internationalization process.Publicación Estrategia digital basada en inteligencia artificial : optimización del tofu para la calificación de prospectos y mejora de la experiencia del cliente en el sector inmobiliario colombiano(Universidad EAFIT, 2025) Monsalve Molina, Luis Daniel; Uribe de Correa, Beatriz Amparo; Serrano Rivero, Sergio AndrésThis study proposes a digital strategy powered by artificial intelligence to strengthen customer acquisition at the top of the funnel in the Colombian real estate market. The central idea is to improve the quality of prospects and enrich their experience from the first contact, combining a specialized CRM with automated WhatsApp conversation flows. With this proposal, we seek to ease the burden on sales teams, who often spend time on low-value leads, which increases Customer Acquisition Cost (CAC) and erodes closing rates. By implementing AI chatbots and leveraging "digital footprint" análisis (online behavioral data about each visitor) we automate the detection of those who truly show purchase intent. We thus optimize key metrics such as CAC, conversion rate, Return on Investment (ROI), Return on Ad Spend (ROAS), Net Promoter Score (NPS), and Customer Experience Score (CXS).Publicación Diseño de un plan exportador para la empresa Belucci S.A.S.(Universidad EAFIT, 2025) Jaramillo Betancur, Lesly Dayana; Díaz Amaya, Luisa Fernanda; Henríquez Díaz, Ángela MaríaPublicación Eficiencia, optimización y creación de valor en los procesos de mercadeo : el caso Maxigres(Universidad EAFIT, 2025) Ballesteros Peñaranda, Pedro Elías; Vélez Langs, Nevianni Falkoff; Escalante Gómez, Juan EstebanPublicación Modelo de negocio para la creación de un centro médico en Villapinzón, Cundinamarca(Universidad EAFIT, 2025) Echeverri Quintero, Estefanía; Salazar Gómez, Francisco Javier; Uribe de Correa, Beatriz Amparo