Maestría en Administración - MBA (tesis)
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Publicación Plan exportador Ahumadores Chaquiro(Universidad EAFIT, 2026-03-09) Pérez Vélez, Esteban; López Ospina, Alejandro; Henríquez Díaz, Ángela MaríaPublicación Estudio de prefactibilidad para un restaurante de birria en Manizales(Universidad EAFIT, 2025) Vivas Riveros, Gabriel Andrés; Salazar Gómez, Francisco Javier; Uribe Ochoa, Beatriz AmparoThis prefeasibility study evaluates the viability of opening a restaurant specializing in beef birria in Manizales, Colombia. Using a mixed-methodological approach, technical, economic, financial, social, legal, and market aspects are analyzed to determine the project's sustainability. The proposal responds to the lack of an authentic offering of this Mexican dish in the city, identifying a business opportunity aligned with current gastronomic trends and the growing demand for differentiated culinary experiences. Therefore, a study of the environment is conducted using a PESTEL analysis, which reveals a favorable political context for entrepreneurship, a stable local economy, a social interest in international cuisine, adequate technical infrastructure, and manageable ecological and legal challenges. In the market context, competitive prices, a strategic location strategy, and a diverse product offering are identified. The organizational planning includes a solid administrative structure with defined profiles, while the financial study projects increasing revenues, with positive evaluation criteria such as Net Present Value (NPV) and Internal Rate of Return (IRR). In addition, an initial investment of 337 million pesos is proposed, partially financed with its own resources and bank loans. In conclusion, the study supports the restaurant's technical, economic, and operational viability, proposing an innovative culinary alternative that contributes to the diversification of the sector in Manizales, boosts the local economy, and promotes Latin American culinary culture through a replicable business model.Publicación Estudio de prefactibilidad para crear una empresa enfocada en la alta repostería con productos bajos en calorías y café de especialidad en el Valle de Aburrá(Universidad EAFIT, 2025) Viloria González, Roberto David; Salazar Gómez, Francisco Javier; Uribe Ochoa, Beatriz AmparoThis study presents a prefeasibility analysis for the creation of a healthy bakery in Medellín, aimed at evaluating its technical, administrative, legal, and financial viability. The bakery sector is highly competitive, price-sensitive, and characterized by narrow margins, which requires efficient, volume-oriented business models supported by a clear brand positioning and a differentiated value proposition. The environmental and market analysis examined key factors affecting the food industry and consumer behavior, identifying a niche of consumers interested in healthier alternatives without sacrificing taste or quality. As a relevant external factor, the study acknowledges the current political instability and polarization in Colombia, which influence consumer confidence and spending behavior. The technical study defined a delivery-based operating model, while the administrative and organizational study established the internal structure and labor costs. The legal study identified the requirements for formal operation. Finally, the financial study, developed exclusively using secondary sources, consolidated revenue, cost, and investment assumptions over a five-year horizon. Results indicate that the project is financially feasible, provided efficient cost control and pricing discipline are maintained.Publicación Estudio de prefactibilidad para establecer una filial de Enerlogics en México(Universidad EAFIT, 2026-01-29) Trejos Ocampo, Andrés Felipe; Salazar Gómez, Elkin Arcesio; ENERLOGICS SASPublicación Estudio de prefactibilidad para la diversificación turística sostenible de la hacienda La Fonda(Universidad EAFIT, 2026-03-13) González Vélez, Camilo; Guerrero Latorre, Jorge HarleyPublicación Diagnóstico de la gestión financiera de la empresa Surtipag S.A.S.(Universidad EAFIT, 2026-01-26) Pérez de Oro, Ketty Laura; Uribe Marín, Ricardo; Giraldo Hernández, Gina MaríaPublicación Impacto percibido del liderazgo, la comunicación, la confianza y la efectividad del equipo en el clima organizacional : un caso de estudio en el área de mantenimiento de Gases de Occidente S.A. E.S.P.(Universidad EAFIT, 2026-03-04) Higuita Porras, Silvana María; Correa Moriano, Iván Felipe; Garzón Lasso, Fernando AlexanderThis study examines how leadership, communication, trust, and team effectiveness interact in shaping the organizational climate within the Maintenance area of Gases de Occidente S.A. E.S.P., an operational environment characterized by high performance demands. The research aimed to determine the extent to which managerial practices and communicative dynamics influence employees’ perceptions of their work environment, levels of trust, and team cohesion. A mixed-methods design was implemented under a non-experimental, cross-sectional framework, based on measurements collected at a single point in time. The methodological strategy combined the administration of the standardized instruments Team Effectiveness Questionnaire (TEQ) and Trust in Leaders (TIL) to a sample of employees, together with focus groups conducted through the LEGO® Serious Play® approach, which enabled a deeper understanding of participants’ experiences and shared interpretations. Results indicate that overall team effectiveness is perceived as favorable; nevertheless, this general assessment coexists with notable internal variability associated with communication gaps, inconsistencies in feedback processes, and limitations in affective trust toward leadership. These conditions contribute to the formation of localized work climates that may weaken the overall organizational climate despite the achievement of operational targets. The document is organized into six chapters: the first presents the research problem; the second develops the theoretical and regulatory framework; the third describes the methodological design; the fourth reports quantitative and qualitative findings; the fifth discusses the results in relation to the literature; and the sixth presents conclusions and recommendations oriented toward continuous organizational improvement in maintenance contexts. The researcher determines that leadership and communication serve as structural determinants that significantly influence the creation of the organization’s climate. It provides recommendations for how to enhance work management, build team cohesiveness, and improve performance in a sustainable fashion based upon both the organization and individuals’ perspectives.Publicación Análisis de flujos de valor para el mejoramiento del nivel de servicio en la entrega de pedidos : un caso del sector metalmecánico(Universidad EAFIT, 2026-01-27) López Martínez, Nancy Bibiana; Ibáñez Cano, Paola Andrea; Escalante Gómez, Juan EstebanPublicación Plan exportador para la empresa Sinergia Creativa Group SAS(Universidad EAFIT, 2026-02-20) Montoya Zapata, Camilo; Feria Guzmán, Kelly Johana; Ortiz Arango, Jaime AndrésThis undergraduate thesis develops an export plan for the Colombian company Sinergia Creativa Group S.A.S., through its brand IQOVE, which specializes in women’s sportswear within the activewear category. The objective is to evaluate the strategic, operational, and commercial feasibility of the brand’s internationalization by defining a structured pathway for entry into international markets, with emphasis on the United States as the primary market and Mexico and Ecuador as complementary destinations. The study begins with an analysis of the global activewear sector, characterized by sustained growth driven by wellness trends, athleisure, and omnichannel consumption. Within this context, strategic analysis tools such as Porter’s Five Forces, the Business Model Canvas, VRIO analysis, and the PESTEL framework are applied to assess the competitive environment and the company’s internal capabilities. The results show that IQOVE possesses significant competitive advantages associated with its production backing, mastery of seamless technology, a value proposition based on comfort and design, and a flexible operational structure. The research incorporates a structured methodology for market selection based on economic, cultural, logistical, and commercial variables, complemented by an analysis of political, economic, and regulatory risk. It also develops the technical aspects of the export process, including tariff classification, rules of origin, non-tariff barriers, international logistics, costing, pricing strategy, and distribution channels. As a result, a gradual entry strategy into the U.S. market is proposed through a hybrid model that combines marketplaces and a direct channel, supported by initial air logistics and efficient foreign exchange management. This demonstrates that the internationalization of IQOVE is viable under a value-differentiation approach and operational discipline.Publicación Estrategia de adaptación de Toyota en Colombia frente a la competencia de vehículos eléctricos e híbridos de origen chino(Universidad EAFIT, 2026-01-26) Guzmán Arismendi, Juan David; Mateus Alfaro, Norelly Tatiana; González Pérez, María Alejandra; N/APublicación Plan de mercadeo Hotel Cartagena Comfort(Universidad EAFIT, 2026-02-25) Páez Alarcón, Gladys Esperanza; Osorio Osorio, Jennifer Natalia; Tamayo Bustamante, Jairo AlejandroThis study presents the development of a marketing plan for the Hotel Cartagena Comfort, aimed at enhancing its position and competitiveness within the Cartagena hospitality market. An internal and external situational analysis was conducted using frameworks such as PESTEL and SWOT matrices, identifying key segments including corporations, foundations, travel agencies, and educational institutions (Johnson et al., 2008). Based on these findings, the proposed strategies focus on brand strengthening, diversification of ancillary services, and the establishment of sustainable commercial alliances. The plan encompasses actions in digital marketing, corporate sales, distribution channel optimization, and loyalty programs. The expected outcomes include an increase in annual occupancy rates, greater market share within the corporate segment, and the consolidation of the hotel as a strategic partner for local and international organizations (Amoah & Jibril, 2021).Publicación Plan exportador de tilapia roja para Inversiones Barcu S.A.S.(Universidad EAFIT, 2025-10-23) Barrios Cuellar, María Paula; Henríquez Díaz, Ángela MaríaPublicación Diseño de un plan exportador para la empresa Harmony Jeans(Universidad EAFIT, 2026) Calle Cardona, Cristian; Ortiz Arango, Jaime AndrésHarmony is a Colombian company founded nine years ago, dedicated to the manufacture of denim garments, with a primary focus on the production of jeans and jackets. It was initially created as a brand of polo shirts, but after restructuring, it adopted the name Harmony Jeans to establish itself as a benchmark in the Colombian textile industry. Currently, the company only has a national presence, with a strong focus on the quality and accessibility of its products. However, it has a clear interest in expanding into international markets. The methodological development of the export plan for Harmony Jeans consists of four phases. The first phase involves a strategic diagnosis of the sector and internationalization for the company, identifying the competitive advantages that allow the company to enter new markets. The second phase involves a market analysis in Mexico, Ecuador, and the United States based on different technical variables and key qualitative aspects. After selecting the markets, in the third phase, the ideal and most suitable market for the company's internationalization is selected, and a detailed analysis is carried out from different perspectives, such as risks and barriers, logistics, costs, and economic and political competitiveness, which will undoubtedly impact the internationalization process. The fourth phase establishes the design of strategies, recommendations, and the action plan.Publicación Optimización de proceso para el desarrollo y lanzamiento de nuevos productos en una empresa de la industria farmacéutica con sede en Colombia(Universidad EAFIT, 2026) Castro Osman, Gloria Esperanza; Giraldo Hernández, Gina María; Montoya Hernández, Ángela MaríaPublicación Rotación laboral del área operativa de dos empresas aguacateras del suroeste antioqueño : factores causales y posibles metodologías de retención de personal(Universidad EAFIT, 2026) Soto Marín, Cristhian Camilo; Salazar Saldarriaga, Manuela; Betancur Hurtado, Carlos MarioThis study analyzes labour turnover in the operational area of two avocado companies located in the southwest of Antioquia, Frutales Santa Clara S.A.S. and Jericó Hass Company S.A.S., with the purpose of identifying its causes and proposing possible methodologies for employee retention. The research followed a mixed-method approach with a descriptive, sequential explanatory design. In the first quantitative phase, a survey was applied to 42 workers, and in the second qualitative phase, focus groups and semi-structured interviews were conducted to deepen the understanding of the findings. The results show high levels of satisfaction with job, working hours, interpersonal relationships, access to health services and work–life balance, as well as a strong intention to remain in the company and low levels of active job search. However, gaps were identified in the physical working conditions in the field, the management of breaks, and certain leadership and communication styles, which may become risk factors for turnover. The study also reveals a strong interest in performance-based variable compensation schemes, combined with non-monetary benefits such as time off. It is concluded that the companies have consolidated basic employment conditions and a favourable relational climate, but need to strengthen leadership practices, quality of working life and the design of flexible and transparent incentive systems as strategic pillars for retaining operational staff.Publicación Incidencias del liderazgo dentro de una estructura matricial en expansión : estudio de caso empresa de energía solar(Universidad EAFIT, 2025) Quiceno Duque, Juan David; López Gallego, Francisco DaríoPublicación Evaluación de la cadena de suministro de una empresa exportadora de aguacate Hass en Colombia(Universidad EAFIT, 2026) Bermúdez Rubio, David Ricardo; Restrepo Restrepo, Juan Camilo; Bautista Oviedo, Claudia Marcela; Escalante Gómez, Juan EstebanPublicación Plan de mercadeo para Cerveceria Patrimomial(Universidad EAFIT, 2026) Hernández Hernández, Helmer Duván; Patiño García, Jhorman Luis; Valencia Herrera, Elizabeth CristinaPublicación Economía solidaria : propuesta en la creación de la Cooperativa Agroindustrial (Coagrobe) en el municipio de Betulia - Antioquia(Universidad EAFIT, 2026) Vélez Trujillo, Andrés Felipe; Giraldo Hernández, Gina María; Zapata Aristizábal, Sergio AndrésDevelopment of an agricultural cooperative in the municipality of Betulia - Antioquia, which seeks to associate small agricultural producers by product segments and focus them on direct marketing, relying on cooperative models.Publicación Estudio de viabilidad para la independización de la unidad de negocios manufactura en Maple Oil Tools(Universidad EAFIT, 2026) Gómez Salamanca, Andrés Esneider; Suárez Monroy, John Alexander; Giraldo Hernández, Gina María; Uribe Marín, Ricardo