Maestría en Administración - MBA (tesis)
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Publicación Diseño de un modelo financiero para la optimización del portafolio comercial en Vitalagro®(Universidad EAFIT, 2026-05-20) Giraldo Martínez, Daniela; Córdoba Agudelo, Isabel Cristina; Mora Cuartas, Andrés MauricioPublicación Formulación de un estudio de factibilidad para un marketplace digital que conecte la oferta y la demanda de productos del sistema moda hechos en Colombia(Universidad EAFIT, 2026-05-25) Zapata Lopera, Laura; Gómez Gil, Ivonne Alexandra; Delgado Rodríguez, Sonia Marcela; Giraldo Hernández, Gina María; Olaya Higuita, DanielPublicación Guía de eficiencia energética en proyectos(Universidad EAFIT, 2026-05-25) Orozco Agudelo, César Augusto; Gómez Salazar, Elkin ArcesioThis document aims to guide the energy efficiency of systems and equipment commonly used in transportation infrastructure and its associated buildings, with the objective of contributing to the sustainability, viability, and long-term viability of this infrastructure. This will result in an improved quality of life for both those who use these systems and those who interact with their surroundings, reducing the environmental footprint generated to meet mobility needs. Based on the National Policy for Sustainable Buildings, this guide aligns with the commitments made in the international sustainable development agenda, particularly regarding the Sustainable Development Goals (SDGs), with an emphasis on Goal 11 on sustainable cities and communities and Goal 12 on ensuring sustainable consumption and production patterns. The aim is to identify aspects that are consistent with international guidelines and current national regulations. The aspects identified in this document focus on transportation system infrastructure, given their intended purpose of guiding the structuring, planning, construction, and operation phases. Likewise, this document establishes best engineering practices that reduce electricity consumption, thereby lowering the costs associated with the various devices that enable the proper functioning of transportation infrastructure.Publicación Análisis de prefactibilidad para evolución de intermediaria exclusiva de Seguros Sura a la constitución de una agencia de seguros(Universidad EAFIT, 2026-05-27) Cuartas Franco, Katerine; Vallejo Franco, María Nathalia; Zea Correa, María Camila; Guerrero Latorre, Jorge HarleyThis project evaluates the pre-feasibility of transforming an exclusive SURA Insurance intermediary into a hybrid, multi-company insurance agency in the Coffee Region. The research begins with an analysis of the Colombian insurance environment, characterized by low penetration, digital transformation, and new consumer demands. The objectiveis to determine the pre-feasibility of this model, which focuses on personalized advice, technology, and financial education. It is justified by the need for operational autonomy, portfolio diversification, business scalability, and adaptation to a competitive market. The methodology includes a documentary analysis of regulations and specialized literature, structured interviews with key stakeholders in the sector, surveys of current clients, SWOT and SOFT strategic matrices, and financial projections with break-even point analysis. This study seeks to offer a differentiated value proposition for individuals, families, and businesses in key sectors such as education, health, industry, and construction, strengthening the agency's sustainability and competitiveness within the regional context.Publicación Análisis de prefactibilidad para la creación de una empresa de asistencia enfocada en mascotas en Bogotá, Colombia, bajo la metodología ONUDI(Universidad EAFIT, 2026-05-11) Amaya Rojas, Diana Carolina; Uribe Morón, Heydi Cristina; Guerrero Latorre, Jorge HarleyThis prefeasibility study evaluates the creation of a comprehensive pet assistance company in Bogotá, a city that concentrates a quarter of the households that have dogs or cats in the country and where 65% of households own at least one pet. The research analyzes key socioeconomic factors for a market that grew 84.9%, such as the “humanization” of pets, which makes them an essential part of the family and drives an annual expenditure of COP 5 trillion on specialized products and services. Growing demand was identified in segments such as veterinary insurance (medical care, funeral, and third-party liability), dog daycare services, and specialized transportation, with monthly household spending ranging from COP 190,000 to 745,000. The proposed model integrates accessibility and innovation, is aligned with global trends in sustainability and digitalization, and demonstrates feasibility in a market that grows 13% annually.Publicación Análisis de factores que influyen en la rotación del equipo comercial de Consumer Electronics Group S.A.S. (CEG)(Universidad EAFIT, 2026-05-04) Arias Montoya, Luis Carlos; Gallego Ramírez, Juanita; Tabares Rendón, Jesús David; Betancur Hurtado, Carlos MarioPublicación Estrategia de gestión del cambio para la transformación organizacional y del talento humano en la Alcaldía de Medellín(Universidad EAFIT, 2026-05-04) Giraldo González, Jonathan; Ramírez Rangel, Natalia Andrea; Uribe Ochoa, Beatriz Amparo; N/AThe Medellín Mayor's Office is undergoing an institutional transformation process stemming from its transition to a Special District of Science, Technology, and Innovation and the implementation of the Antioquia III public merit-based selection process, which entails a significant renewal of its staff. The concurrence of these two processes increases the risks of institutional fragmentation, loss of organizational knowledge, and disruption to the continuity of service to citizens. In this context, this thesis aims to structure a change management strategy that allows for the integration of institutional redesign and human talent renewal. To this end, a qualitative approach with a descriptive-propositive scope is adopted, using a case study focused on the Medellín Mayor's Office, supported by document review, organizational and regulatory analysis, and the identification of stakeholders and risks. As a result, a comprehensive strategy is formulated that integrates principles of participation, communication, and well-being, an institutional coordination framework, differentiated action plans, and cross-cutting actions aimed at the sustainability of the change. This work provides an applicable and replicable tool for change management in public entities.Publicación Plan estratégico exportador para BEIO SAS(Universidad EAFIT, 2026-04-26) Dubreuil Vergara, Xavier; Zúñiga Raigoza, Jaime AlbertoPublicación Plan de mercadeo Think Us(Universidad EAFIT, 2026-04-23) Rodríguez Laverde, Johan Sebastián; Saab Rubiano, Michelle; Guzmán Garzón, Catalina CeciliaThis marketing plan is developed for Think Us, a Colombian technology services company that began operations in El Salvador in 2025 with the objective of expanding its presence in this market. The company aims to compete in the Salvadoran market with some of its core products, for which a marketing plan is established to enable a consistent and sustainable market entry. The plan proposes a strategic framework structured around three pillars—entry, expansion, and differentiation—that reflects Think Us’s commercial reality. The first pillar leverages staffing services as a gateway to the market, taking advantage of their current high sales volume. The second pillar focuses on expanding client relationships through packaged products (IQBot and Power BI), which are already developed and easier to commercialize. The third pillar builds Think Us’s positioning as an expert in automation and artificial intelligence, differentiating it from competitors focused solely on staffing.Publicación Gestión del conocimiento como eje articulador del relevo generacional en empresas familiares(Universidad EAFIT, 2026-04-06) Barbosa Moreno, Felipe; Mesa Moreno, Isabella; Díez Gaviria, Ana CeciliaThis research addresses knowledge management as a central element of generational succession in family-owned SMEs, a particularly relevant topic in the Colombian context due to the role these organizations play in maintaining the continuity of the productive fabric and in generating economic and social value. The study begins by recognizing that a significant portion of the knowledge that sustains the operations and competitive advantage of these companies is tacit, empirical, and concentrated in founders or in a few key actors, which increases the risk of knowledge loss when leadership is transferred to the next generation. In order to design a Core knowledge management pathway during generational succession, the research is supported by three conceptual pillars: family business, generational succession, and knowledge management, with special attention to the relationship between tacit and explicit knowledge. Using a qualitative approach with an exploratory and descriptive scope, and guided by an action-research orientation, the study examines two family-owned SMEs from the Aburrá Valley: Motopartes de Colombia SAS and Multivasos SAS. Data are collected through semi-structured in-depth interviews, knowledge inventories, and thematic analysis. The study seeks to characterize barriers, facilitators, and gaps in knowledge flows, as well as to identify tools that support its capture, transfer, and retention. Overall, it proposes an applied approach to articulate business continuity, preservation of legacy, and the strengthening of capabilities in the second generation.Publicación Diseño de plan de mercadeo para la Fundación Huellas(Universidad EAFIT, 2026-04-10) Agudelo Ávila, Elisa; Gómez Vega, Valentina; Muñoz Molina, YaromirPublicación Desarrollo de un plan exportador para una pyme de servicios de desarrollo de software en el sector de la salud en Colombia(Universidad EAFIT, 2026-04) Quintero Cañas, Luisa Fernanda; Zúñiga Raigoza, Jaime AlbertoPublicación Diseño de un plan exportador para la empresa Sistemas de Integración en Plásticos(Universidad EAFIT, 2026-03-28) Llano Ruiz, Oscar Santiago; Ortiz Rodríguez, Fabián Steven; Rios Molina, CarolinaPublicación Plan de mercadeo CRUNIQUETRAVEL(Universidad EAFIT, 2026-03-26) Duque Catano, Sara Teresa; Martínez Villalvazo, Francisco Ricardo; Rios Molina, CarolinaPublicación Transformación digital para mayoristas tradicionales : plan de mercadeo para Mono Distribuciones S.A.S. en el nuevo entorno competitivo colombiano(Universidad EAFIT, 2026-03-18) Vallejo Cardenas, Valentina; Rincón Mestizo, Laura Daniela; Guzmán Garzón, Catalina CeciliaPublicación 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 Harley