Maestría en Administración - MBA (tesis)
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Publicación 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, RicardoPublicación Plan de mercadeo para Medellín en el mapa(Universidad EAFIT, 2026) Delgado Twirán, Ángel Didier; López Moreno, MarthaPublicación Estrategias de comercialización nacional para productos derivados de palma de aceite : caso línea de producción de margarinas(Universidad EAFIT, 2026) Pacheco Orduz, Luis Alberto; Sanclemente Téllez, Juan Carlos; Aceites Finos S.A.SPublicación Plan de Mercadeo FEDERAL(Universidad EAFIT, 2026) Camargo Díaz, Daniela Natalia; Calderón, Francia Elena; Henríquez Díaz, Ángela MaríaPublicación Factibilidad técnica de crear un sistema contable para la microempresa avícola el diamante(Universidad EAFIT, 2026) Diaz Pardo, Francy Jimena; Agudelo Zapata, Rodrigo AntonioPublicación Factores determinantes del impacto de agentes de inteligencia artificial en el desempeño comercial de PyMEs del sector moda e-commerce en Colombia(Universidad EAFIT, 2026) Marulanda Posada, Daniel Felipe; Gaviria Rincón, María JoséThis study identifies the determinants of the perceived impact of adopting artificial intelligence (AI) agents on the commercial performance of small and medium-sized enterprises (SMEs) in Colombia’s fashion e-commerce sector. A gap was found between the acquisition of technology and its effective exploitation. A qualitative methodology based on semi-structured interviews with leaders from ten companies (including St. Even, Mario Hernández, and Dante) was used. The material was analyzed through thematic coding to contrast uses, outcomes, and organizational conditions of implementation. Findings show heterogeneous adoption, with priority given to chatbots for 24/7 service and generative agents for content and SEO optimization. Tangible results are reported based on evidence obtained from the interviews, such as the capture of up to 10% of total sales through virtual assistants and cost reductions in graphic production. However, technology by itself does not guarantee improvements in performance: impact is conditioned by the organization’s realized absorptive capacity (RACAP). Key determinants include data quality and unification (context), technical integration with transactional platforms, and leadership that fosters iteration and learning. Overall, AI acts as a multiplier of human capabilities and requires moving from isolated experimentation to strategic integration into core business processes.Publicación Direccionamiento estratégico de una empresa comercializadora(Universidad EAFIT, 2026) Rojas Gómez, Sandra Carolina; Palacios Toro, Ingrid Yined; Delgado Restrepo, Ricardo de JesúsTrading companies represent a solution for multiple clients who require comprehensive services within their supply chain, ranging from the search for product alternatives to delivery, all while ensuring compliance with the required quality standards. In the absence of a clear value proposition directed at clients, the likelihood that they will carry out their import processes directly becomes quite high. Although there are various external and internal factors that are decisive in the commercialization process, it is essential for a trading company to possess in-depth knowledge of its environment, the megatrends shaping the market, and the real needs of its clients. This research aims to collect primary data through interviews with experts, trading companies, clients, and potential clients, as well as secondary data such as PESTEL analysis and the review of macro trends, among others. The objective is to identify the optimal business model, competitive strategy, and clear value proposition for a trading company, from communication methods to the most valuable added attributes, such as quality, innovation, logistical efficiency, and financing.