Maestría en Administración - MBA (tesis)
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Publicación Plan de mercadeo para Medellín en el mapa(Universidad EAFIT, 2026-03-03) 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, 2026-02-26) Pacheco Orduz, Luis Alberto; Sanclemente Téllez, Juan Carlos; Aceites Finos S.A.SPublicación Plan de Mercadeo FEDERAL(Universidad EAFIT, 2026-01-22) 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, 2026-02-12) 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, 2026-01-29) 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, 2026-01-13) 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.Publicación 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 Uso de energías alternativas en taladros de perforación de pozos de petróleo y gas en Colombia(Universidad EAFIT, 2026-01-12) Orozco Rojas, Diego Hernán; Vargas Rivera, José Orlando; Plaza Castilla, Daniel Arturo; Henao Arango, María CeciliaThe oil industry faces the challenge of advancing toward more efficient and sustainable operations within the context of the global energy transition. Drilling rigs - both onshore and offshore - have high energy demands. Traditionally, these demands have been met by diesel-powered systems, which entail high operating costs and significant carbon dioxide (CO2) emissions. For this reason, the integration of renewable energy sources - such as photovoltaic solar systems, wind power, green hydrogen, battery energy storage systems (BESS), and hybrid microgrids - represents a strategic opportunity to reduce diesel consumption, optimize costs, and decrease the environmental footprint without compromising operational reliability. International evidence (Arent et al., enero de 2019; Saber et al., 2019) shows that, in the short and medium term, the most feasible configuration is the renewable-diesel hybrid scheme, which supplies the base load with clean energy and uses diesel generators as backup for peak demand and contingencies. This approach requires analyzing hour-by-hour load profiles, fuel consumption, and the operational conditions of each site. In Colombia, the availability of solar and wind resources, along with incentive policies (Law 1715 of 2014, which regulates the integration of non-conventional renewable energies into the National Energy System) and the interest of key actors such as Ecopetrol and Celsia, create a favorable environment for pilot electrification projects in drilling operations. However, challenges persist: high capital expenditures (CAPEX), payback periods, regulatory complexities, and logistical and environmental considerations, especially in regions such as La Guajira.Publicación Plan de exportación para la empresa Banaexport(Universidad EAFIT, 2026-01-27) Medina Tamayo, Yanneth Patricia; Buitrago Zuluaga, Germán Humberto; Zúñiga Raigoza, Jaime AlbertoPublicación Informe de consultoría bajo la metodología estramipyme prestada a “Innovaition”(Universidad EAFIT, 2026-01-24) Cano Ospina, Juan Esteban; Rivas Montoya, Luz MaríaThis paper presents the implementation of the Estramipyme methodology (Rivas Montoya, 2023) as a consultancy for the “Innovaition” venture, a micro-enterprise in the education industry dedicated to training individuals and companies in applied artificial intelligence, located in the city of Medellín. When applying Estramipyme, an external analysis is carried out, based on global and industry macro-environment trends, through research and semi-structured interviews with the most representative actors in the industry. In addition, an internal analysis is carried out to identify the company's main distinctive competencies. Both analyses made it possible to arrive at a strategic diagnosis, prioritize a particular strategic challenge, and co-create a competitive strategy supported by a roadmap to be followed as a recommendation for its founders, with the aim of contributing to the long-term sustainability of the business.Publicación Lineamientos de gobernanza y sucesión generacional en una empresa familiar del sector cafetero colombiano : hacia un futuro sostenible(Universidad EAFIT, 2026-01-27) Correa Pulgarín, Camilo; Vásquez Ocaña, Oscar David; Macias Prada, John FernandoPublicación Diseño de un plan de mercadeo integral para la inmobiliaria Bolsa Raíz en Pereira : fortalecimiento del posicionamiento y experiencia de cliente(Universidad EAFIT, 2026-02-25) Hincapié Botero, Mariana; Idárraga Montoya, Isabela; Valencia Herrera, Elizabeth CristinaPublicación 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 María