Maestría en Administración - MBA (tesis)
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Publicación 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 AmparoPublicación Estudio de prefactibilidad : internacionalización de Sublime en México(Universidad EAFIT, 2025) Zuluaga Arias, José Alejandro; Benavides López, Daniel; Rodríguez Ramírez, Juan Carlos; Escalante Gómez, Juan EstebanPublicación Plan exportador GEIICO(Universidad EAFIT, 2025) Barbosa Mendoza, César Augusto; Zúñiga Raigoso, Jaime AlbertoPublicación Implementación de un modelo administrativo, financiero, legal, bancario y tributario para Grupo Empresarial Armon(Universidad EAFIT, 2025) Arenas Montoya, Santiago; Mora Cuartas, Andrés MauricioPublicación Formulación modelo de negocio centro de imágenes diagnósticas para animales cero 70 pets(Universidad EAFIT, 2025) Pineda Jaramillo, Ana Valentina; Rodríguez Arturo, José Fernando; Giraldo Hernández, Gina María; Álvarez Delgado, SusanaThis thesis proposes a business model for a veterinary diagnostic imaging center aimed at meeting the growing demand for specialized animal health services in Medellín, its metropolitan area, and the nearby eastern region of Antioquia, in light of the limited availability of diagnostic infrastructure in the region. In response to this problem, the main objective was to design a viable business proposal that integrates economic accessibility, diagnostic precision, and operational efficiency. A mixed-methods approach was employed, combining a bibliographic review of national and international veterinary markets with the analysis of primary data collected through interviews and meetings with sector experts, including veterinarians and staff from the Veterinary Clinic of Universidad CES. The findings revealed opportunities in urgent care, scheduling optimization, the adoption of state-of-the-art technology, and the implementation of financing mechanisms to facilitate access to diagnostic procedures for pet owners. The study concludes that there is a clear gap in the supply of veterinary diagnostic imaging services in the country and that creating a center with a differentiated value proposition can not only address this need but also establish a sustainable and scalable alternative in the market. This proposal offers an effective solution for both veterinary clinics and pet owners, with a positive impact on the quality of animal healthcare.Publicación Diseño de la estructura de costos para una empresa de reparaciones locativas en el sector privado en Bogotá en el año 2025(Universidad EAFIT, 2025) Medina Pinto, Nubia Esperanza; Muñoz-Gómez, Nicolás Fernando; Giraldo Hernández, Gina María; Uribe Marín, RicardoPublicación Diseño de gobierno corporativo para pymes en Colombia(Universidad EAFIT, 2025) Murcia Sánchez, Héctor Ricardo; Marín Cano, Camilo; Rivas Montoya, Luz MaríaThis study presents the design of a corporate governance model adapted to the reality of small and medium-sized enterprises (SMEs) in Colombia, in order to strengthen their sustainability, professionalize their management and facilitate strategic decision-making. Through qualitative research based on interviews with representatives of real companies, successful practices were identified that demonstrate how the implementation of governance structures—such as boards of directors with external members, internal control policies, and sustainability strategies—allows SMEs to overcome critical challenges, reduce dependence on their founders, and achieve greater long-term sustainability. The proposed model is flexible, replicable, and seeks to be a practical tool for entrepreneurs seeking to transform their organizations through governance.Publicación Estrategia de expansión hacia Centroamérica y el Caribe en el sector de la infraestructura, para lograr el crecimiento de los negocios de una compañía prestadora de servicios(Universidad EAFIT, 2025) Bohórquez Flórez, Juan David; Echeverri Álvarez, María Catalina; Pérez Restrepo, Camilo AlbertoPublicación Estudio comparativo de costos de producción de las tecnologías de generación de energía eléctrica : el caso Colombia(Universidad EAFIT, 2025) García Hoyos, Catalina; Gutiérrez González, Maritza Fernanda; Escalante Gómez, Juan EstebanThis capstone project aimed to develop a comparative study of the production costs of electricity generation technologies in Colombia. For this purpose, a quantitative approach, descriptive scope, and non-experimental design were proposed. The study was structured into three (3) stages, addressing key aspects within the framework of this topic. In stage 1 (diagnosis of the current situation), it was found that Colombia’s energy matrix depends largely on hydroelectric generation. This technology, which represents 65.3% of the installed capacity and under normal hydrological conditions can supply about 85% of the country's electricity demand, offers advantages in terms of environmental sustainability (compared to other higher-impact alternatives). However, due to its high concentration, it is vulnerable to extreme weather events that may affect the available supply and even compromise the territory’s energy security. In stage 2 (identification of the most used technologies in LATAM), it was verified that, in the region, the energy matrix is concentrated in renewable generation sources. In this sence, the participation of hydroelectric power (the most used technology) is highlighted, as well as the sustained growth of photovoltaic and wind generation alternatives in some countries such as Brazil (regional leader), Mexico, and Chile. This trend, mainly driven using abundant natural resources and the implementation of policies aimed at the energy transition, demonstrates a regional orientation towards meeting environmental commitments and emission reduction. Additionally, it offers replicability opportunities in other territories (such as Colombia). In stage 3 (cost comparison), it was found that renewable technologies have experienced significant reductions in their cost structures (photovoltaic solar decreased 86% in investment and 90% in LCOE, and onshore wind reduced its LCOE by 70% in recent years). However, in Colombia, the cost of solar generation remains above the regional average, reflecting opportunities for improvement in the country’s technological, logistical, regulatory, and competitiveness conditions. On the other hand, the results show that the use of renewable technologies with lower levelized costs, such as solar and wind, represents a strategic opportunity to diversify the energy matrix, reduce dependence on hydroelectric generation, and advance in meeting the country's environmental and sustainability goals.Publicación Plan exportador - Barrileros Meat Company(Universidad EAFIT, 2025) Estrada Quiroz, Juan David; Giraldo Baena, Andrés; Ortiz Arango, Jaime AndrésBarrileros Meat Company S.A.S is a SME with a differentiated value proposition, based on the manufacturing of high quality smoking barrels that integrate gastronomic tradition and functional design. With a series of products consolidated in the domestic market, the company is in a growth stage, contemplating exportation as an alternative to diversify the income and access new segments. Through a multivariate market analysis process, Mexico was identified as the most suitable option for initiating export operations, given its cultural similarity, geographic proximity, existing trade agreements, and growing demand for specialized BBQ products. The plan initially contemplates a product analysis in the target market, fulfilling technical, regulatory and logistic requirements according to the market regulations, as well as structuring a commercial strategy focused on differentiation, perceived value, and brand positioning. A first shipment of the main product lines is estimated, with projections to progressively increase market share in Mexico and, in the medium term, explore other countries like United States and Canada. Finally, the export plan shows the company´s ability to articulate its value proposition with global gastronomic consumtion trends, using logistical networks to its good and capitalize the ecosystem in Colombia that supports this kind of projects. This document provides a structured and adaptable action plan that will enable the company to project itself in the international grill market.Publicación Diseño de un modelo de negocio : el caso Lareparepa y sus nuevos segmentos de mercado(Universidad EAFIT, 2025) Collazos Valderrama, Zulli Nathalia; Herrán Ruiz, Diana Marcela; Escalante Gómez, Juan EstebanPublicación Estudio de prefactibilidad : snacks naturales para perros(Universidad EAFIT, 2025) Henao Castellanos, Andrés Fernando; Escalante Gómez, Juan Esteban