Maestría en Administración - MBA (tesis)
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Publicación Estudio de prefactibilidad para la creación de una empresa Fintech basada en open finance en Colombia(Universidad EAFIT, 2025) Quiñónez Ávila, Jhonatan; Salazar Gómez, Francisco Javier; Uribe de Correa, Beatriz AmparoThis prefeasibility study analyzes the viability of creating a fintech company boosted by open finance in Colombia. The main objective is to determine whether providing services supported by this model is sustainable from a technical, legal, and financial perspective. To achieve this, market, technical, administrative, and legal analyses were conducted, along with financial projections under different scenarios. The market analysis showed an opportunity for a personal finance management tool supported by open finance, enhanced by the current regulatory framework that facilitates the interoperability of banking data. A freemium monetization strategy was selected, allowing for the acquisition of a broad user base through a free service while generating revenue from premium plans. From a technical standpoint, a scalable architecture based on cloud microservices was proposed to ensure operational efficiency and adaptability. On the legal side, the regulatory requirements for operating within Colombia’s legal framework were identified, including data protection and business incorporation requirements. The financial analysis indicated that the project is viable, with an internal rate of return (IRR) higher than the opportunity cost. However, the scenario analysis highlighted that profitability depends on customer acquisition and the effectiveness of the conversion strategy. In conclusion, the study confirms that the creation of this fintech is feasible and represents a business opportunity within Colombia’s financial ecosystem, provided that adequate user acquisition and retention strategies are implemented.Publicación Plan exportador de café verde de origen para Urbania Café SAS(Universidad EAFIT, 2025) Gómez Samper, Daniel Felipe; Montoya Gómez, Felipe; Henríquez Diaz, Ángela MaríaPublicación Estudio de prefactibilidad de un proyecto de turismo ecológico en Santander, Colombia(Universidad EAFIT, 2025) Ramírez Ruiz, Paula Alejandra; Salazar Gómez, Francisco Javier; Uribe de Correa, Beatriz AmparoPublicación Estudio de factibilidad para crear en Pereira una microempresa productora de alimentos refrigerados saludables listos para ser consumidos(Universidad EAFIT, 2025) Casas Bareño, Edilberto; Escobar Salazar, Sergio; Londoño Ayran, Juan Carlos; Uribe de Correa, Beatriz Amparo; Salazar Gómez, Francisco JavierPublicación Definir una estrategia de mercadeo para la expansión de la marca de lencería masculina Sexy69 en la ciudad de Barranquilla(Universidad EAFIT, 2025) Ocampo García, Edgar Ferney; Uribe de Correa, Beatriz Amparo; Londoño Vélez, NataliaThe purpose of this document is to define a marketing strategy for the expansion of the Sexy69 brand to the city of Barranquilla, some surveys were conducted in homosocialization venues and erotic stores in the city, along with contextual information analysis. The survey results, along with the absence of men's lingerie physical stores or businesses offering such products, the low inventory, and the limited variety of references in erotic shops, confirm the hypothesis of unmet demand in the city. Although a low percentage of men willing to wear lingerie was identified, most of the target audience remains conservative, preferring garments with few variations from traditional styles; therefore, establishing a Sexy69-branded physical store in Barranquilla would be very risky. A commercial partnership with an already established store that demonstrates interest in selling Sexy69 garments through a consignment inventory model would be the most effective expansion mechanism. Detailed monitoring of sales from this partnership will provide valuable data on brand acceptance, the most demanded references, and preferred characteristics for subsequent phases of expansion. Given the conservative nature of the target audience, the potential expansion of the Sexy69 brand should start with a portfolio focused on discreet designs, colors, and textures, complemented by special launches featuring bolder garments on key dates, such as Barranquilla’s Carnival, San Valentin´s Day, etc. The selection of strategies based on the 4Ps tool will be essential to mitigate the risks of expanding Sexy69 into the city of Barranquilla.Publicación Percepción de los trabajadores de una empresa de distribución de combustibles en torno al área de gestión humana(Universidad EAFIT, 2025) Manchego Acevedo, Estefanía; Betancur Hurtado, Carlos MarioPublicación Desafíos en la gestión comercial de las empresas familiares en Colombia : caso Creaciones Monteblanco SAS(Universidad EAFIT, 2025) Manevich Cohen, Susan; Vallejo Vélez, Juan Camilo; Giraldo Hernández, Gina MaríaPublicación Estudio de prefactibilidad financiera para el desarrollo de un centro logístico en Urabá, a raíz de la apertura de Puerto Antioquia en 2025(Universidad EAFIT, 2025) Patiño Congote, Alberto; Uribe Marín, Ricardo; Giraldo Hernández, Gina MaríaPublicación Estrategias de fidelización de clientes de agencias de seguros en el eje cafetero(Universidad EAFIT, 2025) Rojas Giraldo, Alejandra María; Ramírez Parada, César Augusto; Murillo Martínez, Mauricio; Serrano Rivero, Sergio Andrés; Uribe de Correa, Beatriz AmparoThe objective of this research is to design loyalty strategies for companies in the Coffee Axis that operate as insurance intermediaries, aiming to retain their clients, who are prominent entrepreneurs in the region. Throughout this study, several theoretical approaches are discussed, highlighting the insurance sector and intermediation as a sales channel, customer service and attention, customer management and loyalty strategies, relational marketing, digital marketing, e-commerce, neuromarketing, value strategies, and competitiveness. It is worth noting that during the research process, which followed a qualitative approach, unstructured interviews were conducted with an intentionally defined sample of entrepreneurs from the Eje Cafetero, selected by the authors of the study. The purpose was to identify the loyalty strategies employed by insurance intermediaries who assist these entrepreneurs with risk transfer based on their analysis and advice. Additionally, firsthand feedback was gathered from these entrepreneurs, including their comments, opinions, and observations as leaders of their companies, owners, or decision-makers in risk management. The findings and results, derived not only from the interviews but also from their analysis, highlighted the importance entrepreneurs place on proximity and relationships with intermediaries, personalized attention, agility in response times, attention to and follow-up on claims, and the provision of a differentiated value offering. The main conclusion drawn from the results is the need to implement strategies that enable companies to work collaboratively with insurance intermediaries. This collaboration should aim to provide personalized attention tailored to client needs, establish effective and ongoing communication, and foster customer loyalty. These efforts ensure brand allegiance, contribute to the sustainability and competitiveness of the company in the market, and address the challenges faced by the insurance sector in the region.Publicación Modelo estratégico de mantenimiento basado en el negocio para la empresa Tenaris Tubocaribe(Universidad EAFIT, 2025) Rodríguez Martínez, Juan Sebastián; Escalante Gómez, Juan EstebanPublicación Plan de negocio para la estructuración de una consultora enfocada en el desarrollo económico y en la estandarización de procesos de las pymes colombianas(Universidad EAFIT, 2025) Vargas Vargas, Michael Alejandro; Mora Cuartas, Andrés MauricioThe low strategic and planning development of SMEs means that 90 % of all companies in Colombia do not have a clear business development plan, despite the fact that the opportunity for growth is high, understanding internal and external variables and the ways in which the Colombian market is functioning. The reasons why this type of companies do not grow correspond to the restriction of access to markets. Thanks to this opportunity, the need arises to create a consulting company that helps Colombian SMEs with exponential growth in different areas of interest, in both internal and external environments and in how an impact and strategic development can be generated. In this degree work, the business plan of said consulting firm is proposed, focusing on the following items: profitability and finance, process standardization, legal assistance, export and import processes, and marketing.Publicación Propuesta de modelo de gestión global para el área de desarrollo de clientes de Nacional de Chocolates(Universidad EAFIT, 2025) Baraya Londoño, Juan Esteban; Vallejo, Juan Camilo; Hernández Giraldo, Gina MaríaPublicación Estrategia de mercadeo que permita incrementar la demanda en el servicio de hospedaje a través de plataformas digitales(Universidad EAFIT, 2025) Bautista Delgado, Vivian; Londoño Vélez, Natalia; Uribe de Correa, Beatriz AmparoThe main purpose of this project is to formulate a marketing mix that increase the demand for lodging services in Pereira through digital platforms such as Airbnb. To this end, the behavior of the tourism market was analyzed, particularly that of lodging services offered through digital platforms such as Airbnb, in Pereira, Colombia. Likewise, the most relevant concepts of marketing were reviewed, such as human needs and motivations, decision-making process and marketing strategy, and interviews were conducted with profiles related to people of socioeconomic stratum 6, executives or digital nomads, who would be the customer prospect of a lodging in Pereira, offered through digital platforms Therefore, the methodology included a mixed approach, combining documentary review, secondary data analysis and in-depth interviews with representative profiles, such as executives, digital nomads and tourists. This with the purpose of finding the right marketing mix to increase the demand for the lodging service in the region of the coffee region, specifically in Pereira, offered through digital platforms such as Airbnb. Everything aforementioned, considering that most people who venture into the tourism sector with accommodation services in properties offered through digital platforms, normally have knowledge in the real estate market with traditional rentals, but do not have knowledge about the tourism market and how this affects the design of market strategies to offer accommodation in their property.Publicación Estudio de prefactibilidad para el montaje de una plataforma digital sobre SAP ERP para la prestación de servicios administrativos y financieros asequibles para la micro, pequeña y mediana empresa en Colombia(2025) Betancurt Quintana, Juan José; Salazar Gómez, Francisco Javier; Giraldo Hernández, Gina MaríaPublicación Identificación y análisis de desviación acumulada en sistemas de medición de despacho de combustibles líquidos : el caso Primax(Universidad EAFIT, 2025) Villa Macías, Andrés Ricardo; Gómez Escalante, Juan EstebanPublicación Tecnologías emergentes y su impacto en la gestión de cadenas de suministro : análisis sectorial de las actividades de exploración y producción de petróleo en Colombia(Universidad EAFIT, 2025) Neira Piñeros, Mónica Yolima; Escalante Gómez, Juan EstebanPublicación Formulación de estrategia comercial : caso de estudio Alkamédica S.A.S.(Universidad EAFIT, 2025) García Cortés, Laura Vanessa; Serrano Rivero, Sergio Andrés; Uribe de Correa, Beatriz AmparoPublicación Modelo para la aplicación ética en la toma de decisiones estratégicas(Universidad EAFIT, 2025) González Cardona, Samuel David; González-Pérez, María AlejandraPublicación El caso Cotecmar(Universidad EAFIT, 2025) Jiménez Baquero, Esteban; Olmos Jaraba, Gustavo Enrique; Escalante Gómez, Juan EstebanPublicación Plan de exportación Maple Oil Tools SAS(Universidad EAFIT, 2025) Argel Guerra, Blanca Lucía; Montenegro Daza, Cindy Lorena; Zuñiga Raigoza, Jaime Alberto