Maestría en Administración - MBA (tesis)
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Publicación 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) 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 EstebanPublicación Plan de marketing para el posicionamiento de Basf Química en el mercado agroquímico del eje cafetero(Universidad EAFIT, 2025) Marín Ceballos, Leonardo; Villa Pulgarín, Fernanda; Lasso Ramírez, Norma Constanza; Guerrero Latorre, Jorge ArleyPublicación Diseño de propuesta estratégica para la sinergia entre funcionarios y contratistas en el Aeropuerto Internacional Matecaña con el propósito de optimizar la colaboración y el clima laboral(Universidad EAFIT, 2025) García Murillo, María Camila; Loaiza Loaiza, Natalia Andrea; Parra Lasprilla, Luis Miguel; Betancur Hurtado, Carlos MarioPublicación Product management practice in live service games : a Schatzkian case study(Universidad EAFIT, 2025) Álvarez Gómez, Natalia; Hernández Chaustre, Nicolás; Saavedra Soler, Anna Maria; Diez Gaviria, Ana CeciliaPublicación Análisis financiero sector floricultor del Oriente antioqueño(Universidad EAFIT, 2025) Murillo Mosquera, Jair Arded; Restrepo Román, Estefany; Valenzuela Barrera, Jesús Alberto; Uribe de Correa, Beatriz Amparo; Uribe Marín, Ricardo; Jair Murillo Mosquera, Estafany Restrepo Román, Jesus Valenzuela.This research analyzes the financial management performance of the floriculture sector in Eastern Antioquia, Colombia, a region of strategic importance for national flower exports and rural employment. Using a mixed-methods approach, the study examines financial statements from 2021-2023 for five leading companies and supplements quantitative findings with qualitative insights from interviews with industry executives and association representatives. The findings reveal that, despite the sector’s resilience to external shocks such as the pandemic, it faces structural challenges including rising production costs, shrinking profit margins, high dependence on international markets (especially the U.S.), logistical bottlenecks, and the need for ongoing innovation. Significant differences in financial management and strategy are observed among companies, with Flores El Capiro and Sayonara standing out for their efficiency, market diversification, and organizational culture. The study concludes that the sector’s long term sustainability and competitiveness hinge on prudent financial management, technological investment, market diversification, and improvements in logistical infrastructure.Publicación Desarrollo de un plan estratégico de mercadeo para importadora Jotapartes(Universidad EAFIT, 2025) Pérez Agudelo, Mónica Alejandra; Cadavid Álvarez, Sebastián; Villegas Alzate, Natalia; Lasso Ramírez, Norma Constanza; Guerrero Latorre, Jorge HarleyPublicación Estudio de prefactibilidad para la evaluación de una plataforma digital de cotización de importaciones y exportaciones en tiempo real(Universidad EAFIT, 2025) Ayala López, Diana Ximena; Escalante Gómez, Juan Esteban