Recent Submissions

  • Exploración del mercado estadounidense de consumidores de ropa interior deportiva colombiana 

    Adarve García, Carolina; Magíster en Mercadeo​​​; caroadarve@hotmail.com (Universidad Eafit; Maestría en Mercadeo; Escuela de Administración; Medellín, 2019)
    This research sought to know the American consumers of sports underwear. To achieve this goal, a survey is conducted online, with a sample of 145 American consumers who evaluated the characteristics of sports underwear, ...
  • Aspectos que inciden en el comportamiento de las marcas propias en América Latina 

    Kepes Bustamante, Julián; Magíster en Mercadeo​​​; juliankepes712@hotmail.com (Maestría en Mercadeo; Escuela de Administración, 2018)
    Abstract: This paper addresses the main aspects both internal (organizational) and external (contextual) that affect the behavior of own brands in Latin America, which during the last decade have shown significant growth ...
  • Planteamiento de un modelo de identidad de marca para el Banco Agrario de Colombia 

    Jaramillo Bedoya, Salomé; Magíster en Mercadeo​​​; sjaram34@eafit.edu.co (Universidad EAFIT; Maestría en Mercadeo; Escuela de Administración, 2018)
    The present research work focuses on raising a model of brand identity for Banco Agrario de Colombia, which allows the entity to direct actions strategically -- A qualitative research is made, developed through in-depth ...
  • Cómo afectan los micromomentos en la compra de regalos en el e-commerce Adoomicilio.com 

    Vidal Castro, Diana Carolina; Magíster en Mercadeo​​​; dvidalc@eafit.edu.co; dianacarolinavidalcastro@gmail.com (Maestría en Mercadeo; Escuela de Administración, 2018)
    This research work aims to describe the shopping experience of Adoomicilio.com customers taking into account the methodology of micro-moments, which allows to identify the different key moments that a customer goes through ...
  • Propuesta de valor compartido en el servicio de instalación de muebles modulares para el hogar 

    Jaramillo Vargas, Jonatan de Jesús; Magíster en Mercadeo​​​; jojara33@eafit.edu.co (Universidad EAFIT; Maestría en Mercadeo; Escuela de Administración, 2018)
    The RTA (Ready-to-assemble) furniture are those that are designed under the concept of assemble it yourself, they are delivered in boxes and each client takes care of their assembly, but due to the different levels of ...

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