Maestría en Administración - MBA (tesis)
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Publicación Plan exportador Maxibienes SAS.(Universidad EAFIT, 2025) Valderrama Loaiza, Sebastián; Ortiz Arango, Jaime AndrésPublicación Análisis de las características y atributos de una herramienta de inteligencia artificial aplicable al modelo de relacionamiento comercial del segmento de clientes preferenciales de Bancolombia(Universidad EAFIT, 2025) Saldarriaga Bonilla, Jonathan; Barcasnegras Ardila, Félix Ricardo; Uribe de Correa, Beatriz Amparo; Londoño Vélez, NataliaPublicación Proceso estratégico para la empresa Santacoloma Coffee bajo el enfoque de capitalismo consciente(Universidad EAFIT, 2025) Alcántara Gaspar, Ariadna; Giraldo Hernández, Gina María; Uribe de Correa, Beatriz AmparoPublicación Estrategia Go-To-Market de Omnicon : un enfoque en el mercado estadounidense(Universidad EAFIT, 2025) Montoya López, José David; Londoño Vélez, Natalia; Uribe de Correa, Beatriz AmparoThe primary objective of this final project is to define Omnicon's go-to-market strategy to consolidate its presence in the U.S. market, specifically in the digital transformation sector through smart manufacturing services. To achieve this, an in-depth investigation was conducted based on interviews with company owners, directors, clients, and industry experts. The methodology involved the collection and qualitative analysis of data through recorded and transcribed interviews. These interviews were focused on exploring market needs, expectations, and challenges, as well as identifying competitive opportunities and key differentiating factors. The results demonstrate that niche specialization, the ability to offer customized solutions, and alignment with client expectations are crucial differentiators. The United States, as a global leader in smart manufacturing, represents a strategic market with significant projected growth in areas such as Manufacturing Execution Systems (MES). However, several challenges were identified, including cultural adaptation, regulatory barriers, and the need for a strong local presence. It is concluded that a consultative, client-focused approach, combined with a hybrid strategy of remote execution and local commercial support, optimizes market penetration. Additionally, investments in innovation and strategic marketing strengthen Omnicon's competitiveness.Publicación Viabilidad del modelo Business Improvement Districts (BID) para Barranquilla y Medellín(Universidad EAFIT, 2024) Quintero Martínez, Juan Manuel; Castañ Cardenas, Nalia; Uribe de Correa, Beatriz AmparoBusiness Improvement Districts (BIDs) are non-profit entities managed through public-private partnerships, aimed at revitalizing the business fabric, modernizing commercial areas, and promoting economic revitalization. By offering services that complement and enhance those provided by the public sector, BIDs increase the competitiveness of businesses within a specific area, making them more attractive. This thesis analyzes the feasibility of implementing the BID model in the cities of Barranquilla and Medellín in Colombia, reviewing elements that could enable their future deployment. The findings of this research are expected to inform the private sector about the viability and necessary conditions to implement strategies that allow for better economic utilization of public spaces by private entities, thus improving the integration of commercial activities into public spaces, benefiting economic progress and quality of urban life.Ítem Prefactibilidad de una empresa dedicada a la construcción de redes internas de gas natural y mantenimiento de gasodomésticos para los usuarios residenciales y comerciales en los municipios del norte del departamento del Valle del Cauca(Universidad EAFIT, 2024) Posso Sepúlveda, Iván Rene; Uribe de Correa, Beatriz Amparo; Salazar Gómez, Francisco JavierIn Colombia, a household that decides to purchase a Natural Gas network has two options: Option 1: request it from the public Natural Gas service operator; Option 2: request it from a private company registered in the internal Natural Gas installation constructors' registry. This information highlights the market opportunity for the creation of a company dedicated to the construction of internal Natural Gas networks and the maintenance of gas appliances.Ítem Análisis de las disfunciones presentes en equipos de trabajo en Condrogas, su influjo en el estado del clima organizacional y formas de superarlas(Universidad EAFIT, 2024) Arias Tamayo, Óscar Andrés; Betancur Hurtado, Carlos MarioThe work environment has a direct and significant impact on work teams, with a clear interplay between their performance, the state of the organizational climate, and the dysfunctions they exhibit. These characteristics determine key aspects of the workplace, such as communication, collaboration, sense of belonging, individual autonomy, and the motivation to achieve established objectives. These elements positively influence the organization’s strategic management in achieving its defined goals, generating satisfaction across all levels and areas of the company, which in turn translates into continuous operational improvement and excellence in meeting users' needs. On the other hand, when dysfunctions arise within work teams, such as lack of trust among members, reluctance to take responsibility, fear of conflict, and reduced communication channels, work efficiency is hindered, creating a strained atmosphere that negatively impacts the work environment. Therefore, it is essential to analyze the state of work teams to prevent their dysfunctions from becoming a determining factor in creating a conducive and motivating work climateÍtem Creación de una empresa colombiana dedicada a la producción de productos análogos cárnicos elaborados a partir de fuentes alternativas vegetales en la región de Cundinamarca(Universidad EAFIT, 2024) Murillo García, Óscar Hernando; Salazar Bautista, Sebastián Camilo; Uribe de Correa, Beatriz Amparo; Salazar Gómez, Francisco JavierThis study evaluates the feasibility of a project to produce plant-based meat analog products in Colombia, analyzing the economic, political, social, technological, ecological, and legal contexts using the PESTEL framework. A significant market opportunity is identified locally and nationally, driven by consumers' growing interest in healthy and sustainable foods. Technologically, the availability of specialized extrusion equipment enables textures similar to animal meat, enhancing market acceptance of the product. Additionally, the project leverages digital platforms and marketing strategies to broaden its reach and competitiveness. The location in Chocontá, Cundinamarca, offers strategic logistical advantages and market access, particularly due to its proximity to Bogotá. Financial analysis suggests that in an optimistic scenario, the investment is profitable with a positive Net Present Value (NPV) and high Return on Investment (ROI), though profitability risks exist in less favorable scenarios. In conclusion, the project shows potential for success in the Colombian context, although adaptation to policies and market conditions is necessary. This analysis provides a solid foundation for entrepreneurs and investors interested in sustainable plant-based alternatives in the food industry.Ítem Modelo de negociación y gestión de compras y proveedores : el caso Dermavan SAS(Universidad EAFIT, 2024) Mora Martínez, Juan Felipe; Escalante Gómez, Juan EstebanÍtem Análisis de tendencias de consumo en productos dermocosméticos pospandemia en Colombia(Universidad EAFIT, 2024) Hernández Moreno, Héctor Fabián; Escalante Gómez, Juan ManuelÍtem Propuesta de estructura de capital eficiente para compañías de la industria de alimentos balanceados para animales : el caso de Vitapro(Universidad EAFIT, 2024) Mejía Ferrer, Julián; Mora Cuartas, Andrés MauricioÍtem Implementación de un modelo de scoring de crédito para Mexichem Colombia SAS(Universidad EAFIT, 2024) Vargas Izquierdo, Daniel Camilo; Rojas Ormaza, Brayan RicardoThis project sought to implement a credit scoring model for Mexichem Colombia SAS using machine learning techniques to predict the probability of default in companies. Four algorithms were compared: decision trees, random forest, gradient boosting and neural networks, each with unique characteristics in terms of accuracy and handling of complex data. The research included the selection and evaluation of relevant variables using the Gini index and recursive elimination techniques to avoid overfitting. The results helped to identify the most effective model to predict credit risks, optimizing financial decision-making.Ítem Estudio de mercado en la zona centro de Colombia orientado a investigar si el producto Sigma Air Manager 4.0 (sam 4.0) es atractivo desde el punto de vista técnico y económico para los clientes de sistemas de aire comprimido(Universidad EAFIT, 2024) Moreno Barragán, Andrés Felipe; Guerrero Caguazango, Fernando; Vélez Ramírez, José Alejandro; Serrano Rivero, Sergio Andrés; Uribe de Correa, Beatriz AmparoIn the Colombian industry, introducing solutions or products built with Industry 4.0 technology, specifically focused on energy efficiency, poses a challenge. This trend is primarily driven by the difficulty of justifying, approving, or allocating budgets for high capital (CAPEX) investments, as the savings benefits are not immediately visible and are not tangible in the short term. Without incentives through rates or penalties for excessive use of energy resources, it becomes an even greater challenge to find a pathway for developing business and increasing sales of energy-efficient compressed air systems. For companies with a differentiated technology portfolio, this context underscores the need to develop sales, marketing, and communication tactics to build trust and leverage market needs, such as during drought seasons, when the price per kilowatt-hour rises significantly. This market study aims to capture the voice of customers by using an exploratory approach with a qualitative method of in-depth, semi-structured interviews. The goal is to create a commercial narrative, a marketing strategy, and a communication plan that align with the desires and needs of technical and financial decision-makers in the target market segments for the commercialization of highly energy-efficient compressed air systems in central Colombia.Ítem Rediseño del modelo operativo en la línea ambulatoria : el caso Presentes by Versania(Universidad EAFIT, 2024) Hernández Grosso, Juan Carlos; Escalante Gómez, Juan EstebanThis thesis was aimed at redesigning the strategic and operational model of the outpatient service of the company Presentes by Versania. The objective was to propose a with a qualitative approach, descriptive scope and non-experimental design in which, through a three (3) phase structure, critical aspects linked to the organization, its performance and potential for permanence (based on the fulfillment of its strategic objectives) were addressed. Phase 1 (diagnosis of the outpatient process) allowed us to understand the firm's strategy, its financial results, address in depth the most relevant processes for this business unit, explore the operating model and evaluate the levels of installed capacity. Phase 2 (action plan and improvement in production processes) allowed us to consolidate the problems identified as areas of opportunity (based on a tool called the Cause Effect Solution Matrix - MCES) and establish priorities in terms of execution (through an Evaluation and Impact Matrix of Opportunities - MEIO). Phase 3 (new strategic and management model for the outpatient service) resulted in an outpatient service management model consisting of 10 key elements that were addressed sequentially: (1) new corporate strategy, (2) strategic pillars of the outpatient service, (3) PASER – design of the work system, (4) models|processes for the management of the outpatient service, (5) pyramid and matrix of indicators, (6) design of the dashboard of indicators, (7) definition of structure and key roles, (8) JSO (Weekly Operating Meeting) for the management of indicators, (9) JSR (Weekly Results Meeting) for accountability and (10) training plan and coaching checklist.Ítem Prácticas de compensación no salarial valoradas como exitosas en la base operativa del sector logístico en el Valle de Aburrá(Universidad EAFIT, 2024) Osorno Chavarría, Liliana Amparo; López Gallego, Francisco DaríoÍtem Estudio de prefactibilidad para la creación de una línea de negocio dentro del Grupo Lifefactors enfocada en la producción y comercialización de medicamentos hemoderivados de uso veterinario(Universidad EAFIT, 2024) Del Castillo Izquierdo, María; Jaramillo Montoya, Santiago; Giraldo Hernández, Gina MaríaPublicación Planteamiento estratégico de un negocio de consultoría tecnológica(Universidad EAFIT, 2025) Rengifo Bedoya, Hernán David; Roldán Dulcey, Miguel; Giraldo Hernández, Gina María; Pineda Toro, Oscar MauricioThis thesis proposes an innovative business model for a technology consulting firm specialising in Open Banking. This model, based on strategic analysis tools, seeks to help financial institutions to take advantage of the opportunities offered by the opening of banking data through APIs. Consultancies play a crucial role in this process, offering customised services ranging from conceptualisation to implementation of solutions. With in-depth regulatory and market knowledge, consultancies can help companies improve efficiency, flexibility and generate new revenue streams. The research highlights the importance of trust in the relationship between the consultancy and its client. By offering customised and scalable solutions, consultancies can help financial institutions adapt to an increasingly competitive and digital environment. In summary, this work demonstrates that technology consultancy specialising in Open Banking is a strategic tool for financial institutions wishing to innovate and improve their service offering.Publicación Marco metodológico para posicionamiento de productos según su naturaleza, demanda y capacidad de generación de ingresos en una comercializadora de medicamentos del segmento institucional en Colombia(Universidad EAFIT, 2025) Escobar Vásquez, Vanessa; Uribe Marín, Ricardo; Giraldo Hernández, Gina MaríaÍtem Caso de éxito : VÍA 40 EXPRESS, un carril adicional al progreso del país(Universidad EAFIT, 2024) Leguizamón González, Andrés David; Escalante Gómez, Juan EstebanPublicación Articulación universidad, empresa y Estado en Medellín, Colombia(Universidad EAFIT, 2025) Jaramillo Mesa, Lucía; Ángel Restrepo, Pablo; Uribe de Correa, Beatriz Amparo