Maestría en Administración - MBA (tesis)
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Publicación Diseño de un plan exportador para la empresa Harmony Jeans(Universidad EAFIT, 2026-02-16) Calle Cardona, Cristian; Ortiz Arango, Jaime AndrésHarmony is a Colombian company founded nine years ago, dedicated to the manufacture of denim garments, with a primary focus on the production of jeans and jackets. It was initially created as a brand of polo shirts, but after restructuring, it adopted the name Harmony Jeans to establish itself as a benchmark in the Colombian textile industry. Currently, the company only has a national presence, with a strong focus on the quality and accessibility of its products. However, it has a clear interest in expanding into international markets. The methodological development of the export plan for Harmony Jeans consists of four phases. The first phase involves a strategic diagnosis of the sector and internationalization for the company, identifying the competitive advantages that allow the company to enter new markets. The second phase involves a market analysis in Mexico, Ecuador, and the United States based on different technical variables and key qualitative aspects. After selecting the markets, in the third phase, the ideal and most suitable market for the company's internationalization is selected, and a detailed analysis is carried out from different perspectives, such as risks and barriers, logistics, costs, and economic and political competitiveness, which will undoubtedly impact the internationalization process. The fourth phase establishes the design of strategies, recommendations, and the action plan.Publicación Optimización de proceso para el desarrollo y lanzamiento de nuevos productos en una empresa de la industria farmacéutica con sede en Colombia(Universidad EAFIT, 2026-01-16) Castro Osman, Gloria Esperanza; Giraldo Hernández, Gina María; Montoya Hernández, Ángela MaríaPublicación Rotación laboral del área operativa de dos empresas aguacateras del suroeste antioqueño : factores causales y posibles metodologías de retención de personal(Universidad EAFIT, 2026-03-13) Soto Marín, Cristhian Camilo; Salazar Saldarriaga, Manuela; Betancur Hurtado, Carlos MarioThis study analyzes labour turnover in the operational area of two avocado companies located in the southwest of Antioquia, Frutales Santa Clara S.A.S. and Jericó Hass Company S.A.S., with the purpose of identifying its causes and proposing possible methodologies for employee retention. The research followed a mixed-method approach with a descriptive, sequential explanatory design. In the first quantitative phase, a survey was applied to 42 workers, and in the second qualitative phase, focus groups and semi-structured interviews were conducted to deepen the understanding of the findings. The results show high levels of satisfaction with job, working hours, interpersonal relationships, access to health services and work–life balance, as well as a strong intention to remain in the company and low levels of active job search. However, gaps were identified in the physical working conditions in the field, the management of breaks, and certain leadership and communication styles, which may become risk factors for turnover. The study also reveals a strong interest in performance-based variable compensation schemes, combined with non-monetary benefits such as time off. It is concluded that the companies have consolidated basic employment conditions and a favourable relational climate, but need to strengthen leadership practices, quality of working life and the design of flexible and transparent incentive systems as strategic pillars for retaining operational staff.Publicación Incidencias del liderazgo dentro de una estructura matricial en expansión : estudio de caso empresa de energía solar(Universidad EAFIT, 2025-12-02) Quiceno Duque, Juan David; López Gallego, Francisco DaríoPublicación Evaluación de la cadena de suministro de una empresa exportadora de aguacate Hass en Colombia(Universidad EAFIT, 2026-03-25) Bermúdez Rubio, David Ricardo; Restrepo Restrepo, Juan Camilo; Bautista Oviedo, Claudia Marcela; Escalante Gómez, Juan EstebanPublicación Plan de mercadeo para Cerveceria Patrimomial(Universidad EAFIT, 2026-02-25) Hernández Hernández, Helmer Duván; Patiño García, Jhorman Luis; Valencia Herrera, Elizabeth CristinaPublicación Economía solidaria : propuesta en la creación de la Cooperativa Agroindustrial (Coagrobe) en el municipio de Betulia - Antioquia(Universidad EAFIT, 2026-03-12) Vélez Trujillo, Andrés Felipe; Giraldo Hernández, Gina María; Zapata Aristizábal, Sergio AndrésDevelopment of an agricultural cooperative in the municipality of Betulia - Antioquia, which seeks to associate small agricultural producers by product segments and focus them on direct marketing, relying on cooperative models.Publicación Estudio de viabilidad para la independización de la unidad de negocios manufactura en Maple Oil Tools(Universidad EAFIT, 2026-01-20) Gómez Salamanca, Andrés Esneider; Suárez Monroy, John Alexander; Giraldo Hernández, Gina María; Uribe Marín, RicardoPublicación Plan de mercadeo para Medellín en el mapa(Universidad EAFIT, 2026-03-03) Delgado Twirán, Ángel Didier; López Moreno, MarthaPublicación Estrategias de comercialización nacional para productos derivados de palma de aceite : caso línea de producción de margarinas(Universidad EAFIT, 2026-02-26) Pacheco Orduz, Luis Alberto; Sanclemente Téllez, Juan Carlos; Aceites Finos S.A.SPublicación Plan de Mercadeo FEDERAL(Universidad EAFIT, 2026-01-22) Camargo Díaz, Daniela Natalia; Calderón, Francia Elena; Henríquez Díaz, Ángela MaríaPublicación Factibilidad técnica de crear un sistema contable para la microempresa avícola el diamante(Universidad EAFIT, 2026-02-12) Diaz Pardo, Francy Jimena; Agudelo Zapata, Rodrigo AntonioPublicación Factores determinantes del impacto de agentes de inteligencia artificial en el desempeño comercial de PyMEs del sector moda e-commerce en Colombia(Universidad EAFIT, 2026-01-29) Marulanda Posada, Daniel Felipe; Gaviria Rincón, María JoséThis study identifies the determinants of the perceived impact of adopting artificial intelligence (AI) agents on the commercial performance of small and medium-sized enterprises (SMEs) in Colombia’s fashion e-commerce sector. A gap was found between the acquisition of technology and its effective exploitation. A qualitative methodology based on semi-structured interviews with leaders from ten companies (including St. Even, Mario Hernández, and Dante) was used. The material was analyzed through thematic coding to contrast uses, outcomes, and organizational conditions of implementation. Findings show heterogeneous adoption, with priority given to chatbots for 24/7 service and generative agents for content and SEO optimization. Tangible results are reported based on evidence obtained from the interviews, such as the capture of up to 10% of total sales through virtual assistants and cost reductions in graphic production. However, technology by itself does not guarantee improvements in performance: impact is conditioned by the organization’s realized absorptive capacity (RACAP). Key determinants include data quality and unification (context), technical integration with transactional platforms, and leadership that fosters iteration and learning. Overall, AI acts as a multiplier of human capabilities and requires moving from isolated experimentation to strategic integration into core business processes.Publicación Direccionamiento estratégico de una empresa comercializadora(Universidad EAFIT, 2026-01-13) Rojas Gómez, Sandra Carolina; Palacios Toro, Ingrid Yined; Delgado Restrepo, Ricardo de JesúsTrading companies represent a solution for multiple clients who require comprehensive services within their supply chain, ranging from the search for product alternatives to delivery, all while ensuring compliance with the required quality standards. In the absence of a clear value proposition directed at clients, the likelihood that they will carry out their import processes directly becomes quite high. Although there are various external and internal factors that are decisive in the commercialization process, it is essential for a trading company to possess in-depth knowledge of its environment, the megatrends shaping the market, and the real needs of its clients. This research aims to collect primary data through interviews with experts, trading companies, clients, and potential clients, as well as secondary data such as PESTEL analysis and the review of macro trends, among others. The objective is to identify the optimal business model, competitive strategy, and clear value proposition for a trading company, from communication methods to the most valuable added attributes, such as quality, innovation, logistical efficiency, and financing.Publicación Diagnóstico de la gestión financiera de la empresa Surtipag S.A.S.(Universidad EAFIT, 2026-01-26) Pérez de Oro, Ketty Laura; Uribe Marín, Ricardo; Giraldo Hernández, Gina MaríaPublicación Uso de energías alternativas en taladros de perforación de pozos de petróleo y gas en Colombia(Universidad EAFIT, 2026-01-12) Orozco Rojas, Diego Hernán; Vargas Rivera, José Orlando; Plaza Castilla, Daniel Arturo; Henao Arango, María CeciliaThe oil industry faces the challenge of advancing toward more efficient and sustainable operations within the context of the global energy transition. Drilling rigs - both onshore and offshore - have high energy demands. Traditionally, these demands have been met by diesel-powered systems, which entail high operating costs and significant carbon dioxide (CO2) emissions. For this reason, the integration of renewable energy sources - such as photovoltaic solar systems, wind power, green hydrogen, battery energy storage systems (BESS), and hybrid microgrids - represents a strategic opportunity to reduce diesel consumption, optimize costs, and decrease the environmental footprint without compromising operational reliability. International evidence (Arent et al., enero de 2019; Saber et al., 2019) shows that, in the short and medium term, the most feasible configuration is the renewable-diesel hybrid scheme, which supplies the base load with clean energy and uses diesel generators as backup for peak demand and contingencies. This approach requires analyzing hour-by-hour load profiles, fuel consumption, and the operational conditions of each site. In Colombia, the availability of solar and wind resources, along with incentive policies (Law 1715 of 2014, which regulates the integration of non-conventional renewable energies into the National Energy System) and the interest of key actors such as Ecopetrol and Celsia, create a favorable environment for pilot electrification projects in drilling operations. However, challenges persist: high capital expenditures (CAPEX), payback periods, regulatory complexities, and logistical and environmental considerations, especially in regions such as La Guajira.Publicación Plan de exportación para la empresa Banaexport(Universidad EAFIT, 2026-01-27) Medina Tamayo, Yanneth Patricia; Buitrago Zuluaga, Germán Humberto; Zúñiga Raigoza, Jaime AlbertoPublicación Informe de consultoría bajo la metodología estramipyme prestada a “Innovaition”(Universidad EAFIT, 2026-01-24) Cano Ospina, Juan Esteban; Rivas Montoya, Luz MaríaThis paper presents the implementation of the Estramipyme methodology (Rivas Montoya, 2023) as a consultancy for the “Innovaition” venture, a micro-enterprise in the education industry dedicated to training individuals and companies in applied artificial intelligence, located in the city of Medellín. When applying Estramipyme, an external analysis is carried out, based on global and industry macro-environment trends, through research and semi-structured interviews with the most representative actors in the industry. In addition, an internal analysis is carried out to identify the company's main distinctive competencies. Both analyses made it possible to arrive at a strategic diagnosis, prioritize a particular strategic challenge, and co-create a competitive strategy supported by a roadmap to be followed as a recommendation for its founders, with the aim of contributing to the long-term sustainability of the business.Publicación Lineamientos de gobernanza y sucesión generacional en una empresa familiar del sector cafetero colombiano : hacia un futuro sostenible(Universidad EAFIT, 2026-01-27) Correa Pulgarín, Camilo; Vásquez Ocaña, Oscar David; Macias Prada, John FernandoPublicación Diseño de un plan de mercadeo integral para la inmobiliaria Bolsa Raíz en Pereira : fortalecimiento del posicionamiento y experiencia de cliente(Universidad EAFIT, 2026-02-25) Hincapié Botero, Mariana; Idárraga Montoya, Isabela; Valencia Herrera, Elizabeth Cristina