Maestría en Administración - MBA (tesis)
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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 AlbertoPublicación 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 Esteban