Authors,Title,Year,Link,Abstract,Keywords,Publisher,Pubplace,Language,Document Type "Carvajal marca la diferencia : nuevo posicionamiento de marca como símbolo de transformación organizacional",2013,"http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1649","This case study consolidates the process of redefining the brand architecture of Carvajal and its companies, in order to become a highly competitive company in a demanding environment, and, in his way, attract new investors, conquer and retain talent, and position itself as a multinational conglomerate capable of generating value for its shareholders. This would involve the refocusing and increasing the profitability of the existing businesses in different geographies, that go hand-in-hand with a rebranding strategy, to reflect this transformation and strengthen its position in the global market. This study is based on interviews and secondary sources based on organizational data, and studies that were conducted by consulting firms hired by the Carvajal.","Facultad de Ciencias Administrativas y Económicas,Producción intelectual registrada - Universidad Icesi,Estudios Gerenciales,Marca,Imágen corporativa,Estrategia organizacional,Identidad de marca,Corporate image,Organizational strategy,Brand architecture,Economía,Negocios y management,Economics,Business","Universidad Icesi","spa","info:eu-repo/semantics/article",