TY  - THES 
TI  - Además de hacer las cosas bien, Carvajal marca la diferencia: nuevo posicionamiento de marca, como símbolo de transformación organizacional.
PB  - Universidad Icesi
PY  - 2012
UR  - http://hdl.handle.net/10906/68639
AB  - Some years ago, Carvajal Organization SA realized that the company needs to transform its organizational strategy, in order to become a highly competitive 23
company in a demanding environment, and, in his way, attract new investors, and conquer and retain talent, and position itself as a multinational conglomerate capable of generating value for its shareholders. This, would implicate to redefine the existing businesses and guarantee their profitability in the different geographies.
Considering this new organizational strategy, the company redefined Carvajal´s entire brand architecture and those one of their companies, ensuring that this new composition and promise of value could reflect the transformation of the organization and could strengthen its position in the global market. Consequently, Carvajal designed a new organizational philosophy, with three brand attributes: Commitment to results, Proximity to customers, and Sustainability, that support its new brand positioning: Carvajal makes a difference.
KW  - FACULTAD DE CIENCIAS ADMINISTRATIVAS Y ECONÓMICAS
KW  - PRODUCCIÓN INTELECTUAL REGISTRADA - UNIVERSIDAD ICESI
KW  - POSICIONAMIENTO DE MARCA
KW  - ESTRATEGIA ORGANIZACIONAL
KW  - IDENTIDAD DE MARCA
KW  - IMÁGEN CORPORATIVA
KW  - CORPORATE IMAGE
KW  - ORGANIZATIONAL STRATEGY
KW  - BRAND ARCHITECTURE
KW  - BRAND IDENTITY
KW  - Economía
KW  - Negocios y management
KW  - Economics
KW  - Business
ER  -