TY  - JOUR 
TI  - Carvajal marca la diferencia : nuevo posicionamiento de marca como símbolo de transformación organizacional
JO  - ESTUDIOS GERENCIALES;Vol. 29 No. 127
PB  - Universidad Icesi
PY  - 2013
issn 01235923
AB  - 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.
KW  - Facultad de Ciencias Administrativas y Económicas
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Estudios Gerenciales
KW  - Marca
KW  - Imágen corporativa
KW  - Estrategia organizacional
KW  - Identidad de marca
KW  - Corporate image
KW  - Organizational strategy
KW  - Brand architecture
KW  - Economía
KW  - Negocios y management
KW  - Economics
KW  - Business
UR  - http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1649
ER  -