Estudios gerenciales Vol. 30 No. 130

URI permanente para esta colecciónhttp://hdl.handle.net/10906/76132

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Mostrando 1 - 13 de 13

Mercadeo verde de una empresa dorada
(Universidad Icesi, 2014-01-01) Uribe-Saldarriaga, Carlos Mario
The case presents a marketing campaign directed by Ecopetrol between 2009 and 2012. It is about the introduction of the ultra low content of sulfur diesel fuel to the Colombian market under the name of clean diesel. There are two points of view that the case proposes, ﬁrst of all, the positioning of Ecopetrol as one of the most recognized Colombian companies because of its ﬁnancial results as well as their activities at the corporate social responsibility ﬁeld. The second is related to the requirements demanded in developed countries to the environmental marketing, in particular with regard to green washing, but taking into account that Ecopetrol operates in a developing country context, which has incipient stakeholders knowledge about environmental issues.
Evaluando las intervenciones cambiarias en Colombia: 2004‐2012
(Universidad Icesi, 2014-01-01) Lopera, Mauricio; Londoño, Charle; Mesa, Ramón Javier
Esta investigación tiene como propósito evaluar la efectividad de las intervenciones en el mercado cambiario colombiano, utilizando el modelo teórico canal de coordinación bajo la metodología red neuronal de regresión cuantil. Con este objetivo se estima el efecto de los inversionistas no informados, informados y el emisor en diferentes cuantiles de la distribución del retorno de la tasa de cambio en el largo plazo. Se encuentra que la autoridad cambiaria tiene una mayor influencia en los cuantiles inferiores de la distribución, como son los de 5 y 25%, que recogen efectos asociados con la revaluación del peso.
Influencia del gobierno corporativo en el costo de capital proveniente de la emisión de deuda
(Universidad Icesi, 2014-01-01) Carlos Enrique, Vecino Arenas; Lagos Cortes, Diógenes
This paper studies the relationship between the implementation of corporate governance practices, as defined in the code of best corporate practices (Código País), and the cost of debt capital from companies listed on the Stock Exchange of Colombia. Using regression models, evidence was found suggesting the existence of an inverse relationship between the level of implementation of corporate governance practices and the cost of financial debt issuers (companies in utilities and the real sector). There was no evidence to support such conclusion in the financial sector.
Importancia de la gerencia del conocimiento: contrastes entre la teoría y la evidencia empírica
(Universidad Icesi, 2014-01-01) Sierra Arango, Hernán Darío; Bernal Torres, César Augusto; Frost González, José Salomon
This study analyses the importance that organizations in Colombia give to knowledge management in order to meet the challenges of the current world economic order. To determine this a survey was carried out on 2,249 people in 83 organizations of different sizes and economic sectors, located in the city of Bogota. Overall, the results indicate that knowledge management is not a usual practice in these organizations, which contrasts with the high degree of importance that organizations in developed countries place on these activities that are considered as strategic to enhance innovative capacity and sustainable competitiveness
Estrategia de cobertura con productos derivados para el mercado energético colombiano
(Universidad Icesi, 2014-01-01) Macías Villalba, Gloría Inés; Díaz Contreras, Jhon Alexis; Luna González, Edgar
The development of the Colombian wholesale energy market has currently allowed it to trade electricity futures in local capital markets. This work aims to design a derivative, which has the price of electricity as the underlying. For this, we analyzed the time series of electricity price volatility modeling, and from this, an exotic barrier-type option was designed that shows how to use this type of ﬁnancial products to cover risks from market agents
El uso de los arquetipos en la industria de la moda en Colombia
(Universidad Icesi, 2014-01-01) Villegas Gómez, Juliana; Ceballos, Lina María
Archetypes have emerged as a powerful tool for deﬁning brand personality, and are especially useful in the marketing of fashion brands. The present study aims to determine the use of archetypes as a brand management tool in Colombian fashion companies. It also presents the perception of this tool, and identiﬁes motivators and barriers for its implementation. A total of 16 in-depth interviews were carried out, mostly with fashion businesses that are implementing or wish to implement archetypes. Colombian fashion brand managers present various motivations for using the tool, however, the use of archetypes is limited, and has many obstacles for its implementation.
Cómo una microempresa logró un desarrollo de productos ágil y generador de valor empleando Lean
(Universidad Icesi, 2014-01-01) Rivera Cadavid, Leonardo; Barón Maldonado, Diana Isabel
This paper presents an example of a small company transforming its product development system to make it more agile, ﬂexible, and value-generating using Lean. We used the generic product development system, the traditional product development system employed in the apparel sector, the Toyota product development system, and the previous development system used in the company, as reference to conﬁ- gure the new one. Two main elements in the new product development system are the virtual meeting place and the role of the chief engineer. As a result, the new system is more client-oriented, has faster response time and has Just in Time production.
Predicción de la satisfacción y el bienestar en el trabajo: hacia un modelo de organización saludable en Colombia
(Universidad Icesi, 2013-01-01) Santa-Bárbara, Emilio Sánchez; Nader, Martín; Peña Bernate, Sandra Patricia
In this article we include data from a study conducted on a sample of 240 Colombian workers. The main objective was to determine if the perception of social climate, the job description (signiﬁcance, responsibility, and knowledge of results), and the experience of ﬂow can predict worker satisfaction and well-being in the workplace. Two theoretical models were designed, one with direct effects of social climate and job description over satisfaction and well–being, and the other with ﬂow as a mediator variable, which were estimated by structural equations. Our results showed that the perception of social climate is a good predictor of satisfaction in organizations. Also, ﬂow accurately and widely predicts satisfaction at work.
Customer segmentation model based on value generation for marketing strategies formulation
(Universidad Icesi, 2014-01-01) Domínguez, Victoria Eugenia; Cuadros, Alvaro Julio Cuadros
When deciding in which segment to invest or how to distribute the marketing budget, managers generally take risks in making decisions without considering the real impact every client or segment has over organizational profits. In this paper, a segmentation framework is proposed that considers, firstly, the calculation of customer lifetime value, the current value, and client loyalty, and then the building of client segments by self-organized maps. The effectiveness of the proposed method is demonstrated with an empirical study in a cane sugar mill where a total of 9 segments of interest were identified for decision making.
Cuantificación de la importancia del Fondo Nacional de Garantías en la movilización de créditos a las pymes
(Universidad Icesi, 2014-01-01) Castillo Bonilla, José Augusto; Girón, Luis Eduardo
This paper claims to establish and measure the impact that the guarantee provided by the National Guarantees Fund (Fondo Nacional de Garantías) has on the ﬂow of credit to Small and Medium Enterprise (SMEs). Based on information provided by Asobancaria, Superintendencia Financiera and the National Guarantees Fund for the period 2003: I to 2010: III, an econometric model was estimated using a dynamic ordinary least square estimation. The empirical results show that the guarantee given by the National Guarantees Fund inﬂuences in the volume of loans to the SMEs. However, its economic inﬂuence is not signiﬁcant.
Orientación de las organizaciones públicas al aprendizaje organizacional. El caso de los organismos descentralizados en el Estado de Sonora, México
(Universidad Icesi, 2014-01-01) Encinas Orozco, Francisca Cecilia
The aim of this paper is to analyze the organizational learning orientation of the Mexican government, through an exploratory study of decentralized agencies, from the perspective of the new public management. The learning organization model, which features ten variables was used. The information was collected from public servants through a self-administered questionnaire. The results showed an intermediate level to the organizational learning, and some conditions that need to be improved to have teaching organizations in the public sector. They also demonstrate the need for more in-depth studies on the subject.
Economías de escala publicitarias en grandes empresas en México 2008-2011
(Universidad Icesi, 2014-01-01) Cruz Rodríguez, Ignacio Javier
The objective of this paper is to analyze the impact of advertising by big companies in Mexico. By a quantiﬁcation of sales-advertising elasticity at company level this article classiﬁes advertising economies or diseconomies of scale. The results suggest the presence of advertising scale economies in Walmart and Telcel and advertising scale diseconomies for the rest. Finally, a discussion is presented on the advantages and disadvantages of the results
Vol. 30 No. 130 (Enero/Marzo 2014) / ESTUDIOS GERENCIALES
(Universidad Icesi, 2014-01-01) Universidad Icesi
Contiene: Economías de escala publicitarias en grandes empresas en México 2008-2011 // Cruz Rodríguez, Ignacio Javier / 3-9 Pág. -- Influencia del gobierno corporativo en el costo de capital proveniente de la emisión de deuda // Lagos Cortes, Diógenes ; Carlos Enrique, Vecino Arenas / 73-84 Pág. -- Evaluando las intervenciones cambiarias en Colombia : 2004-2012 // Lopera, Mauricio ; Mesa, Ramón Javier ; Londoño, Charle / 85-94 Pág. -- Mercadeo verde de una empresa dorada // Uribe-Saldarriaga, Carlos Mario / 95-100 Pág. __ Orientación de las organizaciones públicas al aprendizaje organizacional. El caso de los organismos descentralizados en el Estado de Sonora, México // Encinas Orozco, Francisca Cecilia / 10-17 Pág. -- Cuantificación de la importancia del Fondo Nacional de Garantías en la movilización de créditos a las pymes // Castillo Bonilla, José Augusto ; Girón, Luis Eduardo / 18-24 Pág. -- Customer segmentation model based on value generation for marketing strategies formulation // Cuadros, Alvaro Julio Cuadros ; Domínguez, Victoria Eugenia / 25-30 Pág. -- Predicción de la satisfacción y el bienestar en el trabajo: hacia un modelo de organización saludable en Colombia // Nader, Martín ; Peña Bernate, Sandra Patricia ; Santa-Bárbara , Emilio Sánchez / 31-39 Pág. -- Cómo una microempresa logró un desarrollo de productos ágil y generador de valor empleando Lean // Barón Maldonado, Diana Isabel ; Rivera Cadavid, Leonardo / 40-47 Pág. -- El uso de los arquetipos en la industria de la moda en Colombia // Ceballos, Lina María ; Villegas Gómez, Juliana / 48-54 Pág. -- Estrategia de cobertura con productos derivados para el mercado energético colombiano // Díaz Contreras, Jhon Alexis / 55-64 Pág. -- Importancia de la gerencia del conocimiento : contrastes entre la teoría y la evidencia empírica // Bernal Torres, César Augusto ; Sierra Arango, Hernán Darío ; Frost González , José Salomon / 65-72 Pág.

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