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Ítem La actitud del consumidor según la percepción de justicia organizacional(Universidad Icesi, 2009-10-01) Arboleda Arango, Ana MaríaThis study points out the consistent relationship between consumer perception of organizational justice and consumer attitudes toward the organization. Thus, the article first presents a summary of the latest developments in the concept of organizational justice and provides a detailed description of the development of the three dimensions of justice. Next, it presents an outline of the results of previous studies evaluating the relationship between consumers’ perception of justice and their attitudes, followed by a descriptive analysis of these findings. The discussion emphasizes that the consistency of results indicates that the concept of organizational justice can be used as a competitive advantage for an organization. Lastly, the recommendations propose a set of strategies for applying and measuring the construct of organizational justice.Ítem Dos dimensiones de la estrategia "me too": consumidor y organización(Universidad Icesi, 2010-01-01T21:35:30Z) Arboleda Arango, Ana MaríaEste documento analiza la estrategia "me too" desde dos dimensiones. Primero, como proceso cognitivo y, segundo, como una estrategia organizacional. La primera dimensión se trata desde la psicología a través de la categorización y generalización. La segunda se presenta desde ejemplos y razones estratégicas que llevan a las empresas a utilizar la imitación como herramienta competitiva. Finalmente, es claro que ambos procesos son complementarios como parte de la evolución de los mercados y el aprendizaje del individuo de las categorías de productos.Ítem Beneficios y perjuicios de la estrategia de imitación(Universidad Icesi, 2014-04-01) Arboleda Arango, Ana MaríaThis article discusses imitation strategy, highlighting its potential benefits and detriments. By using an exploratory method, the article uses 15 cases that argue unfair competition due to imitation. The discussion offers a parallel among reasons for a company to imitate or not. To conclude, imitation is a feasible strategy as long as the brand is regarded as a distinctive attribute, and at the same time, following brands improve its market share and communicate attributes that are consistent to the product category. On the other hand, if imitation negatively affects brand distinctiveness, then it may cause consumer confusion and reduce the organizational incentive to innovate.Ítem Creating a Competitive Advantage: The Exoticism of Tango and Salsa From Cali, Colombia(Ecole Des Hautes Etudes Commerciales De Montreal, 2016-01-01) Arboleda Arango, Ana MaríaThe authors propose a competitive strategy for the performing arts:\ncreating a geographic paradox that results in consumers' perception of\nan exotic product. Through a qualitative approach, in-depth interviews\nand documentary research, they gathered information on two cases in the\nperforming arts (dance): Jacaranda and Ancizar Velasquez. Both cases\nshow how entrepreneurs can focus on cultural traditions that are not\nlocal. It is possible to track their success through the foreign dances\noffered in their own country and traditional dances offered to a foreign\naudience. The authors conclude that cultural organizations can gain a\ncompetitive advantage by introducing artistic products in a foreign\ncontext where they will be perceived as exotic and autochthonous. A\npractical implication of this work is that artists and cultural\norganizations may exploit what is perceived as an exotic tradition and\nas a consequence strengthen cultural industries and preserve cultural\ntraditions.Ítem Design awareness and purchase intention: an item response theory approach(Emerald Group Publishing Limited, 2014-01-01) Alonso Cifuentes, Julio CésarPurpose The purpose of this paper is to evaluate the effect of design awareness on consumers’ purchase intention. Design/methodology/approach The experiment consisted of showing a new beer package design to 185 participants who evaluated it using a self‐administered questionnaire. Findings Using an Item Response Theory approach, results show that there are two dimensions of consumer design awareness: basic design and differential design. These findings are, to some extent, consistent with the theoretical discussion within design literature. Moreover, a multiple regression model estimates the effect of both dimensions on consumers’ purchase intention, and the paper concludes that both dimensions have a similar effect (p<0.05). The sign of the effects are consistent with the theoretical discussion. Practical implications The design of new products must consider attributes associated to the basic and practical use of a product as well as those attributes that mark a comparative difference in the product cate...