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Ítem Caso de estudio. El caso de la administración de tiempo en los estudiantes de la Universidad Icesi: una guía a través de una investigación cualitativa(Universidad Icesi, 2010-04-12T15:53:56Z) González Delgado, Alexandra; Arboleda Arango, Ana María; Enríquez Rodríguez, Diego GabrielA través de la problemática de la administración del tiempo, este caso ilustra la estructura de la investigación cualitativa. La introducción ejemplifica un conflicto de administración del tiempo para luego, en el brief, plantear la inquietud institucional por comprender esta problemática y ofrecer a los estudiantes un taller relacionado. A continuación, la propuesta metodológica sugiere una exploración cualitativa e incluye herramientas para la ejecución del estudio (i.e., fi ltro, guía, consentimiento y debrief). Para cerrar el caso, se toman escenas del grupo focal para explicar las técnicas proyectivas utilizadas y comentar acerca del ejercicio de escucha activa. Finalmente, se presentan algunas pautas para el análisis de la información cualitativa.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 TIC aplicadas a los factores de percepción visual, identificados de manera experimental, que influencian la intención de compra online de productos vegetales(Universidad Icesi, 2014-01-01) Potes, Alexander; Arboleda Arango, Ana María; Sandoval, Nancy; Arce Lopera, Carlos Alberto; Salamanca García, Juan ManuelVisual information of the products offered by virtual channels has an important role in the customer purchase intention, for the case of perishable products, especially for vegetables, such information becomes more important since it involves one of the sensory aspects that consumers use to decide whether or not to purchase. The principal goal of this study is to identify and characterize different types of visual information that affect vegetable purchase intention through virtual channels and determining the technical and financial requirements that a retail company should consider to present this information using information technologies. Other factors that also affect online purchase intention are included, and although unrelated to the products visual presentation, are tied to issues to be considered by organizations, so that the whole virtual buying process is satisfactory to the clientÍtem Desarrollo de una marca-producto para Gesta Diseño: un caso de innovación incremental(Universidad Icesi, 2012-01-01) Hurtado Ruiz, Andrés Julián; Arboleda Arango, Ana MaríaThe purpose of this case study is to guide the reader through the process of incremental innovation of a product. The path towards innovation starts with a review of design trends and ends with a design brief. The case takes the company Gesta Diseño® as an example to illustrate an innovation process that enhances brand representation. The framework of incremental innovation for Gesta Diseño® assumes a small yet constant level of innovation which, supported by brand image, allows the company to achieve a competitive advantage in the market. The most relevant recommendation from this case is to use an incremental innovation strategy as an instrument to strengthen the brand of small companies.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 El aroma al evaluar el involucramiento del consumidor con un producto y su percepción de calidad.(Universidad Icesi, 2015-10-01) Alonso Cifuentes, Julio César; Arboleda Arango, Ana MaríaThis study analyses to what extent do consumer involvement and perception of product quality explain the perceived price, using information about articles like bags and briefcases obtained through smell. The method for this study is a complete within-sample experimental design where subject rate their level of product involvement and perceived product quality based on three olfactory stimuli: leather, synthetic leather, and fabric. The results show that after using involvement and quality as two independent and simultaneous perspectives to evaluate the product, involvement is not relevant. Quality and not involvement is the variable that determines the perceived price.