16 resultados
Resultados de la búsqueda
Mostrando 1 - 10 de 16
Ítem Aplicación de los conjuntos de selección en la estrategia de mercadeo(Universidad Icesi, 2003-01-01) Borrero Caldas, Silvio; Concha Velásquez, José RobertoDebe ser motivo de análisis y evaluación frecuente en las empresas de bienes y servicios su posicionamiento y el grado de recordación por parte del consumidor objetivo. Es sobre estasbases que se construye cualquier estrategia tendiente a incursionar en nuevos mercados o a afianzar la participaciónen los ya existentes. Partiendo de un análisis situacional y unainvestigación directa en campo, el trabajo sobre el cual se ha elaborado el presente artículo propone una estrategia de mercadeo dirigida a segmentos específicos con necesidades diversas. Como objetivo final de las medidas propuestas, se espera incluir a la empresa en los conjuntos de selección de un mayor número de clientes.Ítem ¡Que me quiten lo bailao...! La paradoja colombiana(Universidad Icesi, 2016-10-01) Borrero Caldas, SilvioYo juego, canto, bebo, río... y si no tengo un centavo, cuando llegue mi última hora... dejemos que ellos (intenten) qui tarme lo que yo he bailado...!1 El tango de Miguel Bucino resume el enfoque relajado de la vida en Colombia y otros países de América Latina. Algunas personas parecen ser inmunes culturalmente contra el sufri miento, y exhiben una resistencia sobre natural a la adversidad, y de hecho pros peran y son felices en medio de la po breza, la desigualdad, la violencia, la inequidad y el desorden.Ítem Caso de estudio. Construyamos Ltda.(Universidad Icesi, 2007-07-23) Gutiérrez Ortíz, Gloria Milena; Rentería, Mauricio; Leal Márquez, Diana B.; Fierro, Carlos Enrique; Borrero Caldas, SilvioAl asumir su nuevo cargo como Directora Administrativa de Construyamos Ltda., Danielle Villota pensaba tener las competencias necesarias para esta responsabilidad. Con lo que no contaba, sin embargo, era con una serie de problemas al interior de la organización que, como descubriría muy pronto, harían muy difícil su gestión en la joven empresa. Lo que ella pensaba iba a ser un reto profesional se convirtió rápidamente en un conflictivo pulso de poderes que ponía en juego la misma supervivencia de la organización. Antes de estar lista para ello, Danielle tendría que tomar decisiones drásticas para resolver su propia situación y la de su empresa.Ítem The balanced model of exercise introduction: persuading young adults to practice a sport through a balanced pursuit of meaningful goals(Tulane University, 2010-03-25) Borrero Caldas, Silvio; Deans' Workshop : Curriculum Innovation, Technology, and Program Development (March 25-26 : 2010)Physical activity is often perceived as a sacrifice that is necessary to obtain health benefits on the long run (Baumeister & Vohs, 2007), and the typical approach to promote exercise habits involves framing extrinsically-rewarded goals in negative or threatening contexts. Consequently, to exercise, many people require strong doses of self-regulation that tax on their inner resources of willpower (Keller & Lehmann, 2008). Not surprisingly, the response tends to be modest and often results in less than optimal exercise initiation and even lower rates of adherence to an exercise routine. Based on extant literature about self-determination (Deci & Ryan, 2000, 2002, 2008a, 2008b), I argue that long-lasting exercise habits among young adults can be induced more effectively by portraying exercise as a non-sacrificial leisure alternative that is not only beneficial but also intrinsically rewarding. I tested this assertion by attempting to persuade undergraduate students to engage in a sport practice, using tailored marketing communications.Ítem Poor and distressed, but happy : situational and cultural moderators of the relationship between wealth and happiness(Universidad Icesi, 2013-01-01) Cortés Peña, Aura María; Maya Márquez, Luis Carlos; Borrero Caldas, Silvio; Escobar Escobar, Ana BolenaEvidence on the relationship between wealth and happiness is mixed, hinting that there are situational or individual factors that account for the variability in results. This paper contends that wealth is in fact related to happiness. More specifically, it is proposed that poverty –as well as other adverse situations– has an undermining effect on happiness, and that this effect is attenuated by a collectivist orientation. Analyses of variance (ANOVAs) using data on happiness, wealth and culture from 197 countries, supplemented by a meta-analysis of empirical studies that explore the relationship between wealth and perceptions of happiness, support the hypothesized relationship between adversity and happiness, and the moderating effect that collectivism has on such relationship.Ítem Patagonia: tocando las fibras internas(Universidad Icesi, 2013-05-01) Velasco Tafur, Ximena; Borrero Caldas, Silvio; AsesorThis paper narrates the story of Patagonia, a company which has always been unconventionalin its way of doing business. Patagonia considers that many management mistakes result from firms applying unique, generic solutions to all kinds of problems. Also, since the dawn of the industrial revolution, such solutions have privileged economic gains over environmental sustainability. More particularly, this paper describes how Patagonia started a commercial relationship with a Colombian firm, and how both firms had to sort different obstacles to consolidate such relationship. For teaching purposes, and to optimize the case for class discussions, it has been divided into two separate parts, A and B.Ítem Proving It To Others Or Proving It To You: Motivating Students To Initiate And Develop Healthy Levels Of Physical Activity Using Extrinsic And Intrinsic Appeals(2011-03-01) Borrero Caldas, SilvioIntegrating Self-Determination Theory, the Trans-Theoretical Model of Change and extant research on health-related choices, I suggest that persuasive communications aimed at inducing greater physical activity will be more effective if they are tailored to match the target‘s exercise status. Whereas sedentary people can be better persuaded to exercise by appealing to extrinsic motives, active people can be better persuaded to increase physical activity by appealing to intrinsic motives. I tested this suggestion by presenting college students with made-up magazine articles framed to prime different types of motivational appeals. In a first study, conducted at a private university in Colombia, I found that while the intrinsic motive of competence (proving to yourself that you can do something) is a more powerful motivator for active students than the extrinsic motive of recognition (proving to others that you can), as judged by steps walked and self-reported exercise, the reverse is true for sedentary students.Ítem The pendulum swings again: critical notes on the resource-based view(Universidad del Valle, 2010-01-01) Borrero Caldas, SilvioResearch on organizational strategy can be compared to a pendulum that swings back and forth between the inside and the outside of the firm. During the brief history of strategy as an autonomous discipline, this hypothetical pendulum has oscillated completely from the inside of the organization, all the way to the external environment, and back to the firm’s core. This last swing occurred when the Resource-Based View (RBV) shifted the focus of strategic research from an environmental industrycentered perspective to a firm-centered one. Despite its evident influence on much of the strategic literature, and even though it has been the foundation for some of the most relevant studies on strategy, the RBV has probably raised more questions than it has provided answers for practicing managers. Through a review of extant literature, is identified a critical overview of the RBV that assesses its possible limitations and virtues in the context of present-day academic and management trends.Ítem Good Treats: Eating Out not Just for Joy but also for Well-Being(IGI Global, 2013-01-01) Borrero Caldas, SilvioThis book presents insights into marketing strategies and tactical perspectives in both large and small enterprises, exploring case studies, contemporary research, and theoretical frameworks in effective business management.Ítem Administración y organizaciones(Asociación Colombiana de Facultades de Administración, ASCOLFA, 2010-10-01) Mendez Álvarez, Carlos Eduardo; Asociación Colombiana de Facultades de Administración, ASCOLFAEn la sociedad contemporánea, la administración ha adquirido una importancia significativa. Actualmente se administran hospitales, colegios, iglesias, empresas, clubes, ONG, bancos y, en general, cualquier tipo de organización. Ésta no sólo es necesaria para gestionar de manera adecuada una empresa, sino que es una disciplina indispensable para coadyuvar al mejoramiento de las condiciones de vida y el bienestar de las personas, modernizar los sectores productivos y sociales y apoyar la construcción de una sociedad más justa para todos. Por estas y otras razones, es imprescindible contribuir al mejoramiento de la formación de quienes estudian esta disciplina. Un administrador requiere una educación de alta calidad que le permita dominar los conocimientos de su disciplina y aplicarlos con responsabilidad en organizaciones de todo tipo.