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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 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.