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Ítem Clínica odontológica universitaria(Universidad Icesi, 2012-05-01) Botero Vallejo, Carolina; Castellanos Ordóñez, Germán; AsesorThe dynamics of the dental industry in Colombia are influenced by a number of legal, political, economic and social changes that have jeopardized the profitability of the sector; however, the emergence of thought and implementation of marketing tools has changed the vision of services and has led to an intense competition in the industry. University Dental, with 10 years of experience in the industry has begun to suffer the consequences of these factors by a sales decrease of 8% in 2011. It is necessary to take corrective action and strategic decisions that would put the business back assuring its profitability in the long run.