Examinando por Autor "García Ortiz, Paula Andrea"
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- PublicaciónAcceso abiertoAnálisis del comportamiento del e-consumer: revisiones prácticas e implicaciones en los esfuerzos de marketing digital(Ediciones Unibagué, 2017-08) García Ortiz, Paula AndreaEl e-consumer se caracteriza por su capacidad de evaluar y escoger productos o servicios en tiendas virtuales, impulsado por variables sociodemográficas o actitudinales y motivos de compra; sin embargo, su comportamiento contempla percepciones, motivaciones, emociones, culturas y géneros, y representa un desafío para las organizaciones contemporáneas. El presente documento pretende efectuar una recopilación teórica respecto al comportamiento del e-consumer, desde la perspectiva de diversos autores en el campo de marketing digital, de modo que sea po sible ofrecer aproximaciones prácticas para la comprensión de la temática y el desarrollo de otras investigaciones de índole exploratorio, descriptivo y explicativo, que enriquezcan las actividades académico-prácticas del marketing.
- PublicaciónAcceso abiertoCapacidades dinámicas de marketing en la estrategia de distribución internacional(Universidad de Ibagué, Universidad de Valencia., 2020) García Ortiz, Paula Andrea; Calderón García, Haydée; Roa Vivas, Nidia
- PublicaciónAcceso abiertoLa disparidad entre países desarrollados y en vías de desarrollo: Uso de las redes sociales y el comercio electrónico como herramientas sinérgicas de desarrollo económico(Ediciones Unibagué, 2016-08) García Ortiz, Paula AndreaA través de los años, la tecnología se ha convertido en parte imperativa del desarrollo mundial, siendo útil para la publicación, discusión y socialización de información esencial con una tendencia creciente mediante las redes sociales. Estas plataformas son altamente beneficiosas para el progreso empresarial. No obstante, se pueden encontrar grandes disparidades en términos de uso y participación entre países desarrollados y en vías de desarrollo. Conforme a lo expresado, mediante la revisión de fuentes secundarias como artículos de bases de datos científicas y especializadas, se buscó determinar las diferentes redes sociales existentes, el uso de las mismas en países desarrollados, la manipulación y limitaciones de estas plataformas en países en vías de desarrollo, la participación de ambos en el comercio electrónico y el surgimiento del comercio social. De modo que sea posible vislumbrar el impacto de estas plataformas en las actividades empresariales, y a su vez, en el desarrollo económico mundial
- PublicaciónSólo datosDynamic marketing capabilities as drivers of international channel integration: is this true for Latin American SMEs?(Qualitative Market Research, 2021-08-24) García Ortiz, Paula Andrea; Calderón García, Haydée; Fayos Gardó, Teresa; Roa Vivas, NidiaPurpose This paper aims to determine the relationship between dynamic marketing capabilities (DMCs) and the integration of distribution channels of exporting companies from Latin American (LATAM) countries and how this relationship will impact the international development of a company. Design/methodology/approach This qualitative study uses the explanatory multiple case approach of Yin (2011) to test the research questions, revise existing theories and establish causal relationships from semi-structured interviews that were applied to 15 Peruvian and Colombian companies. To analyze qualitative data and ensure credibility, the authors applied six stages of Sinkovics and Alfoldi’s (2012) methodology. For analysis, computer-based qualitative software was used. Findings The study reveals the following: a set of specific DMCs that effectively help agro-food companies generate synergy with their intermediaries to launch their first international ventures; a better understanding of how the market orientation as a DMC is, rather than a multi-dimensional organization which mediates other marketing processes; the impact of DMCs in channel integration that changes with respect to agents and distributors. Producers and distributors developed networking, market adaptation and innovation capabilities. At the same time, agents also developed market orientation capabilities to provide relevant product information, manage transactions and fulfill orders without regard to market adaptation capabilities. Research limitations/implications Qualitative methodology was applied, limiting the generalization of the findings. The authors also emphasized the initial stages of internationalization without considering other advanced processes that could be useful for larger LATAM companies, which operate in different foreign countries and manage multiple channels. As a result, this study lays the foundation for establishing a model that will enhance a quantitative measurement to support the findings. Practical implications This study illustrates specific marketing techniques that are useful to better identify and coordinate intermediaries, especially agents and distributors to ease their internationalization processes. The research also provides a framework for marketing managers to leverage the DMCs developed by the different actors of the distribution channel, as well as, obtaining positive outcomes in communication, information on products and services, transactions and customer service functions. Finally, managers and professionals can find a methodology to evaluate how DMCs can be developed to optimize their internationalization processes through the integration of the main channel functions. This will broaden their vision on the usefulness and scalability of this type of dynamic capabilities in key business processes for the generation and sustainability of competitive advantages. Social implications If producers identify DMCs, they will promote ethical business practices that may reduce their vulnerability and risk with more experienced international intermediaries. This leads to favoring the socio-economic equity of the territories with traditional economies in which they operate. Originality/value The study provides a set of DMCs that influence the functions of distribution channels and favors international processes in small and medium enterprises which then offer a better understanding of the definition and applicability of this construct in the agro-food sector in LATAM. This study also gives a structural perspective to determine which functions of the distribution channel should be integrated and how depending on the type of intermediary (agents and distributors).
- PublicaciónAcceso abiertoEstudio de caracterización de la demanda del servicio de fabricaciones especiales en el sector agrícola del municipio del Espinal (Tolima) para la empresa Tornitolima en el año 2018(Universidad de Ibagué, 2018) Lozano Campos, Yaritza; García Ortiz, Paula AndreaThis project was based on a characterization of the demand of the special manufacturing pieces service for the agricultural sector of Espinal-Tolima, it was developed for the company Tornitolima Ltda. that has been in Ibague market for twenty-five years. This investigation was justified due to the need shown by the company in the search for alternatives for its growth and its expansion to new market routes, this in order to face changes in the market and accelerated competition in the hardware stores sector in Ibagué city, therefore, the municipality of Espinal-Tolima was nominated as the first analysis option to know and evaluate the market potential for this purpose. This study was framed in a descriptive research of transversal type with quantitative character, likewise, for its modeling, the methodology that was used as a method of gathering information the instrument called face-to-face questionnaire, of which two interviews were applied to experts and through a non-sampling probabilistic nineteen structured questionnaires from a sample of thirty-two agricultural companies were applied. In this way it was possible to conclude that the agricultural sector of Espinal-Tolima is a potential and significant segment for the company as the first measure for its expansion at departmental level and above all for its positioning, because, favorable results were found that point from the high necessity of the service of special fabrications and the opening of a branch in Espinal by the company Tornitolima Ltda., among others opportunities.
- PublicaciónAcceso abiertoEstudio de mercado para establecer el perfil del consumidor de la cadena de panaderías Morata en el mercado de la ciudad de Ibagué para el año 2019(Universidad de Ibagué., 2019) Ríos Villanueva, David Santiago; García Ortiz, Paula AndreaThe continuous development of the local and world economy in all sectors of the market has led companies to be increasingly focused on the customer and to meet their needs in the most accurate and close way possible, to reach this it is essential to investigate and to know deeply what consumers want and how they behave, this will lead to understand how customers want to be served and what are the services and products that as companies offer to satisfy them. The purpose of this work was to create a consumer profile of Panaderias Morata in Ibagué for the year 2019, in order to get to know the customer and their needs deeply, their behavior when buying and choosing both the products and the services offered, as well as knowing what their motivations are when choosing Morata or not, it also seeks to identify the tastes and preferences of buying these, having the ability to meet the consumer can configure segmentation strategies. To meet these objectives, a conclusive quantitative investigation with a transversal descriptive design was developed, the survey was used as an instrument for data collection, and a non-probabilistic discretionary sampling type was used, the subjects of the sample were men and women over 18 years of age who were clients of the Panaderias Morata located in the Cádiz neighborhood in the city of Ibagué in 2019.
- PublicaciónSólo datosIndagare No. 8(2020-12-18) Cupajita Rodríguez, Laura; Espinosa, Natalia; Duque, Claudia Alejandra; Sánchez, Frank; Muñoz, Edgar; Gutiérrez Abella, Sandra; Sánchez Rubio, Yenny Marcela; Zabala Hernández, Mauricio; González Cuéllar, Brenda; Rodríguez-Clavijo, Diana Marcela; Guzmán-Patiño, Leidy Camila; Puerta-Cortés, Diana Ximena; Castiblanco Hernández, Laura Natalia; González-Santos, Bianda Jeni; Torrente Rocha, Juan José; Manzano Arrondo, Vicente; Rodríguez Morilla, María del Carmen; Zabala Sandoval, Juan David; Martínez Torres, Oscar Andrés; Cruz Bustamante, Luisa Fernanda; Velandia Silva, César Augusto; Forero Machado, Sergio Andrés; Ciro Torres, Juanita; Zuluaga Villermo, Juan Guillermo; Peñaloza Kairuz, Eduardo; Kaffure Ruiz, Carlos Augusto; Peñaloza Farfán, Lady Johanna; Sanabria Gómez, Hans; Salguero Londoño, Blanca Myriam; Bríñez Varón, Diego Mauricio; Doughman, Richard; Barrero Arciniegas, Humberto Alejandro; Roa Vivas, Nidia; García Ortiz, Paula Andrea; Calderón García, Haydée; Fayos Gardó, Teresa; García León, Andrés A.; González Villanueva, Dayanne A.; Martínez Higuita, Juliana; Torres Tapia, William Fernando; Vargas Castro, Sandra Bibiana; Campo Torres, William José; Forero Hernández, Carlos F.; Arana Guaraca, Paula Yulieht; Yate Vela, Luisa Fernanda; Viña Franco, Anguy Yhulieth; Quimbayo Pinilla, John Edinson; Obando R., Aida Astrid; Aldana, Yeison Alejandro; Cárdenas Cadena, Valentina; Oliveros Lozada, Adriana Lucía; Cabezas Mora, Adriana Marcela; Alba Sanabria, Sandra MilenaThis 2020, we present to you issue eight of Indagare magazine, the scientific dissemination instrument of Universidad de Ibagué. For this occasion, we have selected fifteen reports of projects developed within the framework of the following Research and Transfer Programs (RTPR): Education and well-being for comprehensive human development, Inclusive and sustainable regional development, Conservation and eco-efficient use of natural resources and environment, and Industry of high added value and world-class services. In addition, Indagare magazine has decided to grant a space to those who have started on the path of academic writing, a space dedicated to recording teams and research groups experiences from Universidad de Ibagué.
- PublicaciónSólo datosEl rol de las capacidades dinámicas de networking en la internacionalización de pymes latinoamericanas(Ediciones Unibagué, 2020-12-18) Roa Vivas, Nidia; García Ortiz, Paula Andrea; Calderón García, Haydée; Fayos Gardó, TeresaLatin American SMEs hardly evince significant internationalization experiences due to their limited knowledge, resources, and relationships with strategic intermediaries. The challenge is to generate cooperation between all partners and conduct the appropriate combination that allows integrating the international distribution channel. The aim of this research has been to identify those specific dynamic networking capabilities necessary for the development of the distribution strategy, and thus, promote the internationalization processes of Latin American SMEs. The results show that managers identify, develop and strengthen their relationships with international distributors and agents, which ultimately allow them to enliven their internationalization process and overcome their organizational severity.
- PublicaciónAcceso abiertoSumando Responsabilidades Núm. 2(Responsabilidad Social Integral, 2017) Lopera Molano, Ángela María; Lugo González, Carlos Andrés; Rojas Forero, Dayani; Bermeo Andrade, Helga Patricia; Bohórquez Pérez, Yanneth; Valenzuela Real, Patricia; Saavedra Moreno, Carolina; Barrios, Elsa Edith; Gómez, Juan David; Ordóñez Moreno, Beatriz Helena; Celis Castiblanco, María Camila; García Ortiz, Paula Andrea; Tovar Gasca, Sandra Lorena; Yate Vela, Ingrid Paola; León Grimaldos, Maria Victoria; Castro Parra, John Jairo; Pedraza Camargo, Gustavo; Pérez Sánchez, Nelson Fabián; Peñaloza Kairuz, Eduardo; Álvarez Marín, Mauricio; Moreno Garzón, José Antonio; Oviedo Rubio, Pablo Andrés; Roa Vivas, Nidia; Sánchez López, Juan Camilo
- PublicaciónAcceso abiertoSumando Responsabilidades Núm. 4(Responsabilidad Social Integral, 2019-11) Duarte Rueda, Jenny Rocío; Núñez Torres, César Augusto; Roa Vivas, Nidia; Yate Vela, Ingrid Paola; García Ortiz, Paula Andrea; Álvarez Bustos, Mónica del Pilar; Montoya Venegas, Natalia; López Santos, Oswaldo; Salazar Villalba, Carlos Alberto; Chávez Varela, David Nicolás; Torres Varón, Wanda Melissa; Delgadillo Mirquez, Liliana Rocío; Salgar Vesga, Angy Tatiana; Uribe Sarmiento, John Jairo; Lopera Molano, Daniel; Peñaloza Kairuz, Eduardo; Velandia Silva, César Augusto; Forero Machado, Sergio Andrés; Varón, Diana Elizabeth; Muñoz, Diego Germán