Examinando por Autor "Roa Vivas, Nidia"
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- 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
- 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 abiertoFormulación de un plan de mercadeo para la empresa Cadillero Coffee Shop(Universidad de Ibagué, 2023) Cedeño Torres, Sara Daniela; Beltran Hernandez, Maria Alejandra; Yate Vela, Ingrid Paola; Garcia, Paula Andrea; Roa Vivas, NidiaEl presente trabajo de grado es orientado a la realización de un plan de mercadeo para la empresa Cadillero Coffee Shop, empresa cafetera del Tolima ubicada en la ciudad de Ibagué, con el fin de lograr maximizar las ventas y el posicionamiento en el mercado de la marca. Para efectuar este proyecto se realizó un análisis externo e interno de la empresa, mediante investigaciones y diagnósticos que permitieron revelar datos importantes para poder identificar diferentes factores y atributos que afectan y benefician a la empresa. También, se realizó una investigación de mercados que permitió reconocer el perfil del cliente ideal de Cadillero Coffee Shop y de esta manera, poder centrar las estrategias de manera más efectiva. Seguido de todos los resultados obtenidos se realizaron tres estrategias fundamentales para lograr los objetivos esperados por la empresa. Se considera necesario mejorar la identidad visual del punto de venta físico, gestionar los canales de comunicación como las redes sociales y crear planes de fidelización para lograr incrementar la cuota del mercado de la empresa y maximizar el reconocimiento de la empresa.
- 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.
- PublicaciónRestringidoInvestigación de mercados orientada a medir el comportamiento del consumidor del sector de las droguerías en la ciudad de Ibagué para el año 2018(Universidad de Ibagué., 2019) Reinoso Correa, Any Julieth; Roa Vivas, NidiaBecause the current consumersim and evidence of people´s infidelity towards the brands, today´s companies must be at the forefront of the changes that their customers have, to keep in the market and be stronger than its competition, one of the best tool is market research because through it you can observe, analyze and understand various factors that affect or benefit the company and from there be able to create strategies to win or at least not lose market share. This grade work will be based on observing the key factors that an Ibague citizen has when acquiring products at a drugstore in the city, At the same time, identify why the clients of Droguerías Copifam make their purchases there and reach their level of satisfaction with the brand; All this in order to generate recommendations that help the company design strategies to improve its positioning in Ibague city.
- PublicaciónAcceso abiertoInvestigación social y políticas públicas(Ediciones Unibagué, 2015-10) Castro Villareal, Liliana Andrea; Gutiérrez Abella, Sandra; Cardona Pérez, Angélica María; Bejarano Liberato, Ana María; Ávila Gutiérrez, Diana Patricia; Lopera Molano, Ángela; Coba Gutiérrez, Patricia; Espinosa Pasaje, Juan Carlos; Bonilla Vergara, Juan Carlos; Roa Vivas, Nidia; Hernández Bocanegra, Catalina; Lopera Molano, Daniel; Ortegón León, Victoria Andrea; Elssy Bonilla Castro; Elssy Bonilla Castro; Lilian Andrea Castro Villarreal
- PublicaciónAcceso abiertoInvestigar, un disfrute y una pasión(Ediciones Unibagué, 2017-08) Roa Vivas, NidiaA manera de reflexión, se destaca la importancia de la investigación como instrumento para adquirir conocimiento y posibilitar la transformación de la realidad humana, en términos de un mundo con mejor calidad de vida.
- PublicaciónAcceso abiertoMujeres maquiladoras en Ibagué: Trabajo remunerado y economía del cuidado(Ediciones Unibagué, 2015-10) Roa Vivas, Nidia; Hernández Bocanegra, Catalina; Bonilla Vergara, Juan
- PublicaciónRestringidoMujeres maquiladoras en Ibagué: trabajo remunerado y economía informal, segunda fase(Universidad de Ibagué, 2018) Penagos Sánchez, Lina Alexsandra; Roa Vivas, NidiaThis research is the second phase of the project Mujeres maquiladoras en Ibagué: trabajo remunerado y economía informal ("Maquila women en Ibagué: paid work and informal economy"), which seeks to ascertain the living and working conditions of maquila women of the informal sector in the city of Ibagué, both in their homes and in maquila workshops, where hard work is evidenced, with piecework payments and without social benefits. In order to analyse specific aspects such as gender relations in the working environment, barriers to access, permanence and promotion of women in the work environment and, especially, feminization of precarious work, a bibliographical review was carried out on topics such as informal economy and gender equity, in order to establish their effects and applications in a clothing industry in Ibagué which looks to confront globalization. Thus, informality is conceived as the way that small and medium-sized enterprises in Tolima’s capital respond to the challenges posed by economic openness and commercial competition. The purpose of this research is to suggest government policies to implement a comprehensive and balanced labor reform, that protects maquila workers and generates development for Tolima's capital in textile sector.
- PublicaciónAcceso abiertoProyecto de investigación mujeres maquilladoras en Ibagué: Trabajo remunerado y economía informal(Universidad de Ibagué, 2019) Montealegre Ochoa, Daniel Fernando; Daza Ochoa, Erika Dayanna; Roa Vivas, NidiaIn the present text the state of art is built on the subject of maquilas and their relationship with the living conditions of women working in this model of contemporary production, this, as part of the strengthening of the structure of the research project Women Maquiladoras in Ibagué: Remunerated Work and Care Economy. Within its methodological framework a theoretical sampling was carried out in databases such as SCOPUS, Science Direct, Scielo and Dialnet, its approach to a documentary review with a qualitative approach, for the systematization of the information a theoretical sampling matrix was designed in which identify aspects such as the research problem, theoretical framework, background, methodology, results and new scenarios in this field. In the literature review aspects such as the maquila and its effects on the population are verified, mainly in women who seek to be employed to improve their economic situation and who must meet unfavorable conditions such as long working hours, stress, lack of commitment Government that compliance with the law in the welfare of the endeavor.
- PublicaciónAcceso abiertoLos retos de la Facultad de Ciencias Económicas y Administrativas, en el contexto del pos-acuerdo(Universidad de Ibagué, 2016-02-15) Prada Tamayo, Adriana Lucía; Roa Vivas, Nidia; Reyes Martínez, Jaime Eduardo
- 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