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Item La responsabilidad social empresarial coмо estrategia de competitividad en las empresas modernas en colombia(Universidad Santiago de Cali, 2025) Beltran Cediel, Eliana; Daza Vergara, Andres Felipe; Bolaños Garcia, Carlos Esteban (Directora)The following article discusses Corporate Social Responsibility as a Competitiveness Strategy in Modern Companies in Colombia, contextualizing the evolution from the Industrial Revolution to the present as an important strategy in the competitiveness of companies. The objective is to analyze how business practices influence sustainable development and strengthen competitiveness in a globalized world, identifying their strategies and benefits in terms of corporate reputation and differences in the market. In addition, it is a documentary review of secondary sources that addresses the evolution of Corporate Social Responsibility, its relationship with the Sustainable Development Goals and the success stories of some Colombian companies, such as Alpina, Starbucks, Bancolombia, the Success Group and Nestlé The implementation of CSR not only improves the image and customer loyalty, but also increases the efficiency of companies.Item Plan de negocios para la creación de una empresa online dedicada al diseño y elaboración de estampados en camisetas en santiago de cali(Universidad Santiago de Cali, 2025) Toro Lopez, Rafaela; Hernandez Suarez, Janice Vanessa; Contreras Palacios, Fred Davinson (Director)Item Transformaciones del marketing digital en un mundo post-cookies(Universidad Santiago de Cali, 2025) Tenorio Hoyos, Santiago; Londoño Cardozo, Jose David (Director)The phase-out of third-party cookies is fundamentally reshaping the digital marketing ecosystem. Driven by data protection regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), this shift presents significant economic, strategic, and technological challenges for organizations. For decades, third-party cookies enabled advanced audience targeting and personalized advertising, optimizing campaign performance. Their disappearance forces companies to reframe their strategies around the ethical collection of first-party data and the building of trust-based relationships with consumers. This article examines the broader implications of the decline of third-party cookies, particularly its impact on advertising profitability, regulatory compliance, and competitive dynamics. It also explores emerging technologies like Google’s Privacy Sandbox, universal identifiers, and the application of synthetic data, alongside value exchange strategies based on informed consent. The study adopts a qualitative approach through a documentary analysis of secondary sources and proposes adaptation scenarios for the industry. Findings suggest that the transition toward privacy-centered digital marketing requires more than adopting new technical tools; it demands a cultural shift in how organizations manage personal data. Companies that proactively strengthen their ethical data management capabilities will be better positioned to succeed in an increasingly regulated and consumer-driven digital environment.Item Importancia de la inteligencia competitiva en las pequeñas y medianas empresas(Universidad Santiago de Cali, 2025) Rodriguez Herrera, Juan Camilo; Gómez Torres, Valentina; Londoño Cardozo, Jose David (Director)The purpose of this article is to analyze the relevance of competitive intelligence in small and medium-sized enterprises, in order to identify its main applications, benefits, and limitations in business environments characterized by high uncertainty and dynamism. To achieve this objective, a systematic literature review was conducted, based on a descriptive methodological approach that allowed for the selection and analysis of secondary sources from specialized academic databases. The process was developed in three phases: planning, execution of the documentary analysis, and synthesis of results. The findings show that competitive intelligence represents a strategic tool for SMEs, as it enables scenario anticipation, improves decision-making, and strengthens innovation capacity. At the same time, significant barriers to its implementation were identified, including a lack of information literacy, limited technical training among management teams, and limitations in technological infrastructure. The analysis led to the development of proposals aimed at facilitating its incorporation, such as the structuring of interdisciplinary teams, the use of information processing technologies, and the generation of continuous feedback mechanisms. The study's findings highlight the value of competitive intelligence as a resource that positively impacts the sustainability and competitiveness of SMEs and suggest the need to build organizational capabilities that enable its effective implementation in local business contexts.Item Influencia de los programas de bienestar laboral en la productividad de los colaboradores en las pymes de Latinoamérica(Universidad Santiago de Cali, 2025) Padilla Lezama, Mayra Alejandra; Lozano Ramirez, Daniela; Cruz Aguilar, Pedro Leon (Director)This article analyzes the influence of workplace wellness programs on employee productivity in SMEs across Latin America. In an increasingly competitive business environment, employee well-being has become a key factor in improving performance and reducing stress and burnout. Despite the growing adoption of wellness initiatives, many SMEs still face challenges in designing and implementing effective strategies that align employee needs with corporate goals. The central issue guiding this study is how SMEs can develop wellness programs that significantly enhance employees' mental health while also increasing productivity. To address this question, the study follows a systematic literature review methodology, analyzing academic sources published between 2012 and 2025 from databases such as Scopus and Dialnet. The review examines various strategies, including mental health promotion, work-life balance, harassment prevention, and the HERO model. The results demonstrate that well-structured wellness programs offer significant benefits, such as increased motivation, employee commitment, and talent retention, while also reducing absenteeism and improving operational efficiency and job satisfaction. However, challenges persist, particularly in SMEs, where financial, organizational, and cultural limitations hinder the effective implementation of these strategies. The article concludes that, despite these obstacles, it is possible to achieve positive outcomes through wellness interventions tailored to the specific context of each organization and guided by a comprehensive and sustainable approach.Item Aplicación de la inteligencia emocional, para la resolución de conflictos laborales(Universidad Santiago de Cali, 2025) Guerrero Gamez, Carlos Ramiro; Lasso Orozco, Natalia; Londoño Cardozo, Jose David (Director)This article examines the relationship between emotional intelligence and workplace conflict resolution, with the purpose of establishing how the development of emotional skills influences the dynamics of interpersonal relationships within organizations. Based on a qualitative documentary review, through the analysis of secondary sources such as scientific articles, specialized books, and institutional studies, the main analytical categories that shape the research problem were identified, including emotional management, organizational climate, and mediation mechanisms in situations of tension. The results show a direct association between the level of emotional intelligence and the quality of the work environment, which positively impacts conflict reduction, improved communication, and the strengthening of teamwork. Likewise, it was found that organizations implementing emotional development programs achieve lower staff turnover, increased job satisfaction, and the creation of an organizational culture oriented toward cooperation. The review concluded that emotional intelligence constitutes a strategic component in human talent management, by facilitating emotional regulation, balanced decision-making, and effective conflict resolution. The integration of this approach into leadership, training, and evaluation processes allows progress toward more sustainable, cohesive, and collectively well-beingoriented work environments.Item Influencia del estrés laboral en la motivación y la productividad de los trabajadores(Universidad Santiago de Cali, 2025) Rivera Cocuyame, Nicolle Johanna; Garces Montilla, Sofia; Norato Hernandez, Francy Liliana (Directora)This research addresses the growing issue of occupational stress in contemporary organizational environments, analyzing its influence on employee motivation and productivity. Despite extensive research on the relationship between occupational stress, motivation, and productivity, there remains a need to delve deeper into intervention strategies to improve these aspects. The study identifies the psychosocial factors underlying occupational stress and evaluates its impact on key indicators such as job satisfaction and organizational commitment. Effective intervention strategies are presented, highlighting the role of Corporate Social Responsibility (CSR) as a tool to reduce stress and increase motivation. Through a qualitative and deductive approach, it concludes that stress management and the implementation of CSR practices are essential for promoting a healthy work environment and improving productivity in organizations.Item El uso de la inteligencia artificial para mejorar la toma de decisiones en las organizaciones colombianas(Universidad Santiago de Cali, 2025) Narvaez Marin, Natalia; Calle Salamanca, Manuel Alejandro; Lopez Rodriguez, Sergio Andrés (Directora)This article explores the impact that artificial intelligence (AI) is having on Colombian organizations, aiming to highlight how this technology is reshaping decision-making processes. Through a thorough literature review of sources found in databases such as Scopus, ScienceDirect, and Google Scholar, relevant articles published between 2020 and 2025 were analyzed based on specific inclusion and exclusion criteria. The findings suggest that AI has enhanced operational efficiency, improved decision-making, and fostered innovation in sectors such as telecommunications, education, and banking. Nevertheless, ethical, practical, and educational challenges remain, hindering broader adoption. This underscores the need for adequate public policies and specialized training to address these issues and fully leverage the benefits of AI in Colombia’s business environment.Item Influencia de la inteligencia artificial en la innovación y creatividad empresarial(Universidad Santiago de Cali, 2025) Cabezas Bambague, Diana Andrea; Norato Hernandez, Francy Liliana (Directora)The importance of this study is essential to understanding how AI drives business creativity and competitive development in today’s market, with the goal of analyzing its influence on innovation and creativity processes. Its purpose is to understand and explore the effect of AI on these processes. The study will follow a qualitative, descriptive approach, supported by a systematic literature review, focusing on studies published between 2020 and 2025, prioritizing peer-reviewed sources in English and Spanish from various prestigious academic databases.Item Estrategias para fomentar la innovación en pymes del sector comercial de la ciudad de cali(Universidad Santiago de Cali, 2025) Valdez Martinez, Nicol Andrea; Sarria Benavides, Jachelinn; Chantre Rivera, Jostin David; Londoño Cardozo, Jose David (Director)This article examines how small and medium-sized enterprises (SMEs) in Cali's commercial sector leverage innovation to enhance their long-term sustainability. The study aimed to identify the most common innovation strategies adopted by these businesses, evaluate their practical implementation, and suggest approaches to address key barriers. Using a qualitative, non-experimental design, researchers conducted semi-structured interviews with ten SMEs operating in the local market. The theoretical framework considered six types of innovation: product, process, organizational, marketing, technological, and open. Findings reveal that while SMEs acknowledge the importance of innovation, most engage in it informally, relying on intuition rather than structured planning or evaluation. Product innovation emerged as the most common, typically involving adjustments to offerings based on customer demand. Marketing innovation centered on basic use of social media and promotional tactics, while technological innovation was limited to operational tools such as accounting software and online sales platforms. The study concludes that innovation is feasible even with limited resources, provided it is framed as a process of continuous improvement supported by accessible tools and targeted training. Practical strategies are proposed to facilitate adoption, and the study recommends expanding future research to include a broader range of SMEs and to involve support institutions. These partnerships could enhance knowledge transfer, provide technical assistance, and strengthen innovation capabilities across the local SME ecosystem.Item Plan de negocios para la creación de un gimnasio en la ciudad de cali(Universidad Santiago de Cali, 2025) Caicedo Ceballos, Hernan David; Contrera, Fred Davinson (Director)The general objective of this business plan is to design a business plan for the creation of a gym in the city of Santiago de Cali. To do so, a mixed study was carried out, with a quantitative and qualitative approach, which included market analysis, technical-operational evaluation, administrative, regulatory, financial and risk aspects, through deductive and inductive methods. The information collection was carried out through surveys, bibliographic reviews and quotes, using tools such as Microsoft Excel and Google Forms. The main results indicate that there is a growing demand in the fitness sector in Cali, driven by greater awareness of physical and mental well-being. The technical-operational analysis revealed the feasibility of implementing a business model that combines innovative services, such as personalized training and specialized group classes, with an efficient administrative structure and the use of modern technologies. In addition, the financial projections showed profitable viability in the medium and long term, if resources are optimized, and differentiation and loyalty strategies are adopted. Finally, the creation of a gym is feasible in a competitive environment, through a solid digital marketing strategy, strategic alliances and the implementation of advanced technologies to ensure success. Likewise, continuous evaluation and staff training are essential to ensure the quality of service and the sustainability of the business over time.Item Iniciativas de empleabilidad, como prácticas de r.s.e, para la disminución del desempleo juvenil en santiago de cali, valle del cauca(Universidad Santiago de Cali, 2025) Martinez Ordoñez, Mauricio; Daza Bolaños, Sebastian Felipe; Torres Garces, Maicol Alexis; Norato Hernandez, Francy Liliana (Directora)The objective of this review article is to determine the employability initiatives, as a CSR practice, for the reduction of youth unemployment that exists in Santiago de Cali, Valle del Cauca, it broadly describes the problem that is unemployment in general and especially youth unemployment of both sexes, its effects and socioeconomic impacts that concern Colombia and particularly Cali and that limits, this population aged 18 to 24 years, considered to be of working age, (although other studies refer to it as 14 to 28), the ability to integrate into the labor market, thus hindering their personal and professional development, due to economic, social and educational factors according to other authors such as: Cardona & Jiménez (2015) , Mora, Caicedo & González (2017), Gómez & López (2020), Ocampo & Vallejo, (2021), Villalobos, Moraga, Guevara & Araya (2021), Mora, Herrera & Álvarez (2022), the Mayor's Office of Santiago de Cali & Centro de InteligenciaItem Influencia de los chatbots en la satisfacción, lealtad y percepción del servicio en el sector comercio(Universidad Santiago de Cali, 2025) Hurtado Amaya, Yessica Andrea; Gomez Giraldo, Diego Fernando; Bolaños Garcia, Carlos Esteban (Director)This study aims to analyze how chatbots are impacting customer satisfaction, loyalty, and service perception in the commercial sector. In recent years, they have become a common tool in customer service, mainly due to their 24/7 availability and ability to provide quick responses. Many companies have implemented them to improve response times and reduce the workload of human agents, which has brought benefits but also new challenges. Although chatbots are very effective for repetitive tasks, they do not always succeed in delivering a personalized or empathetic experience, which can influence how customers perceive them, especially in interactions that require emotional sensitivity or a more human touch. The methodology of this research is qualitative in nature and is based on documentary analysis. No fieldwork will be conducted; instead, the study will involve reviewing previous research, scientific articles, and technical reports related to chatbots, customer service, and artificial intelligence. To organize the information, a search matrix with keywords will be used.Item Impacto económico de la emergencia sanitaria por covid-19 en el sector gastronómico: un análisis del concurso burger máster en ciudades colombianas (2017- 2023)(Universidad Santiago de Cali, 2025) Ochoa Botina, Andrés Felipe; Burbano Ceron, Jose Mara (Director)Item Plan de negocio para la empresa arte & mosaico en santiago de cali(Universidad Santiago de Cali, 2025) Lorza Villegas, Elisa; Dominguez Alzate, Laura; Lopez Rodriguez, Sergio Andres (Director)Item Estrategia de solución de conflictos en una empresa: caso goodyear s.a de colombia(Universidad Santiago de Cali, 2025) Del Rio Molano, Daniel; Cruz Aguilar, Pedro Leon (Director)The objective of this article is to formulate an action plan to reduce the conflicts that currently arise among the workers of the company GOODYEAR DE COLOMBIA, is an exploratory research with a data collection, for which a survey was made of ten people among whom were different employees from different areas of great importance in the company, as were the manager of the human resources area and the president of the union that exercises its function in the aforementioned company. Those who stated that the most critical factors are those related to the dialogue between employees and the administrative area, based on these results obtained from the survey the action plan was formulated that aims to contemplate strategies and activities, the main purpose of which is to optimize the dialogue between the aforementioned actors, this in order to generate a continuous improvement in the resolution of conflicts, which lead to the growth of both the company and its employees.Item Efectos de la motivación en los entornos laborales de las entidades publicas(Universidad Santiago de Cali, 2024) Prada Lozano, Tatiana Lorena; Vargas García, Lina Marcel (Directora)Motivation in the work environments of public entities is not a matter of minor importance, its effects and the impact it has on public policies interest everyone equally; The performance of public sector entities depends largely on this factor; An employee motivated in their work acquires more commitment, identity and guarantees the achievement of the objectives set, despite the political and ideological dynamics at hand; The effects of motivation in the work environments of public entities are very varied and often clash with aspects that underlie the public sector due in part to the complex and dynamic nature of this sector of society and also in part to the existence of various types of motivation and ways to apply it. Through the recently constructed methodology of qualitative analysis and bibliographic review, the aim is to determine the effects that motivation generates in the work environments of public entities without leaving aside the contribution of the private sector. This review article broadly reviews recent studies on the current topic of motivation and its effects in work environments of public entities. The reader will realize that the motivational factor is very varied and that it helps the good performance of employees, contributes to their professional growth and often its effects affect the goals proposed by the entity in which they work, as well as the Studies contained in magazines, books, essays show the relevance and value of the motivational topic and how this experience becomes a reference for the success of any company and about which the last word has not yet been saidItem Propuesta de generación de valor económico agregado en 2023 “caso Discolmedica S.A.S” Cali 2023(Universidad Santiago de Cali, 2023) Mosquera Fajardo, Edgar LeonardoThe present thesis work focuses on the design and development of a Financial Management Model for Discolmedica S.A.S, a company located in the city of Santiago de Cali in the year 2023. The main objective is to enhance the efficiency and effectiveness of the organization's financial management by optimizing resource allocation and strengthening its position in the market. The study begins with a rigorous analysis of the company's current financial situation, identifying areas of opportunity and challenges to overcome. Through literature review and consultation with experts in the financial field, a model is constructed that integrates planning, control, and financial evaluation tools. The proposed actions cover key aspects such as budgeting, cost management, the correct adaptation of phenomena associated with digitalization and financial globalization. In addition, it focuses on the adoption of financial technologies (Fintech) to improve decision making and operational efficiency in favor of the correct management of added economic value.Item Ausentismo laboral relacionado con enfermedades osteomusculares en la empresa Garcés y Gómez ingenieros(Universidad Santiago de Cali, 2021) Lezcano Martinez, Diana Marcela; Rojas Jaramillo, Ingrid Jimena; España Alvarez, Diana Fernanda; Vargas Garcia, Lina MarcelaItem Importancia del marketing para impulsar las ventas en las redes sociales(Universidad Santiago de Cali, 2021) Saavedra Quiñonez, Laura Vanessa; Rodríguez Gonzales, Lizeth Eliana; Salazar Romero, Camilo Andrés; Mondragón Pérez, CarolinaThis article deals directly with usefully and important for digital marketing, sales through social network and E-commerce platform, data and exposes records where it is possible to determine the population density that these media reach, how important it has been converted the use of electronic devices for development of daily tasks. You can see the evolution from one-way to two-way channels, the importance of feedback on the quality and evolution of products or services. Efficient psychological strategies to increase, boost and conclude sales.