Maestría en Dirección Empresarial
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Item Actualización del manual de funciones y competencias laborales de los cargos asociados a los procesos misionales del INCIVA en el año 2022 para el mejoramiento de la prestación del servicio(Universidad Santiago de Cali, 2022) Díaz del Castillo Guzmán, Claudia Liliana; Madrid Ramírez, Blanca Isabel; Duque Ceballos, José Luis (Director)The purpose of the research carried out was to generate an impact on the elaboration of a manual of functions that directly influences the selection of personnel at the internal level of the Institute for Research and Preservation of the Cultural and Natural Heritage of Valle del Cauca. -INCIVA. The foregoing, in accordance with the needs found in the entity to guarantee principles of effectiveness and resource management that allow the timely development of the company, a product obtained through surveys carried out internally in which officials found deficiencies and efficiencies within of the process of selection and development of the functions, together with the manual of functions, being the origin of 2 the object of the selection of each official. In the specific case, the analysis refers to the public entity that has the need to prepare and update the functions manual for the timely and efficient selection of personnel in accordance with the general requirement, such as service provision, through the execution of the position and its functions established in the functions manual, with qualified personnel, who based their selection on the aptitudes of the person who currently occupies the position.Item Análisis del nivel de satisfacción del cliente en los usuarios mayores de 60 años, pertenecientes a la comuna 5 de la ciudad de Popayán afiliados a la eps Asmet Salud para el año 2022(Universidad Santiago de Cali, 2022) Barrera Serna, Miguel Ángelo; Hurtado Sánchez, Germán Andrés; Garcés Aguilar, Wilson Noé (Director)The main objective of this research is to analyze the level of customer satisfaction presented by users over 60 years of age, belonging to commune 5 of the city of Popayán affiliated with the EPS ASMET SALUD for the year 2022. This research presents a quantitative approach with a descriptive scope, in which 131 users over 60 years of age affiliated with the EPS Asmet Salud participated. For this, the SERVQUAL model developed by Parasuraman, Zeithmal and Berry (1991) was used, which is made up of expectations and perceptions of service quality. In this investigation it was possible to identify four dimensions in which 12 reagents were adapted. Likewise, a survey was designed which is measured with a Likert Scale with five response options ranging from 1 to 5, where 1 is totally disagree and 5 totally agree. On the other hand, the applied satisfaction variable was based on the theoretical model of Kotler (2003), in which three dimensions with 7 reagents are adapted, with which it is sought to know the satisfaction that users present with the service provided by the EPS. Similarly, the Likert Scale is used with five response options ranging from 1 to 5, where 1 is totally disagree and 5 totally agree. It is concluded that according to the data obtained with the population under study, the EPS Asmet Salud presents critical points in the dimensions of Response Capacity with an unfavorable perception of 75.8%, additionally it presents an unfavorable assessment in the dimension of Empathy with a percentage negative of 42.9% and finally in the reliability and safety dimension it presents an unfavorable assessment of 35.3%, results that force the EPS to carry out an urgent improvement plan seeking to reduce the negative impact and thereby avoiding the increase of PQRS before Superhealth.Item Limitaciones, tensiones y preocupaciones que tienen los administradores de la propiedad horizontal en Santiago de Cali para 2023.(Universidad Santiago de Cali, 2023) Ramirez Castaño, Martha Elena; Moreno Soto, Juan Carlos (Director)This research is designed and proposed to seek and identify the causes of the affectation felt by the administrators of this system with respect to their management, since many complaints have been found in a generalized way among this population, due to the pressures and bad treatment they receive from residents, counselors and third parties who have some kind of regular relationship with this system. From the professional relationship with them and from listening to them constantly complaining about multiple limitations, 2 tensions and worries caused by their day-to-day management, it became necessary to find out what, how and when these states or circumstances that generate low performance and self-esteem appear. In order to get to the bottom of the issue, we set out and made an effort to propitiate through the surveys, an approach that would generate confidence in these people so that they could say in a transparent way, without any concealment or distortion by interpretation, the things that they feel have an important interference in their performance and therefore, affect their quality of life and their results.Item Incidencia de los subsidios de vivienda para la compra de inmueble nuevo vis en el crecimiento del sector constructor en Colombia en el periodo 2014 al 2021(Universidad Santiago de Cali, 2023) Rayo Rincón, Gildardo; Velasco, Juan Manuel; Bonilla, Santiago (Director)Item Estrategias para mejorar la productividad de la empresa oblé en la ciudad de Cali(Universidad Santiago de Cali, 2023) Diaz Valderrama, Diana Marcela; Lopez Rodriguez, Sergio Andrés (Director)The purpose of this research is to design strategies that allow the Oblé company to optimize efficiency in the production line where people, processes and machinery are included in order to achieve the company's purposes, focusing its importance on profitability and the generation of worth. This work was carried out based on analysis and evaluation of operational processes to identify obstacles, analyzing employee performance, operating costs and product quality. The results showed that there is no standardization in the processes, there are no procedure manuals and management indicators must be implemented that allow decisions to be made in time, and it was also found that waste is generated that must be measurable.Item Modelo de inteligencia competitiva para la descentralización y regionalización de la caja cooperativa petrolera coopetrol(Universidad Santiago de Cali, 2021) Guerrero Perez, Jhoan Sebastián; Salas Granados, Yilmar Alexander; Bravo García, Saulo (Director)This paper deals with the investigation of a competitive intelligence model that allows the Caja Cooperativa Petrolera Coopetrol to decentralize its decisions and regionalize its agencies and points of attention because the agencies in the different cities do not have the powers to make of decisions, so that all responses, complaints, requests, requirements and others are transferred to the general management, in Bogotá. At the same time, the action plans for the fulfillment of goals are carried out from the commercial management and do not allow the agencies of each city to plan or execute commercial strategies to attract a target audience, considering that the geographical, cultural, social, among others, they determine the commercial strategies of each region and / or city, based on customer segmentation. To contribute to the improvement of the problem, the main tool will be the systemic model of the competitive intelligence process (MOSIPIC) with the aim of satisfying the intention of an intelligent and competitive company to achieve results in the face of the solidary sector. The model is divided into 3 stages and 8 phases, which will be described below respectively. However, from the perceptual analysis of the research, phase 9 was added in stage 3, corresponding to performance supervision to verify compliance and strategic objectives that are characterized below.Item Formalización empresarial de las maquilas de confección que le prestan servicios a la empresa Naranka S.A.S.(Universidad Santiago de Cali, 2023) Gutiérrez Amezquita, Carolina; Villegas León, Johanna; Martinez, Josnel (Director)Business formalization is crucial for sustainability. Non-compliance with rules and tax obligations limits growth, particularly in the Colombian textile industry, affecting market positioning and growth. The informality of maquila companies not only impacts competitiveness, labor conditions, and tax revenue but also creates a less equitable and sustainable business environment.Item Plan anual de marketing digital para la finca hotel Santa Clara para el año 2024(Universidad Santiago de Cali, 2023) Gutiérrez Ramírez, Andrés; Oliva, James Robinson; Burbano Cerón, José María (Director)This research focuses on knowing the marketing needs of the Finca Hotel Santa Clara, with the purpose of potentiating the use of digital technologies in sales, in order to contribute to the economic and operational sustainability of this accommodation in the Coffee Region. Taking into account the above, it is important to mention that the general objective of this research was to design the annual digital marketing plan of the Finca Hotel Santa Clara for the year 2024. For this process, a documentary review was carried out, analyzing articles and content related to the behavior, data and figures of tourism and digital marketing in Colombia and in the world, all this information has been integrated and reviewed with a descriptive approach. Regarding the results obtained in this project, in the first instance it is the diagnosis of the market situation of the Finca Hotel, through which weaknesses, opportunities, strengths and threats can be evidenced. Secondly, it is the identification of the customer profile and 4 its characteristics, thirdly it is the definition of objectives, strategies and activities for the marketing plan and finally the follow-up plan, for its fulfillment. In conclusion, with this information, the Finca Hotel Santa Clara can define its annual Marketing plan to get closer to its customers, taking advantage of the use of digital technologies to improve its positioning and increase its digital sales, strengthening the impact of tourism in the region and in the local economy.Item Propuesta de un modelo de planeación estratégica integrado con administración del riesgo organizacional para el sindicato sanarte para el periodo 2023-2026(Universidad Santiago de Cali, 2023) Riascos Valencia, Laura Yulie; González Pérez, Yuli Vanessa; Genoy, Gustavo Adolfo (Director)Item Análisis de las características de empleabilidad de los egresados del programa de administración de empresas de una universidad privada en la ciudad de Cali durante el periodo 2020- 2022(Universidad Santiago de Cali, 2023) Amórtegui Oliveros, Daniela; Martínez, Hasán Emir; Moreno Soto, Juan Carlos (Director)In recent years there has been a significant increase in the number of university graduates who find it difficult to be adequately employed. A qualitative research with descriptive scope was carried out by means of in-depth interviews with graduates of a private university in Cali to know their employability competencies. The graduates consider that the professional training helped them a lot in their employability situation, however, there are areas of knowledge and skills in which they perceive that the university did not deepen and that are in demand in the labor market. Most of the interviewees agree that they present more soft skills (SS) than technical knowledge, such as English or digital marketing. The main challenges they face at the time of employment are lack of experience and high competition with colleagues and professionals from other careers. The level of employability of management graduates is influenced by various intrinsic and external factors and therefore the responsibility for improving the level of employability of graduates requires joint work between different actors in society.Item Propuesta de un plan integral de asesoría para el mejoramiento del proceso de importación de los microempresarios clientes de Asecomex de Colombia S.A.S.(Universidad Santiago de Cali, 2023) Pabón Burbano, Mónica; Pérez Rodríguez, Maryuri Paola; Beltrán García, Leonardo (Director)Pymes at the national level represent almost 70% of economic activities, in the process of foreign trade in the import sector, SMEs have a very low participation, adding that this year they decreased by -13.2%, which is worrying from any perspective, the company Asecomex de Colombia s.a.s, which is in charge of providing advice to pymes who wish to import, decided to study its own pymes clients, said clients answered a structured interview directed and from there valuable information was obtained that led to the company to result in the design of a proposal for a comprehensive plan that is based on the gamification of adult learning and a learning tool for terms and concepts of the import process.Item Diseño de propuesta para el fortalecimiento del tratamiento y la gestión de cobro de incapacidades a las eps en la universidad Santiago de Cali, 2018-2022(Universidad Santiago de Cali, 2023) Galindo Cardozo, Lina María; Galindo Cardozo, Diego Fernando; Muñoz, Luisa Fernanda (Directora)The process of recovering incapacities from the EPS (Healthcare Providing Entities) incurs a high opportunity cost and directly affects the financial statements of companies when timely collection is not managed or when incapacities accumulate over several years. Therefore, it is essential for companies and higher education institutions to have a specialized area for the management and treatment of incapacities and an established procedure with performance indicators that measure the achievement of proposed goals in terms of debt collection and incapacity processing. Methods: This descriptive study adopts a qualitative approach based on an analysis of secondary data sources concerning the treatment, management, and recovery of incapacities filed by active contract workers in the Human Resources Department of the University Santiago de Cali from 2018 to 2022. A diagnosis of the state of incapacities in terms of debt, collection, filing, rejection, and subsequent analysis was conducted, followed by the development of a proposal to strengthen the recovery management of incapacities from EPS through the implementation of the PDCA cycle proposed by Deming. To identify the root causes and negative effects of the process, the Ishikawa diagram and root cause analysis were employed.Item Retos e importancia de la cultura organizacional para las organizaciones(Universidad Santiago de Cali, 2023) Quiñones Arboleda, Lourde Josefa; Vargas García, Lina Marcela (Directora)This work contains the development of a research focused on the organizational environment typical of the organizational culture, with the purpose of establishing its importance within organizations. It should be noted that the research process is carried out under a logical scheme and in accordance with the objectives that are set, starting from the formulation of concepts that facilitate, guide and provide maximum efficiency to the process. To do this, we start from a review of the concept "organizational culture" and then review the importance, benefits and acquired performance derived from it from a description of processes aimed at recognizing its effects in the future. The description of processes is presented to obtain a culture that enables future organizational changes through the general description around the quality of work between the different members of the organization, identification of their values, beliefs, culture, improvement of work performance, commitment to tasks, sense of belonging in organizations, this with a view to organizational performance, also aimed at describing the effects of obtaining an organizational culture. For this, the inductive, deductive and analysis methods are used from sources and information collection techniques aimed at contrasting the hypotheses until reaching the corresponding conclusions and thereby answering the question about how organizational culture affects the functioning of the Organizations, what is the purpose of the companies when applying the organizational culture, as well as measuring the results expected by the organizations in the application of an organizational culture.Item Diseño de un modelo de customer experience para la gestión del valor en el cliente de la empresa May Spa(Universidad Santiago de Cali, 2025) Ochoa Hernández, Mayra Alejandra; Suárez Macedo, Coraima; Ortega Castañeda, Luz Aleidy (Directora)In the competitive spa sector, a customer service model was essential to improve satisfaction, align business strategy with customer expectations, and foster interdepartmental collaboration, which in turn boosted loyalty and positive recommendations. At that time, May Spa lacked a comprehensive customer experience model, which affected its competitiveness in the market. This study aimed to design a specific customer experience model for May Spa, focused on improving customer satisfaction and loyalty. The research was conducted through a quantitative and descriptive methodology, using surveys and semi-structured interviews. It was expected that implementing this model would allow the company to standardize and personalize its service, responding effectively to customer feedback and managing its value comprehensively. Preliminary results suggested that a better customer experience could increase loyalty and, consequently, sustainable growth for May Spa in the market.Item Análisis de la sostenibilidad del turismo en el distrito de Santiago de Cali – Colombia en la postpandemia 2019-2023(Universidad Santiago de Cali, 2024) Salguero Peñaloza, Ana María; López, Sergio Andrés (Director)Tourism in Colombia is considered a strategic sector to improve competitiveness and sustainability in territories where nature and culture offer opportunities to develop sustainable tourism products, as is the case of Santiago de Cali and its area of influence. This research aims to analyze the capacities implemented in the District of Santiago de Cali for sustainable 3 tourism since the post-pandemic. The study is descriptive using a mixed research methodology of primary and secondary sources provided by recognized entities through open science. In the quantitative analysis, descriptive statistics and data analytics are used. The study concludes that at the regulatory and public policy level, there is progress to create business and territorial capacities for the development of sustainable tourism, although the implementation is still deficient because many of the policies were issued for the postpandemic reactivation and no results are evident yet.Item Diseño de un sistema de medición de la productividad para las Mipymes del Valle del Cauca, que han aplicado la ley 2101 de 2021(Universidad Santiago de Cali, 2024) Román Arboleda, Ana Lorelys; Valencia Velosa, Juan Manuel (Director)In this research, a productivity measurement system was designed for Mipymes in Valle del Cauca, which have applied law 2101 of 2021, which reduces the working day from 48 to 42 hours per week in Colombia. An inductive methodology with a qualitative approach was used, where the results reveal that this measure generates a high economic and social impact for the country, which is represented in process improvement for companies, in addition to an increase in the well-being of workers. create a balance between family life and work life. Likewise, it was determined that a comprehensive productivity measurement system facilitates the businessman's decision making by considering the external and internal factors that influence his organization. It is concluded that external macro and micro drivers, in addition to internal drivers, such as strategic, process and human talent drivers, generate sufficient information that contributes to improving productivity.Item La gerencia estratégica en las organizaciones educativas: de la toma de decisiones a la gestión del éxito(Universidad Santiago de Cali, 2024) Moreno Garaviña, Sebastián; Velásquez Velasco, José Alejandro; Angulo Quintero, Katherin; Vargas, Lina Marcela (Directora); Trabajo de Grado para optar por el titulo de Magister en dirección empresarialThis article arises from the Research project on Business Development and the Influence of innovation and information technologies on the quality of education carried out in the Higher Education Institutions where the authors are linked. The objective is aimed at determining in educational organizations how the strategies conceived and management mechanisms focus decision making to promote competitiveness and organizational productivity. The research methodology is descriptive-analytical. It is concluded that educational organizations are in search of efficiency in management where business intelligence (Business Intelligence) has significant value for decision making and positioning in market economies in an efficient, productive and competitive manner.Item Estudio teórico de los estilos de liderazgo que influyen en la gestión administrativa(Universidad Santiago de Cali, 2024) Galindo Cardozo, Víctor Alfonso; Puente, Juan Pablo (Director)An exploration of different types of leadership is carried out, highlighting their characteristics, as well as advantages and disadvantages where some qualities that may be applicable to the organizational context in Colombia can be rescued. Detailed analysis of each type of leadership provides a deep understanding of how different approaches can influence the dynamics and performance of a team or organization. The main objective of this study is to investigate the types of leadership associated with new trends, To do this, it is proposed to analyze different theories about organizational leadership and research that account for the differences in the types of leadership applied in organizations today and compare the types of leadership and the positive and negative aspects of each in order to have a critical look at the most appropriate model to adopt in organizations, however, there are very wide gaps in relation to the issue, since there is no research evidence to show the influence between leadership and the variables mentioned above, in that sense, the present study is carried out from the type of descriptive research by the method of deductive analysis with a review of secondary sources that led to the conclusion that the importance of these leadership styles lies in the level of synergy that enable both the aims of the organisation and those of its employees to be achieved. Therefore, the most effective leadership styles associated with new trends will be those that guide leaders' behavior through strategies designed specifically for particular situations.Item El impacto de la gobernanza corporativa en el capital intelectual(Universidad Santiago de Cali, 2025) Vargas Mazuera, Vivian Vanessa; Cortes Ortiz, Oscar Andres; Vargas García, Lina Marcela (Directora)Factor analysis models play a fundamental role in the interpretation of institutional responses to risk events, due to their explanatory capacity. This study aimed to contrast a model that analyzes the emergence of corporate governance dimensions in the context ofthe pandemic. To do so, exploratory research was carried out based on a systematic review of the literature between 2020 and 2024, using search engines such as Google Scholar and Microsoft Academic. In addition, it was complemented with validation by experts and a survey applied to 150 university students in Colombia. The findings indicate that corporate identity acts as a key factor in the relationship between corporate governance and intellectual capital, thus representing a strategic response by universities to unforeseen situations arising from the pandemic. Finally, in comparison with the state of the art, the scope and limitations of the model are analyzed in contrast to other previous research.Item La cuarta revolución industrial, un cambio en la toma de decisiones en el ámbito empresarial colombiano(Universidad Santiago de Cali, 2025) Cutiva Henao, Beatriz Helena; Ortiz Mazuera, Christian Camilo; Valencia Velosa, Juan Manuel (Director)This article analyzes the impact of the Fourth Industrial Revolution (4IR) on business decision-making and labor stability in Colombia, aiming to understand how emerging technologies transform organizational processes and their consequences for employment. A qualitative methodology was employed, based on semi-structured interviews with ten companies across various economic sectors, complemented by a systematic review of specialized literature. The interviews were analyzed through thematic coding, identifying key patterns and discourses on technological adoption and its sociolabor implications. The findings reveal that technologies such as artificial intelligence and automation are reshaping decision-making toward more agile, data-driven models, improving operational efficiency, while also presenting challenges such as skill polarization and job reductions in routine-based areas. However, both theory and corporate practices indicate that the 4IR represents an opportunity to enhance business competitiveness, provided its implementation is supported by public and corporate policies focused on digital skills development and technological ethics. The study emphasizes the need for a humanized approach to digital transformation, where strategic planning and shared responsibility among stakeholders (businesses, the state, and workers) serve as foundational pillars to maximize collective benefits and reduce inequalities. The research provides empirical evidence on the impact of this revolution in the Colombian context, underscoring the urgency for adaptive regulatory and educational frameworks in times of technological disruption.