La revolución de QUEST: cambio de estrategia como sinónimo de éxito

Vista sencilla de ítem
dc.contributor.authorManfredi, Luciana
dc.contributor.authorZuluaga Gómez, Leidy Vanessa
dc.contributor.orcidZuluaga Gómez, Leidy Vanessa [0000-0001-7826-379X]
dc.contributor.orcidManfredi, Luciana [0000-0001-5375-8593]
dc.date.accessioned2021-07-08T20:12:55Z
dc.date.available2021-07-08T20:12:55Z
dc.date.issued2020-10-25
dc.description.abstractUna estrategia de mercadeo llevada a cabo eficientemente por las empresas es un importante componente que agrega valor a su ventaja competitiva. Este estudio de caso analiza una empresa colombiana que ha desarrollado una estrategia de mercadeo exitosa, permitiéndole posicionarse y conquistar nuevos segmentos del mercado en Colombia. Primero, se introduce una revisión de la literatura sobre posicionamiento de marca, fidelización del cliente y mercadeo experiencial. Luego, se desarrolla el estudio de caso basándose en entrevistas en profundidad a personas clave de la empresa; a partir de dichas entrevistas, se obtuvo información acerca de cómo ha sido la planeación y la ejecución de la estrategia y sus resultados. Se concluye que el plan realizado por la empresa fue eficiente y exitoso, puesto que le permitió cumplir con sus objetivos de posicionamiento de mercado.spa
dc.description.abstractenglishA marketing strategy, carried out efficiently by companies, is an important component that adds value to their competitive advantage. This case of study aims to analyze a Colombian company that has successfully carried out the strategy, positioning its brand and conquering new segments in the Colombian domestic market. First, different conceptualizations about brand positioning, customer loyalty and experiential marketing, were introduced. Then, the case of study is developed based on in-depth interviews with key people of the company. Information about the planning and the execution of the strategy and the results of it, was obtained. It is concluded that the carried- out plan was efficient and successful because it allowed the company to meet their goals of market positioning.eng
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.18270/cuaderlam.v16i31.3244
dc.identifier.instnameinstname:Universidad El Bosquespa
dc.identifier.issn2248-6011
dc.identifier.reponamereponame:Repositorio Institucional Universidad El Bosquespa
dc.identifier.repourlrepourl:https://repositorio.unbosque.edu.co
dc.identifier.urihttps://hdl.handle.net/20.500.12495/5925
dc.language.isospa
dc.publisherUniversidad el Bosquespa
dc.publisher.journalUniversidad el Bosquespa
dc.relation.ispartofseries2248-6011spa
dc.relation.referencesAllen, J., Reichheld, F. y Hamilton, B. (2005). Tuning into the Voice of your Consumer. Harvard Management Update, 10(10), 3-5.spa
dc.relation.referencesAnderson, K. y Kerr, C. (2002). Customer Relationship Management. McGraw Hill.spa
dc.relation.referencesBarquero, J. D. (2007). Marketing de Clientes. ¿Quién se ha llevado mi cliente? McGraw-Hill.spa
dc.relation.referencesBourgeois, L. y Eisenhardt, K. (1988). Strategic decision process in high velocity enviroment: Four cases in the microcomputer industry. Management Science, 34(7), 816-835.spa
dc.relation.referencesBrakus, J., Schmitt, B. y Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52-68.spa
dc.relation.referencesCarbone, L. y Haeckel, S. H. (1994). Engineering Customer Experiences. Marketing Management, 3(3), 8-19.spa
dc.relation.referencesCrotty, M. (1998). The Foundations of Social Research. Allen & Unwin.spa
dc.relation.referencesEl País (2017). Listados de empresas. https://www.elpais.com.co/500-empresas/listadospa
dc.relation.referencesGentile, C., Spiller, N. y Noci, G. (2007). How to Sustain the Customer Experience: An Overview of Experience Components That Co-Create Value with the Customer. European Management Journal, 25(5), 395-410.spa
dc.relation.referencesGestor comercial y de crédito (2019). Base de datos Gestor comercial y de crédito. https://nebulosa.icesi.edu.co:2337/universidades/CredPrincipal.aspxspa
dc.relation.referencesHirschman, E. y Holbrook, M. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46, 92 - 101.spa
dc.relation.referencesHoeffler, S. y Keller, K. (2003). The marketing advantages of strong brands. Journal of Brand Management, 10, 421-445.spa
dc.relation.referencesHolbrook, M. B. (2000). The millennial consumer in the texts of our times: Experience and entertainment. Journal of Macromarketing, 20(2), 178-192.spa
dc.relation.referencesHolbrook, M. B. y Schindler, R. M. (2003). Nostalgic bonding: Exploring the role of nostalgia in the consumption experience. Journal of Consumer Behaviour, 3(2), 107-127.spa
dc.relation.referencesKeller, K. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22.spa
dc.relation.referencesManfredi, L., Cabanelas, P., González-Sánchez, J. y Lampón, J. (2019). Multimarket competition and innovation in industrial markets: Spain and Colombia in comparative perspective. Journal of Business & Industrial Marketing, 35(3), 457-469.spa
dc.relation.referencesMasud, M. (2018). An Examination of Case Studies in Management Research: A Paradigmatic Bridge. International Journal of Social Science Studies, 6(3), 9-19.spa
dc.relation.referencesMingers, J., & Brocklesby, J. (1997). Multimethodology: Towards a framework for mixing methodologies. Omega, 25(5), 489-509.spa
dc.relation.referencesMoliner-Velázquez, B., Fuentes- Blasco, M., Servera-Francés, D. y Gil-Saura, I. (2019). From retail innovation and image to loyalty: moderating effects of product type. Serv Bus, 13, 199- 224. https://doi.org/10.1007/s11628-018-0378-5spa
dc.relation.referencesMoliner-Velázquez, B., Fuentes-Blasco, M., Servera-Francés, D. y Gil-Saura, I. (2017). Role of marketing and technological innovation on store equity, satisfaction and word-of-mouth in retailing. Journal of Product & Brand Management, 26(6), 650-666.spa
dc.relation.referencesOliver, R. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.spa
dc.relation.referencesQUEST. (2018). Documento de inducción. Departamento de Gestión Humana.spa
dc.relation.referencesYin, R. K. (2009). Case Study Research: Design and Methods (4ta Ed.). Sage.spa
dc.relation.referencesYin, R. K. (2003). Applications of Case Study Research (2da Ed.).Sage.spa
dc.relation.urihttps://revistas.unbosque.edu.co/index.php/cuaderlam/article/view/3244/2891
dc.rightsAtribución-NoComercial-CompartirIgual 4.0 Internacional*
dc.rights.accessrightshttps://purl.org/coar/access_right/c_abf2
dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.rights.localAcceso abiertospa
dc.rights.urihttps://creativecommons.org/licenses/by-nc-sa/4.0/*
dc.subjectPosicionamientospa
dc.subjectMercadospa
dc.subjectComportamiento del consumidorspa
dc.subjectEstrategiaspa
dc.subject.keywordsPositioningspa
dc.subject.keywordsMarketingspa
dc.subject.keywordsConsumer behaviorspa
dc.subject.keywordsStrategyspa
dc.titleLa revolución de QUEST: cambio de estrategia como sinónimo de éxitospa
dc.title.translatedThe QUEST revolution: strategy change as a synonym for successspa
dc.type.coarhttps://purl.org/coar/resource_type/c_6501
dc.type.coarversionhttps://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.driverinfo:eu-repo/semantics/article
dc.type.hasversioninfo:eu-repo/semantics/publishedVersion
dc.type.localArtículo de revistaspa

Archivos

Bloque original
Mostrando 1 - 1 de 1
No hay miniatura disponible
Nombre:
X1.txt
Tamaño:
7.1 KB
Formato:
Plain Text
Descripción:
Descargar
Bloque de licencias
Mostrando 1 - 1 de 1
No hay miniatura disponible
Nombre:
license.txt
Tamaño:
1.71 KB
Formato:
Item-specific license agreed upon to submission
Descripción:
Descargar

Colecciones

Cuadernos Latinoamericanos de Administración