Competitividad y Desarrollo Regional - GIFAEA

URI permanente para esta colecciónhttp://hdl.handle.net/11634/16718

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Estrategias económicas y políticas para el fortalecimiento de la competitividad del bioetanol colombiano frente al brasilero
(Universidad Santo Tomás, 2026-06-12) Oviedo Nava, Daniela; Rodríguez Marín, Dania Xiomara; Alexis Leonardo Cediel Hernández; Puentes Ochoa, Luisa Fernanda; Ortega Sánchez, Beatriz Alejandra; Cetina Torres, Leonel; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001692642; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001680262; https://scholar.google.es/citations?user=_GnUfgcAAAAJ&hl=es; https://scholar.google.com/citations?user=131nUS4AAAAJ&hl=en; https://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000018849; https://orcid.org/0000-0002-9038-6407
This review article analyzes the economic and political strategies that can strengthen the competitiveness of Colombian bioethanol compared to Brazilian bioethanol, drawing on international experiences and recent trends in energy transition. The research was conducted through a systematic literature review of scientific, technical, and regulatory documents from 2024 to 2026, selected based on criteria of relevance, methodological quality, and thematic significance. The results show that Brazil has consolidated its leadership in bioethanol production thanks to stable public policies, economies of scale, private investment, technological innovation, and diversification of raw materials. In contrast, Colombia has made progress through the implementation of regulatory instruments and the formulation of the Biofuels Roadmap 2030-2050; however, it still faces challenges related to production capacity, attracting investment, and incorporating second-generation technologies. It is concluded that strengthening the Colombian bioethanol sector requires a comprehensive strategy based on technological modernization, green financing, diversification of inputs, regulatory stability, and environmental and social sustainability, with the aim of improving its competitiveness and contributing to the country's sustainable energy development.
Factores de competitividad para la internacionalización de dermocosméticos con base en arroz en Colombia: un enfoque desde el estudio de mercado
(Universidad Santo Tomás, 2026-06-12) Hernández Hernández, Daniel Sneyder; Bustos Monroy, Mariana Andrea; Suárez Perdomo, Yorley; Ortega Sánchez, Beatriz Alejandra; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001692642; https://scholar.google.es/citations?user=_GnUfgcAAAAJ&hl=es; https://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000018849; https://orcid.org/0000-0002-9038-6407
Rice derivatives (Oryza sativa) are increasingly used in dermocosmetics for their moisturizing, antioxidant, soothing, and potentially depigmenting properties. Among the most common ingredients are rice starch, rice bran oil, aqueous or hydroglycolic extracts of the grain, hydrolyzed proteins, and rice water, sometimes fermented. The objective of this review is to synthesize, following adapted PRISMA guidelines, the available evidence on the skin-relevant chemical composition, the proposed mechanisms of action, and the clinical outcomes associated with the topical use of rice derivatives in dermocosmetic products. To this end, a structured search was conducted in PubMed, Scopus, Web of Science, and Google Scholar up to April 2024, using terms related to Oryza sativa, rice, rice extracts, dermocosmetics, and skin care. Predefined inclusion and exclusion criteria were applied to select in vitro, ex vivo, animal, and human studies on the topical use of rice derivatives. Thus, experimental studies suggest that components such as γ-oryzanol, tocopherols, tocotrienols, ceramides, phytosterols, polysaccharides, and peptides may contribute to improving barrier function, reducing oxidative stress, and modulating skin inflammation. Pilot clinical trials also indicate benefits in hydration, smoothness, skin tone radiance, and tolerance in sensitive and atopic skin. However, the heterogeneity of the formulations, the lack of standardization of the extracts, and the small sample size limit the strength of the conclusions. Therefore, it is concluded that rice-based dermocosmetics represent a promising option, especially for sensitive, dry, or easily irritated skin. However, rigorously designed, controlled clinical trials using standardized rice derivatives are required to support robust clinical recommendations.
Gestión estratégica de la cadena de valor y la innovación en los modelos de servicio que influyen en la competitividad y sostenibilidad financiera de los restaurantes
(Universidad Santo Tomás, 2026-06-12) Abella Pabón, Stefy Katherin; Abella Pabón, Leidy Fernanda; Rincón Ruiz, Juan Pablo; Ortega Sánchez, Beatriz Alejandra; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001692642; https://scholar.google.es/citations?user=_GnUfgcAAAAJ&hl=es; https://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000018849; https://orcid.org/0000-0002-9038-6407
The fact that a Chinese food restaurant survives more than two decades in a city like Villavicencio is not coincidence. Nor is it just about good cooking. This article starts from that question: what keeps businesses like Wei Ching running when others close? It answers it drawing on thirty academic sources. The review shows four issues that, when managed well simultaneously, make the difference: the value chain, digital presence, cultural identity, and financial control. None works in isolation. The Wei Ching case illustrates how these theoretical ideas play out in the daily practice of a small restaurant with limited resources in a mid-sized Colombian city. The findings and strategies proposed here apply both to the specific case of Wei Ching and to any entrepreneur wishing to create or strengthen an ethnic restaurant in similar contexts.
Modelos de gestión de turismo para el fortalecimiento de la competitividad empresarial y contribuyendo al desarrollo local en territorios zomac en el Meta
(Universidad Santo Tomás, 2026-06-12) Cock López, Adan Felipe; Diaz Quevedo, Luna Sofia; Ortiz Sánchez, Sara Catalina; Ortega Sánchez, Beatriz Alejandra; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001692642; https://scholar.google.com/citations?user=jk6cBAEAAAAJ&hl=es; https://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000018849; https://orcid.org/0000-0002-9038-6407
The territories identified as Zones Most Affected by the Armed Conflict (ZOMAC) in Colombia exhibit specific conditions that partially impede local economic development; however, they possess potential for sustainable tourism. This research aims to present sustainable tourism management models that strengthen the business sector, generating competitiveness and contributing to development in ZOMAC territories in the department of Meta. The article is based on a Systematic Literature Review (SLR) using analytical, qualitative, and descriptive approaches. A search was conducted using the academic tools Springer Nature Link, ScienceDirect, and Google Scholar, identifying 120 documents. From these, 30 relevant studies published between 2021 and 2026 were selected, analyzed, and organized using a document matrix with defined inclusion and exclusion criteria. The findings reveal compatible themes: collaborative territorial governance, circular economy and social entrepreneurship, strategic resilience, and integration of local production chains. Considering these patterns, a systematic model of four interrelated components is proposed in relation to the case of Ecoturismo Sierra de La Macarena SAS ZOMAC, which operates in the department of Meta. The results demonstrate that the systematic application of the model generates a dual impact: it increases business competitiveness through differentiation based on certified sustainability and entry into conscious tourism value chains, and it contributes to local development by generating continuous employment, retaining local capital, and strengthening the social fabric in post-conflict territories.
Impacto de la responsabilidad social corporativa (RSC) y la sostenibilidad ambiental en el desempeño financiero: Estudio de caso Gravicon S.A.
(Universidad Santo Tomás, 2026-06-12) Diaz Dasa, Lina Margarita; Marroquin, Lisa Catalina; Cardona Nieves, Oscar Camilo; Ortega Sánchez, Beatriz Alejandra; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001692642; https://scholar.google.es/citations?user=_GnUfgcAAAAJ&hl=es; https://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000018849; https://orcid.org/0000-0002-9038-6407
In a corporate environment characterized by regulatory demands, high environmental impacts, and social pressure, strategic decisions must be based on responsible resource management without losing sight of economic profitability objectives. In this context, this study analyzes the corporate social responsibility and environmental sustainability practices that construction materials companies must implement to successfully strengthen their financial performance. To achieve this objective, a systematic literature review drawn from indexed databases and a case study applied to the company Gravicon S.A. (2018-2025) were conducted.The results demonstrate that community dialogue, environmental education, and road maintenance transcend legal obligations to become strategies that mitigate risks and consolidate social legitimacy. Although the increase in environmental expenditure may strain immediate profitability, its internalization proved to be an indispensable enabler for future financial success. Furthermore, it was evidenced that the Return on Assets (ROA) responds to intensive capital expenditure (CAPEX) cycles and macroeconomic fluctuations. Faced with this volatility, vertical integration and commercial innovation were decisive in sustaining revenue growth.Ultimately, competitiveness in this sector demands financial resilience, pricing power, and a solid social license. Articulating the well-being of the local territory with long-term planning is the managerial key to guaranteeing operational viability and profitability in the construction industry.
El sentido de pertenencia y liderazgo como factores claves en la productividad y los resultados zootécnicos en empresas avícolas.
(Universidad Santo Tomás, 2025-05-06) Lombana García, Carlos Esteban; Leyton Ariza, Camila del Pilar; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002398099; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=000185779; https://scholar.google.com/citations?user=Vm1Osv4AAAAJ&hl=es; https://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000018849; https://orcid.org/0009-0001-8103-0660; https://orcid.org/0000-0003-3963-6033
The country's poultry sector has developed and expanded extensively across all climates and regions due to its adaptability and profitability, making it important for the country's GDP and growth. Its development is attributed to teamwork, from those in charge of poultry care to large businesses, who strive for continuous improvement. The objective is to identify how employees who have a sense of ownership for their work allow zootechnical parameters focused on broiler chickens to generate favorable results and high profitability for the company. The results indicate that a sense of ownership is the fundamental key for a company to excel in the market and achieve its objectives through the good performance of each employee within the organization. Among the parameters to be evaluated, such as staff turnover and organizational communication, is the animal welfare index, which provides zootechnical indicators of the viability of taking into account the needs and opinions of staff. It is concluded that a good organizational structure focused on fostering a sense of belonging for the work performed allows the company to excel in a globalized and competitive world.
Análisis financiero y de sostenibilidad de la cadena cafetera en el municipio de Puerto Rico, Meta: un estudio de caso en contexto de posconflicto
(Universidad Santo Tomás, 2026-03-27) Curbelo González, Liseth Pilar; Rodas Scarpetta, Kelly Alejandra; Tacha Rayo, David Rodrigo; Ortega Sánchez, Beatriz Alejandra; Universidad Santo Tómás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001692642; https://scholar.google.es/citations?user=_GnUfgcAAAAJ&hl=es; https://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000018849; https://orcid.org/0000-0002-9038-6407
La comunicación asertiva como herramienta para la gestión del talento humano en las empresas familiares en Villavicencio (Meta)
(Universidad Santo Tomás, 2026-03-05) López Bernal, Lucero Lizeth; Roldan Cuartas, María José; Leyton Ariza, Camila del Pilar; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001857797; https://scholar.google.com/citations?user=Vm1Osv4AAAAJ&hl=es; https://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000018849; https://orcid.org/0000-0003-3963-6033
This study analyzes how shortcomings in internal communication affect worker motivation in four family-owned businesses in Villavicencio. The central problem is based on identifying the communicative causes that generate demotivation, considering factors inherent to the family-business model, such as informality in processes, lack of feedback, and the absence of psychological safety. The general objective was to identify the communicative weaknesses that reduce work motivation within these organizations. The methodology used combined a mixed approach: structured surveys were administered to 130 employees to measure communicative assertiveness, psychological safety, and motivation, and semi-structured interviews were conducted with managers to deepen the understanding of leadership practices and communication dynamics. The findings show predominantly one-way communication, limited clarity of roles, difficulties in the use of digital channels, and fear of expressing disagreements due to potential family conflicts. This results in low recognition, limited participation in decision- making, and negative perceptions of the work climate.
Estrategias para mejorar la competitividad del cacao producido en Puerto Rico Meta en los mercados nacionales e internacionales
(Universidad Santo Tomás, 2026-02-17) Godoy Tocaria, Danna Isamar; Rodríguez Sotaquira, Heydi Jojana; Castellanos Mora, Karen Alexa; Ortega Sánchez, Beatriz Alejandra; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001692642; https://scholar.google.es/citations?user=_GnUfgcAAAAJ&hl=es; https://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000018849; https://orcid.org/0000-0002-9038-6407
This study analyzes the competitiveness of cocoa cultivation in the municipality of Puerto Rico, Meta, within the context of the national dynamics of the Colombian cocoa sector. This crop represents a fundamental axis for productive diversification and regional economic development and is also a sustainable alternative to traditional agricultural models. In the department of Meta, more than 5,350 cultivated hectares were consolidated, of which 515 correspond to Puerto Rico, where an estimated 270 tons per year are generated, generating approximately 700 direct and indirect jobs. The objective of the study was to identify strategies that strengthen the competitiveness of cocoa in the municipality, articulating environmental sustainability, productive innovation and organizational strengthening. It is evident that 16% of the municipal value added comes from agriculture, and that cocoa contributes to the mitigation of climate change by capturing 4.3 tons of carbon per hectare, in addition to favoring financial inclusion and the reduction of rural poverty, which affects 77% of the population. For this reason, it is concluded that the competitiveness of cocoa in Puerto Rico depends on the integration between infrastructure, international certifications, sustainability and associativity, factors that determine its insertion in specialized markets and its contribution to the sustainable rural development of Meta.
Diario del llano: descifrando el futuro turistico del Meta
(Universidad Santo Tomás, 2025-12-10) Rios Melo, Natalia; Romero Ayala, Sandra Liliana; Leyton Ariza, Camila del Pilar; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001857797; https://scholar.google.com/citations?user=Vm1Osv4AAAAJ&hl=es; https://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000018849; https://orcid.org/0000-0003-3963-6033
This paper aims to analyze the tourism potential of the Meta department, which stands out for its biodiversity, its llanera culture, and an offering focused on ecotourism and adventure, despite being a historically undervalued region. The research identifies that the sector's main challenge and "Achilles' heel" is the chronic instability of the Bogotá-Villavicencio Road, whose recurrent closures limit access and have generated estimated economic losses of over 5 billion pesos annually, with air transport being insufficient to compensate for this dependence. To overcome this obstacle and strengthen the region's competitiveness and sustainability, the study proposes the implementation of the Triple Helix innovation model, which requires the strategic and articulated cooperation of the government (to ensure investment in infrastructure and coherent policies), private companies and guilds (to drive formalization and human talent), and academia (to generate strategic knowledge and fill the gap in studies on Meta). In conclusion, Meta's consolidation as a competitive destination depends on the capacity of this alliance to solve connectivity barriers and formalize the sector.
Barreras y oportunidades para la adopción e implementación de inteligencia artificial en las empresas de Villavicencio (Meta)
(Universidad Santo Tomás, 2026-01-22) Suárez Enciso, Ana Sofía; Varon León, José David; Leyton Ariza, Camila del Pilar; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001857797; https://scholar.google.com/citations?user=Vm1Osv4AAAAJ&hl=es; https://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000018849; https://orcid.org/0000-0003-3963-6033
This study aimed to identify the main barriers and opportunities for the adoption of artificial intelligence in small and medium-sized enterprises (SMEs) in Villavicencio, and to propose actions that guide responsible and effective implementation. A selective literature review with an analytical and reflective approach was conducted, structured around the technology–organization–environment framework, user acceptance constructs, and dynamic capabilities, and triangulated with risk management frameworks (NIST, ISO/IEC) and recent statistics for Colombia. The main results show, as barriers, low data maturity, shortcomings in managerial and technical capabilities, process fragmentation, and limited technical–operational documentation; and, as opportunities, the high connectivity of the Meta region, the economic centrality of Villavicencio, and the availability of algorithmic governance standards and public policies for digital transformation. Additionally, the findings confirm an early diffusion of AI in the country, with concentrated use cases in administrative support and manufacturing adoption close to 6% in 2019–2020, along with a repertoire of applications that enables gradual maturity pathways, according to the compiled evidence. The conclusions indicate that sustainable adoption requires sequences of early–return use cases, institutionalization of a minimum viable data governance framework, documentation and risk assessment, and alignment with public procurement and local clusters. The relevance of this study in the field of organizational management and digital transformation lies in providing a contextualized roadmap for SMEs in intermediate cities, expanding the Latin American empirical base on responsible AI implementation
La caña de azucar, un suplemento clave para la ceba de cerdos
(Universidad Santo Tomás, 2026-01-16) Medina Hernandez, Karen Sofia; Vasquez Benjumea, Estefania; Leyton Ariza, Camila del Pilar; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001857797; https://scholar.google.com/citations?user=Vm1Osv4AAAAJ&hl=es; https://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000018849; https://orcid.org/0000-0003-3963-6033
Pig production is one of the most important livestock activities in Colombia; however, high feed costs continue to be a constraint for small and medium-sized producers. In regions such as Meta, where sugarcane and its by-products are available, there is the possibility of using cane juice and cachaza as local alternatives to reduce costs and improve feed efficiency. The purpose of this study was to theoretically assess whether it was advisable to incorporate these by-products into the pig fattening stage, taking into account their productive, economic, and environmental impact. The research was conducted through a descriptive document review, supported by scientific articles, institutional reports, and technical literature published between 2020 and 2025. Studies on the importance of the nutritional value of sugarcane and cachaza, their use and utilization in liquid feeding systems, and experiences reported in tropical countries were examined. The findings were organized by thematic categories and compared to identify trends, limitations, and opportunities. The results of the review show that the partial inclusion of sugarcane derivatives in feed diets (between 10% and 20% of energy intake) allows or maintains weight gain rates and feed conversions very similar to traditional corn- and soybean-based diets, provided that the protein and mineral balance is maintained. Additionally, there are improvements in palatability, higher consumption in hot climates, and a very significant reduction in feed costs. From an environmental perspective, these by-products contribute to the circular economy and reduce agro-industrial waste. It can therefore be concluded that the use of sugarcane juice and cachaza represents a viable and sustainable alternative for small producers in tropical areas such as Meta. Its implementation can contribute to feed efficiency and reduce costs, but proper hygienic management of by-products and a precise nutritional agreement on the diet are recommended to ensure its effectiveness.
Lineamientos estratégicos para fortalecer la viabilidad comercial del cacao de la empresa Asprocagua en los mercados internacionales.
(Universidad Santo Tomás, 2026-01-15) Alvarado Castro, Heidy Nataly; Preciado Rubio, Ángel Leonardo; Galán Salazar, José Manuel; Ortega Sánchez, Beatriz Alejandra; Universidad Santo Tómás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001692642; https://scholar.google.es/citations?user=_GnUfgcAAAAJ&hl=es; https://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000018849; https://orcid.org/0000-0002-9038-6407
Cocoa is one of Colombia’s most representative agricultural products due to its quality and potential to promote sustainable rural development. The country has more than 188,000 hectares under cultivation, and 95% of its production is recognized as fine-flavor and aroma cocoa, granting it international competitive advantages (Ministry of Agriculture and Rural Development, 2021). However, its expansion in international trade is limited by structural, technological, and commercial factors. In the department of Meta, despite favorable agroecological conditions, production remains below potential, with 7,000 hectares cultivated and a low yield of 0.3 tons per hectare, reflecting limited technological advancement, weak post-harvest infrastructure, and insufficient commercial integration (Ministry of Agriculture and Rural Development, 2021). Additionally, the lack of knowledge regarding international quality and traceability standards, along with the absence of internationalization strategies, has restricted its participation in global markets (FAO, 2020; Robles Gamboa, 2023; ProColombia, 2023).
Empleo Vs Network Marketing: El papel del liderazgo en la productividad personal
(Universidad Santo Tomás, 2026-01-15) Rodríguez Hernández, Carol Zamara; Leyton Ariza, Camila del Pilar; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001857797; https://scholar.google.com/citations?user=Vm1Osv4AAAAJ&hl=es; https://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000018849; https://orcid.org/0000-0003-3963-6033
This study analyzes the role of leadership in the motivation and performance of workers by comparing the dynamics present in traditional employment within the transportation sector with the practices applied in Network Marketing. The research arises from the need to identify which leadership elements used in Network Marketing could be implemented in companies whose primary activity is transportation, with the purpose of strengthening motivation, improving the organizational climate, and enhancing productivity. A qualitative approach was employed, using a descriptive, exploratory, comparative, and cross-sectional design. Data were collected through semi-structured interviews with 11 participants, including Network Marketing professionals and employees from the transportation sector. The information was transcribed, coded, and organized thematically. The findings show that leadership based on emotional intelligence, recognition, bidirectional communication, mentorship, and continuous training significantly enhances motivation and performance. Additionally, opportunities were identified to incorporate these elements into transportation companies, where hierarchical structures often limit self-management and individual initiative. It is concluded that adopting inspirational and participatory leadership practices from Network Marketing can contribute to strengthening human talent and improving organizational performance in the transportation sector.
Impacto de las redes sociales en la gestión empresarial y el posicionamiento de marca.
(Universidad Santo Tomás, 2025-12-31) Moreno Guerrero, Mariana; Cubides Cantoñin, Luis Angel; Leyton Ariza, Camila Del Pilar; Universidad Santo Tomas; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001857797; https://scholar.google.com/citations?user=Vm1Osv4AAAAJ&hl=es; https://orcid.org/0000-0003-3963-6033
The article examines how social media strategies and practices influence business management and brand positioning by integrating content, platforms, engagement, and brand equity metrics. A sequential explanatory mixed-methods design is used, combining a systematic literature review with a cross-sectional empirical study. The empirical phase includes surveys of 150 consumers and 40 brand managers, as well as an analysis of 120 posts from six organisations in the luxury, higher education, and small business sectors, complemented with native interaction metrics. Based on Likert-type scales, indices of engagement, brand equity, content quality, and social media management maturity are constructed. Findings show that social media perform four strategic functions: supporting the customer journey, sustaining relationships and community, enabling organisational learning, and governing the brand narrative. Perceived content quality is positively associated with engagement, which in turn strengthens brand equity, forming a chain that links creative decisions to positioning outcomes. Luxury brands achieve the highest levels, followed by universities, while small and medium-sized enterprises show marked gaps in strategic and resource maturity. The study concludes that digital presence generates value only when grounded in high-quality content, deliberate platform orchestration, and robust measurement systems.
Clúster estratégico y gestión financiera en el sector del Meta - caso Mesetas y Café masu
(Universidad Santo Tomás, 2025-12-19) Díaz Salazar, Andrea; Salazar Ruiz, Deylin Yelitza; Álvarez Rey, Juan Carlos; Ortega Sánchez, Beatriz Alejandra; Universidad Santo Tómás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001692642; https://scholar.google.es/citations?user=_GnUfgcAAAAJ&hl=es; https://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000018849; https://orcid.org/0000-0002-9038-6407
This chapter examines how the creation of a well-designed cluster can enhance financial management and competitiveness in the coffee sector in Meta, using the example of Café Masu in Mesetas. Such a cluster brings together key players in the area, from growers to entities and sellers, working together but also competing to advance and innovate in the region. For coffee, this involves integrating producers throughout the process, improving production, facilitating credit, and promoting sustainability. Texts were reviewed using the PRISMA method and the work of Café Masu, a community-based company that has increased its income through joint efforts and the sale of differentiated coffee, was observed. The results show that clusters strengthen joint work, stimulate investment, and ensure more equitable distribution. In short, organizing into clusters is an effective way to create real value, withstand economic shocks, and promote sustainable growth. Café Masu represents an associative alternative that seeks to overcome limitations through quality, certifications, and access to specialized markets.
Impacto de la resistencia al cambio y las competencias digitales en la transformación digital empresarial: un estudio desde los posgrados de la USTA Villavicencio
(Universidad Santo Tomás, 2025-06-28) Cobo Hernández, William Alexander; Cubides Carreño, Sergio Stiven; Torres García, Manuel Mauricio; Ortega Sanchez, Beatriz Alejandra; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001692642; https://scholar.google.es/citations?user=_GnUfgcAAAAJ&hl=es; https://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000018849; https://orcid.org/0000-0002-9038-6407
This study analyzes the state of digital transformation in companies where postgraduate students from Universidad Santo Tomás, Villavicencio Campus, work. The objective is to identify how organizational change resistance and the lack of digital competencies among employees affect the effective implementation of new technologies. Additionally, the importance of university education and the development of technological skills are highlighted as key factors in driving employees' adaptation to digital environments. The research utilized a survey applied to the students, collecting 64 valid responses out of a total population of 459. The survey’s objectives were shared with students during classroom visits, with the authorization of the Postgraduate Directorate. This approach captured relevant perceptions about organizational dynamics and technological adoption. Among the main findings, over 65% of respondents indicated that their companies have initiated digital transformation processes in the past five years. However, only 40% perceive low resistance to change among employees, while over 53% attribute this resistance to a lack of training. Additionally, 61% consider information management and data analysis as the most necessary digital competencies in their work environments. While 40% believe that digital transformation is ongoing but without visible results, 80% agree that these initiatives have improved business productivity. The results underscore the relevance of university education in developing technological skills that enable employees to adapt to digital changes. This academic approach not only strengthens digital competencies in the workplace but also facilitates the transition toward more innovative and competitive companies in a globalized environment.
Modelos estratégicos enfocados en la experiencia del cliente: clave para la sostenibilidad y diferenciación en la industria del entretenimiento y juegos de azar
(Universidad Santo Tomás, 2025-06-28) Orozco Araujo, Edwin; Moyano Vigoya, Nestor Ricardo; Ortega Sanchez, Beatriz Alejandra; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001692642; https://scholar.google.es/citations?user=_GnUfgcAAAAJ&hl=es; https://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000018849; https://orcid.org/0000-0002-9038-6407
In a dynamic and highly competitive business environment, strategic management has become an essential tool for the sustained success of organizations, particularly in sectors such as entertainment, hospitality, and tourism. This study analyzes key strategic models and their application in integrated resorts with casinos (IR), emphasizing their role as preferred tourist destinations due to the wide range of services they offer. Customer experience emerges as a crucial differentiating factor, influenced by elements such as personalization, the use of innovative technologies, and the inclusion of exclusive activities. IRs that implement strategies based on perceived value and service differentiation strengthen their market positioning and generate sustainable competitive advantages. The introduction of innovative products, such as automated games, enhances the customer experience by diversifying entertainment options. Additionally, practices such as experiential marketing, staff training, and service-oriented leadership significantly contribute to customer loyalty and repurchase intention. Empirical evidence supports that service quality, combined with experiential value, directly affects consumer satisfaction and brand loyalty.
Impactos del dinero digital en la estabilidad financiera y la inclusión económica en países desarrollados y subdesarrollados
(Universidad Santo Tomás, 2025-06-28) Baquero Calderon, Omar Steven; Ortega Sanchez, Beatriz Alejandra; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001692642; https://scholar.google.es/citations?user=_GnUfgcAAAAJ&hl=es; https://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000018849; https://orcid.org/0000-0002-9038-6407
This article presents a systematic literature review on the impact of digital money primarily central bank digital currencies (CBDCs) and cryptocurrencies on financial stability and economic inclusion. Using the PRISMA methodology, 160 articles published between 2019 and 2025 were reviewed, from which 40 highly relevant studies were selected based on a thematic correlation scoring system. The findings were organized into three thematic categories and analyzed to identify common patterns and discrepancies between developed and developing countries. The analysis shows that CBDCs can enhance financial stability if carefully designed, although they also introduce risks such as banking disintermediation. In developing countries, CBDCs offer clear opportunities for financial inclusion but face structural challenges related to technological infrastructure and public trust in government institutions. Meanwhile, the adoption of digital money is strongly influenced by psychological and social factors, including risk perception, perceived usefulness, and digital literacy. It is concluded that the effect of digital money is not uniform and depends both on the economic and institutional context of each country and on the technical and regulatory design of the monetary system. This study offers a comparative perspective across regions and countries, suggesting future research directions on inclusive design, macroeconomic stability, and regulation of the digital ecosystem.
Impacto de las soluciones tecnológicas en la escasez de mano de obra del sector agroindustrial del aceite de palma: una revisión sistemática de la literatura
(Universidad Santo Tomás, 2025-06-28) Rojas Sánchez, Alejandra; Vega Pérez, Anyer Ferney; Rangel Gómez, Jose Esteban; Ortega Sánchez, Beatriz Alejandra; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001692642; https://scholar.google.es/citations?user=_GnUfgcAAAAJ&hl=es; https://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000018849; https://orcid.org/0000-0002-9038-6407
In recent years, the agro-industrial sector, specially the palm oil sector, has been facing an increasingly notorious challenge: labor shortages. This situation, influenced by factors such as rural-urban migration, an aging population and harsh working conditions, has led companies to seek new ways to maintain their productivity and competitiveness. Faced with this scenario, technology has begun to occupy a key place as a possible solution. The main objective of this paper was to analyze how technological solutions are impacting labor shortages in the palm oil agroindustry, exploring also their effects on productivity, sustainability and competitiveness of the sector. To this end, a qualitative documentary review was carried out, consulting updated academic sources, industry reports and case studies. Among the most important findings, it was identified that technologies such as automation, the use of sensors, drones and digital farm management platforms have contributed to reducing labor dependence, improving operational efficiency and optimizing the use of resources. However, there was also evidence of a gap in access to these tools, especially among small producers. In conclusion, technological implementation has proven to be an effective way to address labor shortages, as long as it is integrated in a strategic manner, considering not only the productive benefits, but also the social and environmental impacts involved.

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