Especialización Innovación y Marketing
URI permanente para esta colecciónhttp://hdl.handle.net/11634/29851
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Ítem Análisis de los Factores que Influyen en la Decisión de Compra de los Consumidores de Productos de Empaques Biodegradables en el Sector Alimenticio en Colombia.(Universidad Santo Tomás, 2025-04-11) Garcia Botero, Yennifer; Diego Alberto Waked Esquivel; Universidad Santo TomasThe use of biodegradable packaging aims to mitigate the current environmental crisis, as single-use plastics in the food sector are among the most significant pollutants. This article analyzes the factors influencing consumers' purchasing decisions regarding biodegradable packaging in Colombia, proposing strategies to enhance their commercialization and acceptance, in alignment with environmental sustainability.Ítem Diagnóstico del uso de herramientas digitales por parte de los productores y comerciantes de artesanías del municipio de Nobsa(Universidad Santo Tomás, 2025-04-22) Corredor Vargas, Leidy Manuela; Becerra Vargas, Carlos Eduardo; Jarro Sisa, Mauricio Alejandro; Universidad Santo TomasThis study diagnoses the use of digital tools by the artisans of Nobsa, identifying their impact on product commercialization and the barriers they face in adoption. Through a mixed approach, information was analyzed from a structured survey and a specialized literature review. The results show that lack of training and access to technology are the main challenges for artisans. Practical recommendations are presented to strengthen digital literacy and leverage digital marketing as a strategy to expand markets.Ítem Estrategias de Marketing digital en el Sector Hotelero en la Ciudad de Paipa(Universidad Santo Tomás, 2025-01-27) Mejía Gómez; Mora, Hector; Universidad Santo TomásThe paper analyses digital marketing strategies in the hotel sector in Paipa, highlighting the need to innovate and adapt to a constantly evolving market. The implementation of advanced technologies, such as artificial intelligence and chatbots, is proposed to optimise marketing strategies and improve understanding of consumer behaviour. In addition, it is suggested to develop training programmes in digital marketing to strengthen the competitiveness of entrepreneurs in the sector.Ítem Impacto del marketing y la innovación en el sector gastronómico de Tunja: un análisis desde la perspectiva del cliente(Universidad Santo Tomás, 2024) Arcos, Claudia; Bolívar, Deisy; Lesmes, Viviana; Universidad Santo TomásThe main purpose of this article is to analyze the impact of marketing and innovation on restaurants in the city of Tunja from the customer’s perspective. To achieve this, a detailed diagnosis of the current state of the gastronomic sector was conducted through a mixed-method descriptive research process, in which structured surveys were administered to a representative sample of 315 consumers. These surveys collected information on consumption habits, satisfaction levels, perceptions of the implementation of marketing and innovation strategies, and suggestions for improvement in this sector. The results identified weaknesses, strengths, and potential areas for improvement, which led to the formulation of strategic recommendations aimed at enhancing the profitability, competitiveness, and sustainability of gastronomic establishments.Ítem El Rol De La Cultura De Innovación En La Adaptación De Las Empresas Al Entorno Digital: Un Estudio De Caso En Empresas Colombianas (Argos, Totto Y Rappi)(Universidad Santo Tomás, 2024-10-04) Laverde Avendaño, Alisonn Laverde; Lesmes Ortiz, Lizeth Viviana; Universidad Santo TomásThe current business landscape is undergoing a radical transformation driven by digital technologies. Authors such as Kotler (2021) and Rifkin (2014) point out that this transformation is redefining the way companies operate, interact with their customers, and compete in the market. Companies that do not adapt to this new digital environment run the risk of becoming obsolete and losing competitiveness, as confirmed by studies carried out by McKinsey & Company (2022) and Oxford Economics (2023). Therefore, this article starts by formulating the question "What are the key elements of a culture of innovation that favor adaptation to the digital environment in Colombian companies?". In order to answer this question, a case study is conducted that analyzes the strategies that successful Colombian companies have implemented to develop a culture of innovation in the digital context. The findings reveal that companies that have successfully adapted to the digital environment have an innovative culture characterized by: fostering creativity and experimentation (Kotler, 2021, p. 1), promoting collaboration and learning among employees (Rifkin, 2014, p. 52), investing in training and development so that employees can acquire the necessary skills to work in the digital environment. The article highlights that the culture of innovation is an essential tool for companies to adapt to the digital environment and remain competitive in the market, being evident the successful cases of Rappi, Totto and Argos as examples of companies that have managed to incorporate this culture in their digital modus operandi.Ítem Una visión sin límites(Universidad Santo Tomás, 2024-09-26) Soto Mesa, Silvia Fernanda; Waked, Diego Alberto; Universidad Santo TomasThis report analyzes the relationship of the Visionaries Summit 2024 conducted by the University of Santo Tomas, where it shows us several perspectives on different topics such as business, political, social and others, which help us to understand the change that is occurring in all organizations and countries depending on the needs that are being presented. We can also see how leadership and the independence of powers in a democratic system. It examines how effective leadership can influence the separation of powers and ensure stability and justice in a country; it also analyzes the relationship between leadership and the development of regions, highlighting the importance of effective leadership to drive economic, social and political growth in subnational areas, delving into the importance of digital transformation in business growth, highlighting its impact on innovation, efficiency and competitiveness in today's market. In the same way it shows us how through the presentations made during the event the skills and competencies needed to lead effectively in a complex and dynamic environment are highlighted, highlighting the economic, political and security challenges that impact the stability and development of the country, highlighting the opportunities and challenges faced by entrepreneurs today, highlighting the achievements and challenges that must be overcome in order to achieve the goals set for the future.Ítem Informe Mas Alla de Nuestros Limites(Universidad Santo Tomás, 2024) Suarez, Tatiana Pamela; Tatiana Pamela SuarezÍtem Análisis del impacto de la Inteligencia Artificial en el Marketing Digital para el sector turístico de Boyacá(Universidad Santo Tomás, 2024) Chacón Puerto, Silvia Manuela; Sánchez Sánchez, Hugoberto; Universidad Santo TomásArtificial intelligence (AI) has emerged as an essential tool in digital marketing, offering solutions that transform the way tourism businesses in Boyacá interact with their customers. This study analyzes the impact of AI on digital marketing strategies in the Boyacá tourism sector, identifying both the benefits and challenges of its implementation. Through a mixed methodology that combines qualitative and quantitative approaches, the perceptions of experts and entrepreneurs about AI integration and its most effective applications are explored. Qualitative analysis reveals that AI can significantly improve the personalization and automation of marketing campaigns, allowing for more precise audience segmentation and creating more personalized experiences for tourists. However, significant barriers such as the lack of knowledge and training in AI technologies, as well as resistance to change from companies, are identified. Technological infrastructure is also highlighted as a critical factor for the effective adoption of AI. Quantitative results show that although there is widespread adoption of digital marketing strategies, the use of advanced AI tools remains limited in Boyacá. Most surveyed companies recognize the potential benefits of AI but also emphasize the need for continuous training programs. This study proposes specific strategies to overcome the identified barriers, foster innovation, and improve the competitiveness of the tourism sector through the integration of artificial intelligence.Ítem Estrategias Apalancadas en Tecnologías Emergentes para Optimizar el Servicio al Cliente en los Restaurantes de Tunja.(Universidad Santo Tomás, 2024) Alférez Pineda, Laura Lizeth; Galán Maldonado, Cristian Mauricio; Waked Esquivel, Diego Alberto; Universidad Santo TomasThis research sought the design of strategies leveraged on emerging technologies to optimize customer service in restaurants in the city of Tunja, to improve service and increase customer satisfaction and loyalty. To fulfill the proposed purpose, it was necessary to involve an exploratory and descriptive methodology, with a quantitative approach, transversal design and inductive method, in which 197 people participated, representing the customers of the city's restaurants, to whom the a survey to measure the frequency of visits, the level of satisfaction, compliance and recommendations for improvement. The results showed a global satisfaction level of 67.5%; The friendliness and courtesy of the staff, along with the quality of the food, were the aspects most valued by customers; while attention to complaints and claims, the cleanliness of the bathrooms and the speed of service were the worst rated. Overall, a level of compliance with prices and online experience of 68% is required. These results show the need to implement strategies aimed at addressing these areas and thus improve the general perception of customer service. In this context, the integration of emerging technologies such as AI, Big Data, geolocation, automation and augmented reality is proposed, leading to the personalization of interactions, the promotion of loyalty and an improved visual experience in restaurants.Ítem Capacidades Empresariales en el Emprendimiento Femenino: Un Análisis en la Provincia Centro de Boyacá(Universidad Santo Tomás, 2024-09-27) Malaver Echeverria, Olga Cecilia; Ortega Puerto, María Camila; Rosales Valbuena, Humberto Alejandro; Universidad Santo TomásÍtem Marketing Digital. Recomendaciones como Propuesta para su Implementación en Lácteos Monteverde: un Enfoque Estratégico(Universidad Santo Tomás, 2024) Lancheros, Lizeth; Parra, Lina; Seba, Camilo; Universidad Santo TomásDue to the constant technological advancement and new trends and lifestyles of people, it is important that companies implement digital strategies based on web 4.0, where artificial intelligence, sociability and speed in the dissemination of content in networks become key factors to attract, engage and retain customers, thereby improving the marketing of their products and/or services, according to Bernal (2023). Currently, due to the lack of knowledge on the part of the management of Lácteos Monteverde about the advantages of using digital marketing, they have opted to use only traditional media to promote their products, resulting in a significant loss of opportunities in online communication spaces. For this reason, the main goal of this article is to design some digital marketing strategies for the commercialization of dairy products in the company Lácteos Monteverde, located in Ventaquemada, Boyacá. The Methodology used arises from the non-experimental cross-sectional design, where variables obtained through the collection of data arising at a specific time and without being manipulated are analyzed. It has a descriptive scope, because it allows knowing the barriers of the company that limit its digital transformation. In addition, it presents a mixed approach (qualitative - quantitative), in which, through interview, focus group and survey, information is obtained on the digital preferences of dairy consumers. The article denotes its relevance given that it determines some marketing-oriented innovation practices in an initial plan for Lácteos Monteverde.Ítem La Influencia de los Sellos Frontales de Advertencia Nutricional de los Productos Alimenticios en la Decisión de Compra de los Consumidores(Universidad Santo Tomás, 2024-09-02) Bautista Castellanos, Monica Alejandra; López Giraldo, David Andrés; Sánchez Sánchez, Hugoberto; Universidad Santo TomasThe World Health Organization (WHO) has recommended the use of nutritional labeling as a policy that countries must establish as a measure to contain obesity and different health problems generated by this type of food, for this reason different countries at the level world have undertaken actions to warn consumers about the nutritional content of certain foods. In the case of Colombia, these measures were implemented against the hexagonal labeling of ultra-processed food products, which is why this study aims to investigate whether there is any influence of this measure on the behavior of consumers, particularly young adults, in the consumption of these foods.Ítem ¿Cuáles son las grandes innovaciones de superficies hoteleras a replicar en Villa de Leyva para modernizar la industria habitacional?(Universidad Santo Tomás, 2024) Montoya Rodríguez, Santiago Felipe; Mojica Muñoz, Julián DavidThe main cause that generates the motivation to write this article is intended to generate an update in the current hotel model of the municipality of Villa de Leyva, Boyacá, mainly it will become an “analysis tool” for those hotels that want to convert the guest stay in unique and unmatched experiences. The innovations that are sought to be applied must be welcomed by those end users, otherwise it would not be an innovation. Its applicability will be framed in a descriptive research through an analysis of data collection, seeking preferences, tastes and experiences of the guest. You will find the innovations carried out by the great hospitality leaders worldwide, finding particularities that make the customer experience unique, enjoying their stay. The hotel industry is not only focused on a good room and a good restaurant, it goes further, it is a set of articulated elements that allow the guest to enjoy a pleasant moment of comfort, surrounded by different elements that work in harmony. for the same purpose. It is important to mention that hotels that wish to apply the strategies proposed here are focused on an exclusive type of consumer, where innovations play a fundamental role in the development of the business model with a significant budget execution. Brand building will focus on exclusivity. A reference is the Azulik hotel in Tulum, Mexico, which is characterized by its creations, from its architecture, the experiences and experiences in which the guest is immersed, as well as the great.Ítem Análisis de Estrategias y Herramientas del Marketing en la Fórmula Uno en los Últimos 5 Años(Universidad Santo Tomás, 2024-04-24) Pinzon Ferrer, Sebastian; Sanchez, HugobertoThe field of sports marketing has undergone continuous evolution, constantly adjusting to changing trends and technologies to meet the needs of an increasingly varied and demanding audience. This analysis article addresses three fundamental aspects of sports marketing: sponsorships in sports, advertising in sporting events, content marketing and electronic sports. In the field of sports sponsorships, the emblematic case of Formula One (F1) stands out, where associations between teams and brands seek to attract attention to sport through effective advertising strategies. F1 has seen notable growth on social media, expanding its fan base and improving its visibility, creating opportunities for monetization and sponsorship. When analyzing advertising in sporting events, the importance of these events to promote big brands is highlighted, highlighting Formula One's strategy by integrating sponsorship as a key marketing tool, offering unique experiences to its followers through initiatives such as the Formula One Paddock Club. Finally, content marketing in the field of electronic sports is addressed, highlighting F1's innovative approach in using series such as "Drive To Survive" to connect with new market segments through streaming platforms like Netflix. In addition, the role of F1 video games is highlighted as an effective strategy to reach younger audiences and promote the brand.Ítem Análisis de la Innovación incremental en Marketing: una comparación entre la IPS Grupo Prevenso Ltda. en Tunja (Colombia) y la IPS Protector Life en Rio de Janeiro (Brasil)(Universidad Santo Tomás, 2024) Avella Sierra, Ingrid Natalia; Jarro Sisa, Mauricio Alejandro; Universidad Santo TomásThis research proposal aims to explore and compare the implementation of incremental innovation in marketing strategies in two different geographical and cultural contexts: Tunja, Colombia, and Rio de Janeiro, Brazil. Incremental innovation in marketing has become a highly relevant topic in the business world, as companies look for innovative ways to impact their customers in a highly competitive environment. The study will focus on analyzing the marketing strategies that have challenged traditional practices in both regions, identifying the similarities and differences in the adoption of these innovations. Qualitative and quantitative research methods will be used, including interviews with marketing experts, surveys of local companies and case analysis. The comparative analysis will allow for a deeper understanding of how companies in Tunja and Rio de Janeiro have embraced incremental innovation in their marketing strategies, overcoming traditional barriers. The results of this research will be useful to both companies in both regions and the academic community, providing valuable insights into how organizations can leverage incremental innovation to stay relevant in a constantly evolving business environment. This study will contribute to current knowledge on the application of incremental innovation in marketing and serve as a foundation for future research in this field, as well as offering practical guidelines for companies seeking to boost their marketing strategies in an ever-changing worldÍtem Importancia del marketing empresarial-digital en las MiPymes y su incidencia en la ciudad de Tunja durante el siglo XXI.(Universidad Santo Tomás, 2024) Castañeda Álvarez, Karol Lizeth; Garcia Rios, Sabrina; Waked Esquivel, Diego Alberto; Universidad Santo TomásThe main purpose of this theoretical review was to determine the importance of digital business marketing in MiPymes and its impact on the business dynamics of Tunja, this analysis involved a descriptive, documentary methodology with a qualitative approach. The results show that digital business marketing in the development of MiPymes is of great importance in the current business landscape, because it not only allows companies to reach new markets and expand their online presence, but also provides them with the opportunity to obtain valuable information about the competition and improve their processes and products. Likewise, the analysis of digital business marketing and the performance of MiPymes in Tunja highlights opportunities for the development and implementation of digital marketing strategies that enhance the growth and competitiveness of these economic units; therefore, it is necessary to continue working to develop a digital culture aimed at increasing the online visibility of MiPymes in Tunja, improving customer loyalty, and increasing sales. Keywords: digital marketing, MiPymes, business dynamics, Tunja.Ítem Efecto Del Uso De Marketing Digital En La Era Post-Covid En Las Empresas Del Sector Turístico De Colombia Y Brasil.(Universidad Santo Tomás, 2024) Silva Pineda, Ingrid Fabiola; Muñoz Robayo, Maria Del Pilar; Sánchez Alarcón, Oscar Ivan; Universidad Santo TomásThis article analyzes the effect generated by digital marketing on Colombian and Brazilian companies in the tourism sector, during and after the pandemic. The methodology used for this analysis was based on descriptive research, which made it possible to identificó the increase and presence on platforms such as Facebook, Instagram, Twitter and LinkedIn by companies, in order to interact with their customers and promote their products. or services. It was determined that, despite the progress made, there are challenges, such as online competition, data security and content saturation, Navarrete Buenaño, E. G. (2022). As a result of the statistical study on the behavior of the use of social networks in Colombian and Brazilian companies, it indicated that companies were forced to quickly adapt to new digital trends in the business world, to maintain and expand their operations. Likewise, strong growth in online sales was identified during the pandemic and in the post-COVID era. In this way, e-commerce has become a very important part of the strategies for many companies to reach consumers and maintain their operations.Ítem Implementación de estrategias de marketing digital para el posicionamiento de la cervecería Hisca Taller Artesanal en el departamento de Boyacá(Universidad Santo Tomás, 2024) González, Zharick; Acosta, Daniel; Barrera, Daniel; Universidad Santo TomásThis research article aims to analyze the positioning of the company Hisca craft workshop located in the municipality of Villa de Leyva dedicated to the production and sale of craft beer. Likewise, propose Digital Marketing strategies to increase the recognition of the same in the department of Boyacá, making it competitive in the brewing sector and the opportunity to build a solid presence, connect with the audience, and compete effectively in a market that values authenticity and narrative behind the product, thanks to new technological trends we seek that through digital media could build and strengthen the brand identity, generating direct communication with consumers. Thus, a research with a mixed approach and descriptive scope was applied, where through a survey we collected relevant information on the perception of consumers of the brand, which allowed us to conduct an in-depth analysis and give way to the creation of digital marketing strategies through inbound marketing with specific goals, it is concluded that the strategies will allow the brand to take advantage of digital media to increase the presence of consumers at the departmental level and of course the positioning that was the main objective.Ítem Análisis de la calidad del servicio percibido a través del programa De Tú a Tú del ICBF(Universidad Santo Tomás) Otálora Barrera, Fernando“The “De Tú a Tú” program is an opportunity offered by the ICBF to investigate other points of view of children and adolescents with desabilities, as well as perspectives that are not part of daily experience, but can be integrated; enriching the way of communicating and listening to their challenges and problems. With the purpose of promoting their rights and preventing risksof their volation”. The methodology used was qualitative and quantitative, with a sample of 2.193 made up of family members and caregivers, who are the closest to controlling the stress situations that it generates por children and adolescents with desabilities when they observe and perceive exclusión in all its dimensions. The most important achievementof this program is to innovate to guarantee Good treatment and thereby contribute to a country without barriers for peaple with desabilities.Ítem Destinos oscuros: Un análisis comparativo del marketing del turismo oscuro en Tunja y Río de Janeiro(Universidad Santo Tomás, 2024) Rojas Mancipe, Laura Catherine; Cardozo Cordoba, Laura Daniela; Rodriguez Orduz, Angela Maria; Universidad Santo TomásThis comparative analysis between the marketing used in Rio de Janeiro as dark tourism and its variation to be applied in the city of Tunja aims to identify promotion strategies for developing unexplored tourist destinations and experiences, as well as to evaluate, through analysis, the effectiveness in attracting visitors and boosting the local economy. Its main objective is to understand how marketing contributes to the promotion of dark tourism while respectfully sharing the history and traditions of the region with visitors and generating more points of interest for a target audience. Likewise, the proposed strategies to be applied in the city of Tunja after what was learned during the academic mission in Río de Janeiro are explained. Key recommendations are given to generate dark tourism as a tourist route in the city of Tunja, respecting its traditions and population.