Pregrado Administración de Empresas

URI permanente para esta colecciónhttp://hdl.handle.net/11634/105

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Impacto de la inteligencia artificial en puestos de trabajo y competencias laborales del sector público: gobernación de La Guajira
(Universidad Santo Tomás, 2026-09-01) Zabaleta Quintero, María Isabel; Castaño Martínez, Camilo Antonio; Munar Mercado, Jairo Alejandro; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001049330; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001553103; https://scholar.google.com/citations?user=quiNsy8AAAAJ&hl=es&oi=ao; https://scholar.google.com/citations?user=Hq5CkoAAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-7983-8417; https://orcid.org/0000-0003-1087-5583
This research analyzes the potential impact of artificial intelligence as a driver of change in public sector jobs, taking a strategic division of the Governorate of La Guajira as a case study. The study was conducted using a mixed-methods approach, combining a literature review with a survey administered to 29 public servants to evaluate three key dimensions: processes susceptible to automation, perceptions regarding AI adoption, and the job competencies required in the new digital environment. The results show that processes such as document management, citizen services, and data processing hold high potential for optimization through AI. Furthermore, while most employees recognize benefits in efficiency, they also express concerns regarding job replacement and a lack of digital skills. Based on these findings, human talent management strategies are proposed to strengthen training, reduce resistance to change, and foster progressive adaptation through pilot programs, technical support, and the updating of job profiles. Ultimately, the study concludes that AI represents a significant opportunity to optimize public administration, provided its implementation is aligned with clear internal policies and a human-centered approach.
Diseñar un Plan de Fortalecimiento de Habilidades Blandas en Estudiantes de Administración de Empresas de la Universidad Santo Tomás – Sede Bucaramanga
(Universidad Santo Tomás, 2026-08-31) Ardila Rodríguez, Maryam Stefany; Lozano Odeh, Mariam Salomé; Marín Sandoval, Daniel Fernando; Garcia Mendez, Sebastian; Universidad Santo Tomas
This undergraduate thesis was conducted within the context of Colombian higher education and aimed to develop a strengthening plan for students enrolled in the Business Administration and Economics programs at Santo Tomás University, Bucaramanga Campus. It is important to recognize that one of the main barriers to the employability of university graduates in Colombia is the mismatch between academic training and labor market demands. A quantitative methodology was adopted, using a non-experimental, cross-sectional, and descriptive research design. Data were collected through a structured self-perception survey administered to 70 students from the aforementioned programs. The instrument consisted of an adapted questionnaire based on a five-point Likert scale. Data analysis was performed using descriptive statistics, including frequencies, percentages, and distributions for each item and soft-skill dimension assessed. The diagnostic results revealed that respondents perceived teamwork (90%), creativity and innovation (92.7%), and the ability to separate personal matters from professional responsibilities (78.6%) as their most developed skills. Conversely, the most significant areas for improvement were continuous knowledge updating (28.6% at levels 1–3), persuasion and influence (24.3% at lower levels), self-assessment practices (21.5% at neutral or unfavorable levels), and seeking feedback (20% with neutral or unfavorable perceptions). Based on these findings, an institutional strategy was proposed, including pedagogical resources, training content, and evaluation criteria, as well as a comprehensive learning pathway integrating digital tools and extracurricular activities aligned with the formal curriculum. Through its implementation, pedagogy is expected to provide strategies and guidance for students, particularly when facing adverse conditions in professional practice and workplace environments.
Actualización del manual de funciones de Autoservicio Olfer para optimizar la gestión del talento humano
(Universidad Santo Tomás, 2026-08-28) Monsalve Lázaro, Johanna María; Suarez Sánchez, Olfer Andrés; García Méndez, Sebastián; Universidad Santo Tomás
The objective of this undergraduate research project was to update the job description and responsibilities manual of Autoservicio Olfer S.A.S., with the purpose of strengthening human talent management and contributing to the organization’s operational efficiency. The research arose from the identification of difficulties related to the distribution of responsibilities, duplication of duties, and lack of clarity in certain positions, resulting from the outdated nature of the existing manual in relation to the company’s current needs. The research was conducted using a quantitative approach, with a descriptive and propositional scope. Data were collected through a structured questionnaire administered via Google Forms to the company’s 20 employees. This made it possible to identify their perceptions regarding the clarity of assigned duties, access to the existing manual, and the need to update this document. The results revealed opportunities for improvement in the definition and delimitation of certain duties and responsibilities, as well as the need to update the manual so that it would reflect the organization’s current structure and needs. Based on the diagnosis, the job description and responsibilities manual was designed and updated, incorporating specific duties, job competencies, responsibilities, and aspects related to Occupational Health and Safety. As a result, an updated document was produced that provides greater clarity regarding the responsibilities and duties associated with the different positions. Finally, the manual was presented to the employees and provided in digital format to facilitate its understanding, consultation, and implementation within the company.
Creación de contenido educativo sobre gestión del talento humano
(Universidad Santo Tomás, 2026-08-28) González Nieves, María Paula; Pérez Camacho, Geraldin Loraini; López Valbuena, Geidy Karol; García Méndez, Sebastián; Universidad Santo Tomás
Problem: In the Colombian business context, there is a growing need to strengthen human talent management processes through accessible, up-to-date training strategies adapted to digital environments, as many organizations and professionals lack clear and practical educational content on this topic on social media. Objective: To create educational content on human talent management for Instagram, aimed at leaders and human talent teams, based on the analysis of benchmarks and the identification of business needs, in order to contribute to learning and professional development in digital contexts. Method: The research was conducted using a mixed approach, with a descriptive, cross-sectional, and non-experimental study design. Benchmarking was carried out on local, national, and international accounts that communicate content related to human talent on Instagram, as well as the analysis of an information gathering tool applied to Colombian organizations within the framework of the LETH 2025 Congress. Results: Effective formats, themes, and communication practices were identified for the dissemination of educational content on human talent management, prioritizing visual posts, short videos, practical advice, and interactions with the audience. Discussion: The results show that social media, especially Instagram, is a relevant platform for non-formal education in human talent, allowing academic and practical knowledge to be brought to diverse audiences in an innovative, accessible way that is aligned with current digital dynamics.
Modelo de gestión efectiva del talento humano en Innovadent's Centro de Especialidades Odontológicas S.A.S., sede Maicao, La Guajira
(Universidad Santo Tomás, 2026-08-27) Coronel Jiménez, Shaira Vanessa; Arrieta Arroyo, Carolina Andrea; Universidad Santo Tomás
Staff turnover at the Innovadent´s Centro de especialidades Odontológicas S.A.S. has become a significant issue affecting process continuity, productivity, and service quality, highlighting the need to strengthen human talent management. In this context, the objective of this research was to design a human talent management model aimed at reducing staff turnover and improving organizational productivity. The study was conducted using a quantitative approach, with a descriptive scope and a non-experimental design. Data were collected through a structured survey with a Likert-scale questionnaire applied to the organization’s employees, complemented by document review and data analysis. The results revealed moderate perceptions regarding work climate, motivation, working conditions, and job stability, identifying weaknesses related to internal communication, performance recognition, and workload, which directly influence employees’ intention to remain in the organization. Based on these findings, strategies for talent attraction and retention were designed, along with compensation and benefits policies aligned with the local context and the company’s available resources. The study concludes with the proposal of a human talent management model based on Chiavenato’s process-oriented approach, aimed at strengthening employee retention and enhancing organizational productivity.
Plan de negocio para la creación de la empresa Proindumec orientada a la comercialización de suministros industriales para el sector minero en Boyacá
(Universidad Santo Tomás, 2026-08-24) Leal Bello, Yeremi Salomón; García Pacheco, Nancy Patricia; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001427663; https://scholar.google.com/citations?user=N4wolF8AAAAJ; https://orcid.org/0000-0001-5161-5214
This graduation project details the business plan for the creation of PROINDUMEC, a company oriented to the commercialization and distribution of industrial supplies and Personal Protective Equipment (PPE) for the mining sector in the department of Boyacá. The main objective is to provide an efficient solution to the cost overruns and lost profits generated by traditional logistical inefficiency, where operational downtime due to a lack of spare parts costs more than $800,000 COP per hour. Through a market study focused on regional mining, the need for local suppliers that minimize delivery times was validated. In response, the company's value proposition is based on reducing supply times from seven days to less than 24 hours and decreasing the Total Cost of Ownership (TCO), guaranteeing supplies with technical safety certifications (ATEX/RETIE). The financial evaluation of the project demonstrates its viability, reaching an operational breakeven point of $407,829,354 COP against projected first-year sales of $365,500,000 COP, an initial commercial consolidation phase. From the second year onward, the business comfortably exceeds this breakeven point. The project shows an NPV of $165,995,964 COP and an IRR of 19.73%, indicators that suggest a reasonable return subject to the sensitivities described in the integral project evaluation, particularly foreign-exchange risk. The payback period, calculated on the project's total cash flow including the business's terminal value, is estimated at 4.22 years; considering operating cash flow alone, recovery approaches 4.9 years. It is concluded that the creation of PROINDUMEC is technically, commercially, and financially feasible, positively impacting the region through the generation of formal employment and the strengthening of industrial safety in the mines.
Análisis del liderazgo inclusivo femenino en la educación superior en Colombia 2020-2025
(Universidad Santo Tomás, 2026-07-27) Rojas Castañeda, Isabel Sofia; Gómez Ovalle, Thalía Ilse; Abril Gómez, David Steven; Dworaczek Conde, Helga Ofelia; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001373838; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002437764; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002328316; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002437748; https://orcid.org/0000-0003-2094-3252; https://orcid.org/0009-0004-6518-5664; https://orcid.org/0009-0005-5151-513X; https://orcid.org/0009-0002-7094-857X
This report outlines the research trajectory pursued between the 2024-2 and 2026-1 academic terms as part of a degree completion pathway involving a research assistantship at Universidad Santo Tomás. The study focused on analyzing inclusive female leadership in Colombian higher education (2020–2025), addressing issues related to gender equity, organizational culture, and university management. Through mixed-methods approaches, a systematic literature review, and a comparative analysis of digital tools, the study identified structural and cultural barriers limiting women's participation in university leadership roles. The findings reveal the persistence of an institutional "glass ceiling" and a gap between equity policies and their effective implementation. The study concludes that inclusive leadership represents a strategic organizational capability that impacts innovation, sustainability, and university governance.
Proyecto empresarial MotorWash, tu moto a nuestro cuidado
(Universidad Santo Tomás, 2026-07-08) Vivas García , María Camila; Moreno Rodríguez , Leidy Nataly; Echavarria Salamanca, Óscar Oswaldo; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001561468; https://scholar.google.com/citations?user=qurJXTQAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-1547-0166
The project was developed based on a real need to optimize motorcycle washing time and improve personal mobility without sacrificing the responsible use of resources. The project's main idea is to revolutionize motorcycle washing in Bogotá. Over 11 million motorcycles circulate in Colombia (RUNT, 2024), representing more than 60% of the country's vehicle fleet. This cements motorcycles as one of the most widely used means of transportation for both personal and work activities, highlighting their relevance in urban mobility and the development of various economic activities (Federación Nacional de Comerciantes [Fenalco], 2025). Within this context, motorcycles stand out as a strategic segment for complementary service provision due to their high circulation and daily use. Furthermore, in March 2025, 84,226 new motorcycles were registered in the country, representing a 45.76% growth compared to the same month of the previous year, reflecting the expansion of the sector (Fenalco, 2025). In parallel, the efficient use of water is a priority in Bogotá due to the water vulnerability of the supply system and public policies aimed at reducing losses, controlling high consumption, and promoting sustainable practices. From a business perspective, MotorWash responds to the dynamics of the urban market, where consumers value practical digital solutions, immediate service, and sustainable alternatives that reduce environmental impact, aligning with growing trends in responsible consumption. The expected results of this business plan are to define a clear and viable operating model that responds to the demand for fast and efficient services, establish effective commercial strategies for implementation in Bogotá, and project its financial and environmental sustainability. Although there are studies on urban mobility and water management in the city, a proposal that comprehensively combines an eco-friendly, on-demand motorcycle washing service with a digital platform has not yet been addressed, which highlights an opportunity for innovation in the market.
Oportunidades de Aplicación de la Inteligencia Artificial para la Optimización de los Procesos de Alimentación y Crecimiento de los Peces en las Unidades Piscícolas del Departamento de Casanare
(Universidad Santo Tomás, 2026-07-17) Alfonso Arias, John Alejandro; Suarez Pineda, Luri; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001492323; https://scholar.google.com/citations?user=KDYpbjoAAAAJ&hl=es; https://orcid.org/0000-0002-9770-4965
Fish farming in the department of Casanare represents a productive activity with high economic and social potential; however, it faces technical limitations that affect the efficiency of fish feeding and growth processes. This research aimed to identify opportunities for the application of artificial intelligence (AI) to optimize these processes in fish farming units in the region. Methodologically, a mixed, descriptive, and propositional approach was developed through the application of surveys to producers and semi-structured interviews with technicians and sector experts. The results showed that most producers rely on empirical experience for feeding management and keep production records manually, which limits data-based decisionmaking. Recurrent problems were identified related to water quality, feed waste, high input costs, and lack of precision in growth control. Although knowledge about AI is still incipient, fish farmers expressed a positive perception of its potential to improve profitability, reduce losses, and optimize feed conversion. The study concludes that AI can become a strategic tool for strengthening fish farming in Casanare, provided its implementation is accompanied by training processes, technical assistance, and institutional coordination. The proposed strategies focus on the use of intelligent sensors, automated feeding systems, and predictive models based on production data, promoting a transition to fish farming with AI integration.
Plan de negocios digital para la comercialización de moda juvenil: caso OUR FASHION
(Universidad Santo Tomás, 2026-06-26) Prada Ariza, Ana María; Rincón Barbosa, Laura Marcela; Méndez Beltrán, Jairo Andrés; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001324055; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000029329; https://scholar.google.com/citations?user=f0pa5L4AAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-3367-7742
This project will be carried out at OUR FASHION, a well-established clothing brand that operates successfully from a brick-and-mortar location in Bogotá, with the goal of offering high-quality garments at affordable prices to the public. This project proposes a strategic expansion of an existing business by evaluating and defining its omnichannel model and the administrative roadmap for successful growth. Using this information, a business plan will be developed to drive growth, promote the brand, and add value to OUR FASHION. This project has been developed over several months in response to an issue identified regarding the business’s reliance on its physical store, as 100% of its sales occur at this location, overlooking the impact that online sales currently have. The impact of this proposal could result in a significant increase in sales, as according to figures from (Fenalco, 2025), urban fashion grew by 34% in Colombia in 2025, with Bogotá accounting for 31.8% of national consumption, thus representing a strategic opportunity for this sector. This business plan details a comprehensive analysis that includes a market study, an analysis of the organizational structure, and financial projections, among other analyses, to demonstrate the viability of the brand’s potential growth. Key findings of the market analysis, according to the Inexmoda Observatory (2025) 72% of consumers prefer a hybrid approach when making a purchase; this means they like to visit physical stores to try on and inspect clothing, even if the final purchase is made online—or vice versa. E-commerce accounts for 28% of total sales in the fashion sector, and in Colombia, 36% of online clothing purchases are made by women every two months. December accounts for 11.2% of annual fashion-related sales, driven by heavy foot traffic at physical locations—primarily in shopping malls—and simultaneous digital promotions. This plan aims to position OUR FASHION as a scalable omnichannel brand, transforming a physical store into a local benchmark for urban fashion in Bogotá.
Impacto académico y social de graduados en Innovación y Marketing y Gobierno y Gestión Territorial – USTA Tunja
(Universidad Santo Tomás, 2026-07-08) Fuentes Lopez, Oscar Ivan; Aponte Gil, Juan Esteban; Monrroy Becerra, Ruben Dario; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000134009; https://scholar.google.es/citations?view_op=list_works&hl=es&user=wGSBllcAAAAJ
This research analyzes the academic, professional, and social impact of graduates from the specializations in Innovation and Marketing and Territorial Management at the Santo Tomás University, Tunja campus. To this end, information was collected from graduates of each specialization to identify situations related to job placement, leadership positions, the application of skills acquired during their training, and their participation in significant social experiences. Based on this data collection, trends were established regarding employability, professional development, and the perception of contributions with social impact. The results indicate that a considerable proportion of graduates are employed. Furthermore, it is recognized that the training has enhanced their development of skills useful for their professional performance, particularly in areas such as strategic management, decision-making, innovation, and marketing, among others. On the other hand, it is also evident that graduates believe the training they received increased their sense of social and professional responsibility, generating a positive social impact in the region.
La movilidad funcional como práctica administrativa: implicaciones estructurales y efectos sobre el vínculo organizacional. un estudio de caso en Carvajal soluciones de comunicación.
(Universidad Santo Tomás, 2026-07-09) Navas Daza , Andres Santiago; Cruz Villarraga, Nelson Humberto; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000116699; https://scholar.google.com/citations?user=00s99qEAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-3296-1741
Informal functional mobility is understood as an increasingly common administrative practice in organizations subject to demands for structural flexibility, and whose organizational dimension receives very little analytical attention beyond labor legal frameworks. This research analyzes informal functional mobility as a situated administrative phenomenon, based on the structural effects and their effects on the retention of human talent in Carvajal Soluciones de Comunicación, a company in the graphics and communications sector in Colombia. The study adopts a qualitative approach, supported by constructivist grounded theory, with a multiple case study design and the collection of information through semi-structured interviews with three workers with documented experience in informal functional mobility. The analysis was developed through open, axial, and selective coding using the QualCoder system. The findings show that informal functional mobility operates as a reactive work redistribution mechanism that progressively widens the gap between the formal structure and the real functioning of the organization. The central category identified is the reciprocal naturalization of informality as a logic of the system of transfer of organizational costs to the worker, with cumulative effects on role clarity, perception of organizational justice, the psychological contract, and the employment bond, which progressively displaces job permanence, more sustained in economic risk than in institutional identification. The research presents an organizational conception of informal functional mobility that goes beyond the legal labor dimension, proposing it as a structural logic of informal reorganization capable of sustaining operational flexibility with the system transfer of cost to workers.
Modelo de Plan de Negocio para la Creación de una Cocina Oculta "Nearfood" de Comida Orgánica Empacada al Vacío Dirigida a Consumidores con Estilo de Vida Acelerado en la Ciudad de Tunja - Boyacá
(Universidad Santo Tomás, 2026-06-26) Parra Caro, Kevin Sebastián; Rojas Yemayuza, Héctor Gilberto; Igua Pulido, Yulieth Rocío; Universidad Santo Tomás
This business plan analyzes the feasibility of NEARFOOD, an emerging company focused on the production and commercialization of healthy and balanced meals through a home delivery service in Tunja, Boyacá. The project arises from the growing demand for nutritious food options, as a significant portion of the population values healthy eating but does not regularly consume it due to barriers such as high perceived prices, lack of time, and limited awareness of available options. The market research, based on surveys, identified a potential market of nearly 6,000 customers and limited direct competition in the city. NEARFOOD’s value proposition is based on professionally prepared meals with full nutritional labeling, competitive pricing, vacuum-sealed packaging to ensure freshness, and a multichannel distribution model through delivery platforms and direct orders. Financial projections demonstrate strong viability over a five-year period, with high profitability and an initial investment of approximately COP 156 million, mainly funded by two partners. Additionally, NEARFOOD aims to generate social and environmental impact by creating jobs, supporting local suppliers, donating meals to vulnerable populations, and using eco-friendly packaging.
ClickNews SAS.
(Universidad Santo Tomás, 2026-05-27) Ferro Vargas, Richard Alejandro; Peñarete Laguna, Cesar Vicente; Universidad Santo Tomás
ClickNews is an innovative digital platform designed to combat the spread of fake news and misinformation through a hybrid approach that integrates artificial intelligence, expert review, and community participation. Its main objective is to provide users with real-time assessments of the accuracy of news through an intuitive and accessible interface, available in both web and mobile versions. This project is justified by the growing negative influence of misinformation on public opinion, social polarization, and individual and collective decision-making, a problem that has been exacerbated by the lack of control on digital platforms and social media. The business plan is based on a mixed-method research methodology that combines qualitative and quantitative methods to comprehensively address the specific objectives. These include market research to validate demand and analyze competition; evaluation of technical operations and prototype development; projection of financial feasibility through a simulation model with cost, revenue, and profitability analyses; definition of the human talent structure; and assessment of compliance with the applicable legal framework, with special attention to the protection of personal data. The potential market in Colombia is significant, with a base of 36 million internet users. An opportunity has been identified to initially attract 10,000 users, with growth potential reaching 280,000 users, representing 1% of the untapped market. The proposed business model is diversified, with revenue streams derived from premium subscriptions, advertising, and strategic partnerships with media organizations. In conclusion, the feasibility analysis indicates that ClickNews S.A.S. has the foundations to position itself as a differentiated and sustainable solution within the information ecosystem. The combination of its technological value proposition, diversified financial model, and potential positive social impact makes it a project with a high probability of success, provided that it is executed according to the phases and strategies outlined herein.
Diseño de un plan de comercialización para mejorar la distribución de bolsas de empaque al vacío en la empresa Emballer, Bucaramanga
(Universidad Santo Tomás, 2026-05-14) Buitrago Velasquez, Maria Alejandra; Reyes Hernandez, Santiago; Arrieta Arrieta, Carolina Andrea; Universidad Santo Tomás
This research proposal aims to design a commercialization plan focused on strengthening the distribution process of vacuum packaging bags of the company Emballer S.A.S., located in the metropolitan area of Bucaramanga. The study will be developed under a quantitative descriptive approach, with qualitative support for the internal diagnosis of the organization. The study population will consist of current and potential customers from the food, industrial, and commercial sectors. For current customers, a census will be conducted due to the reduced size of the population, while for potential customers a sample will be defined based on statistical criteria. Data collection will be carried out through semi-structured interviews and structured surveys, which will be analyzed using descriptive statistics and strategic analysis tools. As an expected outcome, this proposal seeks to formulate digital marketing and distribution strategies aimed at improving the efficiency of the commercialization process, the company’s market positioning, and its competitiveness within the packaging sector
Impacto de la cultura organizacional en la productividad de las pequeñas empresas en el sector Bogotá
(Universidad Santo Tomás, 2026-05-12) Velasquez Hernández, Kevin Mateo; Echavarria Salamanca, Oscar Oswaldo; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001561468; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002130852; https://scholar.google.com/citations?user=qurJXTQAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-1547-0166; https://orcid.org/0009-0001-4186-1371
The present monograph, titled “Impact of Organizational Culture on the Productivity of Small Businesses: A Case Study in Bogotá’s Commercial Sector”, aims to analyze the relationship between the values, practices, and behaviors that shape organizational culture and the productivity levels achieved by companies in the sector. The research arises from the need to understand how cultural aspects influence business performance, especially in small organizations where labor relations and managerial practices play a decisive role in outcomes. Methodologically, the study adopts a mixed approach with a non-experimental, cross sectional design, combining qualitative techniques (interviews and content analysis) and quantitative techniques (surveys and review of productivity indicators). The population consists of small businesses in Bogotá’s commercial sector, and the sample was selected based on convenience criteria. The expected results seek to demonstrate that a strong organizational culture characterized by effective communication, motivation, teamwork, and clarity in institutional values significantly contributes to increased productivity. Finally, the study proposes strategies to strengthen organizational culture as a tool for improving performance and business sustainability.
Formulación de un plan de fortalecimiento de las habilidades blandas de los estudiantes del programa de optometría de la universidad Santo Tomás – sede Bucaramanga.
(Universidad Santo Tomás, 2026-05-08) Mendoza Diaz, Angelica; Rodriguez Zapata, Stefannia; García Mendez, Sebastián; Universidad Santo Tomás
Problem Strengthening soft skills in higher education represents a significant challenge in health related programs, where human interaction is essential for professional practice, highlighting within the Optometry program the need to recognize the level of development of these competencies based on students’ self-perception. Objective To formulate a soft skills strengthening plan aimed at students of the Optometry program at Universidad Santo Tomás – Bucaramanga campus, based on a quantitative diagnosis. Method A quantitative, descriptive, cross-sectional, and non-experimental approach was adopted through the application of a structured instrument that allowed the identification of the level of development of socio-emotional skills and students’ perception of their importance in academic and professional contexts; data were analyzed using descriptive statistics. Results Strengths were identified in skills such as teamwork, as well as areas for improvement in assertive communication and leadership, which enabled the design of a plan integrating objectives, strategic actions, pedagogical resources, and monitoring indicators. Discussion The findings highlight the need to intentionally incorporate soft skills development into the educational process, proposing a structured strategy as a supportive tool for future academic implementation
Estrategias de marketing para fortalecer la marca y fidelizar clientes en Zafiro Joyería y Bisutería
(Universidad Santo Tomás, 2026-05-08) Gil Garcia, Yulieht; Buitrago Serrano, Daniela; Arenas Valdivieso, Diego; Universidad Santo Tomás
This thesis project aims to implement personalized marketing strategies to strengthen brand identity and increase customer loyalty at Zafiro Joyería y Bisutería. Customer purchases will be tracked to create more effective campaigns tailored to their preferences. Through a consistent strategy across all communication channels, the company aims to improve brand visibility and offer a unified experience in both the physical and digital stores. In addition, ongoing loyalty campaigns will be implemented to increase repeat sales and customer loyalty. Expected results include increased customer retention, greater brand presence in the market, and improved business profitability within six months. This study will provide Zafiro with an effective and adaptable marketing model for sustainable growth.
Ruta estratégica para el análisis de la competitividad y la sofisticación del aparato productivo nacional en el marco del TLC con Estados Unidos (2012–2025)
(Universidad Santo Tomás, 2026-04-08) Cely Cuéllar , Nelson Enrique; Olaya Molano, Juan Carlos; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001456339; https://scholar.google.com/citations?user=a9pZi8EAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-7206-2687
This monography analyzes the impact of the Free Trade Agreement (FTA) between Colombia and the United States on the trade balance and the strategic challenges of the Colombian business sector from 2006 to 2025. From a Business Administration perspective, the study evaluates if the agreement has helped to improve competitiveness and export diversification or if it has increased structural dependence on primary goods. The central question focuses on how the agreement influenced the concentration of raw materials and what management tools are necessary to strengthen the national industry. The research uses a mixed methodology with a descriptive and analytical approach. Administrative diagnostic tools, such as the PESTEL matrix and Porter's Five Forces, are applied to examine the macroeconomic environment and the competitive position of Colombian companies. The study makes a special emphasis on the structural vulnerabilities of small and medium-sized enterprises (SMEs), analysing the barriers that limit their transition toward products with higher value-added and technological content. The diagnosis shows that the FTA has produced asymmetric results. While certain sectors like flowers and coffee have succeeded, the overall export basket remains highly concentrated in primary goods. This situation makes the economy vulnerable to the volatility of international prices. Technical indicators, such as the negative growth of Total Factor Productivity (PTF) at -1.56% in 2024 and the low business survival rates of individuals (30%) compared to corporations (44%), highlight the need for a productive transformation. Furthermore, the end of the protection periods for sensitive products in 2026 creates an urgent challenge for operational stability. The strategic proposal suggests a "dual-board" policy. The first board focuses on deepening the relationship with the United States through nearshoring and friendshoring, integrating SMEs into regional supply chains that demand high quality and ESG standards. The second board proposes a planned diversification toward emerging markets, especially in Asia. This expansion must avoid the "coal trap" and focus on sophisticated goods like specialized services and biotechnology Historia de la conversation]. Finally, these guidelines aim to reduce operational risks and ensure the long-term sustainability of the Colombian business fabric.
Rios de regalos: Plan de negocios para un emprendimiento de detalles premium en Bogotá
(Universidad Santo Tomás, 2026-04-07) Ríos Hernández, Paula Vanessa; Echavarría Salamanca , Oscar Oswaldo; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001561468; https://scholar.google.com/citations?user=qurJXTQAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-1547-0166
This undergraduate thesis develops the proposal for the creation of Rios de Regalos, a business dedicated to the creation and sale of personalized gifts with an artisanal approach and a digital presence in the city of Bogotá. This work demonstrates the technical, administrative, organizational, and financial viability of the business, highlighting its ability to adapt to current market trends and its growth potential. The project stems from the identification of an opportunity in the personalized gifts market, driven by the growing demand for products with emotional value, exclusive designs, and digital purchasing processes. The business responds to this need with a differentiated offering based on personalization, aesthetic design, and customer experience, managing its sales primarily through social media and digital platforms. From an operational and organizational standpoint, the business adopts a lean and flexible structure, initially led by the founder, which allows for resource optimization and control over each stage of the production process. Market research confirmed a positive reception of personalized products, especially among young adults who value exclusivity and attention to detail in their gifts. In financial terms, the projected results demonstrate a profitable venture, with a high return on investment, solid liquidity, and a low level of debt. These indicators show that it is an economically sustainable project.

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