Mirada a la aplicación de coaching y liderazgo, desarrollo de competencias directivas, prospectiva y estrategias de marketing: estudio de caso de la empresa reciclaje Bucaramanga

Abstract

This case study aims to analyze the current situation and contextualize the projection of the company Reciclaje Bucaramanga to 2020 from the perspective of four thematic areas, Coaching and Leadership, Development of Managerial Skills, Prospective and Marketing Strategies, for which first instance, the background of its creation was reviewed, a semi-structured interview was used towards experts of the company in order to obtain a global and multidisciplinary panorama, the digital strategy used in the company was reviewed and the existing laws in Colombia were taken into consideration regarding the theme and the so-called "green growth". This proposal is based on the company's interest in ensuring a meaningful participation in the economic development of the recycling industry, as a result of the economic and waste management problems in the region. The results show that the company has an aggressive position vis-à-vis the market, that needs to continue strengthening the marketing strategy and finally that the economic and legal environment can allow it to reach the vision in a time horizon farther from the stated.