Estudio de caso de la Empresa Asesorar Ltda. del sector software en el Departamento de Santander: una aplicación de coaching y liderazgo, desarrollo de competencias directivas, prospectiva y estrategias de marketing

Abstract

The various research strategies generalize dominant results in administrative sciences, including the topics of observation of the present case study such as Coaching and Leadership, Development of Managerial Skills, Marketing Strategies and prospective. In the development of this study it was possible to describe and clarify in more depth the current situation of the Cooperativa de Trabajo Asociado Asesorar ltda, contextualize the projection of the company from the perspective of the 4 thematic areas indicated in the previous section, in order to finally project a improvement plan that encourages the reorganization and the institutional projection for the year 2023. The present study was carried out through the application of a mixed research method that involves the collection and analysis of quantitative and qualitative data, as well as their integration and joint discussion, to make inferences as a result of all the information collected (metainferences) and achieve a better understanding of the phenomenon under study (Hernández-Sampieri and Mendoza, 2008). In this case, the case study was based on the collection of primary sources such as the structured interview to the management area and secondary sources such as the documentary review and literature as well as the analysis of results through tools such as Micmac and Pestel. The result thrown by this case study, forces the company to internalize the scope that new technologies can bring in the daily development of its marketing and marketing strategy, thereby creating a new virtual sales window through the development and design of pages corporate web and interaction with social networks, presentation of a standard portfolio and improvements in the collection of customer services.