Estudio de caso de la empresa Ecopetrol S.A – planta productora de gasolina mediante crackeo catalítico: una aplicación de coaching y liderazgo, desarrollo de competencias directivas, prospectiva y estrategias de marketing

Abstract

The following investigation has as object of study the company Ecopetrol, analyzed in four different subjects: Coaching and leadership, develop of manager competences and senior management models, prospective and blended marketing. Each company has their own characteristics, which make them unique; the selection of the methodolgy of case of study allows the analysis considering an important variety of sources including the internal actions of the object of study and the interaction with the enviroment. The first step is to diagnos the actual situation of the company. After that, follows the analysis of the projection in the mid term. Finally, the actions plans were developed to achieve the goals defined.