Examinando por Autor "Avellaneda Tamayo, Juan Carlos"

Mostrando 1 - 4 de 4
  • Publicación
    Acceso abierto
    Diseño integral de una solución digital para innovar el modelo de negocio de la industria del retail integrando analítica, cloud computing e internet del todo (IoE)
    (Bogotá : Universidad Externado de Colombia, 2019., 2019-02) García Rodríguez, Nathalie; Avellaneda Tamayo, Juan Carlos
    In this research the necessary components are validated to elaborate the integral design of a Digital Solution (multilateral platform) using Cloud Computing and Internet of Everything (loE) applicable to the retail industry allowing the management of suppliers and clients to improve the quality of life of these, through the Electronic Commerce of products of family basket from the data generated by smart refrigerators in Bogota. The plans that are addressed are business, social and technological to improve the quality of life of users, followed by identifying the revolutionary agents within the business model that promote processes of Organizational Transformation, framed by regulatory factors in front of multilateral platforms, Cloud Computing and loE in Colombia. The above is based on the quantitative, correlational study that as a result allows to establish the behaviors that emerge in the face of the integration of technologies in the business models, social changes (emotional, economic and experiential planes) and the market thanks to their adaptation to new parameters of the context, which arise from processes of digital transformation generated worldwide and seeking the adoption of new channels for the acquisition of products or services, which in turn contributes to economic and sustainable development at the country and business level retail.
  • Publicación
    Acceso abierto
    Estudio de caso: descripción de contenido de la comunicación digital en la campaña a la Alcaldía de Bogotá de @CarlosFGalan 2019
    (Universidad Externado de Colombia, 2021) Avellaneda Tamayo, Juan Carlos
    Las campañas políticas están inmersas en determinados marcos estratégicos que mancomunados procuran lograr sus objetivos electorales. La línea comunicacional es vital en este ejercicio y debe ser planteada desde el principio como parte del plan de trabajo. Es común encontrar interacciones con los receptores que, a diferencia de la década pasada son activos, con capacidad de transformar los mensajes. Esta misma situación se presenta entre las campañas, comunicándose entre sí para mostrar sus movimientos electorales, por lo que la estrategia digital como componente del plan de comunicaciones debe tener un horizonte claro pero no rigido. Tanto las acciones positivas entre campañas, como las negativas entre los contendores deben tener un tratamiento comunicacional específico, sin minimizar o maximizar la importancia de la crisis que se presente, sino de valorar la situación y adoptar medidas comunicacionales correspondientes. Cada crisis tendrá un tratamiento particular, no debe existir un proceder único como se ha estipulado en manuales de crisis que no responden a hechos puntuales en campañas políticas. Las campañas políticas no pueden perder la línea estratégica de comunicación que manejan, considerando que las crisis como consecuencia de los ataques vienen en las rectas finales de las disputas electorales, sin que sea una regla.
  • Publicación
    Acceso abierto
    Proceso de transformación digital para un proveedor de servicios cloud en Colombia
    (Bogotá : Universidad Externado de Colombia, 2019., 2019) Fierro Espitia, Sandra Milena; Medina Garzón, Ronald Alfredo; Avellaneda Tamayo, Juan Carlos
    The development of this research project includes the approach of a digital transformation process for a Cloud service provider in Colombia, based on the analysis of the key variables of the environment to define a new digital business model and the identification of the capacities that It requires developing the company to implement this new business model. In this investigation, an analysis of the key variables that affect the business environment of the Cloud services was made from a documentary review. With a quantitative field study, customer preferences and needs were identified. An analysis of the pre-sale, sales and after-sales processes was carried out by applying the customer journey map tool to know the customer experience when acquiring Cloud services with the company, and to identify the critical points that should be improved to raise points of innovation and process improvement; and supported by design thinking techniques, the research results were analyzed in order to propose a new digital business model and identify the capabilities that must be developed or enhanced by the cloud service provider.
  • Publicación
    Acceso abierto
    Propuesta de transformación digital para el segmento de clientes de Skynet en la ciudad de Leticia, aplicando design thinking
    (Bogotá : Universidad Externado de Colombia, 2019., 2019-11) Castellanos Marroquín, John Alexander; Avellaneda Tamayo, Juan Carlos
    Proposal digital transformation applying design thinking a customer’s segment of Skynet de Colombia, it search to implement a strategic proposal that allow reorganize it is business model in Leticia city, improving it services portfolio of satellite connectivity to digital products, also, improving buy experience and creating value for organization, it is translate in new revenues and low operational cost through the process optimization on supply chain, from information technology that allow take strategic decision.