Modelo de negocio para una aplicación interactiva móvil de publicidad de locales comerciales en centros comerciales de la ciudad de Medellín

Este documento contiene los resultados de una investigación para estructurar un modelo de negocio para una aplicación interactiva móvil de publicidad para locales comerciales de los centros comerciales de la ciudad de Medellín -- Una vez identificadas las necesidades de los clientes de los centros comerciales de ubicarse dentro de los mismos y de acceder a información de interés, como ubicación de baños, seguridad, etc., desde su teléfono celular, surge también la oportunidad de ofrecer publicidad digital móvil a los locales comerciales para que puedan atraer a sus consumidores, tras informar de las promociones, eventos y ofertas que tienen para sus clientes -- Esto se resolvió con un modelo de negocio construido según la metodología Lean Startup de Eric Ries y con la ayuda del lienzo Canvas de Alex Osterwalder, en el que se analizan el segmento de clientes, la propuesta de valor por entregar a usuarios, la monetización del negocio, los recursos necesarios para su consecución, las alianzas clave y demás ítems que hicieron posible una investigación de mercado profunda, que se vio plasmada en una aplicación móvil de publicidad digital que integra las características del modelo de negocio realizado -- Con la ayuda de Ruta N y de NXTPLabs e investigación realizada por el autor se analizaron los conceptos básicos de estrategia, modelo de negocio y tipos y herramientas aplicables al proyecto; también se acudió a investigación cualitativa a través de entrevistas y encuestas a los actores más significativos del modelo de negocio como son usuarios, locales comerciales, centros comerciales, mentores entre otros, que supieron compartir su experiencia para lograr los objetivos del presente trabajo de grado

Modelo de negocio para Urbana Bikes

El presente documento es el trabajo de grado) realizado por los autores con el fin de optar al título de magíster en Administración (MBA) de la Universidad EAFIT -- Está fundamentado en un estudio comparativo entre los diferentes conceptos de negocio, metodologías de modelos de negocios, planes de negocios y los diversos métodos de abastecimiento -- Arrojó como resultado que la técnica más adecuada para ser aplicada a las características propias de un prototipo de negocio basado en la oportunidad de mercado identificada en el área metropolitana del valle de Aburrá, como son las bicicletas de los tipos fixies, urbanas y eléctricas, es la ontología de modelo de negocios propuesta por Alexander Osterwalder -- Gracias a esta técnica se identificaron, desde el punto de vista estratégico, los elementos de generación de valor del negocio a partir del análisis de la propuesta de valor, los canales de distribución, las relaciones con los futuros clientes, las asociaciones clave, la segmentación del mercado y la estructura de costos, entre otros; además, se establece la forma óptima de abastecimiento de bicicletas para su comercialización -- Cabe resaltar que dichas bicicletas poseen elementos diferenciadores de estilo, confort y practicidad sobre las demás comercializadas en la ciudad y se han convertido en la última tendencia de dicho tipo de vehículos en las principales ciudades del mundo y han llegado a crear un estilo identificado de ciclistas urbanos -- Lo anterior se alinea con un plan estratégico del Área Metropolitana del Valle de Aburrá que busca incentivar el uso de la bicicleta como medio de transporte alternativo

Nokia- The surprising success of textbook wisdom

What is the secret behind Nokia’s phenomenal success in mobile phones? More generally, how to succeed in a turbulent high technology market? Historical and comparative studies bring understanding not only about past phenomena, but also insights about current and coming ones. In this paper we compare Ford and General Motors in the 1920s and 1930s with Motorola and Nokia in the 1980s and 1990s. The insight from this comparison is how reinvention of the product, category, relative to the market incumbent’s market conceptualization, is a recipe for success. Nokia’s success in the 1990s was based on following the guidelines pioneered by General Motors in the 1920s: market segmentation, embracing the latest technological advances, and brand management in the pursuit of consumer repurchases. The article tells how Nokia addresses both GM’s legacy and changes in the business environment. At the end of our paper, we disuss the generalizability of our findings.

Criterios complementarios para la segmentación de clientes no residenciales en una empresa de servicios públicos domiciliarios

Uno de los más importantes procesos que se lleva a cabo al interior de las áreas de mercadeo de toda empresa es la segmentación de clientes, puesto que determina las características principales que definen a los consumidores de los bienes y servicios de la misma -- Los bienes y servicios que las empresas de servicios públicos domiciliarios ofrecen a sus clientes no residenciales son parte vital de su aparato productivo y representan un porcentaje importante de su estructura de costos -- Este estudio parte del inventario de los criterios que son tenidos en cuenta por ellas para caracterizar sus segmentos en la actualidad hasta llegar a proponer nuevos criterios de segmentación y un modelo que les permita a las mencionadas organizaciones adaptar sus estrategias de mercadeo con base en las necesidades de los clientes, con el fin de generar comportamientos de lealtad con un impacto positivo en sus retornos financieros

Travelers’ use of social media: A clustering approach

Research regarding the use of social media among travelers has mainly focused on its impact on travelers’ travel planning process and there is consensus that travel decisions are highly influenced by social media. Yet, little attention has been paid to the differences among travelers regarding their use of social media for travel purposes. Based on the use of travel social media, cluster analysis was employed to identify different segments among travelers. Furthermore, the study profiles the clusters based on demographic and other travel related characteristics. The findings of this study are important to online marketers to better understand traveler’s use of social media and their characteristics, in order to adapt online marketing strategies according to the profile of each segment.

Travelers’ use of social media: A clustering approach

Research regarding the use of social media among travelers has mainly focused on its impact on travelers’ travel planning process and there is consensus that travel decisions are highly influenced by social media. Yet, little attention has been paid to the differences among travelers regarding their use of social media for travel purposes. Based on the use of travel social media, cluster analysis was employed to identify different segments among travelers. Furthermore, the study profiles the clusters based on demographic and other travel related characteristics. The findings of this study are important to online marketers to better understand traveler’s use of social media and their characteristics, in order to adapt online marketing strategies according to the profile of each segment.

Finding new opportunities in the Lisbon market through Whitaker consumer lifestyle segmentation

A sample of 445 consumers resident in distinct Lisbon areas was analyzed through direct observations in order to discover each lifestyle’s current proportion, applying the Whitaker Lifestyle™ Method. The findings of the conducted hypothesis tests on the population proportion unveil that Neo-Traditional and Modern Whitaker lifestyles have the significantly highest proportion, while the overall presence of different lifestyles varies across neighborhoods. The research further demonstrates the validity of Whitaker observation techniques, media consumption differences among lifestyles and the importance of style and aesthetics while segmenting consumers by lifestyles. Finally, market opportunities are provided for firms operating in Lisbon.

Caught Between Theory and Practice: Government, Market, and Regulatory Failure in Electricity Sector Reforms

The world-wide electricity sector reforms of the early 1990s have revealed the considerable complexities of making market driven reforms in network and infrastructure industries. This paper reflects on the experiences to date with the process and outcomes of marketbased electricity reforms across less-developed, transition and developed economies. The reforms outcomes suggest similar problems facing the electricity sector of these countries though their contexts vary significantly. Many developing and developed economies continue to have investment inadequacy concerns and the need to balance economy efficiency, sustainability and social equity after more than two decades of experience with reforms. We also use a case study of selected countries that in many respects represent the current state of the reform though they are rarely examined. Nepal, Belarus and Ireland are chosen as country-specific case studies for this purpose. We conclude that the changing dynamics of the electricity supply industry (ESI) and policy objectives imply that analysing the success and failure of reforms will indeed remain a complex process.

Suppliers of Priors: A Theory of Retailing Inspired by the Market for Chinese Antiquities

Adverse selection may thwart trade between an informed seller, who knows the probability p that an item of antiquity is genuine, and an uninformed buyer, who does not know p. The buyer might not be wholly uninformed, however. Suppose he can perform a simple inspection, a test of his own: the probability that an item passes the test is g if the item is genuine, but only f < g if it is fake. Given that the buyer is no expert, his test may have little power: f may be close to g. Unfortunately, without much power, the buyer's test will not resolve the difficulty of adverse selection; gains from trade may remain unexploited. But now consider a "store", where the seller groups a number of items, perhaps all with the same quality, the same probability p of being genuine. (We show that in equilibrium the seller will choose to group items in this manner.) Now the buyer can conduct his test across a large sample, perhaps all, of a group of items in the seller's store. He can thereby assess the overall quality of these items; he can invert the aggregate of his test results to uncover the underlying p; he can form a "prior". There is thus no longer asymmetric information between seller and buyer: gains from trade can be exploited. This is our theory of retailing: by grouping items together - setting up a store - a seller is able to supply buyers with priors, as well as the items themselves. We show that the weaker the power of the buyer�s test (the closer f is to g), the greater the seller�s profit. So the seller has no incentive to assist the buyer � e.g., by performing her own tests on the items, or by cleaning them to reveal more about their true age. The paper ends with an analysis of which sellers should specialise in which qualities. We show that quality will be low in busy locations and high in expensive locations.

Using problem-based learning for introducing producer theory and market structure in intermediate microeconomics

This paper shows how instructors can use the problem‐based learning method to introduce producer theory and market structure in intermediate microeconomics courses. The paper proposes a framework where different decision problems are presented to students, who are asked to imagine that they are the managers of a firm who need to solve a problem in a particular business setting. In this setting, the instructors’ role isto provide both guidance to facilitate student learning and content knowledge on a just‐in‐time basis

Toward a theory of labor market institutions

Standard economic analysis holds that labor market rigidities are harmfulfor job creation and typically increase unemployment. But many orthodoxreforms of the labor market have proved difficult to implement because ofpolitical opposition. For these reasons it is important to explain why weobserve such regulations. In this paper I outline a theory of how they may arise and why they fit together. This theory is fully developed in aforthcoming book (Saint-Paul (2000)), to which the reader is referred forfurther details.

Exploring Different Types of Sharing: A Proposed Segmentation of the Market for "Sharing Businesses"

Sharing instead of buying is regaining traction among today's consumers. This study aims at identifying segments of sharing consumers to unearth potentially viable clusters of a consumer behavior that is a market of growing economic relevance. By means of a qualitative study and a survey with a roughly representative sample of 1121 Swiss-German and German consumers, a set of trait-related, motivational, and perceived socioeconomic variables is identified that can be used to group individuals into segments that differ with regard to their approach to sharing. A cluster analysis based on these variables suggests four potential clusters of sharing consumers-sharing idealists, sharing opponents, sharing pragmatists, and sharing normatives. Two sets of testable propositions are derived that can guide further research in this domain and pave the way to a more targeted approach to the growing market of "sharing" businesses.