InnovaG. Núm. 6 (2019)

URI permanente para esta colecciónhttps://hdl.handle.net/20.500.14657/185354

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Artículos
  • DESIGN MANAGEMENT: un mundo nuevo por explorar entre el diseño y los negocios Mengoni Leon, Alexandra; 10-17
  • LOS IMPOSTORES: reflexiones sobre un conflicto socioambiental Canchumanya Álvarez, Gianfranco; 18-28
  • LOS LECHEROS ANTIGUOS ESTÁN DE VUELTA: una iniciativa de marketing de la nostalgia con valor social de Danlac Cesti Palomino, Alexandra; Vergara Guzmán, Vanessa Marnye; 29-34
  • Proceso de búsqueda de clientes en el Mercado Internacional Lladó Hernández, Miguel; 35-43
  • Un espacio para aprender y soñar: Estrategias empleadas en la creación del programa de formación de públicos del gran teatro nacional Díaz García, Milagros Lissethe; 44-50

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      LOS LECHEROS ANTIGUOS ESTÁN DE VUELTA: una iniciativa de marketing de la nostalgia con valor social de Danlac
      (Pontificia Universidad Católica del Perú, 2020-04-08) Cesti Palomino, Alexandra; Vergara Guzmán, Vanessa Marnye
      The present study focuses on one of the most representative campaigns of Danlac company: the return of the ancient dairy farmers, a project that the company materializes hiring elderly people. With that, Danlac manages to merge the concepts of emotional marketing and social marketing to generate value in an interdirectional way: for the company, customers and the new generation of dairy farmers that can be found in many supermarkets around the city. For the purpose of the analysis, the concepts of emotional marketing and social marketing will be defined. Subsequently, a description of the initiative will be made from the perspective of the concepts before mentioned which will include the dynamics of the project and the positive effects of the actors involved in it. Finally, the conclusion and the recommendations of the study will be presented, that will help to stand out and encourage other organizations to apply similar models.
    • Miniatura
      ÍtemAcceso Abierto
      LOS IMPOSTORES: reflexiones sobre un conflicto socioambiental
      (Pontificia Universidad Católica del Perú, 2020-04-08) Canchumanya Álvarez, Gianfranco
      In an imperfect environment not all the decisions a player chooses are the best ones, even less if these decisions must take place in a conflict, and in fact, the tension increases and becomes more serious if the benefit of a community, a company and, above all, the State depends on them. It is against this background that this text formulates a reflection on the decisions of the actors involved, drawing on concepts such as game theory, ash equilibrium, transaction costs, the problem of agency, opportunism and, as an added value, conflict management. All these concepts are interwoven throughout the narrative structure, snaking through its four divisions. This segmentation serves the purpose of bringing the reader closer to the nature of the problem. Therefore, in Introduction to the Game, a historical reflection is provided; in Contextualization of the Game, the conflict between the Chinese company MMG Las Bambas and the surrounding communities is narrated; in Final Decision: Nash’s Balance, strategies are evaluated and conflict management is proposed as an essential tool in this type of situation; and, finally, in Final Notes, the importance of choosing the means rather than the end itself is highlighted. In short, this text encourages reflection on actions with the aim of reaching a balance in which all those involved achieve their own benefit without harming that of the other.
    • Miniatura
      ÍtemAcceso Abierto
      Proceso de búsqueda de clientes en el Mercado Internacional
      (Pontificia Universidad Católica del Perú, 2020-04-08) Lladó Hernández, Miguel
      The search for customers in different international markets has been - and is - controversial, due to the application of different methodologies andprocesses for market researchers. There is only one way to deal with this problem, and experiences of each researcher, the policies of the companies, the availability of resources and prior knowledge are factors that will affect the processes to apply.
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      ÍtemAcceso Abierto
      DESIGN MANAGEMENT: un mundo nuevo por explorar entre el diseño y los negocios
      (Pontificia Universidad Católica del Perú, 2019-11-19) Mengoni Leon, Alexandra
      Over the years, we have seen how companies are in an increasingly changing environment and respond to a more complex user needs. Therefore, organizations must be innovative in their processes, technologies, products and services that they offer. Because of this, the role of design becomes relevant, due to its processes and way of thinking that is user centered to any solution approach. Design Management is the management of design. Involves two completely different worlds: design and business. Design Management is a little explored world in Peru and even in Latin America. However, this should start gaining field due to the relevance that the design has within the commercial results of a company.
    • Miniatura
      ÍtemAcceso Abierto
      Un espacio para aprender y soñar: Estrategias empleadas en la creación del programa de formación de públicos del gran teatro nacional
      (Pontificia Universidad Católica del Perú, 2020-08-17) Díaz García, Milagros Lissethe
      Audience management is a constant concern of cultural organizations. On one hand, allows the organization to last over time and; on the other hand, a proper management of this will generate an achievement on the organization’s market position. However, what kind of measures should be executed in a country which access to the cultural products consumption still has few acceptances among citizens? Due to these types of dilemmas, public training programs arise, which are carried out by cultural organizations in order to increase cultural consumption which contribute to generate a social change. Thus, in Peru, one of the pioneering cultural organizations in audience management is the Public Training Program managed by El Gran Teatro Nacional. That's why, in this article, we seek to realize an analysis of the strategies used for the artistic program thathas allowed to generate a competitive advantage.