JEFAS (antes Cuadernos de Difusión) Vol. 1 Nº 1 (1992)
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Item Metadata only A propósito del enfoque BCG(Universidad ESAN. ESAN Ediciones, 1992-03-30) Esteves Dejo, Martha CeciliaIt raises some of the limitations of the Boston Consulting Group (BCG) method, a successful consulting product considered a simple tool that helps to comprehensively understand the decisions a company makes about its future. To this end, the validity of the concepts on which it is based, its goodness as an analysis tool and the applicability of its recommendations are discussed. The three central concepts that support the theoretical framework of the BCG are analyzed: the experience curve, the product life cycle and the portfolio balance, and the main objections to the strategic options derived from it are raised. The general propositions derived from the growth-participation matrix are discussed and two aspects are dealt with in detail: the validity of the strategy recommended by the BCG for "dog" businesses and the limitations that the product life cycle imposes on marketing managers.Item Metadata only Calidad total: solución empresarial(Universidad ESAN. ESAN Ediciones, 1992-03-30) D'Alessio Ipinza, FernandoIt presents the fundamentals of the total quality strategy, in the understanding of how beneficial the implementation of this strategy is by generating valuable effects on the entire organization. It summarizes the modern concepts used by Japanese companies in administration, influenced by three North Americans: Deming, Juran and Crosby, and shows the evolution of thinking about quality based on the contribution of these authors. The central part of the article is dedicated to the philosophy of Edward Deming, the highest exponent of the modern concept of quality, for which the concepts developed by this author are explained: the fourteen points, the seven deadly diseases, the obstacles to good management and the importance of the use of graphics to objectively represent the information required for decision making. The article encourages innovation in business management, warning senior management about the traditional myopia manifested in conservative management and making them see the favorable effects that the modern concept of quality would have on their organization.Item Metadata only Ejercicio de negociación: una decisión de rutina(Universidad ESAN. ESAN Ediciones, 1992-03-30) Tejada Oshiro, CIt shows an exercise whose objective is to get the students or participants to design the strategy they will follow during a negotiation process, taking into account the basic principles of a price negotiation. It simulates a typical negotiation between a buyer and a seller, each of whom has information that the other does not know. Each party must negotiate the price at which it will be willing to enter into the transaction. A second objective is to record the evolution of the negotiation process in order to measure the strength and sequence of the arguments, as well as the style of the negotiation. To this end, the instructor's guide suggests that the participant should define his strategy, prepare the arguments with which he will support it and define his negotiation style.Item Metadata only Mercadeo informal estrategia de pequeña empresa: la necesidad obliga(Universidad ESAN. ESAN Ediciones, 1992-03-30) Gastañaduy, AlfonsoIt presents the case of a textile entrepreneur facing a difficult situation due to the oversizing of his business and the neglect of marketing variables, at a time when inflation levels are high and a sharp recession process is beginning. Forced by necessity, he has to close two of his four stores, liquidate his garment factory and return to informality. After taking a marketing management course at a prestigious institution, he sets about the task of preparing his strategic planning. The case is a good opportunity for students to deepen their understanding of the strategic planning process: the mission; the situational analysis, risks and opportunities of the general environment of the country and the competitive environment (strengths and weaknesses); and finally the objectives and strategies, all within a framework of free importation in a market economy context.Item Metadata only Pequeña empresa: papel de nuevo gerente de marketing Escobita Nueva(Universidad ESAN. ESAN Ediciones, 1992-03-30) Fischer, Konrad; Gastañaduy, AlfonsoIt presents the case of a family-owned garment company whose development has responded more to the founder's desire to provide his family with a sufficiently comfortable living than to the entrepreneurial vision that would have allowed it to respond to market signals, which has led the company to lose ground to the competition. The organization of production is described; the market strategy: product, price, distribution and sales, promotion and advertising; the characteristics of the market and the competition; and the financial situation. When the founder's son takes over the business, he evaluates this situation and considers different alternatives for action: specializing in a new product line; maintaining the same product line, but with new designs; entering other markets; changing its pricing policy; its distribution and sales system, as well as promotion and advertising. The discussion of the case can be oriented towards the analysis of these options.Item Metadata only Performance estratégica y económica de empresas estatales: el caso de las aerolíneas latinoamericanas(Universidad ESAN. ESAN Ediciones, 1992-03-30) Gallegos Monteagudo, ArmandoSeeks to develop new methods to identify objectives and evaluate the performance of state-owned companies, as well as to compare their performance with that of private companies. Comprises the operations between 1981 and 1987 of 17 airlines classified as: public Latin American, private Latin American and North American with operations in Latin America. First, the Delphi method is applied to identify the objectives and criteria for evaluating the performance of public airlines. Secondly, new methods for performance evaluation are evaluated using Data Envelopment Analysis. The third part is devoted to comparative performance studies and their implications for management and public policy formulation; the tools developed in the previous stages are used to relate ownership, international competition and efficiency. The results of the study indicate that the privatization strategies applied may produce some, but modest, efficiency gains. More fruitful might be to consider other strategies that allow moving up the entire efficiency frontier, such as some deregulation of domestic and international markets.Item Metadata only Propuesta para el ordenamiento de los sistemas de gestión del agua en los países de América Latina y el Caribe(Universidad ESAN. ESAN Ediciones, 1992-03-30) Dourojeanni, AxelIt specifically analyzes how it is carried out and how the management of water resources can be improved for its integral management. It is emphasized that what is really important is to give a comprehensive treatment to the water system, its collection and evacuation basins, regardless of whether the management system itself is integrated or not. To facilitate the analysis a systemic approach is used. The conceptual framework provides a classification of management levels into four categories: scientific-environmental, economic-productive, technical-normative and political-social; these levels are associated with different management areas. In order to conduct environmental management processes, in particular for management of water resources for multiple use, two delimitation criteria must be taken into account: the political-administrative and the geographical-ecological. If management systems are brought together in relation to these two limits, it is possible to arrive at a more effective form of environmental management.
