2. Publicaciones
URI permanente para esta comunidadhttps://hdl.handle.net/20.500.12640/4068
Las publicaciones de ESAN reúnen una variedad de materiales académicos y prácticos que abarcan áreas fundamentales como la administración, economía, negocios, entre otros. Con enfoque en la formación y el desarrollo profesional, estas obras buscan contribuir al conocimiento y la innovación en diversas disciplinas; asimismo, proporciona información relevante y actualizada para la comunidad académica y empresarial en el ámbito local e internacional
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Ítem Solo Metadatos Grupos estratégicos en el sector periodístico: panorama en la ciudad de Lima(Universidad ESAN. ESAN Ediciones, 1995-06-30) Antonio, Javier; Cornejo, Ricardo; Reinoso, Raquel; Soto, Fanny; Uribe, SaraDescribes and interprets the behavior of the national journalistic sector from the strategic groups that compete in this industry. For this, the market was segmented based on two variables: type of reader and the way of presenting the information, and a matrix of strategic groups was elaborated, according to three other variables: technology, operating leverage and specialization, to identify generic strategies developed by companies in this sector. A high correlation was found between type of information and type of reader (formal-style newspapers are aimed at traditional readers, while informal ones are aimed at "chicha" readers); having its own press as the highest mobility barrier, since this represents a significant investment for any reader company; vulnerability of all groups to substitute products; high rivalry between newspapers for some of them sharing their target markets; and leverage as the strategy of most newspapers that reach a high level of sales.Ítem Solo Metadatos ¡Qué buena leche!(Universidad ESAN. ESAN Ediciones, 1995-12-30) Gastañaduy, AlfonsoThis case study deals with the strategy designed by a company to introduce a mass consumer product to the market. It describes all the steps followed in reality to apply the decisional marketing tools. To do this, it shows the contrast between the classic sales approach followed by the company that "rests on its laurels" and that of an aggressive, dynamic company with a clear strategic marketing focus. He recommends also discussing the use of market opportunities that are sometimes so obvious that they are not "seen", and the importance of using market information to optimize decisions.Ítem Solo Metadatos 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.Ítem Solo Metadatos Laboratorios Senosiain S.A. de C.V.: primero la familia y después el negocio(Universidad ESAN. ESAN Ediciones, 1992-09-30) Espinosa Gamboa, Emilio L.The present case is about the evolution of a family business whose beginning dates back to the early XX century. Having been a modest provincial pharmacy, over the years it became one of the most important pharmaceutical laboratories in Mexico. The main objective of the case is to detect the business strategy that has prevailed in each of the stages corresponding to the three generations of the Senosiain family and to explore how the strategy, both familiar and business, could be modified as a vision for the future, thinking about the imminent maturity of the next generation, and considering the profound changes that could occur in the environment, both national and international. In addition, it is worth highlighting the value of the strategic definition of a company, rebuilding and analyzing its tradition and its historical development as additional elements to evaluate its forces, weaknesses, values, among others. This case may also be suitable for discussing and analyzing the peculiar problems and characteristics of family businesses.Ítem Solo Metadatos Comentarios sobre el entorno empresarial: la variable política(Universidad ESAN. ESAN Ediciones, 1992-09-30) Silva Vegas, GerardoIt aims to provide the manager, in his capacity as the leader of an organization that produces goods or services for society, an analytical instrument that allows him to decompose the most complex external factor: the political variable, understood as power relations, the interaction of social groups with different or antagonistic interests, and decision-making by socially powerful subjects that affects the whole. To approach the compression of this variable, an analytical instrument is proposed which combines four dimensions: contradiction between capital and labor, contradiction between State and civil society, contradiction between violence and peace and national contradiction (between protectionism and globalization or between nationalism and internationalism). Other dimensions are conceivable; however, what is important is the usefulness of the analytical method for the stated purposes. The analysis of the political variable will allow the company’s adequate understanding and, consequently, the possibility of predicting its behavior and anticipating the events.
