Correlación entre dimensiones de personalidad de marca y la marca emocional

Over the last decades, methodologies for the improvement and redesign of processes have come from stastical control of projects, from the PHVA cycle, from the concept of Porter’s value chain (1985) passing through re-engineering, six sigma, BPM, among others. Some organizations have applied these me...

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Autores:
José Luis Saavedra Torres
Oscar Colmenares
José Luis Pirela
Tipo de recurso:
Fecha de publicación:
2019
Institución:
Universidad EAFIT
Repositorio:
Repositorio EAFIT
Idioma:
spa
OAI Identifier:
oai:repository.eafit.edu.co:10784/14056
Acceso en línea:
http://hdl.handle.net/10784/14056
Palabra clave:
Brand
brand personality
emotional branding
personality features
Marca
personalidad de marca
marca emocional
rasgos de personalidad
Rights
License
Copyright © 2007 José Luis Saavedra Torres, Oscar Colmenares, José Luis Pirela
Description
Summary:Over the last decades, methodologies for the improvement and redesign of processes have come from stastical control of projects, from the PHVA cycle, from the concept of Porter’s value chain (1985) passing through re-engineering, six sigma, BPM, among others. Some organizations have applied these methodologies and performance models. However, none of these provides a general methodological framework where systematic steps may be taken by a company in order to ascertain how to develop a project appropriately when change in processes is involved, regardless of the methodology or performance model implemented. In this article a methodological framework is presented that has been developed as the result of the comparison of some of the existing methodologies and the work done by the author as a consultant. This methodology has been designed to be applied by work teams of companies in charge of the re-design and improvement projects on processes.