Estrategia de transformación digital para el área de ventas de Trelleborg Printing Solution Mirambeau SAS

La transformación digital puede suponer un aumento sustancial de la productividad, las modernas tecnologías de la información han logrado reducir significativamente los costes de comunicación y coordinación y han permitido que las empresas mejoren sus procesos, productos o incluso crear otros nuevos...

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Autores:: Chiquillo Molano, Glenda Jeamine

Tipo de recurso:

Fecha de publicación:: 2021

Institución:: Universidad Autónoma de Bucaramanga - UNAB

Repositorio:: Repositorio UNAB

Idioma:: spa

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dc.title.spa.fl_str_mv	Estrategia de transformación digital para el área de ventas de Trelleborg Printing Solution Mirambeau SAS
dc.title.translated.spa.fl_str_mv	Digital transformation strategy for the sales area of Trelleborg Printing Solution Mirambeau SAS
title	Estrategia de transformación digital para el área de ventas de Trelleborg Printing Solution Mirambeau SAS
spellingShingle	Estrategia de transformación digital para el área de ventas de Trelleborg Printing Solution Mirambeau SAS Management enterprises Sucess in business Decision making Digital transformation Information technology Marketing Industrial Administration Customers Sales Trelleborg printing solution mirambeau Administración de empresas Éxito en los negocios Toma de decisiones Mercadeo Administración industrial Clientes Ventas Transformación digital Tecnologías de la información
title_short	Estrategia de transformación digital para el área de ventas de Trelleborg Printing Solution Mirambeau SAS
title_full	Estrategia de transformación digital para el área de ventas de Trelleborg Printing Solution Mirambeau SAS
title_fullStr	Estrategia de transformación digital para el área de ventas de Trelleborg Printing Solution Mirambeau SAS
title_full_unstemmed	Estrategia de transformación digital para el área de ventas de Trelleborg Printing Solution Mirambeau SAS
title_sort	Estrategia de transformación digital para el área de ventas de Trelleborg Printing Solution Mirambeau SAS
dc.creator.fl_str_mv	Chiquillo Molano, Glenda Jeamine
dc.contributor.advisor.none.fl_str_mv	Sanguino Galvis, Sandra Cristina
dc.contributor.author.none.fl_str_mv	Chiquillo Molano, Glenda Jeamine
dc.contributor.cvlac.spa.fl_str_mv	Sanguino Galvis, Sandra Cristina [0000775622]
dc.contributor.orcid.spa.fl_str_mv	Sanguino Galvis, Sandra Cristina [0000-0001-8876-9399]
dc.subject.keywords.spa.fl_str_mv	Management enterprises Sucess in business Decision making Digital transformation Information technology Marketing Industrial Administration Customers Sales Trelleborg printing solution mirambeau
topic	Management enterprises Sucess in business Decision making Digital transformation Information technology Marketing Industrial Administration Customers Sales Trelleborg printing solution mirambeau Administración de empresas Éxito en los negocios Toma de decisiones Mercadeo Administración industrial Clientes Ventas Transformación digital Tecnologías de la información
dc.subject.lemb.spa.fl_str_mv	Administración de empresas Éxito en los negocios Toma de decisiones Mercadeo Administración industrial Clientes Ventas
dc.subject.proposal.spa.fl_str_mv	Transformación digital Tecnologías de la información
description	La transformación digital puede suponer un aumento sustancial de la productividad, las modernas tecnologías de la información han logrado reducir significativamente los costes de comunicación y coordinación y han permitido que las empresas mejoren sus procesos, productos o incluso crear otros nuevos. Ante este contexto, combinado con la crisis sanitaria ocasionada por el COVID 19, la mayoría de las organizaciones se han visto con la necesidad de enfrentar el gran reto de transformarse digitalmente, con un alto grado de incertidumbre sobre cuál es el camino que deberían seguir para conseguir una transformación digital que realmente aporte valor a su negocio o procesos. Por esto, el área de ventas de la compañía Trelleborg Printing Solution Mirambeau SAS requiere contar con un plan estratégico de transformación digital que soporte el camino y decisiones alrededor de su transformación. Bajo esta necesidad, el presente proyecto de investigación plantea las estrategias de transformación digital que permitan la alineación entre el cliente, el negocio, la organización, tecnologías digitales y la visión estratégica de Trelleborg Printing Solution Mirambeau SAS. Para cumplir con el objetivo del proyecto, se realizó una investigación cualitativa descriptiva, por lo cual se llevó a cabo una revisión documental, se hizo un diagnóstico de la situación actual del área, se diseñó el mapa de recorrido del cliente, también se determinó el nivel madurez digital del área, para finalmente plantear el plan estratégico de transformación digital del área de ventas de la compañía.
publishDate	2021
dc.date.accessioned.none.fl_str_mv	2021-11-24T21:47:00Z
dc.date.available.none.fl_str_mv	2021-11-24T21:47:00Z
dc.date.issued.none.fl_str_mv	2021
dc.type.driver.none.fl_str_mv	info:eu-repo/semantics/masterThesis
dc.type.local.spa.fl_str_mv	Tesis
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dc.identifier.uri.none.fl_str_mv	http://hdl.handle.net/20.500.12749/15045
dc.identifier.instname.spa.fl_str_mv	instname:Universidad Autónoma de Bucaramanga - UNAB
dc.identifier.reponame.spa.fl_str_mv	reponame:Repositorio Institucional UNAB
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The Blog, June. http://www.huffingtonpost.com/vala-afshar/accenture-digital-7-digital-business- transformation-lessons_b_6622648.html Wengler, S., Hildmann, G., & Vossebein, U. (2020). Digital transformation in sales as an evolving process. Journal of Business and Industrial Marketing, 36(4), 599–614. https://doi.org/10.1108/JBIM-03-2020-0124 Westerman, G., Calméjane, C., Bonnet, D., Ferraris, P., & McAfee, A. (2017). DIGITAL TRANSFORMATION: A ROADMAP FOR BILLION-DOLLAR ORGANIZATIONS. MIT CENTER FOR DIGITAL BUSINESS AND CAPGEMINI CONSULTING, 59–62. World Economic Forum. (2020). AUDI Transforming traditional showrooms into modern digital experiences, increasing sales by over 60% in certain locations. World Econimic Forum. https://reports.weforum.org/digital-transformation/audi Wotruba, T. R. (1991). The evolution of personal selling. Journal of Personal Selling & Sales Management Zinkann, R., & Mahadevan, J. (2017). Future customer journeys and their implications for corporate practice. Springer Links. https://link.springer.com/chapter/10.1007%2F978-3-658- 18538-1_12
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spelling	Sanguino Galvis, Sandra Cristinaefe6e6e6-cbb3-4b89-805a-37d75fbe4cccChiquillo Molano, Glenda Jeamine5613f95f-5522-4d92-8716-f0bca1a375e6Sanguino Galvis, Sandra Cristina [0000775622]Sanguino Galvis, Sandra Cristina [0000-0001-8876-9399]ColombiaUNAB Campus Bucaramanga2021-11-24T21:47:00Z2021-11-24T21:47:00Z2021http://hdl.handle.net/20.500.12749/15045instname:Universidad Autónoma de Bucaramanga - UNABreponame:Repositorio Institucional UNABrepourl:https://repository.unab.edu.coLa transformación digital puede suponer un aumento sustancial de la productividad, las modernas tecnologías de la información han logrado reducir significativamente los costes de comunicación y coordinación y han permitido que las empresas mejoren sus procesos, productos o incluso crear otros nuevos. Ante este contexto, combinado con la crisis sanitaria ocasionada por el COVID 19, la mayoría de las organizaciones se han visto con la necesidad de enfrentar el gran reto de transformarse digitalmente, con un alto grado de incertidumbre sobre cuál es el camino que deberían seguir para conseguir una transformación digital que realmente aporte valor a su negocio o procesos. Por esto, el área de ventas de la compañía Trelleborg Printing Solution Mirambeau SAS requiere contar con un plan estratégico de transformación digital que soporte el camino y decisiones alrededor de su transformación. Bajo esta necesidad, el presente proyecto de investigación plantea las estrategias de transformación digital que permitan la alineación entre el cliente, el negocio, la organización, tecnologías digitales y la visión estratégica de Trelleborg Printing Solution Mirambeau SAS. Para cumplir con el objetivo del proyecto, se realizó una investigación cualitativa descriptiva, por lo cual se llevó a cabo una revisión documental, se hizo un diagnóstico de la situación actual del área, se diseñó el mapa de recorrido del cliente, también se determinó el nivel madurez digital del área, para finalmente plantear el plan estratégico de transformación digital del área de ventas de la compañía.Resumen .......................................................................................................................... 7 Capítulo I: PROBLEMA U OPORTUNIDAD ..................................................................... 8 Introducción .................................................................................................................... 8 Antecedentes del Problema ........................................................................................... 8 Problema u Oportunidad .............................................................................................. 13 Pregunta de Investigación ............................................................................................ 15 Objetivos de la Investigación ........................................................................................ 15 Objetivo general ........................................................................................................ 15 Objetivos específicos ................................................................................................ 15 Justificación .................................................................................................................. 16 Conclusión ................................................................................................................... 17 Capítulo II: MARCO TEÓRICO ....................................................................................... 18 Introducción .................................................................................................................. 18 El proceso de Ventas ................................................................................................... 18 Transformación Digital ................................................................................................. 25 Tecnologías Digitales................................................................................................ 27 Madurez digital ......................................................................................................... 33 Modelo de madurez digital ........................................................................................ 34 Transformación Digital del Proceso de Ventas ............................................................. 35 La Experiencia del cliente ......................................................................................... 36 El recorrido del cliente .............................................................................................. 37 Modelos de recorrido del cliente ............................................................................... 41 Etapas de proceso de transformación digital en ventas ............................................ 47 Estado del Arte ............................................................................................................. 49 Conclusión ................................................................................................................... 54 Capítulo III: METODOLOGÍA.......................................................................................... 56 Introducción .................................................................................................................. 56 Método de investigación ............................................................................................... 56 DOFA ....................................................................................................................... 58 Mapa de recorrido del cliente Modelo para B2B por McKinsey ................................. 58 Nivel de Madurez digital - Modelo 4.0 de Forrester ................................................... 59 Población, participantes y selección de la muestra ....................................................... 63 Instrumentos de recolección de datos .......................................................................... 64 Entrevista.................................................................................................................. 64 Encuestas ................................................................................................................. 65 Análisis de datos .......................................................................................................... 71 Aspectos éticos ............................................................................................................ 71 Conclusión ................................................................................................................... 72 Capitulo IV: RESULTADOS ........................................................................................... 73 Introducción .................................................................................................................. 73 Resultado 1: Diagnóstico área de ventas Trelleborg Printing Solution Mirambeau SAS. ........................................................................................................................................... 73 Análisis Interno y Externo (DOFA) área de ventas Trelleborg Printing Solution Mirambeau SAS ........................................................................................................ 76 Mapa Recorrido del cliente Trelleborg Printing Solution Mirambeau SAS ................. 96 Resultado 2: Nivel de Madurez Digital ...................................................................... 101 Resultado 3: Estrategias Planteadas Área de Ventas Trelleborg Printing Solution Mirambeau SAS ......................................................................................................... 104 Plan Transformación Digital ........................................................................................ 107 Capítulo V: CONCLUSIONES Y RECOMENDACIONES ............................................. 117 REFERENCIAS ............................................................................................................. 120 ANEXOS ....................................................................................................................... 125MaestríaDigital transformation can lead to a substantial increase in productivity, modern information technologies have managed to significantly reduce communication and coordination costs and have allowed companies to improve their processes, products or even create new ones. Given this context, combined with the health crisis caused by COVID 19, most organizations have been faced with the need to face the great challenge of digitally transforming themselves, with a high degree of uncertainty about which path they should follow to achieve a digital transformation that really adds value to your business or processes. For this reason, the sales area of the company Trelleborg Printing Solution Mirambeau SAS requires having a strategic digital transformation plan that supports the path and decisions around its transformation. Under this need, this research project proposes the digital transformation strategies that allow the alignment between the client, the business, the organization, digital technologies and the strategic vision of Trelleborg Printing Solution Mirambeau SAS. To fulfill the objective of the project, a descriptive qualitative investigation was carried out, for which a documentary review was carried out, a diagnosis of the current situation of the area was made, the client's route map was designed, the level of digital maturity of the area, to finally propose the strategic plan for the digital transformation of the company's sales area.Modalidad Presencialapplication/pdfspahttp://creativecommons.org/licenses/by-nc-nd/2.5/co/Abierto (Texto Completo)Atribución-NoComercial-SinDerivadas 2.5 Colombiahttp://purl.org/coar/access_right/c_abf2Estrategia de transformación digital para el área de ventas de Trelleborg Printing Solution Mirambeau SASDigital transformation strategy for the sales area of Trelleborg Printing Solution Mirambeau SASMagíster en Administración y Dirección de EmpresasUniversidad Autónoma de Bucaramanga UNABFacultad Economía y NegociosMaestría en Administración y Dirección de Empresas (MBA)info:eu-repo/semantics/masterThesisTesishttp://purl.org/redcol/resource_type/TMManagement enterprisesSucess in businessDecision makingDigital transformationInformation technologyMarketingIndustrial AdministrationCustomersSalesTrelleborg printing solution mirambeauAdministración de empresasÉxito en los negociosToma de decisionesMercadeoAdministración industrialClientesVentasTransformación digitalTecnologías de la informaciónAarikka-Stenroos, L., & Ritala, P. 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Springer Links. https://link.springer.com/chapter/10.1007%2F978-3-658- 18538-1_12ORIGINAL2021_Tesis_Glenda_Jeamine_Chiquillo_Molano.pdf2021_Tesis_Glenda_Jeamine_Chiquillo_Molano.pdfTesisapplication/pdf2605382https://repository.unab.edu.co/bitstream/20.500.12749/15045/1/2021_Tesis_Glenda_Jeamine_Chiquillo_Molano.pdf1a7655726c02b082443bafb1a6220e9cMD51open access2021_Presentacion_Glenda_Jeamine_Chiquillo_Molano.pdf2021_Presentacion_Glenda_Jeamine_Chiquillo_Molano.pdfPresentaciónapplication/pdf2741863https://repository.unab.edu.co/bitstream/20.500.12749/15045/2/2021_Presentacion_Glenda_Jeamine_Chiquillo_Molano.pdf089bc0c6fcec0b6397ec50f57c7d2853MD52open access2021_Licencia_Glenda_Jeamine_Chiquillo_Molano.pdf2021_Licencia_Glenda_Jeamine_Chiquillo_Molano.pdfLicenciaapplication/pdf150576https://repository.unab.edu.co/bitstream/20.500.12749/15045/3/2021_Licencia_Glenda_Jeamine_Chiquillo_Molano.pdff5ecdde1e056bf3502d98e9c8221e549MD53metadata only accessLICENSElicense.txtlicense.txttext/plain; charset=utf-8829https://repository.unab.edu.co/bitstream/20.500.12749/15045/4/license.txt3755c0cfdb77e29f2b9125d7a45dd316MD54open accessTHUMBNAIL2021_Tesis_Glenda_Jeamine_Chiquillo_Molano.pdf.jpg2021_Tesis_Glenda_Jeamine_Chiquillo_Molano.pdf.jpgIM Thumbnailimage/jpeg5609https://repository.unab.edu.co/bitstream/20.500.12749/15045/5/2021_Tesis_Glenda_Jeamine_Chiquillo_Molano.pdf.jpg7725e5284810fd31ef08835a68050ccbMD55open access2021_Presentacion_Glenda_Jeamine_Chiquillo_Molano.pdf.jpg2021_Presentacion_Glenda_Jeamine_Chiquillo_Molano.pdf.jpgIM Thumbnailimage/jpeg4448https://repository.unab.edu.co/bitstream/20.500.12749/15045/6/2021_Presentacion_Glenda_Jeamine_Chiquillo_Molano.pdf.jpg4c5712f112df6f7f34c31bab0350349dMD56open access2021_Licencia_Glenda_Jeamine_Chiquillo_Molano.pdf.jpg2021_Licencia_Glenda_Jeamine_Chiquillo_Molano.pdf.jpgIM Thumbnailimage/jpeg10183https://repository.unab.edu.co/bitstream/20.500.12749/15045/7/2021_Licencia_Glenda_Jeamine_Chiquillo_Molano.pdf.jpg414a74eb9ea30c946519cc2b55cb7931MD57metadata only access20.500.12749/15045oai:repository.unab.edu.co:20.500.12749/150452023-12-13 18:14:51.885open accessRepositorio Institucional \| Universidad Autónoma de Bucaramanga - UNABrepositorio@unab.edu.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