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GERENCIA ESTRATÉGICA ESTRATÉGICA
LILIBETH LENIS PULGARIN JESSICA JESSIC A ANDRE ANDREA A BEDOYA PARRA PARRA ELKIN STEVENS HAMBURGER MIRANDA ANYELA ANYEL A GIOVANNA MORENO NA N AVARRO VARRO
UNIVERSIDAD EAN FACULTAD DE ESTUDIOS EN AMBIENTES VIRTUALES Negocios Ine!n"cion"#es G!$%o & P!i'e! Cic#o BOGOT( ) *+,&
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GERENCIA ESTARTÉGICA ESTARTÉGICA
GUIA No , EL GERENTE INTEGRAL, UNA VISIÓN GENERAL DE LA ESTRATEGIA Y EL DIAGNÓSTICO ESTRATÉGICO.
AUTORESLILIBETH LENIS PULGARIN JESSICA ANDREA BEDOYA PARRA PARRA ELKIN STEVENS HAMBURGER MIRANDA ANYELA GIOVANNA GIOVANNA MORENO NAVARRO NAVARRO
TUTOR FRANKLIN ARIEL PRIETO PINTO
UNIVERSIDAD EAN FACULTAD DE ESTUDIOS EN AMBIENTES VIRTUALES Negoco! I"#e$"%co"%&e! G$'(o ) C'%$#o Cc&o BOGOT* + -)
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GERENCIA ESTARTÉGICA ESTARTÉGICA
GUIA No , EL GERENTE INTEGRAL, UNA VISIÓN GENERAL DE LA ESTRATEGIA Y EL DIAGNÓSTICO ESTRATÉGICO.
AUTORESLILIBETH LENIS PULGARIN JESSICA ANDREA BEDOYA PARRA PARRA ELKIN STEVENS HAMBURGER MIRANDA ANYELA GIOVANNA GIOVANNA MORENO NAVARRO NAVARRO
TUTOR FRANKLIN ARIEL PRIETO PINTO
UNIVERSIDAD EAN FACULTAD DE ESTUDIOS EN AMBIENTES VIRTUALES Negoco! I"#e$"%co"%&e! G$'(o ) C'%$#o Cc&o BOGOT* + -)
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CONTENIDO RESUMEN......................................................................................................................... ABSTRACT................ ABSTRACT........................ ................. .................. .................. .................. ................. ................. .................. .................. .................. ................. ................/ ......../ INTRODUCCIÓN...............................................................................................................0 OBJETIVO GENERAL.......................................................................................................1 OBJETIVOS ESPECIFICOS2............. ESPECIFICOS2...................... .................. .................. ................. ................. .................. .................. .......................3 ..............3 PARTE )............................................................................................................................3 Re!'4e" e5ec'#6o 7 co"c&'!o"e!.................... co"c&'!o"e!............................ ................. .................. .................. .................. .........................3 ................3 P$e!e"#e" &% co4(%89% !e&ecco"%:%..................... !e&ecco"%:%............................. ................. .................. .............................. ...........................)......)Co4(e#e"c%! :e c%:% "#eg$%"#e................... "#eg$%"#e............................ ................. ................. ...........................................)/ ..................................)/ A";&!! :e& e"#o$"o............... e"#o$"o........................ .................. ................. ................. .................. .................. ....................................... .................................0 ...0 ......................................................................................................................................<) Fo$#%&e=%! 7 :e>&:%:e! "#e$"%!2................... "#e$"%!2........................... ................. .................. .................. .................. ................. .................<) .........<) ?C';&e! !o" &o! co4(o"e"#e! o e&e4e"#o! @'e :e>e" co"!:e$%$!e e" '"% >'e"% 6!"................. 6!".......................... .................. ................. ................. .................. .................. .................. ................. ...........................................<< ...................................<< ?C';&e! !o" &o! co4(o"e"#e! o e&e4e"#o! @'e :e>e" co"!:e$%$!e e" '"% >'e"% 4!".........................................................................................................................< PARTE PARTE . PENSAMIENTO ESTRATÉGICO Co4(o"e"#e I":6:'%&...................... .... E!#':%"#e2 Je!!c% A":$e% Be:o7% P%$$%..................... P%$$%.............................. .................. ................. ................. .................... ........... E!#':%"#e2 E&" S#e6e"! H%4>'$ge$ H%4>'$ge $ M$%":% ................. .......................... .................. ................................) .......................) E!#':%"#e2 L&>e# Le"! P'&g%$9".................... P'&g%$9"............................. ................. ................. .................. .................. ........................1 ...............1 E!#':%"#e2 A"7e&% Go6%""% Mo$e"o N%6%$$o..................... N%6%$$o.............................. .................. .................. ...................../ ............/ CONCLUSIONES............................................................................................................01 REFERENCIAS............... REFERENCIAS........................ .................. ................. ................. .................. .................. .................. .................. ..................................03 .........................03
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LISTA DE TABLAS T%>&% ). A";&!! :e "6e& :e 'e$=%! :e e"#o$"o.. T%>&% . A";&!! FODA..3 T%>&% <. E!#$%#eg%! L&>e#1
LISTA DE IM(GENES I4%ge"). M%#$= FODA..1 I4%ge". M%(% Me"#%..
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RESUMEN E& ($4e$ ($o(!#o :e &% c$e%c" :e c%:% "egoco 7o e4($e!% e! o>#e"e$ '" >e"eco % #$%6! :e &% ($e!#%c" :e !e$6co! o 6e"#% :e ($o:'c#o! :e !e4($e >'!c%":o !%#!%ce$ &%! "ece!:%:e! :e& c&e"#e "%&, !o" 4'co! #(o! :e e$$%4e"#%! (%$% :e"#c%$ &% 4e5o$ 4%"e$% :e !e$ #o, '"o :e e&&o! 4;! 4(o$#%"#e e! e& %";&!! e!#$%#gco co"#"'o, c%'!%! :$ec#%! "o :$g:o!, co4(o$#%4e"#o %& c&e"#e, &%! ($ee$e"c%!, &%! :ec!o"e! (o&9#c%!, e#c.
E!#o! e!#':o! %$;" (%'#%! >;!c%! (%$% #e"e$ &% :e"c" :e &% 4!", o>5e#6o!, 6%&o$e!, 6!", (o&9#c%! 7 ($"c(o! @'e :e#e$4"%" c&%$%4e"#e e& ($o(!#o 7 e& %&c%"ce :e &% e4($e!%, !%>e" &% $%=" (o$ @' 7 4'e!#$%" !'! 6%&o$e! co$(o$%#6o!.
PALABRAS CLAVE E!#$%#eg%, (&%"e%c", (o&9#c%, ($"c(o!, 4!", 6!", $e!(o"!%>&:%:, ":c%:o$e!, :$ecc", co4(e##6:%:, 6%&o$e!.
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ABSTRACT Te $!# ('$(o!e o c$e%#o" o e6e$7 >'!"e!!co4(%"7 ! #o 4%e % ($o# #$o'g #e ($o6!o" o !e$6ce! o$ !e&& o'# o ($o:'c#! #o %&%7! &oo"g #o !%#!7 #e "ee:! o #e e": co!#'4e$, #e7 %$e 4%"7 #7(e o #oo&! #o :e"#7 #e >e!# %7 #o >e !'cce!!'&, o"e o #e4 4o!# 4(o$#%"# ! #e co"#"'o'! !#$%#egc %"%&7!!, :$ec#, '":$ec#e: c%'!e!, co!#'4e$ >e%6o$, ($ee$e"ce!, (o&#c%& :ec!o"! e#c.
Te!e !#':e! && 4%e >%!c g':e&"e! #o %6e #e :e"#o" o #e 4!!o", go%&!, 6%&'e!, 6!o", (o&ce! %": ($"c(&e! #%# c&e%$&7 :e#e$4"e ('$(o!e %": !co(e o #e co4(%"7, "o #e $e%!o" 7 %": !o #e$ co$(o$%#e 6%&'e!.
Ke./o!0s S#$%#eg7, (&%"""g, (o&c7, ($"c(&e!, 4!!o", 6!o", $e!(o"!>, ":c%#o$!, 4%"%ge4e"#, co4(e##6e"e!!, 6%&'e!.
INTRODUCCIÓN
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E& :e!%$$o&&o o>5e#6o :e %c#6:%:e! (&%"e%c" e!#$%#gc% "6o&'c$% e& co"#"'o :e!(&eg'e :e& '!o :e e$$%4e"#%! :e
"6e!#g%c" (%$% %:@'$$ "o$4%c"
$e&e6%"#e :e &% ":'!#$%, e& 4e$c%:o, (%9!, co":co"e! !oco eco"4c%!, ($ee$e"c%! :e& co"!'4:o$, %";&!! :e &% co4(e#e"c% e"#$e o#$%! (%$% %!9 %!'4$ &% $e($e!e"#%c" :e '"% e4($e!%, :e e!#% 4%"e$% 5'"#o co" e& ($o(o co"oc4e"#o :e& "egoco e" '" "6e& e5ec'#6o %&#o 7 %:4"!#$%#6o, #o4%$ &%! $e!(ec#6%! %cco"e! % $e%&=%$ 7 &% %!g"%c" :e $o&e! 7o $e!(o"!%>&:%:e! :e"#$o :e &%! c'%&e! !e$;" "6o&'c$%:o! :e$e"#e! ($oce!o! @'e "#e$6e"e" e" e& :e!%$$o&&o :e &% co4(%89% co4o 4%$e#"g, "%"=%!, %:4"!#$%c", co"#%>&:%:, "6e!#g%c" 7 :e!%$$o&&o.
L% 4(&e4e"#%c" :e '"% ge$e"c% 7o ($o7ec#o e!#$%#gco (e$4#e :6e$!c%$ &o! co"oc4e"#o! :e& 4e$c%:o, c%'!%! e#e$"%! e "#e$"%$ @'e &e %ec#%" "o !o&o e" !' co"#e#o %c#'%&, ! "o e" &% 6!" :e &% co4(%89% 7 &% ":'!#$% #%"#o % "6e& &oc%& co4o g&o>%&, :e e!#% 4%"e$% ($e 6!'%&=%$ (o!>&e! %cco"e! :e 4e5o$% @'e :e#e$4"%$%" e& '#'$o :e &% o$g%"=%c" e" !' e"#o$"o 4%c$o eco"4co, >'!c%":o &% c$e%c" :e 6e"#%5%! co4(e##6%! @'e !e 4%"#e"g%" e!#%>&e! e" &% &9"e% :e& #e4(o. E& ($e!e"#e #$%>%5o ($e#e":e 4o!#$%$ e& %($e":=%5e ":6:'%& 7 g$'(%& !o>$e &% "6e!#g%c", (&%"e%c", e!#$%#eg%! 7 '#&=%c" :e &% "o$4%c" :%:% (%$% e& $e%&=%c" :e &%! %c#6:%:e! % #$%6! :e $o&e! 7 e!#$%#eg%!, :%$ &%! 4e5o$e! :ec!o"e! (%$% &% o(#4=%c" :e &% ge!#" :e &% co4(%89%, 5'"#o co" e& %($e":=%5e @'e "o! :% % #$%6! :e &%! e(e$e"c%! ($o(%! e" &%! co4(%89%! :o":e #$%>%5%4o!. OBJETIVO GENERAL
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Te"e$ co4o $e!'&#%:o "%& e& co"oc4e"#o ($e6o 7 ('"#'%& :e &% A:4"!#$%c" e!#$%#gc%, %co4(%8%:o :e &%! e!c'e&%! eco"4c%! @'e No! e"!e8%" c4o :e>e4o! $e%&=%$ 7 %"%&=%$ &o! o>5e#6o! @'e !e 6%" % :!e8%$ (%$% e& :e!%$$o&&o :e &%! "'e6%! e!#$%#eg%!, co" >%!e % &% >!@'e:% :e &% >'e"% ge!#" :e E'$o%4e$c%" G$o'(.
OBJETIVOS ESPECIFICOS•
E"#e":e$ &%! e$$%4e"#%! @'e "o! :% &% (&%"e%c" e!#$%#gc% e" &%!
•
o$g%"=%co"e!. I4(&e4e"#%$ &o %($e"::o e" "'e!#$o! #$%>%5o! %c#'%&e! 7 e" '#'$%! e4($e!%! %
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:e!%$$o&&%$. B'!c%$ ""o6%c" (%$% #e"e$ 6e"#%5%! co4(e##6%! 7 !e$ 4;! e#o!o! e" e& !ec#o$ @'e !e e!co5% (%$% :e!%$$o&&%$ &% ge!#".
PARTE ) ,1,1
Res$'en e2ec$i3o . conc#$siones1
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L% "%&:%: :e c$e%c" :e #o:% e4($e!% e! o>#e"e$ '" >e"eco (o$ 4e:o :e &% ($e!#%c" :e !e$6co! o co4e$c%&=%c" :e ($o:'c#o!, >'!c%":o !%#!%ce$ &%! "ece!:%:e! :e& co"!'4:o$ "%&, (%$% &&e6%$ % c%>o co" #o e!#% $'#% %& 4e$c%:o !e $e@'e$e :e '" co"#"'o %";&!! e!#$%#gco, "o !o&o :e& !ec#o$ 7 &% ":'!#$% @'e "&'7e c%:% #(o :e "egoco, ! "o &%! co":co"e! "#e$"%!, e#e$"%! 7 e& co4(o$#%4e"#o :e& co"!'4:o$ "%&.
Dco! e!#':o! ":c%$%" &"e%4e"#o! >;!co! (%$% &% :e"c" %($o(%:% :e &% 4!", o>5e#6o!, 6%&o$e!, 6!", (o&9#c%! 7 ($"c(o!, @'e ('e:%" :e#e$4"%$;" co" c&%$:%: e& ($o(!#o 7 %&c%"ce :e &% co4(%89%, %!9 co4o e& (o$@' 7 e& (%$% @' :e &% e4($e!%, :e!c$>e":o %!9 !' $%=" :e !e$.
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I"c% co4o CEM S.A., $4% :e "#e$4e:%c" :e $e%!eg'$o! co"!##':% 4e:%"#e $e!o&'c" ))-3 :e& 1 :e Oc#'>$e :e ).330 e(e::% (o$ &% S'(e$"#e":e"c% B%"c%$% :e Co&o4>%. Se "!c$>e e" e& $eg!#$o :e Re%!eg'$o! :e e!#% e"#:%:, %o$% EUROAMERICAN RE CORREDORES DE REASEGUROS S.A.
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Oc"% P$"c(%& D$ecc"2 C%$$e$% 3A N 1/B-. Bogo#; Co&o4>% Te&o"o!0 ) / 313 E4%&2 ##(2.e'$o%4e$c%"$e.co4c4! E'$o%4e$c%" Re S.A., e! (%$#e :e E'$o%4e$c%" G$o'( @'e e! '" Ho&:"g co"!##':o (o$ )- e4($e!%!, @'e c'e"#% co" '" %4(&o (o$#%o&o :e ($o:'c#o! 7 !e$6co! (%$% !%#!%ce$ % &o! c&e"#e!, co4o !o" co&oc%co"e! %c'&#%#6%!, co"#$%#o! ($o(o$co"%&e! 7 "o ($o(o$co"%&e! e"2 10
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EUROAMERICAN RE COLOMBIA S1A1 P$o:'c#o! T$%:co"%&e! :e Re%!eg'$o!2 ). To:o Re!go 7o :%8o 4%#e$%& Sec#o$ I":'!#$%&2 R%4o! Tc"co! + I"ge"e$9%
Ro#'$% :e M%@'"%$% To:o Re!go Co"#$%#!#%! Mo"#%5e :e M%@'"%$% E@'(o E&ec#$"co M%@'"%$% e" De!(o>&%:o O>$%! C6&e! Te$4"%:%! Co>e$#'$%! ALOP . A6%c" 7 N%6eg%c" <. A'#o! To:o Re!go . S'!#$%cc" . T$%"!(o$#e :e Me$c%"c9% /. M'&#$e!go I":'!#$%& Co4e$c%& Coo($o(e:%: 0. C'4(&4e"#o 7o F%"=%! 1. G%$%"#9%! :e P%@o 3. M%"e5o G&o>%& Co4e$c%& )-. Re!(o"!%>&:%: C6& Co"#$%c#'%& )). Re!(o"!%>&:%: C6& E#$%co"#$%c#'%& ). Re!(o"!%>&:%: C6& P$oe!o"%& )<. M:co! e I"!##'co"e! Ho!(#%&%$%! ). A$@'#ec#o! e I"ge"e$o! ). A>og%:o! )/. Co"#%:o$e! )0. D$ec#o$! Oce$! DO )1. V:% I":6:'%& )3. V:% G$'(o 7 De':o$e! -. Acc:e"#e! Pe$!o"%&e! ). A.R.P . E"e$4e:%:e! :e A&#o Co!#o
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P$o:'c#o! No T$%:co"%&e! :e Re%!eg'$o!2 ). . <. . .
Re!go! :e Co"#"ge"c% Co"#"ge"c7 R!!. Re%!eg'$o (%$% Po$#%o&o Fo":o! :e I"6e$!o"e! Re"!'$%"ce F"%"c%& P&%" G%!#o! M:co! e" D&%$e! Co4($%! % F'#'$o. A&#e$"%#6e R! T$%"!e$. Lo!! Po$#o&o T$%"!e$! LPT T4e D!#%"ce. A:6e$!e De6e&o(4e"# Co6e$!. F"#e 'o#% S%$e!. S($e%: Lo!! T$e%#e!.
Pe$!o"%& $e@'e$:o (%$% e& :e!%$$o&&o :e &% o(e$%c" :e &% e4($e!%2
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Pe!son"# T8cnico2 I"!(ec#o$ :e S"e!#$o!, #c"co e" !eg'$o! 7 $e%!eg'$o!, &@':%:o$ :e !"e!#$o!.
Pe!son"# A0'inis!"i3o2 Co"#%:o$ (>&co, %:4"!#$%:o$ :e e4($e!%, %!!#e"#e %:4"!#$%#6o, %!e!o$e! co4e$c%&e!, %"%&!#%! :e !eg'$o!, %!!#e"#e "%"ce$o. a. ¿Cuáles son los segmentos o nichos de mercado que atiende la organización seleccionada? Detallen la importancia relativa de cada segmento en la organización (porcentaje de participación de mercado, aporte a las utilidades, volumen de clientes, entre otros)
E'$o%4e$c%" Re :e Co&o4>% c'e"#% co" '" 4e$c%:o :$g:o % c&e"#e! co" "ece!:%:e! :e '#&=%$ !e$6co! :e !eg'$o! 7 Re%!eg'$o! ($e!#% !'! !e$6co! co4o "#e$4e:%$o :e !eg'$o!. To:o &o %"#e$o$ !e eec#% % #$%6! :e co"#$%#o! "#eg$%&e! co" $4%! "%co"%&e! e "#e$"%co"%&e!. Te"e '" (o$ce"#%5e :e (%$#c(%c" :e& 4e$c%:o co$$e!(o":e"#e %& W :e& 4e$c%:o e!(ec%&=%:o. 12
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J'!#@'e" :e o$4% %4(&% !' $e!('e!#% (%$% c%:%
co4(e#e"c% ($o('e!#%. ) P&%"c%:o$2 Fo$5% e& (o$6e"$ :e o$g%"=%c" %& %"%&=%$ e" "#e$($e#%$ &%! (o&9#c%! :e !' e"#o$"o co" e& " :e %'4e"#%$ &%! $e&%co"e! "#e$"%! 7 e#e$"%! e" >!@'e:% :e '" 4e5o$%4e"#o o$g%"=%co"%& @'e ($o(e":% e& :e!%$$o&&o :e& (&%" e!#$%#gco :e &% e"#:%:. F'#'$!#%2 E6%&% !' e"#o$"o e4($e!%$%& ($o7ec#%":o '"% %6%"=%:%, ""o6%:o$% 7 ec&'!6% ($e!#%c" :e >e"e! 7!e$6co! % (o>&%c" co" ce$#%! "ece!:%:e!, e(%":e":o !'! !e$6co! e" #o:o e& #e$$#o$o N%co"%& &&eg%":o % (o!co"%$!e :e& !ec#o$ I"#e$"%co"%&. < E!#$%#eg%2 Ve&%$ (o$ &% !o!#e">&:%: :e &% e4($e!% o>#e"e":o e& 4%7o$ >e"eco :e &%! $e&%co"e! e"#$e 4e4>$o! :e &% 4!4% 7 !' e"#o$"o. O$g%"=%:o$2 De!%$$o&&% &% c%(%c:%: :e co"#$o&%$ &%! %cco"e! @'e !e :e$6e" (o$ eco! @'e %7%" !:o ($e6!#o! 7 o>5e#6o! @'e %7%" !:o 5%:o! (e$o @'e (o$ %&g'"% $%=" "o %7%" oc'$$:o. L9:e$2 P$o7ec#% &% e4($e!% %c% '"% '#'$o >%!%:o e" o>5e#6o! $e%&=%>&e!, o>#e"e e& 4e5o$ ($o6eco :e &%! o(o$#'":%:e! @'e !e &e ($e!e"#%", e! e4($e":e:o$ 7 !e4($e >'!c% e& e#o!o c'4(&4e"#o ec%= 7 ece"#e :e &% 4!". > U" &!#%:o :e %& 4e"o! co4(e#e"c%! @'e :e>e #e"e$ '" ge$e"#e o$g%"=%:o$ :e &% co4(%89% e&eg:%. J'!#@'e" :e o$4% %4(&% !' $e!('e!#% (%$% c%:% co4(e#e"c% ($o('e!#%.
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15
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O?se!3"! O%o!$ni0"0es . "'en"4"s en e# eno!no- E& :%g"!#co :e &% 4%#$= DOFA "o !o&o %#e$$=% &%! ($"c(%&e! %c#6:%:e! e :e%! ($"c(%&e! :e &% e!#$%#eg% ! "o @'e (e$4#e o>#e"e$ '" e!ce"%$o !"#e#=%:o :e &% !#'%c" %c#'%& 7 e!#%>&ece$ &o! (%$;4e#$o! o>5e#6o! % #$%>%5%$. S" e4>%$go e& Ge$e"#e E!#$%#gco :e>e (o!ee$ &% c%(%c:%: :e e"$@'ece$ e!#o! e!#':o! co" 4e"#%&:%: c$9#c% co"!#$'c#6%.
A0"%"ci5n "# c"'?io2 E" e!#e 4'":o g&o>%&=%:o e& c%4>o % !:o &% co"#%"#e 6%$%>&e :e &o! 4e$c%:o! "#e$"%co"%&e! 7 %!9 &%! co4(e#e"c%! :e &o! e4($e!%$o! 7o %&#o! '"co"%$o! :e &%! co4(%89%! "#e$"%co"%&e! "c&'!o "%co"%&e!. L% ;c& %:%(#%c" %& c%4>o !4>o&=% '"% co4(e#e"c% !g"c%#6% e" e& (e$& e!#$%#gco ('e!#o @'e #e"e &% c%(%c:%: :e %"%&=%$ e "#e$o$=%$ "'e6%! :e%! 7o co4(o$#%4e"#o! !oc%&e! :e "'e6o! 4e$c%:o! 7o e!ce"%$o! &%>o$%&e!.
Co'%ei0o!- E! '"% c%$%c#e$9!#c% "e$e"#e :e& (e$& e!#$%#gco ('e!#o @'e !' 4o#6%c" co"#"'% e! &% %'#o !'(e$%c" :e !'! $e!(ec#6%! %c#6:%:e!, "o !&o (o$ e& 4$#o ($o(o, e& (e$& e!#$%#gco g%"%:o$ >'!c% o$#%&ece$ e& #$%>%5o e" e@'(o co" e& o>5e#6o :e 4o#6%$ e& (e"!%4e"#o e" co"5'"#o.
G"n"0o!- E& Ge$e"#e e!#$%#gco (o!ee ":':%>&e4e"#e c%$%c#e$=%! :e '" (e$& g%"%:o$, !" e4>%$go, % e!#% c%$%c#e$9!#c% !e &e !'4%" &"e%4e"#o! :e &:e$%=go 7 #$%>%5o e" e@'(o, &% (&%"e%c" e! '":%4e"#%& (%$% e& :e!%$$o&&o e#o!o :e '"% %c#6:%: co" '" " 7o o>5e#6o g&o>%& e" co"5'"#o, ('e!#o @'e Xe& @'e "o #e"e 4e#%!, 7% &&eg &% 4e#% co"#e"e '" !" "4e$o :e %c#6:%:e! ($"c(%&e! (%$% &&eg%$ %& 4!4o.
Ge!ene O!g"ni4"0o!A0'inis!"ci5n co!!ec" 0e !ec$!sos2 E& ge$e"#e O$g%"=%:o$ e! @'e" c$e% '" e!@'e4% :e #$%>%5o :e"#$o :e &%! o$g%"=%co"e! %>&#%":o &o! $ec'$!o! '4%"o! 7 e!#$'c#'$%&e! (%$% e& c'4(&4e"#o :e &o! o>5e#6o! (o$ &o! c'%&e! e!#; e" 16
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Esc$c" Ase!i3"2 E!#% co4(e#e"c% %ce $ee$e"c% % &% %>&:%: @'e :e!%$$o&&% e& ge$e"#e o$g%"=%:o$ :e !%>e$ e!c'c%$ &%! "ece!:%:e! @'e :e4%":%" &%! (e$!o"%! @'e "#e$6e"e" e" &% o$g%"=%c", :e 4o:o @'e &o! "c&'7e e" e& e!@'e4% o$g%"=%co"%&, ('e:e" ge"e$%$ 4e5o$e! $e!'&#%:o! c'%":o !e %ce(#%" o("o"e! :e &%! (e$!o"%! @ "#e$6e"e" e" &% o$g%"=%c". E" e!#% %>&:%: #$%#o :e 4e5o$%$&% % 6ece! !o7 4%&% e!c'c% 7 "o %ce(#o &%! "#e$6e"co"e! :e &o! :e4;! 7
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Ge!ene L70e!Li0e!"4go- E& ge$e"#e &9:e$ #e"e c%(%c:%: :e c$ece$ e" co"5'"#o co" !' e@'(o :e #$%>%5o, '" &9:e$ e!#$%#gco c$e% &9:e$e! e!#$%#gco! @'e % !' 6e= :e!%$$o&&%" co4(e#e"c%! (e$!o"%&e! @'e co"#$>'7e" %& ($oce!o e!#$%#gco :e #o4% :e :ec!o"e! e 4(&e4e"#%c" :e %c#6:%:e! @'e co"#$>'7e" %& &og$o e!(ecco :e& g$'(o :e #$%>%5o.
Co'$nic"ci5n Ase!i3"- E& ge$e"#e &9:e$ :e>e co"!#$'$ 7 %:o(#%$ &%! 4e5o$e! ($;c#c%! !eg" e& (e$& :e !'! co&%>o$%:o$e!, %c&#%$ &% co4'"c%c" %!e$#6% :e !o&c#':e! 7 o(o$#'":%:e! :e 4e5o$%$ 7 % &% 6e= #e"e &% c%(%c:%: :e c%"%&=%$ &o! o>5e#6o! ":6:'%&e! % &o! :e &% o$g%"=%c" E! !g"c%#6%4e"#e 4(o$#%"#e o4e"#%$ &% c%(%c:%: :e ge"e$%$ '" !e"#:o :e (e$#e"e"c% e" &o! co&%>o$%:o$e!. 17
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Sensi?i#i0"0 " #os o?2ei3os 0e #" o!g"ni4"ci5n- E& :e!%$$o&&o :e c%(#%& '4%"o e! e& 4;! 4(o$#%"#e e" c'e"#o %& %4>e"#e &%>o$%& ge"e$%! '" 4(%c#o (o!#6o !g"c%#6o, &% 6!" e!#$%#gc% :e &% 6!" e!#$%#gc% :e& Ge$e"#e !e e6:e"c% e" &% ($o7ecc" :e co"#"'o c$ec4e"#o (e$!o"%& 7 ($oe!o"%& :e &o! co&%>o$%:o$e! :e& e@'(o.
Es$0i"ne No *- Je!!c% A":$e% Be:o7% P%$$% Ge!ene Es!"eg" P#"ni=ic"0o! 2 De o$4% (e$4%"e"#e %"%&=o 7 e"c%4"o 4! %cco"e! >%!%:% e" &%! $e&%co"e! @'e :e o$4% e!#$%#gc% ('e:% #e"e$ co" &%! (e$!o"%! @'e #e"go % 4 %&$e:e:o$ #o:% 6e= @'e e&&%! o$4%" (%$#e :e 4 ($o7ec#o (e$!o"%& 7 e4($e!%$%&. E!#o &o &&e6o % c%>o e" 4 &'g%$ :e #$%>%5o, :o":e $e!:o, co" @'e"e! co4(%$#o 4 6:% e" %4&% 7 4 e!(%co !oc%&, g%"%":o !oco! e!#$%#gco! (%$% e!#e ".
F$$!is"2 A #$%6! :e& #e4(o e &og$%:o ($o7ec#%$ 4 (&%" e4($e!%$%& 7 (e$!o"%& %c% '" %4>e"#e :e c%4>o, co" '" 4e5o$%4e"#o co"#"'o e& c'%& 4e % &&e6%:o % (e"!%$, :ec:$ 7 %c#'%$ %c% '" '#'$o ($o4!o$o. Ac#'%&4e"#e 4e e"c'e"#$o o$4%":o e4($e!% co" !oco! e!#$%#gco! &o! c'%&e! e eco g$%c%! % &o 4e"co"%:o e" e& ('"#o %"#e$o$.
Es!"eg"2 P$o(co %4>e"#e! :e o(o$#'":%:e!, co"#%c#o! e!#$%#gco!, >'e"%! $e&%co"e! e"#$e co&%>o$%:o$e!, #e"e":o ($e!e"#e @'e e& #$%>%5o e" e@'(o e! 6#%& (%$% e& :e!%$$o&&o o$g%"=%co"%&.
O!g"ni4"0o! 2 B'!co 4%"#e"e$ '" e@'&>$o c'%":o &%! co!%! "o !%&e" co4o !e % (&%"e%:o 7 "o e &og$%:o &o! $e!'&#%:o! e!(e$%:o! % &% 6e= 4$o :e o$4% co"!ce"#e @'e eco! co"&&e6%$o" % "o &&eg%$ % &o! o>5e#6o! #$%=%:o! 7 (o$ !'('e!#o %($e":o :e e!%! e(e$e"c%! (%$% e6#%$ c%e$ e" e&&%!. S" e4>%$go co"#"o co" 4! (&%"e! 7 ($o7ec#o! %go#%":o o#$o! $ec'$!o! %!#% &og%$&o.
18
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L70e! 2 C'e"#o co" co4(e#e"c%! (%$% &&e6%$ &% >%":e$% :e &o! ($o7ec#o! (e$!o"%&e! 7 e4($e!%$%&e!, 4o#6%":o % 4! co&%>o$%:o$e! % %ce$ (o!>&e! &o! !'e8o! 4e:>&e! (o$ o>5e#6o! c&%$o! 7 $e%&=%>&e!,
Ge!ene O!g"ni4"0o! E2ec$o! 2 Te"go %&e"c%! e" e!#% co4(e#e"c% 7% @'e 4e c'e!#% :e&eg%$ % c%:% @'e" !'! '"co"e!, !o7 6'&"e$%>&e %"#e &% (o!c" :e#e$4"%"#e :e %&g'"o! co&%>o$%:o$e! c'%":o @'e$e" 4(o"e$ !' 6o&'"#%:.
E! '"% :e>&:%: @'e :e>o
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An"#is"2 Te"go c&%$:%: %ce$c% :e @'e c%4>o! @'e !e $e@'e$e" c'%":o '"% (e=% e" e& $o4(ec%>e=%! "o e"c%5% 7 o>!#%c'&=% e& ($oce!o o$g%"=%co"%& !" e4>%$go :o7 &%$g%! e" e!(e$% :e '" co4($o4!o :e c%4>o 7 co4($o4!o co" &o! o>5e#6o!.
A0'inis!"0o! 2 Ac#o co4o %ge"#e ($o(c%:o$ :e& #$%>%5o e" e@'(o, e"!e8o, o$e"#o, %7':o, 4o#6o % $e%&=%$ &%! %c#6:%:e! co" &% 4e5o$ :!(o!c", :e4o!#$%":o co" !eg'$:%: @'e &o! $e!'&#%:o! o>#e":o! !e$;" 4e5o$ :e &o e!(e$%:o.
Con!o#"0o! 2 Ve&o (o$@'e &o! o>5e#6o! ($o('e!#o! !e $e%&ce" %co$:e %& (&%" o$g%"=%co"%&, #o4%":o co$$ec#6o! % 4e:%"o (&%=o c'%":o &o! co&%>o$%:o$e! "o '"co"%" :e o$4% ec%=, e&&o 4e $e!#% %c#'%$ :e o$4% "4e:%#% $e"#e % !#'%co"e! @'e $e@'e$e" %cc" "4e:%#%.
Geso! 2 Me:o $e"#e % "co"6e"e"#e! ($e!e"#%:o! (e$o 4e %&#% :ec!" $%:c%& (%$% #e$4"%$ co" e&&o!.
Ge!ene L70e! Din"'i4"0o! 2 Po!eo e!% co4(e#e"c% :e ($o(c%$ %4>e"#e! "'e6o!, :e c%4>o, ""o6%:o$e!, 6o&6":o&%! !o8%:o$%! 7 %c":o&%! (%$#c(e! :e &o! o>5e#6o! 7 &% 4!" :e &% o$g%"=%c".
Li0e!"4go2 Lo! o>5e#6o! #$%=%:o! %" !:o (o!>&e! $e%&=%$&o! ('e! 4! co&%>o$%:o$e! %" e!#%:o :!('e!#o! % :%$ &o 4e5o$ :e !9, g$%c%! %& !e"#:o :e (e$#e"e"c%, co"ce"c% :e &% !#'%c" %c#'%& 7 &o! $e!'&#%:o! @'e ('e:e" o>#e"e$!e :e '" e!'e$=o co4". 19
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Sensi?i#i0"02 H%7 '"% co"e" >%!#%"#e g$%":e e"#$e 4! co&%>o$%:o$e! 7 7o, (e"!o @'e 4'co! :e &o! o>5e#6o! #$%=%:o! %" !:o (o!>&e &&e6%$&o! % c%>o (o$ e& !e"#:o '4%"o @'e !e :% %& "#e$%c#'%$ co" e&&o!.
C$#$!"#i0"02 E& ;4>#o ($oe!o"%& e" e& @'e 4e e :e!e4(e8%:o % o$4%:o e!#e %!(ec#o, 7% @'e c%:% !e$ '4%"o, :e(e":e":o :e !' $%=%, co&o$, !eo, &'g%$ :e :o":e ($o6e"e, !' &e"g'%5e, !'! c$ee"c%! e" '" 4'":o :e$e"#e (e$o $e!(e#%>&e e g'%& :e 6%&o!o @'e e& :e &o! :e4;! "#e$%c#'%$ co" (e$!o"%! :e o#$%! c'&#'$%! e" 4'7 e"$@'ece:o$ e" #o:o! &o! %!(ec#o!.
Des"!!o##"0o! 2 G$%c%! %& %($o6ec%4e"#o :e &%! $e&%co"e! c'&#'$%&e! e &og$%:o e!#%>&ece$ %&%:o! e!#$%#gco! @'e :e '"% ' o#$% o$4% %" co"#$>':o e" e& %6%"ce :e 4 ($og$e!o (e$!o"%& 7 e4($e!%$%&.
Es$0i"ne No 9- L&>e# Le"! P'&g%$" Ge!ene Es!"eg"P#"ni=ic"0o!- Co4o ge$e"#e (&%"co #o:%! &%! %cco"e! :e &o! ($o7ec#o! @'e !e $e%&=%" e" &% o$g%"=%c", #e"e":o e" c'e"#% &o! (&%"e! :e co"#"ge"c% @'e !e :e>e" #o4%$ (%$% co$$eg$ &%! %cco"e! @'e "o !e &&e6e" % c%>o, %:e4;! :e &% (&%"c%c" :e &o! #e4(o! 7 #%$e%! :%$%! @'e !e :e>%" $e%&=%$ :e"#$o :e &% o$g%"=%c".
F$$!is"- Te"e":o e" c'e"#% &%! ""o6%co"e! @'e "o! #$%e e& 4'":o %c#'%&, 6o7 :e &% 4%"o co" &% %7':% :e &% #ec"o&og9% (%$% o(#4=%$ 4 ge!#" co" "'e6%! :e%! :o":e ('e:% &&e6%$ % &% o$g%"=%c" % '" e"$@'ec4e"#o &%>o$%&, :o":e e!#%! !e%" $e%&=%:%! co" 4%#e$%& :e %(o7o e ""o6%c" (%$% &% >'e"% ge!#".
Es!"eg"- Co4o ge$e"#e >'!co #e"e$ "'e6%! %&%"=%! co" ($o6ee:o$e! 7 e4($e!%! :e& !ec#o$ (%$% #e"e$ (&%"e! :e %cc" co" >%!e % &% "o$4%c" @'e !e #e"g%, (%$% e& >'e" '"co"%4e"#o :e &% ge!#" &%>o$%&, %:e4;! :e &%! %&%"=%! @'e !e :e#e$4"%" (%$% 4e5o$%$ &o! "e&e! :e %#e"c", 7 !!#e4%! @'e !e ($o7ec#e" % '#'$o co" &o! (e$!o"%! "6o&'c$%:%! o e4($e!%! &%&e! 7 ($o6ee:o$e!.
20
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O!g"ni4"0o!- Se >'!c% #e"e$ '"% co"#"'% >!@'e:% :e &% o(#4=%c" :e &o! #e4(o!, 5'"#o co" &%! %c#6:%:e! @'e !e $e%&=%" e" &% co4(%89% o e" &% 6:% :%$%, (%$% #e"e$ &o! o>5e#6o! @'e !e %7%" (&%"c%:o.
L70e!- Co4o &9:e$ !e #e"e &% c%(%c:%: :e o$g%"=%$, 4%"e5%$ 7 co"!#$'$ '" %4>e"#e &%>o$%& (&e"o (%$% !'! e4(&e%:o! co" &% %'#o$:%: 7 :$ecc" (%$% e5ec'#%$ :e &% 4e5o$ 4%"e$% &%! %c#6:%:e! 7 &&e6%$ % c%>o &%! :e%! 7 :ec!o"e! @'e !e &&eg'e" % #o4%$.
Ge!ene O!g"ni4"0o!E2ec$o!- P%$% &&e6%$ % c%>o &%! :ec!o"e! 7 ($o7ec#o! &% e5ec'c" e! ($4o$:%& e" e& 4o4e"#o :e #o4%$ &% "c%#6% :e &% %cc", e! 4(o$#%"#e !%>e$ @'e '" ge$e"#e "o !o&o o$g%"=% ! "o @'e e5ec'#%! #o:%! !'! :e%!.
An"#is"2 E& !e$ %"%&!#% e" '"% o$g%"=%c" e! 4(o$#%"#e 7% @'e (o:e4o! :e"#c%$ &o! ($o>&e4%! 7 &%! !o&'co"e! @'e !e ('e:e" &&e6%$ % c%>o, ('e!#o @'e &% (e$!o"%&:%: 7 &%! &%>o$e! co#:%"%! %c#'%&e! 4e %" (e$4#:o #e"e$ 4e5o$ 4%"e5o :e &%! %cc" 7 e" e!#e c%!o (o:e$ %"%&=%$ 7 #e"e$ >'e"o! $e!'&#%:o! :e e&&o.
A0'inis!"0o!- Co4o %:4"!#$%:o$% >'!co e"co"#$%$ &%! 4e5o$e! !o&'co"e! (%$% @'e &o! ('"#o! 4;! 6'&"e$%>&e! !e o$#%&e=c%", co" >%!e % &% "o$4%c" @'e !e #e"g% :e &% o$g%"=%c".
Con!o#"0o!- E& co"#$o&%$ 7 4e:$ e" '"% o$g%"=%c" e! 4'7 4(o$#%"#e ('e!#o @'e :e(e":e :e e&&o e& #o! :e &%! %cco"e!, (e$o e" &% (%$#e '4%"% co"!:e$o @'e "o #e"go 4'7 'e$#e e!#e ('"#o e" 4 (e$!o"%&:%: 7 ge!#".
Ge!ene L70e!Din"'i4"0o!- Co4o :"%4=%:o$ :e '"% o$g%"=%c" co"!:e$o @'e #e"go 4'7 >'e"%! %(##':e! (%$% &&e6%$ % c%>o :e%! @'e >'!@'e" e& >'e" %4>e"#e 7 4o4e"#o! :e e!(%$c4e"#o (%$% co"!#$'$ '" >'e" e!(%co 7 %4>e"#e &%>o$%&.
Li0e!"4go2 E& #e"e$ &:e$%=go e" '" g$'(o &%>o$%& e! 4'7 4(o$#%"#e 7% @'e !e #e"e e& $e!(%&:o :e '"% :e% 7 %cc" @'e !e o4e"#e e" &o! e!(%co! &%>o$%&e!, %:e4;! :e &% o$4'&%c" :e :e%! %co4(%8%:% :e &o! ('"#o! :e 6!#% :e &%! (e$!o"%! @'e !e #e"g%" % c%$go.
21
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Sensi?i#i0"0- H%7 @'e !%>e$ @'e (%$% !e$ '" ge$e"#e !e :e>e #e"e$ !e"!>&:%: e" 4'c%! %!(ec#o! (o$ &o #%"#o co"!:e$o @'e &% !e"!>&:%: '4%"% e! :e 6#%& 4(o$#%"c% (%$% co4($e":e$ 7 %"%&=%$ &%! %cco"e! :e &o! co&%>o$%:o$e!, ('e!#o @'e (e$4#e co"!#$'$ 4e5o$e! $e&%co"e! "#e$(e$!o"%&e!.
C$#$!"#i0"0- L% e(e$e"c% (e$!o"%& e" &o! :e$e"#e! e4(&eo! 4e % (e$4#:o #e"e$ '" co"oc4e"#o 4;! %:ec'%:o :e &o! co4(o$#%4e"#o! 7 4%"e5o! @'e !e :e>e" #e"e$ e" c'%"#% c'%":o !e %g%" "egoc%co"e! o !4(&e4e"#e c'%":o !e #$%>%5% e" 5'" &'g%$ co" :e$e"#e! (e$!o"%! :e o#$o! (%9!e!, g"e$o!, &e"g'% 7 $%=%.
Des"!!o##"0o!- Co4o :e!%$$o&&%:o$ co"!:e$o @'e e& !%>e$ $e%&=%$ e!#% ge!#" e! :e g$%" $e!(o"!%>&:%: 7% @'e !e :e>e #e"e$ '" co"oc4e"#o ($e6o :e &%! %cco"e! % $e%&=%$ e" c'%&@'e$ c%4(o, %!9 !e% &%>o$%& o (e$!o"%&.
Es$0i"ne N >- E&" S#e6e"! H%4>'$ge$ M$%":% Ge!ene Es!"eg" P#"ni=ic"0o! 2 Se4($e @'e 6o7 % $e%&=%$ '" #$%>%5o o ($o7ec#o ":6:'%& ($oc'$o (&%"c%$ e& ($oce!o 7 ($oce:4e"#o. A"%&=%$ o>5e#6o! 7 %&#e$"%#6%! :e e5ec'c".
F$$!is"2 P$oc'$o 6!'%&=%$ e& '#'$o (%$% :e#e$4"%$ &o! ($o 7 &o! co"#$%. M %&e"c% e! @'e !o7 (e!4!#% 7 6!'%&=o e!ce"%$o! "eg%#6o! %'"@'e e!#o 4e !$6e (%$% :e!%$$o&&%$ '" (&%" B.
Es!"eg"2 Me %&#% :e!%$$o&&%$ 4;! &%! e!#$%#eg%! @'e 4e (e$4#%" &og$%$ 4! o>5e#6o! 7 &o! :e 4 e4($e!%. Se$ 4;! ""o6%:o$% 7 c$e%#6%.
O!g"ni4"0o!- U"% :e 4! ($"c(%&e! %&e"c%! e! &% %&#% :e o$g%"=%c". Co"!:e$o 4(o$#%"#e $e%&=%$ '" c$o"og$%4% :e %c#6:%:e!
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L70e!- Me co"!:e$o @'e !o7 '"% (e$!o"% &9:e$ @'e ($o7ec#% co"%"=% 7 !eg'$:%: e" &%! (e$!o"%! 7 @'e >'!c% !o&'co"e! 7 $e!('e!#%! e" &o! 4o4e"#o! 4;! "ece!%$o!.
Ge!ene O!g"ni4"0o! E2ec$o!- I4(&e4e"#o &%! "o$4%! 7 %!g"o #%$e%! co"o$4e % &o! c%$go! 7 c%(%c:%:e! :e &%! (e$!o"%!. Me %&#% $eo$=%$ e& 4%"e5o :e o$g%"g$%4%!. 22
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A0'inis!"0o!- C'%":o #e"go #%$e%! 7 (e$!o"%& % c%$go %!'4o e& co4($o4!o :e &&e6%$ % c%>o &%! #%$e%! :e 4%"e$% ece"#e, 4o#6o % 4! co4(%8e$o! % %!'4$ '"% %c##': :e co4($o4!o 7 co&%>o$%c".
Con!o#"0o!- U"% :e 4! ($"c(%&e! c'%&:%:e! e! 6e$c%$ 7 !'(e$6!%$ e& co$$ec#o :e!e4(e8o 7 $e%&=%c" :e &%! #%$e%! %!g"%:%!. Re#$o%&4e"#o % &%! (e$!o"%! c'%":o 6eo %&e"c%! e" e& #$%>%5o.
Geso!- B'!co !o&'co"e! % &o! ($o>&e4%! e "co"6e"e"#e! ($e!e"#%:o! e" &% e5ec'c" :e '"% #%$e% o %c#6:%: %!g"%:%.
Ge!ene L70e! Din"'i4"0o!- A'"@'e #$%#o :e #e"e$ >'e"% %c##': e" &o! 4o4e"#o! :e ($e!", co"!:e$o @'e :e>o !e$ 4;! #$%"@'&% 7 :";4c% e" e!#%! c$c'"!#%"c%! (%$% #e"e$ e& co"#$o& :e& e@'(o :e #$%>%5o.
Li0e!"4go- Co"!:e$o @'e #e"go ce$#o g$%:o :e &:e$%=go &%>o$%&, %4&%$ 7 !oc%&, e& c'%& :e>o e"oc%$ %c% e& (o!#6!4o 7 &og$o :e o>5e#6o!.
Sensi?i#i0"0- Se4($e >'!co e"#e":e$ &% (o!c" :e &o! :e4;! 7 !e$ o>5e#6% e 4(%$c%& e" &% #o4% :e 4! :ec!o"e!. T$%#o :e $e!c%#%$ e& &%:o '4%"o :e &%! (e$!o"%! (e$o e!#o #%4>" e! "co"6e"e"#e (%$% &og$%$ o>5e#6o! 7 :e!%$$o&&%$ ce$#%! %c#6:%:e!. De>o :e5%$ :e !e$ #%" e4oco"%&.
C$#$!"#i4"02 T$%#o :e !e$ '"% (e$!o"% ($oe!o"%& e" #o:o 4o4e"#o 7 &og$%$ 6e"ce":o e!#g4%! (e$!o"%&e!, c'&#'$%&e! 7 !oc%&e!. De>o #$%>%5%$ 4;! e" e!#o.
Des"!!o##"0o!- E" e!#e %!(ec#o co"!:e$o @'e #e"go %&e"c%, ('e! %"%&=o % &%! (e$!o"%! (e$o "o &e! e5o 4;!. A";&!! :e& e"#o$"o
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24
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25
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1.Compromiso de 1.Compromiso los colaboradores con la empresa. 2.Experiencia 3. Información esad!sica del "remio. 4. #$meno en la base de daos de clienes poenciales 5. Conocimieno de la compeencia.
1. #%ances en la peneración del mercado en oras ci$dades. 2. &acilidad de #cceso a n$e%as ecnolo"!as. 4. #per$ra ' conocimieno del mercado. 5. #$meno s$sani%o de clienes.
1. (eparameno de personal. 2. #plicación de ecnolo"!a sisem)ica. 3. Capacidad de Ende$damieno 4. Indicadores de "esión. 5.*rea Comercial
26
1. Compeencia ' oros +r"anismos denro del mercado. 2. Con,ico con canal radicional. 3. -ecnolo"!a de p$na cososa. 4. &l$c$ación del (ólar 5.Crisis de rep$ación
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VISION- E$!o"'e!ic"n Re 0e?e se! #" o=icin" 0e ine!'e0i"ci5n 0e Re"seg$!o $e o=!ece #" '".o! !"ns=o!'"ci5n . 0in@'ic" en esos negocios< c!e"n0o =$e!4"s sin8!gic"s con n$es!os c#ienes . %!o.ec@n0onos con e# conoci'ieno 0e $n" e'%!es" ine#igene1 An@#isis- E'$o%4e$c%" Re :e Co&o4>% !e ($o(o"e &og$%$ e" &o! ($4o! c"co %8o! (establece un tiempo a futuro e!#%>&ece$!e co4o &% E4($e!% :e "#e$4e:%c" :e Re%!eg'$o!, co"!o&:;":o!e co4o '"% o$g%"=%c" co" c%(%c:%: :e o$ece$ %#e"c" "#eg$%& e" Re%!eg'$o! coherente con la situación real de la empresa) e!(ec%&=%:% e" e& ;$e% !e$6co!, %&c%"=%":o c'>$4e"#o % "6e& "%co"%& (retadora) 7 co"#%":o (%$% e&&o co" ($oe!o"%&e! c%&c%:o! (incorpora uno de los componentes de la misión como es el del talento humano) (%$% o$ece$ '"%
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P!o%$es" 0e Visi5na !uroamerican "ede Colom#ia se propone lograr en el a$o %&%& consolidarse como la organización de ma'or reconocimiento en la intermediación de "easeguros, alcanzando cu#rimiento a nivel nacional ' contando para ello con proesionales caliicados ' tecnologa avanzada que garantice un alto nivel de satisacción en nuestros clientes ' alta calidad de nuestro servicio, teniendo en cuenta nuestra e*periencia.
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EMERGENTE
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Lo! ($o:'c#o! oe$#%:o! (o$ 4e:o! 7 %(&c%co"e! :%" ($eco! :e '" #%4%8o "c%& 7 &'ego c'%":o !e 6% %ce$ &% co4($% $e!'&#% @'e #o:o :e(e":e :e& #%4%8o 7 e"69o.
Re"%'&# #e"e co4o e!#$%#eg% :%$ -W e" #%!% :e "#e$! e" &o! c$:#o! (%$% &% co4($% :e 6e9c'&o, (e$o c'%":o e& c&e"#e 6% 7 !e %ce$c% !e &e :ce" @'e :e(e":e :e !' ('"#%5e e" ce"#$%&e! :e $e!go 7 &% c%(%c:%: :e e":e':%4e"#o.
ESTRATAGEMA
POSICION
E& co"ce!o"%$o Jo$ge Co$#e! 7 M &%>o$ e! 4'7 4(o$#%"#e (%$% C9%. e! e& 4e5o$ co"ce!o"%$o :e& &&e6%$ % c%>o 4! ($o7ec#o! :e (%9! 7 e& ($4e$o e" :!#$>'c" 6:%, 5'"#o co" 4! e!#':o!. :e &% M%$c% Fo$: e" Co&o4>%.
%.< !scri#a un ensa'o (entre 6 ' ; páginas), que relacione ' deina la manera en que los conceptos de planeación, planes ' planeadores, orecidos por intz#erg, 3. (4556) se evidencian en la organización en la que usted se desempe$a (o #ien, ela#ore el análisis a partir de una e*periencia previa). :nclu'a un plan de acción de mejoramiento en su organización para mejorar el proceso estratgico.
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.. + partir de la lectura de onto'a, :. onto'a, . (%&&;)9 redacte para cada uno de los siguientes tems un #uen ejemplo evidencia#le en su vida ' otro evidencia#le en una empresa colom#iana de lo que signiica la aplicación de9
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.<. !scri#a un ensa'o (entre 6 ' ; páginas), que relacione ' deina la manera en que los conceptos de planeación, planes ' planeadores, orecidos por intz#erg, 3. (4556) se evidencian en la organización en la que usted se desempe$a (o #ien, ela#ore el análisis a partir de una e*periencia previa). :nclu'a un plan de acción de mejoramiento en su organización para mejorar el proceso estratgico.
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N'e!#$% $e: :e :!#$>'c" c%$ec9% :e co"oc4e"#o e" e& :e!%$$o&&o :e& "egoco :e !'>:!#$>'c", !' e!#$'c#'$% :e "egoco 'e o$#%&ec:% (%$% %#e":e$ &%! "ece!:%:e! :e& co"!'4:o$ "%&, e" e!#e o$:e" :e :e%!, '"% 6e= c&%!c%:% &% $'#% %& 4e$c%:o e& (&%" :$ecco" "'e6o! c'e!#o"%4e"#o! !o>$e &%! "#eg$%co"e! 6e$#c%&, o$=o"#%&, %c% %>%5o o>5e#6%! (%$% co"!eg'$ e& (o!co"%4e"#o :e 4e$c%:o e!#%>&ec:o. U"% 6e= !e o>#'6o e& co"oc4e"#o :e &% $'#% %& 4e$c%:o, !e %:e&%"# '" (&%" &:e$%:o (o$ e& e@'(o :e 4e$c%:eo !o>$e !eg4e"#%c" :e 4e$c%:o, :e"#c%$ &o! 4%#e$%&e! :e 4%7o$ $e"#%>&:%: 7 o(o$#'":%: e" &%! "'e6o! c%"%&e! %8%::o! % &% $'#% :e& 4e$c%:o. L% 4(o$#%"c% :e &% (&%"e%c" e!#$%#gc%, co"#$>'7e % &% c$e%c" :e '"% c'&#'$% :e &% :!c(&"%, oc%&=%$ e" &%! o(o$#'":%:e! :e 4%7o$ $e&e6%"c% co" c$ec4e"#o !o!#e">&e 7 '"% e$$%4e"#% :e co"#$o& 7 !'(e$6!" @'e :e &% o$g%"=%c". E" e!#e o$:e" :e :e%! e& (&%" XSOM -) :e>9% !e$ $e!#$'c#'$%:o (o$ &o! co4(o$#%4e"#o! :e &% ":'!#$% 7 "'e6o! co4(e#:o$e!, 5'"#o co" e& co"oc4e"#o :e &o! c%"%&e! :e 4%7o$ $e&e6%"c%, &% !eg4e"#%c" o>5e#6% :e "'e!#$o (o$#%o&o (%$% %#e":e$ &% :e4%":% :e ($o:'c#o! e" < !eg4e"#o! :e 4e$c%:o ($4e$ ($eco2 e!#$%#o! ) % < + 4e:%"o ($eco2 e!#$%#o + P$e4'42 e!#$%#o! ,/ (%$% g%"%$ '" (o$ce"#%5e 49"4o :e SOM. L% (&%"c%c" :e e!#':o !e 6o "%&=%:% co" '" (&%" :e %cc" @'e 'e &:e$%:o (o$ e& e@'(o :e 6e"#%!, @'e" !%& % X4%(e%$ &%! o(o$#'":%:e! :e 4%7o$ c$ec4e"#o X"#eg$%c" o$=o"#%& 4(o$#%:o$e! :e &&%"#%!. Co4o $e!'&#%:o :e &% %c#6:%:, "g$e!%$o" :o! 5'g%:o$e! "'e6o! % &% $e: :e :!#$>'c" co" &o! c'%&e! !e :!e8%$o" (&%"e! :e c'>$4e"#o =o"%& (%$% &o! c%"%&e! :e !'>:!#$>'c" e" &%! =o"%! :e Bogo#;, A"#o@'% 7 C%&, %co4(%8%:o (o$ '" o$#%&ec4e"#o :e (o!co"%4e"#o :e 4%$c% e" e& c%"%& :e %&4%ce"e! :e c%:e"% e& $e!'&#%:o :e& ($4e$ %8o :e& (&%" 'e '" c$ec4e"#o :e& )W :e SOM. L% e6o&'c" :e &% #ec"o&og9% %c&#% &o! 4#o:o! :e (&%"e%c" e!#$%#gc%, e!#e co"!##'7e e" ($oce:4e"#o! c&%6e! % ($o'":=%$, !e4($e e" >!@'e:% :e '"% c'&#'$% 62
.
:e co"#"'% 4e5o$% (%$% 6e&%$ (o$ e& c'4(&4e"#o :e &o! o>5e#6o! :e &% co4(%89%, %(&c%>&e e" c%:% ;$e% :e &% co4(%89% co4o '" co"5'"#o :e %c#6:%:e! e" >e"eco % #o:% &% o$g%"=%c". L% e!e"c% :e e!#e :oc'4e"#o e! e6:e"c%$ &% 4(o$#%"c% :e &% (&%"e%c" e!#$%#gc% co4o '" co"5'"#o :e %c#6:%:e! :e %";&!! :e "o$4%c" :e& e"#o$"o :e& "egoco 7% !e% "#e$"% o e#e$"% co" e& " :e e!#$'c#'$%$ '" co"5'"#o :e %c#6:%:e!, 4e:>&e!, c'%"#c%>&e! 7 4o"#o$e%:%! @'e "6o&'c$%" e& :e!e4(e8o :e c%:% ;$e% :e &% o$g%"=%c", >'!c%":o e& c'4(&4e"#o :e &o! o>5e#6o! #$%=%:o! (o$ &% co4(%89%. M"#=>e$g, H. )33, %$g'4e"#% e" !' #e#o @'e &% e!#$%#eg% #e"e 4;! :e :o! 4& .--- %8o! :e e!#e"c%, &% c'%& % :o %:@'$e":o :e$e"#e! 4o:e&o! :e 4(&e4e"#%c", &% (&%"c%c" e!#$%#gc% "o !o&o (e$4#e :6!%$ "'e6%! o(o$#'":%:e! ! "o @'e 4%"#e"e '"% co"!#%"#e c'&#'$% :e 4e5o$%.
CONCLUSIONES
E!#e #$%>%5o "o! % (e$4#:o %ce$ '" %";&!! :e#%&&%:o 7 &% o$4% e" &% @'e !e :e>e %ce$ &%! e!#$%#eg%! 7 %";&!! :e '"% o$g%"=%c" %:e4;! :e &% "6e!#g%c" @'e #e"e (%$% $e%&=%$ &% (&%"e%c" (%$% e& #o :e &% o$g%"=%c". T%4>" e" &% $e%&=%c" :e &% ($e!e"#e %c#6:%: "o! 4'e!#$% % #$%6! :e &%! 4%#$ce! 7 c'%:$o! &%! 6e"#%5%! 7 :e!6e"#%5%! @'e #e"e &% o$g%"=%c" (%$% %ce$ (&%"e! :e co"#"ge"c% 7 :e 4e5o$%4e"#o co"#"'o %co4(%8%:o :e &% (&%"e%c" e!#$%#gc%! 7 !'! e#%(%!. A:e4;! &% %c#6:%: "o! :e5% co4o g$%" %($e":=%5e &% o(e$%c", &o! %";&!!, &% (&%"c%c", &%! :e%!, &%! ""o6%co"e!, &%! 'e$=%! :e& e"#o$"o, @'e !e :e>e" #e"e$ e" c'e"#% (%$% &&e6%$ % c%>o co" #o &% ge!#". 63
.
T%4>" co4o e!#':%"#e! e4o! %($e"::o % :e$e"c%$ @'e #(o :e Ge$e"#e (o:e4o! &&eg%$ %ce$ 7 c4o :e>e4o! e5ec'#%$ &o! $o&e! @'e (o:e4o! :e!e4(e8%$ :e %c'e$:o % "'e!#$% (e$!o"%&:%:, co"oc4e"#o 7 4%:'$e= o$g%"=%co"%&.
REFERENCIAS BIBLIOGR*FICAS A"!o, I. )31-. S#$%#egc I!!'e M%"%ge4e"#. S#$%#egc M%"%ge4e"# Jo'$"%&. A"!o, I. )30. S#$%#ege! o$ D6e$!c%#o". H%$6%$: B'!"e!! Re6e. D%6:, F. -)<. Co"ce(#o! :e A:4"!#$%c" E!#$%#gc%. Mco2 Pe%$!o" P$e"#ce H%&&. G%$c9%, G., Bo&96%$, J. 7 Ro%, R. -)). Ge$e"c% "#eg$%& (%$% e& !g&o QQI, ($;c#c%! (%$% 4e5o$%$ &% co4(e##6:%: e" &%! o$g%"=%co"e!. Bogo#;2 U"6e$!:%: EAN. M"#=>e$g, H. )33. Te F%&& %": R!e o S#$%#egc P&%"""g. H%$6%$: B'!"e!! Re6e. Mo"#o7%, I 7 Mo"#o7%, L. --. V!#%":o % M"#=>e$g2 !' co"ce(#o :e e!#$%#eg% 7 ($"c(%&e! e!c'e&%!. Re6!#% E!c'e&% :e A:4"!#$%c" :e Negoco!. 64
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P'co&, L., M%$#9", M.J., N8e=, A., O"g%&&o, C., P'co&, I 7 S;"ce=, G. --<. E& &>$o :e &%! %>&:%:e! :$ec#6%!. M%:$:2 D9%= :e S%"#o!. S%&&e"%6e, J. -- L% Ge$e"c% I"#eg$%&. Co&o4>%2 E:#o$%& No$4% De S%"# P%'&, J. 7 Te"e">%'4, S. )33/. Ece&e"c% Me"#%&. Bogo#;2 I"#e$4e:o E:#o$e!. F$%"c!, A. --/. E!#$%#eg% 7 (&%"e! (%$% &% e4($e!% co" e& c'%:$o :e 4%":o "#eg$%&. N%'c%&(%" :e J';$e=2 Pe%$!o" e:'c%c" :e Mco, S.A. :e C.V. G%&&%$:o, J. -). A:4"!#$%c" e!#$%#gc%2 De &% 6!" % &% e5ec'c". Mco2 A&%o4eg%. M"#=>e$g, H. )33-. Te :e!g" !coo&2 $eco"!:e$"g #e >%!c ($e4!e! o !#$%#egc 4%"%ge4e"#. S#$%#egc M%"%ge4e"# Jo'$"%&. To4(!o", A., G%4>&e, J., Pe#e$%, M. 7 S#$c&%": III, A. J. -). A:4"!#$%c" e!#$%#gc%2 Teo$9%! 7 c%!o!. Mco2 McG$%H&&. S'"T=', !... E& %$#e :e &% g'e$$%. B'e"o! A$e!2 De6%[! :e Lo"g!e&&e$.
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