Los Paradigmas Del Desarrollo Empresarial y Evolucion de Los Negocios La Creatividad Como Estrategia Competitiva Monografias Uap

“Año del Buen Servicio al Ciudadano”

ESCUELA ACADÉMICA PROFESIONAL  ADMINISTRACIÓN   ADMINISTRACIÓN  TEMA LOS PARADIGMAS PARADIGMAS DEL DESARROLLO  EMPRESARIAL Y EVOLUCIÓN DE LOS  NEGOCIOS LA CREATIVIDAD CREATIVIDAD COMO  ESTRATEGIA COMPETITIVA CÁTEDRA

: INVESTIGACIÓN, DESARROLLO DE INNOVACIÓN

CATEDRÁ CATEDRÁTICO TICO : LOPEZ LOPEZ LINO, VICTOR VICTOR PRESENTADO POR : QUISPE DE LA CRUZ, JUDITH BOZA LACHO, FIORELLA TUNQUE ORDOÑEZ, FLOR M. GIRALDEZ HUAYHUANI, FANY CICLO

: VI HUANCAVELICA – PER !"#$

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ÍNDICE CARÁTULA.......................................................................................................# DEDICATORIA.................................................................................................! 8NDICE..............................................................................................................9 INTRODUCCIÓN..............................................................................................

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CAP8TULO I LOS PARADIGMAS DEL DESARROLLO EMPRESARIAL DEFINI DEFINICIÓ CIÓN.. N..... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ....... ....... ...... ...... ...... ...... ...... ...... ....... ........ ......... ......... ......... .......; ..; PARADIG ARADIGMA MA PARA EL DESAR DESARROL ROLLO LO EMP EMPRES RESARI ARIAL.. AL...... ......... ...............< ..........< PARADIG ARADIGMAS MAS DE LA CULTUR CULTURA A EMPRES EMPRESARI ARIAL.. AL...... ......... .......... .......... ......... ......... ......#" .#" OBJETI OBJETIVOS VOS DEL CAMBIO.. CAMBIO..... ...... ...... ...... ...... ...... ...... ...... ...... ...... ....... ......... ......... ......... .......... ......... ......... ........# ...## #

CAP8TULO II EVOLUCIÓN DE LOS NEGOCIOS !.# EVOLUC EVOLUCIÓN IÓN DE LOS NEGOCI NEGOCIOS.. OS..... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ....... ........ ......... ......#9 .#9 !.! ACCESO ACCESO A LA LA MATE MATERIA RIA PRIM PRIMA A =#<">. =#<">.... ...... ...... ...... ...... ....... ....... ...... ...... ....... ......... ......... .........# .....#9 9 !.9 ETAP ETAPA A DE LA PRODUC PRODUCCIÓ CIÓN N =#<;">... =#<;">...... ...... ...... ...... ...... ...... ....... ......... ......... ......... .......... ......... .......#9 ...#9 !. ETAP ETAPA A DE LA CALID CALIDAD AD =#<;">... =#<;">...... ...... ...... ...... ...... ....... ....... ...... ....... ........ ......... .......... ......... ......... ......... .....# .# !.; ETAP ETAPA A DE LAS VENTAS VENTAS =# =#... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ........ ......... ......... ......... ......... ........# ...# !.?. !.?. ETAP ETAPA A DE DE LA PUBLIC PUBLICIDA IDAD D =#<$"> =#<$"> @ MAR MARETI ETING NG TRAD TRADICI ICIONA ONAL... L... .# !.$ ETAP ETAPA A DEL MARETING MARETING =#<">..... =#<">............ ............. ............ ............ ............ ............ .................... ................#; ..#; !. ETAP ETAPA A DE LA FIDELI FIDELIZAC ZACIÓN IÓN.. =#<<"> =#<<">... ...... ...... ...... ...... ...... ...... ...... ...... ....... ........ ......... ......... ......... ......#; .#; !.< ETAP ETAPA A DE LAS EPERIE EPERIENCI NCIAS. AS.... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ........ .......... ......... ......... ..........# .....#? ? !.#" ETAP ETAPA A DE DE LA RSC. =!"#">.. =!"#">........ ............ ............ ............ ............ ................... .............................. ......................#? .....#? CAPITULO III DE LA TECNOLOG8A A LA CREATIVIDAD, UN NUEVO MODELO DE COMPETITIVIDAD 9.# 9.# DE LA TEC TECNO NOLO LOG8 G8A A A LA LA CREA CREATI TIVI VIDA DAD, D, UN NUEVO NUEVO MODE MODELO LO DE COMPETITIVIDAD................................................................................# 9.! LA EMP EMPRES RESA A EN EL ENTO ENTORNO RNO CREA CREATIVO... TIVO...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ......! ...!# # 9.9 OBJETI OBJETIVOS VOS DE LA LA CREA CREATIVIDA TIVIDAD D EN LA EMPRES EMPRESA... A........ .......... ......... ......... .......! ..! 9. BENEFI BENEFICIO CIOS S DE LA LA CREA CREATIVIDA TIVIDAD D APLICA APLICADA DA A LA EMPRES EMPRESA.......!; A.......!; 9.; DESAR DESARROL ROLLO LO DEL NEGOCIO NEGOCIO.... ....... ...... ...... ...... ...... ...... ...... ...... ...... ...... ....... ......... ......... ......... .......... ........!; ...!; 9.? MEJORA MEJORA DE LA COMPE COMPETIT TITIVID IVIDAD.. AD..... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ....... ......... ......... .........! .....!? ? 9.$ EL PROCES PROCESO O CREA CREATIV TIVO O EN LA LA EMPRES EMPRESA.. A..... ...... ...... ....... ......... ......... ......... ......... .........! .....!? ? 9. RELAC RELACIÓN IÓN CON EL CLIENTE CLIENTE.... ....... ....... ....... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ....... ......... ........!? ...!? 9.< NUEV NUEVAS OPORT OPORTUNI UNIDAD DADES.. ES..... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ....... ........ ......... ......!$ .!$ 9.#" MEJORA MEJORA DE LA LA COMPETITI COMPETITIVIDAD.. VIDAD........ ............ ............ ............ ............ ................ .....................!$ ...........!$ 9.## 9.## EL PROCESO PROCESO CREATIVO CREATIVO EN LA EMPRESA.... EMPRESA.......... .................... ............................!$ ..............!$ CONCLUSIONES.............................................................................................!< RECOMENDACIONES....................................................................................9" BIBLIOGRAF8A.................................................................................................9#  ANEOS........................................................................................................... 9!

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2'3+*0* (& (4)&0-4% -+2')4)40 5 01+*0)40 5 (& 01+* 004+. L0 *'(+%(074140 (+-401 -+*+*0)40 0 2( 011 '1 -&21424'%)+ ' 10( 1'5'( 5 10( %+*20(, 0%+ +* (&&'()+ (& *'(')+ 5 (& '()*4-)+ -&21424'%)+. E1 2( 42+*)0%)': T++( 1+( 24'27*+( ' 10 '2*'(0 5 10 -+2&%40. E1 +73')4+: L+/*0* 10 (0)4(60--4% '1 -14'%)', 01 )4'2+ &' (' 2'3+*0 '1 10%')0 5 (' (0)4(60-' 0 10 (+-4'0. E1 '3'21+: G++/1'.+*/, '%)*' +)*0( 4%4-40)40( 20%)4'%' '1 ITR'-0*/' &' )4'%' -+2+ +73')4+ 10 *+2+-4% '%)*' (&( )*07030+*'( 0( -+2+ 6+*20 ' -+%-4'%-40-4%, 10 &)4140-4% ' '-&1+( '1K-)*4-+( 0*0 '1 '(10024'%)+ 4%)*0&*70%+ 2'40%)' *+/*020( ' -0* (0*4%/. O)*0 ' (&( 4%4-40)40( '( 10 &)4140-4% ' 0%'1'( (+10*'( '% (&( )'30+( &' 1'( '*24)' *+&-4* #.?"" ( ' '%'*/0 + 1+ &' '( '&401'%)' 0 2( ' ".""" )'1'4(+*'( LCD -+%(&24'%+, (4%+ ' -2+ (& *+40 '7 %+( '%('0 10 20%'*0 '% 10 -&01 %&'()*0( -0(0( 4%-1&4*% )++ )4+ ' 0%'1'( 4%6+*20)4+( &' '*24)0% -+%+-'* '% )4'2+ *'01 1+ &' -+%(&242+( 5 0( -+2+ 1+ &' '()02+( '&1(0%+ ' CO! 0 10 0)2(6'*0. S' &'' 420/4%0* 0 10 '*6'--4% '()' )4 + ' 4%6+*20-4% '% )++( 1+( '464-4+( -+)440%+(: 44'%0( 714-0( + *400(

17

CAPITULO III DE LA TECNOLOÍA A LA CREATI*IDAD= UN NUE*O !ODELO DE CO!PETITI*IDAD '#"

DE LA TECNOLOÍA A LA CREATI*IDAD= UN NUE*O !ODELO DE CO!PETITI*IDAD L+( -0274+( &' (' '()% +*4/4%0%+ '% %&'()*0 (+-4'0 (+% -00 ' 2( *+6&%+(, 06'-)0%+ '% /*0% 2'40 0 10 6+*20 '% 10 &' '%)'%'2+( %&'()*+ '%)+*%+ =)*0703+, )'1'6+%0, 4%)'*%'), )*0%(+*)'(, ')-.>. A1 24(2+ )4'2+, '()+( -0274+( %+ (+102'%)' '()% (4'%+ 42+*)0%)'( +* (& 4%)'%(40, (4%+ &' )0274K% +*&' (' '()% *+&-4'%+ 0 /*0% '1+-40, 1+ &' *'&4'*' ' &%0 205+* 61'474140 5 -00-40 ' 00)0-4% +* 0*)' ' 10( *'/4+%'( 5 10( '*(+%0( 5 +*/0%40-4+%'( 1+-01400( '% '110(. P0*0 +'* 0(42410* '()' %&'+ 0*04/20 + 2+'1+ '-+%24-+ 5 (+-401 '% -+%()0%)' '+1&-4% '( %'-'(0*4+ &' %&'()*0( (+-4'0'( (' *'0*'% 5 (' '%-&'%)*'% -00-4)00( 0*0 00)0*(' 0 1+( -0274+( +, 2'3+* 0%, 0*0 ('* *+)0/+%4()0( ' '11+(. H0()0 0-' +-0( K-00(, 10 -00-40 )'-%+1/4-0 '*0 '1 '1'2'%)+ 4()4%)4+ ' 10( (+-4'0'( 2( 00%00(. P0*0 (&'*0* '()0 (4)&0-4%, &%0 ' 10( '()*0)'/40( 2( ')'%40( 0 -+%(4()4+ '% 10 014-0-4% 4%)'%(40 '1 -+%+-424'%)+ 0*0 10 &'()0 '% 20*-0 ' *+-'(+( 4%%+0+*'(. S' -+%(4'*0 &' '1 -+%+-424'%)+ '( &% '1'2'%)+ -10' '%)*+ ' '()' )4+ ' *+-'(+( 50 &', '% 7&'%0 2'40, '( '1 *'(+%(071' ' &', -+% 10 24(20 70(' )'-%+@1/4-0, 1+( 74'%'( 5 ('*4-4+( -+%)'%/0% &% 205+* 01+* 004+ 5, '% '64%4)40, ' &' ('0% 2( -+2')4)4+( '% '1 2'*-0+ &' 1+( &' +6*'-'% '1 *'()+. E% '()' ('%)4+, 10( +1)4-0( *'/4+%01'( 5 ' '2*'(0 0% '()0+ 6&'*)'2'%)' 4*4/40( 0 '(0**+110* &% -04)01 &20%+ -+% &%0 01)0 -&01464-0-4% -00 ' +%'* (& -+%+-424'%)+, -4'%)64-+ 5 )'-%+1/4-+, 01 ('*4-4+ ' 10 4%%+0-4%. P'*+, ' %&'+, '()0 *'-')0 (' 0 &'0+ -0&-0. E% 10 0-)&0140 %+ 70()0 -+% 10 '4()'%-40 ' &%0 -00-40 )'-%+1/4-0 5 -04)01 &20%+ 01)02'%)' -&01464-0+. E1 -*'-4'%)' 61&3+ ' 4%6+*20-4% 5 ' '*(+%0( 0 60-414)0+ '1 0--'(+ 0 10 18

'-+%+20 '1 -+%+-424'%)+, 4/&010%+ 10( -00-40'( ' /*0% 0*)' ' %&'()*0( (+-4'0'(. E% '()' %&'+ -+%)')+ (&*/' &% %&'+ 60-)+* ' -+2')4)440, )0274K% 14/0+ 0 10 4%%+0-4% 5 01 -+%+-424'%)+, '*+ &' -+%()4)&5' &% '1'2'%)+ 46'*'%-401 ' 10( '-+%+20( 2( 00%00(: 10 -*'0)440. D'(' '()0 '*('-)40 (+% )*'( 1+( '1'2'%)+( &' ')'*24%0% 10 -00-40 ' -+2')4*: •

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E1 %4'1 ' '(0**+11+ )'-%+1/4-+ L0 -00-40 ' /'%'*0* -+%+-424'%)+ L0 C*'0)440 L+( )*'( '3'( '1 %&'+ 2+'1+ ' -+2')4)440. CONOCIMIENTO

TECNOLOG8A [ CIENCIA

CREATIVIDAD L+( )*'( '1'2'%)+( 4%)'*0-)0% '%)*' ( ' )01 6+*20 &' %+ (' '()071'-'% 4%)'**'10-4+%'( &%+-0( + '% %4-+ ('%)4+, (4%+ &' -00 '1'2'%)+ 0142'%)0 ' 20%'*0 -+%)4%&0 01 *'()+ '()071'-4'%+ *'10-4+%'( (4%K*/4-0( '%)*+ ' &%0 4%24-0 ' -+%)4%&0 4%)'*0--4%.  A(424(2+, 0*0 &' '()' 2+'1+ 6&%-4+%' ' 20%'*0 0'-&00 (' *'&4'*' ' &% -04)01 &20%+ &' 1+ 0142'%)', '( '-4*, '( %'-'(0*4+ &' '4()0% '*(+%0( &' *'(+%0% 0 1+( '*641'( *'&'*4+( '% -00 &%+ ' 1+( )*'( 274)+( ('010+(: •

C04)01 S+-401, -+% -00-40 0*0 &)4140* 10 )'-%+1+/0 '4()'%)'. •

C04)01 I%)'1'-)&01, &' (' '%-0*/0 ' /'%'*0* %&'+ -+%+@ -424'%)+, 7(4-+ 5 014-0+.

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C04)01 C*'0)4+, -+% 074140'( 0*0 /'%'*0* %&'0( 4'0( -*'0)40(. C04)01 &20%+ 5 2+'1+ ' -+2')4)440.

CAPITAL

CAPITAL 19

SOCIAL

INTELECTUAL

CAPITAL CREATIVO

F&'%)': '107+*0-4% *+40. L0 *'('%-40 '% 10( '-+%+20( 2( '(0**+1100( ' -04)01 &20%+ -+% &%0 01)0 -&01464-0-4% 5 -00-40 -*'0)40 5 10 -+**'10-4% '%)*' (& '4()'%-40 5 10 ' *+-'(+( ' 4%%+0-4% '( &% )'20 *+6&%02'%)' 0%0140+ '(' )4'2+ 0)*(. E% 6'-0( 2( *'-4'%)'(, R4-0* F1+*40 0 (4+ &%+ ' 1+( 0&)+*'( &' 0 -+%)*47&4+ ' 20%'*0 2( %+)071' 0 '()' '70)' -+% 10 &714-0-4% ' L0 00*4-4% ' 10 C10(' C*'0)40. E% (& 147*+ F1+*40 0)*47&5' 0 1+ &' '%+24%0 10 C10(' C*'0)40 =C*'0)4' C10((> &% 0'1 '-4(4+ '% '1 -*'-424'%)+ '-+%24-+ 5 '% 10 -00-40 ' -+2')4* ' 10( -4&0'(. D'2&'()*0 -+2+ 10( '*(+%0( 2( -*'0)40( )4'%'% 0 &74-0*(' '% 1&/0*'( &' (' -0*0-)'*40% +* )'%'* 01)+( /*0+( ' )+1'*0%-40, +%' 07&%0% 10( 4%6*0'()*&-)&*0( )'-%+1/4-0( 5 (' -+%-'%)*0% /*0% %2'*+ ' )01'%)+( -+% -00-40 5 6+*20-4% )K-%4-0. L+( )*07030+*'( &' 6+*20*0% 0*)' ' '()0 C10(' C*'0)40 ('*0% 1+( '*)'%'-4'%)'( 0 ('-)+*'( -+%(4'*0+( )*04-4+%012'%)' -*'0)4+( -+2+ '1 0*)', '1 4('+ 5 1+( 2'4+( ' -+2&%4-0-4%.  A'2(, '()' -+%-')+ 070*-0*0 0 )*07030+*'( -+% *+6'(4+%'( -+2+ 4%/'%4'*+(, -4'%)64-+(, 4%'()4/0+*'(, 4%6+*2)4-+(, ')-. J&%)+ 0 '()+( )*07030+*'(, 10 )'+*0 ' F1+*40 (&7*050 10 %'-'(40 ' 4* 2( 011 0*+'-0%+ '1 +)'%-401 -*'0)4+ ' -00 )*07030+*, 2( 011 '1 ' 0&'11+( -+%(4'*0+( -+2+ C10(' C*'0)40. E1 -*'-424'%)+ '-+%24-+ '( 42&1(0+ +* 10 -*'0)440, 0( &' (4 &'*'2+( 0&2'%)0*10, '( 6&%02'%)01 0*+'-0* 10 20

-*'0)440 ' ('/2'%)+( 2( 0214+( ' 20%+ ' +7*0 '% ('-)+*'( -+2+ 1+( ('*@4-4+( + 10 4%&()*40. L0 C10(' C*'0)40 -+2+ /'%'*0+*0 ' '(0**+11+ '-+%24-+.

'#%

LA E!PRESA EN EL ENTORNO CREATI*O T'+*0( -+2+ 10 ' R4-0* F1+*40 0 -+%)*47&4+ 0 &' 10 -*'0)440, 4%-&100 '% '1 0(0+ *4%-4012'%)' 01 274)+ 0*)()4-+, 050 -+2'%0+ 0 *'10-4+%0*(' 4*'-)02'%)' -+% '1 274)+ '-+%24-+ 5 '2*'(0*401. L0 -*'0)440 '( '1 '1'2'%)+ '('%-0'%0%)' '1 *+-'(+ ' 4%%+0-4% '% 10( '2*'(0( 5 '1 &', '% '64%4)40, 0+*)0 01+* 5 '*24)' 0 10( '2*'(0( ('* -+2')4)40(. E% '()' ('%)4+, 10 -*'0)440 (' 0 -+%'*)4+ '% &% '1'2'%)+ -10' '%)*+ 10 '2*'(0 +* 4'*(0( *0+%'(:

'#%#" La- Tecnolo>?a- de la [email protected]n  la Co.unicacin ei>en alo-

>rado- de creaividad#

L0 00*4-4% 5 *+146'*0-4% '1 &(+ ' 10( TIC 0 02140+ '1 0--'(+ 0 10 4%6+*20-4%. C&01&4'* '*(+%0 &'' 0--''* 0 '110 5 +%'*(' '% -+%)0-)+ -+% +)*0( '*(+%0(, 1+ &', 0 (& ', 0 01)'*0+ 10 6+*20 ' 4%)'*0-)&0* '%)*' 1+( 0/'%)'(, &' '% 10 0-)&0140 1+ 0-'% '% *' 5 ' &%0 20%'*0 2( 61'471'. S4% '270*/+, 10 4%6+*20-4%, +* 2&5 07&%0%)' &' ('0, %+ )4'%' &% /*0% 01+* (4 %+ '( )*0)00 ' 6+*20 -*'0)40, &' '( *'-4(02'%)' 1+ &' 1' -+%64'*' &% 205+* 01+* 004+.

'#%#%# El conoci.ieno e- clave ,ara .anener-e co.,eiivo  la creaividad añade valor al conoci.ieno# 21

L0( '2*'(0( -00 ' (+% 01+*00( 2( +* (& -+%+-424'%)+ &' +* 1+( 0-)4+( 6(4-+( &' +(''%. E1 -+%+-424'%)+ %+ -+%(4()' '% 4%@6+*20-4% -*&0, (4%+ &' (' )*0)0 ' 10 -+%'4% %+ 4(-+%)4%&0 ' 4%6+*20-4% &' 0 1&/0* 0 4'0( 5 &' (' -+%4'*)'% '% 01+*. E()' *+-'(+ (' 0 /*0-40( 010 &)4140-4% -*'0)40 '1 -+%+-424'%)+, &' -+%4'*)' 4%6+*20-4% 4('*(0 '% 01+*.

'#%#' En un enorno ca./iane la- e.,re-a- e-n o/li>ada- a uiliFar la creaividad ,ara reinvenar-e de .anera con-ane# L0( '()*0)'/40( ' 2'3+*0 ' 10 '64-4'%-40 2'40%)' '1 03&()' ' 10 42'%(4% 5 10 +*/0%40-4% 4%)'*%0 5 10 *'&--4% ' -+()'( 1424)0% '% -4'*)+ /*0+ 10 -00-40 -*'0)40 ' 10( '2*'(0(. L0( +*/0%40-4+%'( 2( -*'0)40( )4'%'% &% '*641 ' 1424)00 0&%&' 4%)'%-4+%00 '(+*/0%40-4% 5 +* 1+ /'%'*01 '%-&'%)*0% '% '()' '(+*'% &%0 42+*)0%)' 6&'%)' ' 4'0( -*'0)40( 0*0 10 2'3+*0 '1 %'/+-4+. L0 -*'0)440 0 ' ('* &)41400 0*0 *''%(0* 10 '2*'(0 5 (& +73')+ ' %'/+-4+. L0 601)0 ' %&'0( 4'0( 5 (& 421'2'%)0-4% '% 6+*20( ' 4%%+0-4+%'( (+% 10 110' '1 6&)&*+, 5 10 421'2'%)0-4% ' '()0 '()*0)'/40 0 %4'1 4%)'*%+ '( -10' 0*0 06*+%)0* '1 6&)&*+ -+% K4)+.

'#%#( Ei-e una .a-a cr?ica de ra/a+adore- con aleno Gue cada veF iene una .aor .ovilidad  Gue /u-ca coninua.ene ra/a+o- creaivo-# L0( ''-)0)40( ' 1+( %&'+( )*07030+*'( 0% -02740+. Y0 %+ 7&(-0% +7)'%'* &% '21'+ '% '1 &' '(0**+110* (& -0**'*0 0 0*)4* ' &% 20%&01 ' *+-'424'%)+( '()0%0*40+. L+( %&'+( )01'%)+( '@ 20%0% '21'+( '% 1+( &' '(0**+110* (& 420/4%0-4%, (& 4%(4*0-4% 5 (&( 4'0(. S4 %+ &''% 0-'*1+, 7&(-0% %&'+( *')+( *+6'(4+%01'( '% +)*0( +*/0%40-4+%'(. L0 -00-40 ' 0)*0'* 5 *')'%'* )01'%)+(, +*  )0%)+, *'(4' '% 10 +6'*)0 ' 10 147'*)0 %'-'(0*40 0*0 &' '1 )*07030+*  '(0**+11' (& -*'0)440.

'#%#5 La ,ri.ac?a del di-eño reGuiere de ala- do-i- de creaividad# E% 10 0-)&0140, 10 )+)0140 ' 274)+( &' 070*-0 10 '2*'(0 =*+@&-)+(, ('*4-4+( 5 *+-'(+(> '()% (&3')+( 01 4('+. L0 601)0 ' 0)*0-)4+ ' &% *+&-)+ +* (& 4('+ &'' -+%&-4* 01 6*0-0(+ ' (& -+2'*-40140-4%. S4% '270*/+, '1 4('+ -*'0)4+ )*0)0+ '(' &%0 22

'*('-)40 4%)'/*01 &'' 11'0* 0 46'*'%-40* &% *+&-)+, &%0 20*-0 + 4%-1&(+ &%0 '2*'(0 -+% *'('-)+ 0 (&( -+2')4+*'(.

'#%#6 El con-u.idor e- el Gue ri>e en el .ercado= de.andando nuevo- ,roduco- ada,ado- a -u- nece-idade-# E1 K4)+ ' &% *+&-)+ + &% ('*4-4+ 50 %+ *'(4' '% '1 -+%-')+ )*04-4+%01 ' -0140. L+( -+%(&24+*'(, 0'2( ' &' '1 *+&-)+ ('0 7&'%+, '4/'% &%0 ('*4' ' ')*0(: %+'0, &' ('0 4%)'14/'%)', '()K)4-02'%)' 0)*0-)4+ 5 &' )'%/0 40. E( '-4*, &' +6*'-0 &% 1&( -+% *'('-)+ 01 *'()+ ' *+&-)+(, 01/+ &' *'&4'*' ' 01)0( +(4( ' -*'0)440 0*0 (& '(0**+11+.

'#%#7 Lo- nuevo- .odelo- de >e-in 0an ,a-ado del conrol a la -u,ervi-in del ra/a+o auno.o creaivo# L0 /'()4% ' *'-&*(+( &20%+( -*'0)4+( -+% %&'0( 2+)40-4+%'( *'&4'*' 0 (& ' ' %&'+( 2K)++( ' /'()4% ' '*(+%01 &' '*24)0 4%-&10* 10( %'-'(40'( ' 1+( )*07030+*'( -+% )01'%)+ 0 10( %'-'(40'( ' 10 '2*'(0. L0 -*'0)440 '( +*  '64%4-4% -+21'30 5 0274/&0, +* 1+ &' (& /'()4% )0274K% 0 ' *'0140*(' &)4140%+ #; )K-%4-0( &' +6*'-0% 10 147'*)0 %'-'(0*40 0*0 &' (' '(0**+11' '*+ %+ (' 4('*(' -+% *'('-)+ 0 1+( +73')4+( ' 10 +*/0%40-4%. L0( %&'0( 6*2&10(, '(' '()' *4(20, (' -'%)*0% '% +6*'-'* 205+* 147'*)0 5 *'(+%(074140 0 1+( )01'%)+( 60+*'-4'%+ &% -1420 2( 61'471' 0*0 '1 '(0**+11+ ' (& -*'0)440.

'#'

OB)ETI*OS DE LA CREATI*IDAD EN LA E!PRESA E1 +73')4+ *4%-401 ' 10 421'2'%)0-4% ' '%6+&'( 5 )K-%4-0( -*'0)40( '% 10 '2*'(0 '(, )01 5 -+2+ (' 4'%' 0&%)0%+ 0 1+ 10*/+ ' '()' 00*)0+, 10 *'(+1&-4% ' *+71'20( 5 10 /'()4% '1 -0274+ 70(0+ '% 10 4%%+0-4% 0*0 10 2'3+*0 ' -+2')4)440. S4% '270*/+, '()+( +73')4+( (' 0%)+30% &% )0%)+ /'%K*4-+( 5 *'&4'*'% ' &%0 205+* 0'-&0-4% 0 10 *'0140 ' 1+( %'/+-4+(. L0 -*'0)440 -+2+ '**024'%)0 0*0 +%'* '% 20*-0 *+-'(+( ' -0274+ 5 2'3+*0 014-0+( 0 10 '2*'(0 )4'%' +73')4+( '('-64-+( -+2+: 23

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'#(

BENE$ICIOS DE LA CREATI*IDAD APLICADA A LA E!PRESA C+2+ '()02+( 4'%+, 10 -*'0)440 '( &% '1'2'%)+ &' 06'-)0 0 )+0 10 +*/0%40-4%, 0(0%+ +* '1 -'%)*+ ' '-4(4% 5 11'/0%+ 0 )+0( 10( *'0( 5 '0*)02'%)+( ' 10 '2*'(0. L0 &)4140-4% ' '%6+&'( 5 )K-%4-0( -*'0)4+( '*24)' 0142'%)0* 5 2'3+*0* 1+( *+-'(+( ' 4%%+0-4%, &' '( '1 '1'2'%)+ 46'*'%-401 ' 10( '2*'(0( &' (' +(4-4+%0% '% 10 0%/&0*40 '1 2'*-0+. L+( 7'%'64-4+( ' 10 0-)440 -*'0)40 '% 10 '2*'(0 (' &''% -10(464-0* '% -&0)*+ /*0%'( /*&+(:

'#5

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'#6

!E)ORA DE LA CO!PETITI*IDAD# 25

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'#7

EL PROCESO CREATI*O EN LA E!PRESA L0 -*'0)440 '%)'%40 -+2+ 0-)4)& ' -+%)4%&0 2'3+*0 '%)*+ ' 10 '2*'(0 5, (+7*' )++, -+2+ '**024'%)0 ' /'%'*0-4% ' 4'0(, -+%()4)&5' &% 0*20 01)02'%)' '6'-)40 0*0 2'3+*0* 1+( *+-'(+( ' 4%%+0-4% 5 +)'%-40* '1 01+* ' (&( *'(&1)0+(. L0 -*'0)440 '**024'%)0, '( '-4*, 10( )K-%4-0( '('-64-0( ' /'%'*0-4% ' 4'0( (+% 10( &' '%-030% ' &%0 20%'*0 2( 4(471' 5 (4()'20)400 '% 1+( *+-'(+( ' 4%%+0-4%.

'#:

RELACIÓN CON EL CLIENTE# L0 2'3+*0 ' 1+( *+&-)+( 5 ('*4-4+( 0 0*)4* ' 10 00)0-4% ' 10 '()*0)'/40 -*'0)40 ' 4%%+0+*0 ' 10 '2*'(0 0 1+( *'&'*424'%)+( '1 2'*-0+ '*24)' &' 10( '2*'(0( %+ (1+ *')'%/0% 0 1+( -14'%)'( &' 50 (+% 64'1'( 5 /0%'% 0 1+( ' 10 -+2')'%-40, (4%+ &' 0'2(, &'' 60+*'-'* '1 '(-&7*424'%)+ ' &% %&'+ %4-+ ' 2'*-0+ '% '1 &' (' -*''% %&'+( -14'%)'(.

'#2

NUE*AS OPORTUNIDADES# E1 *+-'(+ -*'0)4+ &'' '*24)4* '1 '(-&7*424'%)+ ' %&'+( 2'*-0@+( + ' 6+*20( ' 0'%)*0*(' '% 1+( -+%+-4+(. L0 02140-4% ' 1+( 2'*-0+( /'+/*64-+( + 10 4%-&*(4% '% %&'0( 0-)440'( ' %'/+-4+ '% '()' ('%)4+ ''%'% ' 10 -00-40 ' '(0**+110* *+&-)+( 5 ('*4-4+( %+'+(+(.

'#"3 !E)ORA DE LA CO!PETITI*IDAD# L0 4%)*+&--4% ' '%6+&'( -*'0)4+( '% 10 /'()4% &'' (&+%'* 205+*'( *'%424'%)+( +* 10 &)4140-4% 2( '64-4'%)' ' 10 26

)'-%+1+/0 + 10 2'3+*0 ' 1+( 2'-0%4(2+( ' 4/410%-40 '1 2'*-0+ 5 )'-%+1/4-0. E()' )4+ ' '()*0)'/40( (' )*0&-'% '% 2'3+*0( (4/%464-0)40( '% 10 -00-40 ' -+2')4* 6*'%)' 0 '2*'(0( *401'(.

'#"" EL PROCESO CREATI*O EN LA E!PRESA L0 -*'0)440 '%)'%40 -+2+ 0-)4)& ' -+%)4%&0 2'3+*0 '%)*+ ' 10 '2*'(0 5, (+7*' )++, -+2+ '**024'%)0 ' /'%'*0-4% ' 4'0(, -+%()4)&5' &% 0*20 01)02'%)' '6'-)40 0*0 2'3+*0* 1+( *+-'(+( ' 4%%+0-4% 5 +)'%-40* '1 01+* ' (&( *'(&1)0+(. L0 -*'0)440@'**024'%)0, '( '-4*, 10( )K-%4-0( '('-64-0( ' /'%'@*0-4% ' 4'0( (+% 10( &' '%-030% ' &%0 20%'*0 2( 4(471' 5 (4()'20)400 '% 1+( *+-'(+( ' 4%%+0-4% E1 &(+ ' )K-%4-0( '%)*+ ' '()' '(&'20 &'' *'(&1)0* ' '('-401 &)4140: •

E% 10 *42'*0 60(' '1 *+-'(+ ' 4%%+0-4%, 60-414)0%+ 10 /'%'*0-4% 5 ('1'--4% ' 4'0(, -+274%00 -+% 10 4/410%-40 )'-%+1/4-0 5 ' 10 -+2')'%-40

•

E% 10 60(' ' '01&0-4% 5 10%)'024'%)+ ' 2'3+*0(, '% '1 &' ' %&'+ 10 &)4140-4% ' )K-%4-0( &'' -+%)*47&4* 0 2'3+*0* 10( 4'0( -+%-'740( '% 60('( 0%)'*4+* + 0 /'%'*0* %&'0( &' 0142'%)'% '1 *+-'(+ 4%%+0+* '% &% -4-1+ -+%)4%&+ ' /'%'*0-4% ' 4'0(. L0 -*'0)440 -&1)&*0 )4'%' &% '%6+&' 2( 4%)'/*01, 06'-)0%+ '

20%'*0 )*0%('*(01 0 )++( 1+( *+-'(+( 4%)'*%+( 5 '0*)02'%)+( ' 10 '2*'(0. E% '()' ('%)4+, '1 '()071'-424'%)+ ' &%0 -&1)&*0 -*'0)40 '% 10 '2*'(0 )4'%'% &' '* 2( -+% 10 &'()0 '% 20*-0 ' 0--4+%'( 5 *+-'424'%)+( '%-024%0+( 0: 

F1'474140*

5

(&'*0*

'%6+&'(

'

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5

*+-'424'%)+( */4+(, •

I%-*'2'%)0* 10 *+0-)440, '*4/4'%+ 01 )*07030+* '% *+)0/+%4()0 '1 -0274+,

•

S'1'--4+%0* )*07030+*'( -+% '*641'( &' 0+*)'% ''*4'%-40 5 -+%+-424'%)+( &' &'0% 0+*)0* &%0 205+* 4'*(40 '% '1 0%14(4( 5 '1 0 0 0 ' 10 '2*'(0. 27

•

F+*20-4%

-+%)4%0

'

)*07030+*'(

)0%)+

'%

*'0(

'

-+%+-424'%)+ *'10-4+%00( -+% 10 *+40 0-)440 ' 10 '2*'(0 -+2+ '% +)*0( 03'%0( 0 K()0 &' &'0% ('*4* 0*0 0142'%)0* 10 4'%)464-0-4% ' %&'+( 2'*-0+(, *+&-)+(, ('*4-4+(, ')-.

CONCLUSIONES •

H+5 (' *'&4'*' *'4('0* -+%)4%&02'%)' 10 -&1)&*0 +*/0%40-4+%01 ' &%0 '2*'(0, -+% '1 *+(4)+ ' /'%'*0* -+2*+24(+( -+% +)*0( '2*'(0(, 5 10 (+-4'0, 0*0 '(0**+110* %&'+( *+5'-)+( &' 7&(&'% 2'3+*0* 10 -0140

•

' 40 ' 10 -+2&%40 S' *'&4'*' ' &%0 %&'0 6+*20 ' 4*4/4* 5 /&40* 0 10( '2*'(0(, &' +6*'-0 &% 2K)++ &20%4()0 ' 4%)'/*0+*, +%' '1 '%(024'%)+ 024%4()*0)4+ 5 (&( 01+*'( K)4-+( 0&4'*0% -00 ' 2( 42+*)0%-40 '%

•

)+0( 10( '2*'(0(. H+5 (' *'&4'*' &%0 '2*'(0 +*4'%)00 0 10 -*'0-4% ' 01+* 0*0 )++( 1+( 0-)+*'(: '2*'(0*4+(, '3'-&)4+(, -+107+*0+*'(, 0('(+*'(, )*07030+*'( '

•

-+%640%0 5 ' 70('. C*'0* 01+* (4/%464-0 0* &% %&'+ '%6+&' 0 10 024%4()*0-4% ' 10( '2*'(0( &' *'&4'*' &% /*0% ('%)4+ K)4-+, 2+*01, (+-401 5 3&*4-+.

28

C*'0* 01+* '-+%24-+ 0 )*0K( ' -*'0* 01+* (+-401 '( &%0 ' 10(

•

•

)'%'%-40( 2( 4%%+0+*0( 0*0 /'%'*0* '1 -*'-424'%)+ '-+%24-+. L0 (&'*4'%-40 5 K4)+ ' 10( '2*'(0( ''%' ' 10 '64-4'%-40 5 '64-0-40 ' (& '*(+%01, ' (&( (4()'20( 5 *+-'(+(, ' )'%'* 0--'(+ 0 )'-%+1+/0( ' &%)0 5 -00-40 ' *'(&'()0 *40 5 -+% -0140 0*0

•

(0)4(60-'* 0 (&( -14'%)'( &' -00 0 )4'%'( 2( +6'*)0( 5 (+% 2( '4/'%)'(. L0( '2*'(0( '7'% '+1&-4+%0* 5 2'3+*0* -+%)4%&02'%)' 5 )'%'* &%0 7&'%0 4(4% 0*0 00)0*(' 0 10( -4*-&%()0%-40( ' -00 2+2'%)+ 5

•

'(-'%0*4+( &' -02740% -+%()0%)'2'%)'. L+( *+-'(+( ' 2'3+*0 -+%)4%&0, 10 4%()*&2'%)0-4% ' 2+'1+( ' -0140, 10 *'4%/'%4'*0 ' *+-'(+( 5 1+( (4()'20( ' '01&0-4% 4%)'/*01, %+ (+% '% (4 24(2+( &% 64%, (4%+ &% 2'4+ &' '*24)4* &' 10( '2*'(0( )'%/0%

•

-00 0 &%0 +(4-4% 20( '4)+(0. E()+( (4()'20( 5 )K-%4-0( 1'( '*24)' 0 1+( '2*'(0*4+( -+%+-'* &' &4'*'% 0-'* -+% (& %'/+-4+, -+2+ 1+ 0% 0 *'0140*, '1 +'* +%'*1+ '% *-)4-0 -+% &%0 2')++1+/0 5 10%'0-4% *'402'%)' '64%40 5 '01&0* (4 *'012'%)' (' 1+/*0*+% 1+( +73')4+( *+&'()+(, 0 64% ' '-44* (4 -+%4'%' ('/&4* +* '1 24(2+ -024%+ + (4 05 %'-'(40 ' -+**'/4* '1 *&27+ 5 10 '()*0)'/40.

RECO!ENDACIONES



H05 &' 0*)4* ' 10 70(' &' 10 -+2')4)440 %+ &'' ('* 42&'()0, (4%+ &' *'-4(0 ' 10 0*)4-40-4% -+2*+2')40 ' )++(, '% +%' 1+( '2*'(0*4+(

)4'%'% 10 *'(+%(074140 (+-401 ' +*/0%40* 

'&4)0)402'%)' 1+( 60-)+*'( ' 10 *+&--4%, -+% 70(' '% '1 +27*' 

+*4/'%, *0% 5 64%0140 ' 1+( *+-'(+( (+-401'(. E1 ('* -+2')4)4+( 5 )'%'* *+&-)440 4214-0 '1 '(0**+11+ ' 421'2'%)0-4% ' 2+'*%0( )'-%+1+/0(, &' '4/' 10 2+'*%40-4% ' 1+( (4()'20( 024%4()*0)4+( '% )++( (&( %4'1'(, *+6&%40* '% 1+(



*+/*020( ' -00-4)0-4% 5 -*'0* %&'+( 2+'1+( +*/0%40-4+%01'(. S' %'-'(4)0 ' -0274+( &' 2'3+*'% '1 *'%424'%)+ ' 10( +*/0%40-4+%'( 5 01 24(2+ )4'2+, 0/0% 2( 4%)'*'(0%)' 5 (0)4(60-)+*4+ '1 )*0703+ '1 '*(+%01 *'61'3%+(' '% &%0 2'3+* -0140 ' 40 0*0



)++( 1+( 0*)4-40%)'(. H+5, 1+( %'/+-4+( (' -+%-47'% ' +)*0 6+*20 '% '()' %&'+ 2&%+ 4/4)01, )'-%+1+/0 ' &%)0, 10 /1+70140-4% '-+%24-0, '1 4%'*+ 29

'1'-)*%4-+ 5 '1 00%-' 42*'(4+%0%)' ' 10( )'1'-+2&%4-0-4+%'( '%)*' 

+)*+( E1 2&%+ -+2'*-401 0-)&01 '( '1 &' +24%0 '% 10 /*0% *' ' 4%)'*%'), -+% 2411+%'( ' '2*'(0( -+%'-)00( 5 2411+%'( ' -14'%)'( 5 -+% 10 +(474140 ' -+20*)4* (4% *'()*4--4+%'( 10 4%6+*20-4% 5 &' 0 -02740+ 10 6+*20 ' 0-'* %'/+-4+( 5 ('/&4* )*0%(6+*2%+(' '% 10



2'40 &' 10( *''( (+-401'( -*'-'% 5 (' &)4140% -00 ' 2(.  A%)' &% 0274'%)' &' (' 0 )+*%0+ 021402'%)' 4%24-+, '( 42*'(-4%471' &' 10( '2*'(0(, '()K% 0-)&0140%+ -+%()0%)'2'%)' 1+( -+%+-424'%)+(, (4()'20( 5 *+-'(+( &' 1' '*24)0 )'%'* K4)+ '% &%



2'*-0+ ' )*0703+ -00 ' 2( -+2')4)4+. E% /'%'*01 (' &'' 064*20* &' 10( (+-4'0'( 2+'*%0( 0)*04'(0% +* *+-'(+( ' -0274+ 2&5 *+6&%+( '% 1+ '-+%24-+, '% 1+ +1)4-+ 5 '% 1+ (+-401, 1+ &' (&+%' 2+464-0-4+%'( '% 1+( 2+'1+( ' -+2+*)024'%)+ &' )*04-4+%012'%)' (' 0% ('/&4+.

BIBLIORA$ÍA



0() F*'2+%) E. 5 R+('%'4/ J02'( E. \A24%4()*0-4% '% 10( +*/0%40-4+%'( '%6+&' ' (4()'20( 5 ' C+%)4%/'%-40\, M-G*0@



H411[I%)'*02'*4-0%0, MK4-+. I&34*+ N+%0 5 H4*+)00 T0'&-4 \L0 +*/0%40-4% -*'0+*0 '



-+%+-424'%)+(\, OFORD U%4'*-4)5 P*'(( MK4-+.  A%*'&, R060'1 5 R4-0*), J+0% E. \L0 +*/0%40-4% '% 10 '*0 ' 10



4%6+*20-4%\, M-G*0@H411[I%)'*02'*4-0%0, M0*4 E(00. J02'( S'%% P')'* C'-10% \A%14(4( 5 4('+( ' (4()'20( '



4%6+*20-4%\, M-G*0@H411[I%)'*02'*4-0%0, MK4-+. R4-0*+ R+*/&' U11+0 \P'%(024'%)+ ' S4()'20(, *0-)4-0 '



(4()'20(\, M'/075)', '4)+*401 L42&(0 S.A. ' C.D., MK4-+. \L0 (4()K24-0, 1+( (4()'20( 710%+( 5 1+( (4()'20( ' 4%6+*20-4%\,



U%4'*(40 '1 P0-464-+, L420 P'*. P')'* M. S'%/' T+661'*, A14% =#<">

 

\L0 T'*-'*0 O10\. B0*-'1+%0,

P100 5 J02'(, S.A., S'/&%0 E4-4% C0*1'( F*0%-+4( \L0 Q&4%)0 D4(-414%0\, 75 E4)4+%( C*0%4-0 S.A. \L0 (4()K24-0 -+2+ '1)0%-0&&%/\, A(+-40-4% A*/'%)4%0 ' )'+*0 /'%'*01 ' (4()'20( 5 -47'*%K)4-0, R'0140+ '% &% S'24%0*4+( )011'* '

30

%&'+( 0*04/20( 0*0 10 4*'--4% /1+701 ' 10 +*/0%40-4%. U%4'*(40 N0-4+%01 '1 A1)410%+ –P&%+@ P'*. =#<<>.

31

 ANEOS

32

33