Ingeniería de Empresas-Tesis de Pregrado

Permanent URI for this collectionhttps://dspace-test.ucuenca.edu.ec/handle/123456789/87

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Análisis de la innovación en pequeñas, medianas y grandes empresas del Ecuador periodo 2012-2014 con base a la encuesta de innovación del INEC
(Universidad de Cuenca, 2025-05-26) Semeria Mendoza, Camila Sthefany; Astudillo Durán, Silvana Vanessa
The objective of this study is to analyze innovation in small, medium and large companies in Ecuador during the period 2012-2014, using data from the innovation survey of the National Institute of Statistics and Census (INEC). Information is taken from 6,275 companies that are divided into small, medium and large companies, and a univariate analysis is applied to describe the variables of innovation in product, process, organization, and marketing, as well as obstacles and impacts. In addition, a cluster analysis was applied to determine if there are similar characteristics among the elements of innovation. The results show that there is a lower percentage of product innovation than process innovation, and innovation in organization is higher than in marketing. Also, the most important obstacle is the very high innovation costs for innovation activities and the most important impact is to improve the quality of goods or services due to the introduction of innovations. On the other hand, there was only one cluster with similar characteristics within innovation. The study reveals the need to invest in research and development to increase the introduction of innovation activities of companies, as well as to generate public policies for the promotion of innovation that result in a positive impact on companies.
Análisis de la responsabilidad social empresarial y la rentabilidad en Continental Tire Andina S.A.
(Universidad de Cuenca, 2025-05-28) Muñoz Venegas, Gustavo José; Iñiguez Quizhpi, Sandra Verónica
Corporate Social Responsibility (CSR) has become a key strategy for modern organizations, not only as a means to ensure sustainability but also as an active contribution to achieving the United Nations’ Sustainable Development Goals (SDGs). This study examines the impact of CSR on business profitability, focusing specifically on Continental Tire Andina S.A. during the 2013-2023 period. Using a mixed-methods approach that includes a statistical analysis of the relationship between net income and CSR investment, as well as qualitative insights, the research demonstrates that CSR initiatives generate both tangible and intangible benefits for the organization. The results show that CSR not only enhances corporate reputation but also increases profitability through efficient resource management, strategic partnerships, and strengthened stakeholder relationships. The analysis highlights the importance of implementing measurement and control systems to assess the impact of initiatives, ensuring alignment with organizational and societal goals. Furthermore, it emphasizes the critical role of internal and external communication in maximizing CSR’s impact, fostering employee engagement, improving public perception, and building trust in the organization, thereby positioning the company as a responsible and sustainable leader.
Análisis de productividad en las tres principales líneas de fabricación y plan de mejora operativa para Qiwa S.A
(Universidad de Cuenca, 2025-09-30) Álvarez Santacruz, María Cristina; Segura Idrovo, Kamila Alejandra; Loyola Ochoa, Diego Mauricio
The objective of this research was to analyze the productivity of the three main product lines manufactured by Qiwa S.A., identify critical improvement areas, and design an operational proposal of optimization for the production area. A mixed-methods approach was employed, combining direct observation, interviews with key personnel, process mapping, and time studies using stopwatch techniques. This methodology enabled the establishment of standard times and the evaluation of key performance indicators such as labor productivity, unit costs, gross profit, and profitability. The findings revealed that standardized products exhibit higher efficiency and profitability per hour worked, whereas customized products incur additional costs and longer production times. Based on these insights, an improvement plan is proposed, focusing on production segmentation, process standardization, and limiting customization through the use of base products. These actions represent a strategic opportunity for Qiwa S.A. to optimize its resources, strengthen managerial decision-making, and enhance its competitive position in the artisanal manufacturing market.
Análisis y determinación del valor de empresas a través del método DCF (Discounted Cash Flow): Enfoque práctico en la empresa VIDASUA CIA. LTDA
(Universidad de Cuenca, 2025-05-28) Dávalos Suárez, Nicolás; Aguilar Feijó, Víctor Gerardo
The aim of this degree project is to determine the present value of the company VIDASUA CIA. LTDA. by applying the Discounted Cash Flow (DCF) method. To carry out this analysis, a comprehensive financial study was conducted based on the historical financial statements of Vidasua between 2017 and 2023. The results obtained reflect that the estimated value of VIDASUA CIA. LTDA. amounts to $903,758.19, evidencing its capacity to generate value in the long term. Likewise, the study highlights the reduction of the company's level of indebtedness, from 87% in 2017 to 31% in 2024, which has strengthened its financial structure and minimised financial risk. It was determined that the company will continue to perform periodic valuations using the DCF method to monitor its financial evolution, as well as optimise its cost and working capital management to improve its operational efficiency and profitability in the long term.
Desarrollo del servicio de otorgamiento del sello de excelencia empresarial de la Cámara de Comercio de Cuenca para la implementación en sus empresas agremiadas
(Universidad de Cuenca, 2025-09-30) Morales Peralta, Odalis Emilia; Padilla Montenegro, Fátima Salome; Andrade Galarza, Juan Carlos
The purpose of this integrated project is to design the ‘Seal of Business Excellence’ of the Cuenca Chamber of Commerce, aimed at its member companies. This initiative arises from the need to strengthen the competitiveness, quality, and sustainability of the local business sector through a certification system adapted to the Ecuadorian context. The study is based on a qualitative approach, with exploratory, descriptive, and evaluative methodologies, and integrates interviews, business diagnosis and benchmarking with international models such as ‘Madrid Excellent’ and ‘Cambra Certificate.’ The proposed model includes phases of self-assessment, external audit, and continuous monitoring, and incorporates criteria such as quality management, human talent development, sustainability, and continuous improvement. It also establishes a flexible tiered structure, allowing for the participation of companies of different sizes and levels of organizational maturity. The results show a high level of acceptance by the business sector in Cuenca and a real need for a tool that promotes good practices, institutional recognition and added value. The Seal of Excellence represents a viable and sustainable strategy to promote a culture of quality, generate competitive advantages and contribute to regional economic development.
Desarrollo e implementación de un modelo de gestión de desempeño por objetivos y competencias individualizadas en Vazseguros S.A.
(Universidad de Cuenca, 2025-09-26) Rojas Machuca, Jorge Luis; Moscoso Calle, Nubia Silvana
In today’s quest for effective talent management, aligning individual performance with strategic objectives remains a critical challenge for companies. This degree thesis presents the design and implementation of an innovative Performance Management Model based on objectives and individualized competencies at Vazseguros S.A., an Ecuadorian insurer. Grounded in a mixed-methods approach, the research began with an analysis of the existing departmental Performance Management Model—identifying shortcomings in indicator objectivity, incentive allocation, and feedback practices. Building on this foundation, we integrated Management by Objectives (MBO), Hoshin Kanri, performance indicators, and a tailored competency dictionary, to formulate a four-phase deployment proposal: communication, platform parametrization, full roll-out, and continuous monitoring. The proposed model not only enhances the precision of individual assessments but also fosters a culture of constructive feedback and data-driven incentive distribution. This model offers a replicable framework for insurers seeking to modernize performance management and lays the groundwork for longitudinal studies to assess its impact on organizational effectiveness and employee development.
Diseño de un plan comunicacional para la sucursal de una cadena de tiendas de conveniencia basado en los segmentos del mercado
(Universidad de Cuenca, 2025-09-30) Ordóñez Dávila, Nayeli Katiusca; Saquicela Aguilar, María Esthela
In the current retail sector, designing effective communication strategies requires a deep understanding of market segments to generate a significant impact on consumers. This study aims to design a communication plan for a convenience store chain based on the identified segments. To achieve this, a quantitative research approach was used, analyzing invoices for the year 2024 and applying Ward's methodology to segment customers based on variables such as purchase frequency, amount spent, number of items purchased, among others. Using tools such as elbow charts and consistency indices, optimal clusters were identified, these two being "high- spending occasional customers" and "low-spending frequent customers." These clusters present distinct characteristics, giving rise to strategies for each. Based on this segmentation, a communication plan was designed with objectives, value propositions, messages, and personalized tactics. The plan also includes KPIs to evaluate the tactic's effectiveness and compliance, ensuring its long-term sustainability. This approach strengthens the theoretical foundations for how companies adapt their communication strategies to segment behaviors and enhances the social relationship between the company and its customers by adapting needs to personalized shopping experiences.
Diseño de un sistema de gestión integral para Hospilife Medical Cía. Ltda., con enfoque en la sostenibilidad empresarial
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2025-10-02) Guamán Pulgarin, Jennifer Michelle; Moscoso Navarro, Rafael Gerardo; Peralta Vallejo, Ximena Katherine
This study presents the design of an integrated management system for Hospilife Medical Cía. Ltda., an Ecuadorian company dedicated to the manufacturing and marketing of disposable medical supplies. The proposal addresses the need to optimize internal processes and promote business sustainability in environmental, social, and economic dimensions. To achieve this, a detailed diagnosis of the current situation was conducted, identifying weaknesses in planning, control, and process standardization across key areas such as marketing, production, quality, human resources, and finance. Based on the principles of General Systems Theory and best management practices, a system was designed to integrate operational, strategic, productive, logistical, financial, quality, and environmental components. In addition, a set of performance indicators was developed using the Balanced Scorecard approach, enabling effective monitoring of management processes and informed decision-making. Overall, the proposed system contributes to strengthening competitiveness, improving operational efficiency, and fostering the sustainability of Hospilife Medical within Ecuador’s healthcare sector.
Plan de negocios para una nueva línea de servicios gerontológicos para la empresa RioQuinto
(Universidad de Cuenca, 2025-09-25) Arias Moscoso, Michael Elian; Campoverde Ortiz, Kevin Leonardo; Astudillo Durán, Silvana Vanessa
This integrative project develops a business plan to implement a new line of home-based gerontological services for the company RioQuinto, located in Cuenca, Ecuador. Based on a strategic and market analysis, the study identifies a growing demand for personalized care services for the elderly, particularly among high socioeconomic sectors that value specialized attention. The market research revealed a clear acceptance of home gerontological services, and through financial and operational analysis, the project’s viability was demonstrated, ensuring the sustainability and medium-term growth of the service. The business plan positions RioQuinto as a leading provider of comprehensive, humane, and personalized care services for older adults, expanding its value proposition beyond its physical facilities. The proposed strategy combines RioQuinto’s prior experience in the gerontological sector with innovative home care models, aligning with current demographic and social trends. The implementation of this service will allow RioQuinto to diversify its income streams, strengthen its competitive positioning, and contribute to social well-being, promoting active and healthy aging within a safe and familiar environment.
Propuesta de estandarización del proceso productivo de brownies y trufas en la empresa Dulco Dulce Compañía Cía. Ltda.
(Universidad de Cuenca, 2025-09-29) Bernal Aucapiña, Jessenia de los Ángeles; Sarango Armijos, Nancy Lizbeth; Alvear Alvear, Oscar Patricio
Dulco Dulce faces variability in quality, timing, and efficiency due to a lack of standardized processes. The purpose of this research was to propose a standardization of the production process for brownies and truffles at Dulco Dulce Compañía CA. Ltda., implementing Business Process Management (BPM) techniques and process modeling tools. To this end, a time study, direct observation, and interviews with production staff were used to collect information on the processes. This revealed bottlenecks in cooling and baking. The diagnosis identified the cooling and baking of brownies as the main bottlenecks, affecting the continuity of the process. Standardization and automation through BPMN are proposed, optimizing critical phases and reducing production times by 25% to 30%, improving efficiency, quality, and response to demand. Performance indicators were proposed to evaluate efficiency, downtime, defects, production compliance, and variability in key processes. Monitoring these indicators will ensure sustainable improvements in time, cost, and quality.
Propuesta de estrategia de cobranzas para reducir el índice de morosidad mediante al análisis de riesgo de crédito orientado a la segmentación de cartera en una empresa de telecomunicaciones
(Universidad de Cuenca, 2025-09-30) Bernal Pulla, Marjorie Belén; Ortiz Barros, Emily Shantal; Armijos Cordero, Johanna Catalina
The objective of this degree work is the credit risk analysis oriented to portfolio segmentation in a telecommunications company called Astronetv Cía. Ltda., where delinquency has become an alarming issue for the immediate liquidity of the company and its financial sustainability. Through the use of tools such as Rstudio we seek to analyze the probability of a customer falling into arrears through a set of demographic variables such as age and parish, etc., and payment behavior variables such as number of payments, and payment behavior variables such as the number of cuts in which the client has incurred in a period of two years, the days of maturity of its balance and the overdue balance, all this in order to provide a benchmark of the probability of a scenario of default, to this is added the portfolio segmentation where the relevant variables of the credit risk model are combined with the results obtained from the model, The purpose of this is to group the client portfolio into segments with similar characteristics, resulting in high, medium and low risk segments with the objective of implementing a collection strategy aimed at personalizing the collection effort with each segment in order to benefit the company in the recovery of its overdue portfolio and the prevention of future delinquency scenarios, and additionally to the clients in the satisfaction of non-invasive service.
Propuesta de un modelo de negocio de una nueva línea de producción en la Distribuidora Ecológica Arvol Disecoarvol Cía. Ltda.
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2025-10-02) Deleg Deleg, Jessica Katherine; Flores Sánchez, Gustavo Giovanni
The purpose of this research is to propose a business model for a new production line at Distribuidora Ecológica Arvol Disecoarvol Cía. Ltda. To this end, tools such as Porter's analysis, Pestal, and Lienzo Canvas were used. On the other hand, the current situation of the company “Disecoarvol Cía. Ltda.” was analyzed using strategic planning tools, and a business model was formulated to create and capture value for the company. In addition, an assessment of the financial situation of the project company was carried out to identify the resources and capabilities required for the development of the new line of business. The value proposition was structured in the nine blocks of the Canvas, and its economic evaluation was carried out using projections of income, costs, and cash flows. The results have shown a positive NPV and an IRR greater than the weighted average cost of capital (WACC), even after adjustments for risk, confirming the technical, financial, and environmental viability of the project, as well as the economic and social benefits it will generate for the company, its strategic partners, and society.
Propuesta de un portafolio eficiente de inversión en función del flujo de caja, mediante la aplicación del ratio de Sharpe en una cooperativa de ahorro y crédito del segmento 1
(Universidad de Cuenca, 2025-10-01) León Saguay, Tatiana Elizabeth; Narváez Cobos, María Caridad; Orellana Osorio, Iván Felipe
This paper proposes an efficient investment portfolio for a Segment 1 credit union, based on cash flow analysis and the application of the Sharpe ratio, in order to optimize risk-adjusted profitability, preserve liquidity and strengthen financial stability. A quantitative approach was used with data for the period 2021-2024, applying forecasting methods such as Holt and Holt- Winters to estimate income and expenses, and the Miller-Orr model to establish liquidity limits. The portfolio was constructed considering only fixed-income instruments, maintaining their characteristics until maturity, and restrictions were applied by type of instrument and maturity. The optimization was carried out through the Sharpe ratio, maximizing the risk-return relationship without compromising the entity's resources. The proposal shows that, by aligning itself with the cash flow, the portfolio would allow improving financial planning and promoting a more efficient management of resources, strengthening the financial sustainability of the cooperative.
Propuesta de visualización de datos empresariales mediante dashboards en Power BI: aplicación en las Direcciones Comercial, Producción, Talento Humano Y Finanzas en Fibroacero S.A.
(Universidad de Cuenca, 2025-09-30) Quito Vidal, Doménica Fernanda; Coronel Salamea, Carlos Xavier
This degree project proposes a data visualization solution through dashboards developed in Microsoft Power BI, applied to the Commercial, Production, Human Talent, and Finance departments of Fibroacero S.A. The initiative arises from the need to have tools that improve access to key information for strategic decision-making. The Information needs of each department were identified through semi-structured interviews, allowing the definition of key performance indicators (KPIs) for each area. Data was extracted from the company's database and spreadsheet files, then transformed and loaded through an ETL process, followed by modeling and visualization in Power BI. The project methodology combined a quantitative approach, focused on data processing and analysis, with a qualitative approach based on the interpretation of user input during development. The CRISP-DM and Design Thinking methodologies were applied, oriented both toward technical logic and user experience. During the project, challenges such as non-standardized data and limited access to information were addressed by using structured templates stored in the cloud. The dashboards developed were evaluated and validated with department directors, who highlighted their usefulness in centralizing information, identifying trends, and improving decision-making. In this way, the project fulfilled its objectives and added value to the company's internal management and the use of decision-support tools.

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