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 los riesgos de liquidez y crédito en la Empresa Eléctrica Regional Centro Sur C.A., durante el período 2021-2023: propuestas para su sostenibilidad financiera
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2025-10-02) Maldonado Avila, Karla Sofía; Peralta Vallejo, Ximena Katherine
This capstone project “Analysis of Liquidity and Credit Risks in Empresa Eléctrica Regional Centro Sur C.A. during the Period 2021–2023: Proposals for Financial Sustainability methodically examines the liquidity and risk credits through a financial analysis aimed at mitigating these risks and promoting financial sustainability. With the aim of reinforcing the analysis, it has been incorporated reliable quantified tools, as the Risk Matrix, VaR (Value at Risk), Stress Testing and Sensibility Analysis through simulations with Crystal Ball. These tools allowed quantifying the risk factors and simulate realistic and adverse scenarios. As a result, achievable proposals were developed, mainly focused on CENTROSUR’s financial sustainability for the mitigation of its risks, which are detailed in a viable action plan.
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 de rentabilidad y eficiencia aplicando los métodos de costeo analítico y ABC de las líneas complementarias de Colineal: Colineal Home y Zero Stress en el periodo 2018 a 2022
(Universidad de Cuenca, 2024-09-27) Mizco Pintado, Mateo Sebastián; Tapia Jara, Santiago Andrés; Orellana Osorio, Iván Felipe
The objective of this integrative project was to compile and analyze financial information and analyses to evaluate the performance of the complementary lines Colineal Home and Zero Stress of the Ecuadorian company Colineal, presenting efficiency and profitability results. This is a documentary and empirical study, based on the company's financial documentation and quantitative data analysis. The analysis covered the classes and subclasses of the analyzed categories present in the period 2018 to 2023. The method used was the financial analysis, through the comparison of the company's current costing system, Analytical Counting and the proposed and implemented system, Activity Based Costing. The system applied in each of the products manufactured in the period analyzed, in contrast to the Analytical Costing, reflected variation in the profitability of the classes and subclasses of the categories. Being the obtained data processed in tables and figures, verifying pros and cons of each method and determining the comparative and affirming the superiority of the ABC costing method in the analysis of costs and profitability with greater degree of detail, thus obtaining recommendations for improvement in processes, activities or cost level by class.
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.
Análisis y optimización estratégica de los eventos para posicionar la identidad de la Cooperativa de Ahorro y Crédito Jardín Azuayo en la provincia del Azuay
(Universidad de Cuenca, 2025-05-28) Abril Durán, Dayanna Sabrina; Loyola Ordóñez, María Belén; Saquicela Aguilar, María Esthela
The objective of this thesis is to analyze and optimize events to strengthen the identity of Cooperativa de Ahorro y Crédito Jardín Azuayo in the province of Azu ay. Through documentary, bibliographic, and field research, a diagnosis was conducted on the events held in 2023, revealing the lack of a comprehensive performance evaluation. Based on this, criteria for measuring effectiveness and profitability were established, identifying low-performing events. As part of the optimization process, a methodology for event selection and elimination was designed and implemented. Additionally, an event proposal tailored to the characteristics and specificities of each locality was developed, aiming to increase the likelihood of success and strengthen the connection with the community and its members. Moreover, the creation of a competency-based job profile focused on event management was proposed and designed, recognizing that this activity requires significant time, resources, and effort. Finally, through the analyses conducted, 80% of the investment in events was optimized, resulting in a 10% increase in impact and a 5% improvement in the positioning of the Cooperative’s identity.
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 procesos operativos y administrativos de una cooperativa de reciclaje en la economía popular y solidaria
(Universidad de Cuenca, 2025-05-26) Chima Ochoa, Luis Enrique; Zhimnay Valverde, Cristian Fabián
Faced with the social problems that the world faces every day, there are small actions that add up in the end, in this eagerness to have better days. Cuenca, a city located in Ecuador, the third largest in the country, as in other cities in the world, especially in our neighboring countries in South America, also have problems of labor informality, a consequence of poverty. In view of this, the research group of the Interdisciplinary Department of Space and Population (DIEP) of the University of Cuenca, carried out the project called Rumbos, which seeks to dignify the work of grassroots women recyclers. This work focuses on designing optimal processes that will guide the activities of the Amigas del Medio Ambiente Cooperative, using the Participatory Action Research (IAP) methodology and Business Process Management (BPM). In addition, Benchmarking, a very important methodology at all times, helped to know and be able to apply good practices in the processes that were executed in manuals of other organizations. The main findings were that no matter how large an organization was, the processes were the same, which is why atomic processes were identified. In addition, patterns of activities and disciplines were found to be incorporated into their organization. In conclusion, in order to fulfill the general objective of dignifying work, to a great extent it depends on the environment, which depends on the administration of the cooperative itself, understanding as environment the government, institutions and the citizenship.
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.
Diseño del subsistema de evaluación de desempeño y su plan de acción aplicado a la empresa pública de la Universidad de Cuenca UCuenca EP
(Universidad de Cuenca, 2025-09-26) Cabrera Morocho, Jonnathan Rafael; Rojas Luna, Rosa Vanesa
This integrative project aims to design a performance evaluation subsystem and its corresponding action plan, applied to the Public Company of the University of Cuenca. The initiative arises from the need to implement a formal process to assess employee performance in accordance with legal regulations and aligned with the strategic objectives of the institution. The development was structured in five main stages: a situational diagnosis of the company, the redesign of job profiles, the definition of processes and the design of the evaluation tool, the application of the tool, and the creation of an action plan. Among the main results, it was found that the overall performance of the personnel fell within the “excellent” range. However, specific cases were identified where targeted improvement plans are needed, as some competencies are approaching the “regular” level. The implementation of the performance evaluation subsystem represents significant progress in the management of human talent. Nevertheless, since it has not yet been formally legalized and lacks specific indicators and operational goals for each position, its use remains limited as an official and definitive procedure within the organization.
Estilos de liderazgo en las empresas formadoras de la carrera de Administración de Empresas Dual de la Universidad de Cuenca en el año 2021
(Universidad de Cuenca, 2022-01-25) Peralta Bravo, Claudia Estefanía; Pozo Delgado, Andrés Sebastián; Moscoso Calle, Nubia Silvana
This study identifies leadership styles that predominate on senior managers from organizations that are dual partners with the University of Cuenca. The information has been collected through a self-assessment based on leadership styles theory by Daniel Goleman. The survey was applied through QuestionPro and 119 managers from 74 companies participated in the research. With this information, it was tested whether any style predominated in different categories in which companies are classified: size, capital and, industry. It was found that coaching style was predominant, but it changed in the size of the company the only category that had the visionary style predominant in SMEs. Finally, it is recommended to develop the competencies and skills for leadership in students from the dual partners and general students
Estrategias de Imbound Marketing aplicadas para la captación de nuevos alumnos del Colegio Alemán Stiehle de Cuenca para el año lectivo 2025-2026
(Universidad de Cuenca, 2025-05-27) Macancela Córdova, Sebastián Fernando; Saquicela Aguilar, María Esthela
Education is a process through which the human being is prepared to develop within society. The main preparation agency is the educational institutions where teachers are in charge of training the human being. Nowadays, the increase of the population and therefore of the educational demand, has caused an increase of the offer of educational centers, becoming in certain places a competitive panorama. Therefore, institutions must work to stand out and excel in the market. That is why this study seeks to propose a marketing plan using the Inbound Marketing tool to attract new students of the Colegio Alemán Stiehle de Cuenca for the school year 2025-2026. For this purpose, an analysis of the resources available in the institution is carried out, as well as a previous market research, in order to find the profile of the potential client. The strategic plan is based on the four stages of inbound marketing, which are attracting, converting, selling and loyalty, for each of the stages certain strategies and contents have been developed that will allow an improvement in the attraction of students during the study period. To visualize the results, several indicators have been proposed that will allow to know the progress in each of the stages of the plan, after its implementation.
Impacto de la comunicación digital en la satisfacción de los socios mediante neuromarketing y propuestas de estrategias inbound marketing para el servicio Jardín Azuayo Móvil
(Universidad de Cuenca, 2025-05-26) Puma Asitimbay, Milena Estefania; Vásquez Calle, Angie Johanna; Saquicela Aguilar, María Esthela
The main objective of this thesis is to analyze the impact of digital communication on the satisfaction of the members of Cooperativa de Ahorro y Crédito Jardín Azuayo (a credit union based in Ecuador) using neuromarketing techniques and to propose Inbound Marketing strategies aimed at optimizing the Jardín Azuayo Móvil app. The research follows a neuroqualitative approach and uses tools such as electroencephalography (EEG), eye tracking, and galvanic skin response (GSR), complemented by structured interviews with a sample of twenty members. An analysis of the current state of the cooperative’s digital communication was conducted, followed by an evaluation of the participants’ interactions with the digital platforms: Facebook, Instagram, the website, and the Jardín Azuayo Móvil app, in order to identify opportunities for improvement through the analysis of emotions, emotional intensity, and areas of specific visual attention. Based on the results, the stages of the Inbound Marketing model, attract, convert, close, and delight, were applied to formulate strategies focused on optimizing the Jardín Azuayo Móvil app.
Influencia del liderazgo en la satisfacción del personal y como este repercute en la calidad del servicio en la empresa de bar restaurante Taproom S.A.
(Universidad de Cuenca, 2025-09-26) Guamán Tenesaca, Gabriela Fernanda; Ponce Bermeo, Lesly Michelle; Rojas Luna, Rosa Vanesa
This study identifies leadership styles, job satisfaction levels, and service quality at Taproom S.A., a company with six points of sale nationwide, which is the field of application of the instruments used to collect information. The research is descriptive and correlational in nature, with a cross-sectional and quantitative approach, as it used Goleman and Boyatzis' Resonant Leadership Style questionnaire, Job Satisfaction S20/23, and the SERVQUAL model for service quality. The first two instruments were used on the company's 49 employees, and SERVQUAL was used on 384 customers, a sample obtained through proportional stratified sampling. The predominant leadership style is coaching (16.93%), followed by authoritarian (16.8%). Job satisfaction is intermediate with a positive trend (3.35), with the highest-rated dimension being intrinsic and the lowest-rated being participation. Finally, the quality of service perceived by consumers is acceptable, with a need to improve gaps, mainly in tangible elements and sensitivity. Using Pearson's correlation coefficient, a very strong positive relationship was found between the variable leadership and job satisfaction (0.970), and a very strong positive association was also found between the variable job satisfaction and service quality (0.907). Based on the results obtained, strategies and actions have been proposed to address areas for improvement in order to strengthen the internal organization.
La formación dual, un enfoque desde sus stakeholders: caso Universidad de Cuenca
(Universidad de Cuenca, 2024-09-27) Armijos Regalado, Karen Milena; Bravo Hernández, Alejandra Doménica; Astudillo Durán, Silvana Vanessa
The objective of this study is to analyze the profile, competencies, and needs of stakeholders—students, academic tutors, and business tutors—in the Dual Mode Business Administration program at the University of Cuenca. A Likert scale survey was used, structured into four dimensions: personal, competencies, needs, and perceived functions. A univariate and bivariate descriptive analysis and a Kruskal-Wallis analysis were conducted to determine if there are significant differences in the degree of development and importance of competencies among the three groups. The findings reveal a significant difference in the development degree of the transversal competencies mentioned in the research (autonomous learning, analytical thinking, creativity, innovation and entrepreneurial spirit, oral communication, and proactivity) among the three groups of interest, except for teamwork. The main need perceived by students is that business tutors understand the dual program and how to guide them in their training process. The study suggests enhancing the soft skills of the stakeholders, due to the high perception of their development, thus contributing to a continuous improvement process of the program.
Plan de marketing comunicacional para el impulso de la electromovilidad en el transporte público en buses de la ciudad de Cuenca
(Universidad de Cuenca, 2024-09-30) Fernández Pinos, Daniela Michelle; Toral Roura, Marcelo José
Electromobility has gained relevance in recent years due to the environmental impacts of internal combustion engines and their effects on health and the environment, especially in densely populated urban areas. In Ecuador, a legislative plan has been proposed to promote the transition to electric transportation, particularly in the public and cargo sectors, by 2025. However, this proposal has not been consistently developed, and there is a general lack of awareness about the benefits of changing the energy matrix in public transportation. This research aims to develop a marketing communication plan to promote electromobility in the public bustransportation system in Cuenca. Strategies were implemented to effectively communicate the benefits of electric mobility. A mixed-methods research design, both qualitative and quantitative, with a descriptive approach, was used, employing surveys and a literature review. This allowed for the design of a marketing plan targeted at different age groups that frequently use public transportation in Cuenca. The conclusions show that traditional media remain relevant, convey more trust, and have greater reach than digital media. Therefore, the communication plan focused on delivering messages through both traditional and digital media, tailoring the message according to the target group in each medium.
Plan de marketing estratégico utilizando herramientas para el posicionamiento del restaurante Taproom S.A. a partir del mapeo de actores en las ciudades de Cuenca, Quito, Samborondón y Manta del Ecuador en el periodo 2024-2025
(Universidad de Cuenca, 2025-05-27) Bravo Zhunio, María Eduarda; Saquicela Morales, Jennifer Angélica; Saquicela Aguilar, María Esthela
The craft beer sector has experienced a remarkable growth in recent years, however, there are few companies that combine the sale of these beers with a gastronomic offer. Therefore, this study seeks to develop a strategic marketing plan for the Taproom S.A. restaurant, using positioning tools in the cities of Cuenca, Quito, Samborondón and Manta during the period 2024-2025. The methodology used to carry out the research is based on a quantitative and qualitative approach; the participation of customers, suppliers and competitors was used through surveys and focus groups; interviews with company collaborators. A stakeholder mapping was then carried out based on the analysis of the different stakeholders. Once the results were obtained, the development of specific strategies was proposed through a defined action plan with the respective relevant indicators for a suitable analysis. A dashboard was also created for a better visualization of the information, using the KPIs established in the previous chapter. In conclusion, it was determined that the strategic plan for the company Taproom S.A. based on stakeholder mapping is appropriate for the company to be able to make the right decisions considering also the indicators found in the dashboard.

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