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dc.contributor.advisorRivera-Rodriguez, Hugo-Alberto 
dc.creatorCamacho Ruiz, Laura 
dc.creatorDe León Fernández, Laura Andrea 
dc.date.accessioned2016-12-01T14:16:27Z
dc.date.available2016-12-01T14:16:27Z
dc.date.created2016-10-18
dc.date.issued2016 
dc.identifier.urihttp://repository.urosario.edu.co/handle/10336/12645
dc.descriptionComo futuros administrados es importante recordar que nuestra función no será únicamente crear una empresa y generar constantemente ingresos. Esto es una de tantas tareas que tiene una persona que se encamina por crear o ser parte de una empresa, sea grande o pequeña siempre existirán variables que con los años se han convertido más y más indispensables en los procesos de este recorrido. El tema principal de nuestro estudio de caso es entender el concepto del endomarketing o como muchos lo conocen marketing interno; en pocas palabras es algo que por años se ha visto su efectividad en la productividad y satisfacción de los empleados. Google es una de las multinacionales más grandes del mundo, que el ultimo reconocimiento fue por parte de uno de los ranking más influyentes “The World’s Billionaries” ocupando como el CEO de la compañía Larry Page el puesto #12 , que por años ha sabido invertir en su recurso más importante que son sus empleados. En una entrevista con la revista Fortune, Larry exclama que “es importante que la empresa sea una familia, que las personas sientan que son parte de la empresa, y que la empresa es como una familia para ellos. Cuando se trata a las personas de esa manera, se obtiene una mejor productividad”. Con este pequeño ejemplo e idea de cómo una de las marcas más influyentes en el mundo ha fortalecido su mejor recurso por años el cual le ha remunerado con el éxito que tiene hoy en día. Entonces es como el mercadeo interno o endomarketing siendo uno de los conceptos tratados en el mercadeo en general hoy en día, logrando meterse como un modelo de negocio en la mayoría de empresas que existen hoy. Este es uno de los motivos que nos motivó para desarrollar este estudio de caso que verán a continuación, el cual se basa en la investigación y análisis de variables que comprenden a la empresa Petrofac, y si bien ha sabido implementar el concepto en sus procesos diarios. El estudio de caso describe como a través de los años ha sabido implementar con éxito la herramienta de evaluación y análisis del mercado interno a los empleados que constituyen hoy en día Petrofac International Limited. Abarcaremos primero con los objetivos del estudio, seguido del inicio y crecimiento de la empresa en los últimos años, en que países tiene presencia y cuáles son sus proyectos más importantes hoy en día. El estudio de caso será implementado por un tipo de investigación descriptiva, que con la recopilación de suficiente información tanto cuantitativa como cualitativa nos ira fortaleciendo la hipótesis principal, usaremos datos estadísticos que serán recopilados de encuestas, entrevistas y focus group. Al final con el análisis y a las conclusiones que lleguemos se busca demostrar el impacto positivo que ha tenido los empleados de diferentes países y de diferentes culturas que poco a poco han influenciado a la empresa para alcanzar el éxito que ha logrado hasta ahora, y de la misma forma como la empresa ha influenciado en cada una de las vidas de estas personas sin importar el lugar en el que estén laborando, siempre la empresa busca que se sientan parte de ella. Como resultados generales, se obtienen argumentos que sustentan que la implementación del mercadeo interno le permite a la empresa generar ventajas competitivas y dinámicas, que son desarrolladas internamente para un futuro reflejarlas ante los clientes externos. El estudio permitió concluir que el mercadeo interno debe ser una estrategia de comunicación dentro de una empresa convirtiéndose de primera necesidad para la compañía, pues los beneficios que genera son cada vez más necesarios para cada área que abarca el negocio.
dc.description.abstractAs managed futures is important to remember that our role is not only to create a business and generate revenues consistently. This is one of many tasks that a person who is moving to create or be part of a company, whether large or small will always be variables that over the years have become more and more indispensable to the processes of this route. The main theme of our case study is to understand the concept of endomarketing or as many know internal marketing; in a nutshell it is something that for years has been its effectiveness in productivity and employee satisfaction. Google is one of the largest multinationals in the world that the last recognition was by one of the most influential ranking "The World's Billionaries" occupying as company CEO Larry Page # 12, which for years has been able to invest in its most important resource is its employees. In an interview with Fortune magazine, Larry exclaims that "it is important that the company is a family, people feel they are part of the company, and that the company is like a family for them. When it comes to people that way, you get better productivity. "With this little example and idea of how one of the most influential brands in the world has strengthened your best resource for years which has paid him the success he has today. So it's like internal marketing or endomarketing being one of the concepts covered in the general marketing today, making getting as a business model in most companies that exist today. This is one of the reasons that motivated us to develop this case study you will see next, which is based on research and analysis of variables comprising the company Petrofac, and while it has managed to implement the concept in their daily processes. The case study describes how through the years has been able to successfully implement the tool evaluation and analysis of the domestic market to employees who are today Petrofac International Limited. We will cover first with the objectives of the study, followed by the onset and growth of the company in recent years, in which countries is present and what their most important projects are today. The case study will be implemented by a type of descriptive research that gathering sufficient both quantitative and qualitative information anger us strengthen the main hypothesis, we will use statistical data to be collected from surveys, interviews and focus group. At the end with the analysis and conclusions we reach we seek to demonstrate the positive impact it has had employees from different countries and different cultures that have gradually influenced the company to achieve the success it has achieved so far, and same way as the company has influenced each of the lives of these people no matter where they are toiling, the company always seeks to feel part of it. As overall results, arguments that support the implementation of internal marketing allows the company to generate competitive and dynamic advantages, which are developed internally for future reflect them to external customers are obtained. The study allowed concluding that internal marketing should be a communication strategy within a company becoming necessities for the company, since the profits generated are increasingly needed for each area covered by the business.
dc.description.sponsorshipUniversidad del Rosario
dc.format.mimetypeapplication/pdf
dc.language.isospa
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/2.5/co/
dc.sourceinstname:Universidad del Rosario
dc.sourcereponame:Repositorio Institucional EdocUR
dc.subjectCliente Interno
dc.subjectEmpoderamiento
dc.subjectEndomarketing
dc.subjectMercadeo Interno
dc.subjectMezcla de Mercadeo Interno
dc.subjectMotivación
dc.subject.ddcAdministración general 
dc.subject.lembNegocios internacionales
dc.subject.lembAdministración de empresas
dc.subject.lembAdministración de personal::Casos
dc.subject.lembClima organizacional::Casos
dc.titlePetrofac International Limited: el mercadeo interno, una estrategia efectiva en el manejo de personal
dc.typebachelorThesis
dc.publisherUniversidad del Rosario
dc.creator.degreeAdministrador de Negocios Internacionales
dc.publisher.programAdministrador de negocios internacionales
dc.publisher.departmentFacultad de administración
dc.subject.keywordEmpowerment
dc.subject.keywordEndomarketing
dc.subject.keywordInternal Customer
dc.subject.keywordInternal Marketing
dc.subject.keywordInternal Marketing Mix
dc.subject.keywordMotivation
dc.rights.accesRightsinfo:eu-repo/semantics/openAccess
dc.type.spaTrabajo de grado
dc.rights.accesoAbierto (Texto completo)
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
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dc.rights.licenciaEL AUTOR, manifiesta que la obra objeto de la presente autorización es original y la realizó sin violar o usurpar derechos de autor de terceros, por lo tanto la obra es de exclusiva autoría y tiene la titularidad sobre la misma. PARGRAFO: En caso de presentarse cualquier reclamación o acción por parte de un tercero en cuanto a los derechos de autor sobre la obra en cuestión, EL AUTOR, asumirá toda la responsabilidad, y saldrá en defensa de los derechos aquí autorizados; para todos los efectos la universidad actúa como un tercero de buena fe. EL AUTOR, autoriza a LA UNIVERSIDAD DEL ROSARIO, para que en los términos establecidos en la Ley 23 de 1982, Ley 44 de 1993, Decisión andina 351 de 1993, Decreto 460 de 1995 y demás normas generales sobre la materia, utilice y use la obra objeto de la presente autorización. -------------------------------------- POLITICA DE TRATAMIENTO DE DATOS PERSONALES. Declaro que autorizo previa y de forma informada el tratamiento de mis datos personales por parte de LA UNIVERSIDAD DEL ROSARIO para fines académicos y en aplicación de convenios con terceros o servicios conexos con actividades propias de la academia, con estricto cumplimiento de los principios de ley. Para el correcto ejercicio de mi derecho de habeas data cuento con la cuenta de correo habeasdata@urosario.edu.co, donde previa identificación podré solicitar la consulta, corrección y supresión de mis datos.


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