published_or_final_version / Business Administration / Master / Master of Business Administration

This thesis explores the experience of the historical and contemporary commercial manager, its rise and fall as an expert occupation and its rise again as potentially a new organisational profession in the project-led organisation. Despite their importance in such organisations, commercial managers often report not seeing their work as a site for innovation and being viewed as being impediments to the experience of other functions in cross-functional teams. Their main association, the IACCM, intends to improve the status of commercial managers through 'professionalisation'. However, historically, the commercial manager was of considerable status, in the firms of the late Industrial Revolution. They have been lost to the principal histories of British management, until now. How was the status of the occupation lost? This thesis considers the historical structuring of the occupation through analysis and interpretation of historical employment archives and the novel use of historical actor's own situations wanted advertising to reconstruct the experience of the historical commercial manager.The lived experience of contemporary commercial managers was investigated using Critical Incident Technique and phenomenological content analysis of first-person accounts of commercial managers successfully and unsuccessfully attempting to innovate within their routine work. The conflicts and scarcities of their position are key elements amongst the antecedents of insight that lead to commercial innovation. This thesis responds to Rickard's (2003) call for more realistic research into innovation and practical models of the actual practices of innovating people. Past and present are unified by an analysis of trait and ideological theories of professionalism. Through development of a framework for assessing progress in professional mobility projects, conditions for the fall of historical commercial managers are theorised and the status of modern commercial managers is analysed. Several key debates are also considered, such the rate of vertical integration in British firms.The limitation of the study in both its historical and contemporary parts is the availability of data and interpretive approach taken to it. Although the method by which data types were elicited and analysed is clear and repeatable, there is a limitation in the degree to which the data is representative, in terms of the degree of participation of commercial managers and the physical limits of the archive; interpretation can only be carried out on the data that actually survives. Further work is proposed and recommendations are made for supporting the professional mobility of modern commercial managers. Once again, commercial managers find themselves as a response to the concerns of capital and enterprise, yet will their putative institution be able to create the kind of collective mobility that was impossible for their historical forebears?

La presente tesis de investigación es la propuesta y adaptación de un modelo de Gestión Comercial para una Micro y Pequeña Empresa (Mype) que se desarrolla en el sector olivícola en el Departamento de Arequipa en el Perú. Un modelo basado en la herramienta de Gestión por Procesos con el fin de proporcionar a la Mype lineamientos que sirvan de estándar de crecimiento para el incremento de su productividad y desarrollo sostenible en el tiempo. La metodología empleada es un estudio a campo recopilando información primaria mediante entrevistas a profundidad complementando con datos de fuentes secundarias de instituciones públicas y privadas, artículos científicos, libros especializados, normativas y legislación general. / This research thesis is the proposal and adaptation of a Commercial Management model for a Micro and Small Enterprise (Mype) that is developed in the olive sector in the Department of Arequipa in Peru. A model based on the Process Management tool in order to provide the Mype with guidelines that serve as a growth standard for increasing its productivity and sustainable development over time. The methodology used is a field study collecting primary information through in-depth interviews supplemented with data from secondary sources of public and private institutions, scientific articles, specialized books, regulations and general legislation. / Tesis

El presente plan de negocios identifica necesidades no satisfechas en el mercado de ventas hamburguesas en Lima, tanto en el producto como en el servicio. Por ello, se propone la implementación de una panificadora de pan artesanal que pueda cubrir la demanda actual y futura de este mercado, superando las expectativas de los clientes. De esta manera, se desarrollará una propuesta diferenciada que se sustentará en tres pilares: flexibilidad, servicio personalizado y desarrollo de productos. El análisis del entorno muestra condiciones favorables para la implementación del negocio. Asimismo, las características del consumidor peruano, junto con las nuevas tendencias a nivel global y local, garantizan un desarrollo sostenible de la panificadora. De esta manera, el negocio estará en la capacidad de ofrecer una propuesta de valor sólida, a un mercado en crecimiento, elevando el estándar actual. Se espera recuperar la inversión de 122,010.34 soles, que será financiada al 100% por los cuatro accionistas, dentro de 1.25 años, obteniendo un valor actual neto de 797,565.79 soles y una tasa interna de retorno de 100%. Según esta evaluación del negocio, se concluye la factibilidad de su implementación, generando significativa rentabilidad para los socios. / This business plan identifies unmet needs in the burger sales market in Lima, both in terms of product and service. Therefore, the implementation of an artisan bread bakery that can meet the current and future demand of this market, exceeding customer expectations, is proposed. In this way, a differentiated proposal, based on three pillars: flexibility, personalized service and product development, will be established. The analysis of the environment shows favorable conditions for the implementation of the business. Likewise, the characteristics of the Peruvian consumer, together with new trends at a global and local level, guarantee a sustainable development of the bakery. In this way, the business will be able to offer a solid value proposition to a growing market, raising the current standard. The payback of the investment of 122,010.24 soles, which will be financed 100% by the four shareholders, is expected within 1.25 years, obtaining a net present value of 797,565.79 soles and an internal rate of return of 100%. According to this evaluation of the business, the feasibility of its implementation is concluded, generating significant profitability for the partners. / Trabajo de investigación

机票超售,即售出的機票多於飛機客艙座位的數量，已經作為“國際慣例“被航空公司廣泛採用。但是这种做法是有争议的，因為其容易導致航班超售，使得旅客被拒登機而滯留，影響航空公司的聲譽。在這篇論文中，我們使用逆向拍賣的機制尋找自願放棄登機資格的旅客以收回部份已預售的低端機票來滿足高端旅客的需求，并同時根據拍賣實現的結果來賠償被拒絶登機旅客。具體地說，我們建立一個二期的機票銷售模型，並且假定低端與高端旅客分別在第一第二個銷售期到來，而航空公司通過決定其在兩個銷售期的銷售策略，使得其利潤最大化。在模型中，航空公司可利用逆向拍賣的方法，要求低端旅客在購買機票的時候，提交一個其在因為航班超售時，自願放棄座位的赔偿要求。當航班超售時，航空公司可根據低端旅客的競投信息，從中挑選出價最低的旅客，通過滿足他們的賠償要求，收回他們的機票以滿足高端旅客的需求。我们发现我们的机制在大多数情况下，可以提高航空公司的利润，改善航班的登機效率，同时，也能滿足部份低端旅客通過改變計劃行程獲取賠償的需求。我們也會比較逆向拍賣機制與其他現有機制，例如固定價格補償機制。此外，我們也會就逆向拍賣機票銷售模型中的定價问题进行研究。 / With increasing applications of revenue management, airline companies often oversell their tickets. This practice is controversial because some passengers would not be able to board when the number of show-up customers exceeds the available seats. And this might make the affected customers upset and thus affect the future revenue of the airline. In this paper, we propose a new mechanism - a call-back auction, in which the passengers are asked to submit a bid to indicate the compensation they would like to receive for giving up their seats and changing their original flight schedule. This could provide the airline with information to select passengers with the lowest compensation requirements and also reduce the negative impact on customer relationship. We develop a model with booking limit decision and examine the impact of this call-back auction mechanism on the airline's profitability and compare it with other existing mechanisms such as fixed-price compensation. We find that our mechanism can lead to higher profit for the airlines in most cases. In this study, pricing issues are also examined. / Detailed summary in vernacular field only. / Zhong, Zhiheng. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2012. / Includes bibliographical references (leaves 72-76). / Abstracts also in Chinese. / Table of Contents --- p.vii / Chapter 0 --- Notation / Chapter 1 --- Introduction --- p.1 / Chapter 2 --- Literature Review --- p.7 / Chapter 3 --- Call-back Auction --- p.13 / Chapter 3.1 --- The Concept --- p.13 / Chapter 3.2 --- Implementation --- p.14 / Chapter 4 --- A Two-Period Model with Call-back Auction --- p.19 / Chapter 4.1 --- Uniform Price Call-back Auction --- p.21 / Chapter 4.2 --- Numerical Examples --- p.27 / Chapter 4.3 --- First-price Call-back Auction --- p.35 / Chapter 4.4 --- Revenue Comparison --- p.39 / Chapter 4.5 --- Call-back Auction with Reserve Compensation --- p.41 / Chapter 4.6 --- Alternative Information Structure --- p.50 / Chapter 5 --- Endogenous High-fare Price --- p.59 / Chapter 5.1 --- Additive Demand Function --- p.60 / Chapter 6 --- Conclusion --- p.68 / Bibliography --- p.72

Thesis (Ph.D)--Industrial and Systems Engineering, Georgia Institute of Technology, 2009. / Committee Co-Chair: George L. Nemhauser; Committee Co-Chair: Martin W. P. Savelsbergh; Committee Member: Bruce K. Sawhill; Committee Member: Joel Sokol; Committee Member: Ozlem Ergun. Part of the SMARTech Electronic Thesis and Dissertation Collection.

Aunque el mercado de diarios impresos se contrae año a año, el mercado regional aún es muy atractivo y hay potencial para desarrollar e incrementar las ventas mediante campañas promocionales. Más aún si la promoción está dirigida específicamente a las regiones del interior del país de la mano de un diario local, de tradición y bien posicionado. Hemos identificado que las promociones son trabajadas en su mayoría por diarios populares y principalmente capitalinos. Consideramos que podemos capitalizar mejor y tener una muy buena aceptación si se trabaja con un diario local, dirigido al segmento de lectores que prefieren comprar el diario local y que valoran las promociones. Según el análisis realizado, del total de lectores de diarios impresos, el 25% lee o prefiere leer diarios serios y el 75% prefiere diarios populares o deportivos; consideramos que debemos actuar en este nicho de mercado debido a que las necesidades de este segmento seleccionado no están totalmente cubiertas por otros medios y es una excelente alternativa para trabajar con un diario local bien posicionado en regiones. Para validar la propuesta de las promociones en un diario local y serio hemos llevado a cabo un sondeo en las diferentes ciudades del Perú, donde queda demostrado que las promociones son bastante valoradas por el público objetivo y casi el 60% de los encuestados afirman que cambiarían de diario si les ofrecen una buena y atractiva promoción. Los KPIs que demuestran que esta propuesta es viable son: el incremento de venta de diarios en 3% y la venta de publicidad en 5%, obteniendo un VAN de S/ 1´001,326. Cabe recalcar que nuestra propuesta promocional fue realizada durante los años 2018 y 2019 antes de que se diera inicio a la pandemia Covid-19, por lo que la propuesta podría tener cambios importantes dado el nuevo contexto y el tiempo que dure la pandemia. / We have worked in this opportunity to growth sales in a regional newspaper, because although the printed newspaper market shrinks year by year, the regional market is still very attractive and there is a potential to develop and increase sales through attractive promotional campaigns. Even more if the promotion is specifically targeted at a Peruvian particular region from the hand of a local newspaper, well positioned and traditional. We have identified that the promotions are mostly worked by the “popular newspapers¨ and mainly in the capital Lima. We believe that we can better capitalize and have a very good acceptance, if we work with a local newspaper, focused at the segment of readers who prefer to buy the local newspaper and who value promotions. According to the analysis, of the total number of readers of printed newspapers, 25% read or prefer reading serious newspapers, and 75% prefer popular newspapers and sports news; we consider that we must act in this market, because of the needs of this selected segment are not fully covered by others, and it is an excellent alternative to work with a well-positioned local newspaper in Peruvian regions. To validate the proposal of the promotions in a local and serious newspaper we have taken a survey in the different cities of Peru, where it is shown that the promotions are highly valued by the target audience and almost 60% of respondents say they would change the newspaper if they offer them a good and attractive promotion. The KPIs that demonstrate that this proposal is viable are: the increase in newspaper sales by 3% and the sale of advertising by 5%, obtaining a NPV of S / 1'001,326. It should be noted that our promotional proposal was made during the years 2018 and 2019 before the Covid-19 pandemic began, so the proposal could have important changes given the new context and the duration of the pandemic. / Trabajo de investigación

El contenido de este trabajo de investigación presenta a la gestión comercial como proceso estratégico el cual permitirá que los productores de cacao fino de aroma puedan incrementar sus ventas, así como evitar que devalúen su producto por malas prácticas, gestionar y cumplir los pedidos recibidos de los clientes finales lo cual permita mejorar su productividad en el sector cacaotero orgánico. Este proceso abarcará los sub procesos de: Investigación de requerimientos del cliente, búsqueda de clientes, gestión de ventas y gestión de pedidos. De acuerdo a los objetivos planeados, establece un plan estratégico que permita alcanzar los resultados esperados, así mismo, se encarga de recibir los pedidos de los clientes y gestionar todos los procedimientos necesarios, apoyándose de los otros procesos para cumplir con el pedido. Por otro lado, la gestión comercial identificará los requerimientos del cliente dentro del mercado al que se dirige para establecer estrategias con ayuda de los procesos claves y de soporte para cumplir con los requerimientos cambiantes del mercado. / The content of this research paper presents commercial management as a strategic process which will allow producers of fine aroma cocoa to increase their sales, as well as prevent them from devaluing their product due to bad practices, manage and fulfill the orders received from final customers which allows to improve their productivity in the organic cocoa sector. This process will cover the following processes: Investigation of customer requirements, customer search, sales management and order management. According to the planned objectives, it establishes a strategic plan that allows to reach the expected results, likewise, it is in charge of receiving the orders of the clients and managing all the necessary procedures, relying on the other processes to fulfill the order. On the other hand, commercial management will identify the customer's requirements within the market to which it is directed to establish strategies with the help of key processes and support to meet changing market requirements. / Tesis

Esta tesis tiene como propósito fundamental diseñar un proceso de gestión comercial en la Cooperativa Agraria de Servicios Agro-Inka C.P.P. Ltda. A través de un sistema de gestión por procesos, el cual incluye al proceso de gestión comercial que permitirá la productividad monetaria y en rendimiento de la cooperativa. En el CAPÍTULO 1; se desarrolla la base teórica para respaldar la presente tesis a través de la revisión de la literatura, así como el marco teórico y casos de éxito que ayudan a la investigación. En el CAPÍTULO 2; se describe la situación actual del sector agrícola como de la cooperativa a través del levantamiento de la información y se analiza la metodología de la investigación, con el cual se identifica el problema y su relación con el proceso de gestión comercial. En el CAPÍTULO 3; se desarrolla la propuesta general y específica, siendo la primera el sistema básico de gestión por procesos y la propuesta del diseño del proceso de gestión comercial, el cual comprende los flujogramas, los procedimientos, la caracterización del subproceso y la ficha del indicador para medir el desempeño. En el CAPÍTULO 4; se realiza la validación del modelo de Gestión por Procesos y Gestión Comercial mediante el juicio de expertos y resultados de los agricultores. Finalmente, en el CAPÍTULO 5; se describe las conclusiones, recomendaciones y futuras líneas de investigación que permitirán la futura implementación del sistema y alcanzar el objetivo de la presente tesis. / The fundamental purpose of this thesis is to design a commercial management process in the Cooperativa Agraria de Servicios Agro-Inka C.P.P. Ltda Through a process management system, which includes the commercial management process that will allow the monetary productivity and performance of the cooperative. In CHAPTER 1; the theoretical basis is developed to support the present thesis through the review of the literature, as well as the theoretical framework and success cases that help the investigation. In CHAPTER 2; The current situation of the agricultural sector as well as that of the cooperative is described through the collection of information and the research methodology is analyzed, with which the problem is identified and its relation with the commercial management process. In CHAPTER 3; the general and specific proposal is developed, the first being the basic system of management by processes and the proposal of the design of the commercial management process, which includes the flowcharts, the procedures, the characterization of the subprocess and the tab of the indicator to measure the performance. In CHAPTER 4; Validation of the Management by Processes and Commercial Management model is carried out through expert judgment and farmers' results. Finally, in CHAPTER 5; It describes the conclusions, recommendations and future lines of research that will allow the future implementation of the system and achieve the objective of this thesis. / Tesis

El presente trabajo busca dar a conocer el concepto y la puesta en práctica de una empresa de Brand Integration. Concepto de comunicación que busca mediante el entretenimiento comunicar de manera eficiente la intención y los valores de la marca. El Brand Integration utiliza herramientas del mundo del entretenimiento para generar la atención del target y de esta manera poder comunicar de manera eficiente. Busca que los consumidores se acerquen al mensaje de manera propia, intenta eliminar el acercamiento incómodo que, hoy, genera la publicidad para el consumidor. De esta manera se aporta al entretenimiento del consumidor y se comunica de manera eficiente. Asimismo, el Brand Integration representa una nueva oportunidad de negocio no solo para las agencias sino también para los clientes ya que al ser dueños del contenido pueden también distribuirlo. De esta manera ya no solo tendrán que invertir por colocar su publicidad, sino que pueden hasta llegar a rentabilizar su comunicación. El Brand Integration es una herramienta muy poderosa para comunicar que, en otros mercados, con industrias de entretenimiento más potentes, funcionan muy bien. En el Perú se presentan varios retos para poder volver poderosa esta herramienta: Introducir el concepto en las áreas de Marketing Dar a entender el modelo de negocio de Brand Integration Buscar empresas con apuestas a largo plazo Encontrar partners de entretenimiento interesados en este modelo de negocio / This paper seeks to publicize the concept and implementation of a Brand Integration company. It’s a communication concept that seeks through entertainment to efficiently communicate the intention and values of the brand. Brand Integration uses tools from the world of entertainment to generate the attention of the target and thus be able to communicate efficiently. We want consumers to approach the message in their own way, trying to eliminate the uncomfortable approach that, today, advertising generates for the consumer. In this way it contributes to the entertainment of the consumer and communicates efficiently. Likewise, Brand Integration represents a new business opportunity not only for agencies but also for clients since by owning the content they can distribute it as well. In this way, they will not only have to invest to place their advertising, but they can even make their communication profitable. Brand Integration is a very powerful tool to communicate that, in other markets, with more powerful entertainment industries, they work very well. In Peru there are several challenges to making this tool powerful: Introducing the concept in the marketing departments Understanding the business model of Brand Integration Finding companies with long-term investments Finding entertainment partners interested in this business model / Trabajo de investigación