Diseño de una metodología basada en principios ágiles para la implementación de un nuevo CRM de clase mundial en un laboratorio farmacéutico de la República del Paraguay.
Tesis Materias > Ciencias Sociales Universidad Internacional Iberoamericana Puerto Rico > Docencia > Trabajos finales de Máster Cerrado Español A través de este trabajo de tesis se expone el diseño de una metodología basada en principios ágiles, para la implementación de un CRM (Customer Relationship Management) en un laboratorio farmacéutico de la república del Paraguay. El fin que se busca para el diseño de esta metodología basada en principios ágiles para la implementación de un CRM (Customer Relationship Management), es que las empresas que la adopten puedan transitar un proceso ágil, robusto y concreto, que les permita reducir los tiempos de implementación gracias a la eficiencia de la misma, y esto les brinde una ventaja competitiva. Esta ventaja competitiva puede darse en primer lugar, por salir al mercado con un sistema estratégico de apoyo al área comercial en un menor tiempo, y en segundo lugar, por una reducción sustancial de las horas dedicadas al proyecto, por parte de las personas involucradas a este. Para la elaboración de esta guía metodológica, se ha empleado en primer lugar y como metodología para fomentar la creatividad y la innovación, el Design Thinking, y como metodología ágil para el proceso de ejecución de la metodología en sí, se ha empleado Scrum, junto con sus roles, sus artefactos y sus ceremonias. El diseño de investigación elegido para elaborar este trabajo ha sido el Diseño de Investigación Descriptiva, debido a que se ha utilizado el instrumento del tipo encuesta para recabar información sobre del grado de conocimiento y penetración acerca de los CRM (Customer Relationship Management) y las metodologías ágiles, con foco en Scrum y en Design Thinking. Se ha tomado como población al área comercial de un laboratorio farmacéutico y la muestra fue de aproximadamente el 18% de la población. La estructura utilizada para el diseño de la metodología fue establecida en cinco fases, las cuales son: relevamiento, capacitación, segmentación, targeting e implementación. Los resultados logrados han sido satisfactorios considerando la ejecución del piloto dentro de la fase de prototipado. Técnicamente es un proyecto de diseño viable. Así mismo, los indicadores financieros dan cuenta que la metodología es financieramente viable también. Y a nivel de riesgos, los mismos han sido analizados y los tres riesgos detectados con nivel alto, han sido considerados y mitigados. metadata Sabatini Barragán, Germán Alberto mail german.sabatini@fapasapl.com.py (2022) Diseño de una metodología basada en principios ágiles para la implementación de un nuevo CRM de clase mundial en un laboratorio farmacéutico de la República del Paraguay. Masters thesis, SIN ESPECIFICAR.
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A través de este trabajo de tesis se expone el diseño de una metodología basada en principios ágiles, para la implementación de un CRM (Customer Relationship Management) en un laboratorio farmacéutico de la república del Paraguay. El fin que se busca para el diseño de esta metodología basada en principios ágiles para la implementación de un CRM (Customer Relationship Management), es que las empresas que la adopten puedan transitar un proceso ágil, robusto y concreto, que les permita reducir los tiempos de implementación gracias a la eficiencia de la misma, y esto les brinde una ventaja competitiva. Esta ventaja competitiva puede darse en primer lugar, por salir al mercado con un sistema estratégico de apoyo al área comercial en un menor tiempo, y en segundo lugar, por una reducción sustancial de las horas dedicadas al proyecto, por parte de las personas involucradas a este. Para la elaboración de esta guía metodológica, se ha empleado en primer lugar y como metodología para fomentar la creatividad y la innovación, el Design Thinking, y como metodología ágil para el proceso de ejecución de la metodología en sí, se ha empleado Scrum, junto con sus roles, sus artefactos y sus ceremonias. El diseño de investigación elegido para elaborar este trabajo ha sido el Diseño de Investigación Descriptiva, debido a que se ha utilizado el instrumento del tipo encuesta para recabar información sobre del grado de conocimiento y penetración acerca de los CRM (Customer Relationship Management) y las metodologías ágiles, con foco en Scrum y en Design Thinking. Se ha tomado como población al área comercial de un laboratorio farmacéutico y la muestra fue de aproximadamente el 18% de la población. La estructura utilizada para el diseño de la metodología fue establecida en cinco fases, las cuales son: relevamiento, capacitación, segmentación, targeting e implementación. Los resultados logrados han sido satisfactorios considerando la ejecución del piloto dentro de la fase de prototipado. Técnicamente es un proyecto de diseño viable. Así mismo, los indicadores financieros dan cuenta que la metodología es financieramente viable también. Y a nivel de riesgos, los mismos han sido analizados y los tres riesgos detectados con nivel alto, han sido considerados y mitigados.
| Tipo de Documento: | Tesis (Masters) |
|---|---|
| Palabras Clave: | CRM, Metodologías Ágiles, Scrum, Design Thinking. |
| Clasificación temática: | Materias > Ciencias Sociales |
| Divisiones: | Universidad Internacional Iberoamericana Puerto Rico > Docencia > Trabajos finales de Máster |
| Depositado: | 03 May 2024 23:30 |
| Ultima Modificación: | 03 May 2024 23:30 |
| URI: | https://repositorio.unib.org/id/eprint/3077 |
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