Diseño de un modelo de cuadro de mando integral (Balanced Scorecard - BSC -) para una empresa que brinda servicios de asesoría en la ciudad de Guayaquil.
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2015-03-06
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Universidad de Guayaquil. Facultad de Ingeniería Industrial. Maestría en Sistemas de Producción y Productividad.
Resumen
La presente tesis tiene por objetivo principal el Diseño un Modelo de Gestión Estratégica, utilizando el Balanced Scorecard, como herramienta de análisis, control y seguimiento; para lograr lo anterior se debe realizar un diagnóstico de la situación actual de la empresa, definir las fortalezas y debilidades de la compañía, diseñar los procesos en función de las necesidades; todo esto con el propósito de identificar la estrategia adecuada para mantener el negocio en el tiempo y aprovechar así las ventajas competitivas de la empresa dentro del mercado en el que se desenvuelve. El alcance de este trabajo abarca empresas que brindan servicios, particularmente servicios de asesorías. Esta investigación recoge la información de las variables de interés mediante el uso de encuestas, dicha información es del tipo cualitativa con entrevistas al cliente interno y cliente externo de la empresa investigada, por lo tanto la presente tesis se desarrolla bajo el tipo de investigación Descriptiva-Exploratoria. De lo desarrollado en este trabajo de investigación se puede concluir que es posible diseñar un Modelo de Gestión Estratégica, utilizando el Balanced Scorecard, como herramienta de mejora continua, se determina también que se pueden seguir los mismos pasos para el análisis de una empresa de cualquier tipo; tomando en cuenta que cada empresa deberá dar un enfoque muy particular a la estrategia dependiendo de los objetivos y de los resultados de aplicar la matriz de Fortalezas – Oportunidades – Debilidades – Amenazas. En resumen, definir acertadamente la misión, visión y estrategia servirá de base para el desarrollo del Mapa Estratégico, la aplicación del Balanced Scorecard e indiscutiblemente todo esto derivará a una eficiente administración de la organización o empresa.
The present thesis takes the Design as a principal aim a Model of Strategic Management, using the Balanced Scorecard, as tool of analysis, control and follow-up; to achieve the previous thing it is necessary to to realize a diagnosis of the current situation of the company, define the strengths and weaknesses of the company, design the processes depending on the needs; all that with the intention of identifying the strategy adapted to support the business in the time and to take advantage this way of the competitive advantages of the company inside the market in the one that is unrolled. The scope of this work includes companies that offer services, particularly services of advising. This investigation gathers the information of the variables of interest by means of the use of surveys, the above mentioned information is of the type qualitative with you interview the internal client and external client of the investigated company, therefore the present thesis develops under the type of Descriptive - exploratory investigation. Of the developed in this work of investigation it is possible to conclude that it is possible to design a Model of Strategic Management, using the Balanced Scorecard, as tool of constant improvement, one determines also that can follow the same steps for the analysis of a company of any type; bearing in mind that every company will have to give a very particular approach to the strategy depending on the aims and of the results of applying the counterfoil of Strengths - Opportunities - Weaknesses - Threats. In short, to define acertadamente the mission, vision and strategy will use as base for the development of the Strategic Map, the application of the Balanced Scorecard and indisputably all that will derive to an efficient administration of the organization or company.
The present thesis takes the Design as a principal aim a Model of Strategic Management, using the Balanced Scorecard, as tool of analysis, control and follow-up; to achieve the previous thing it is necessary to to realize a diagnosis of the current situation of the company, define the strengths and weaknesses of the company, design the processes depending on the needs; all that with the intention of identifying the strategy adapted to support the business in the time and to take advantage this way of the competitive advantages of the company inside the market in the one that is unrolled. The scope of this work includes companies that offer services, particularly services of advising. This investigation gathers the information of the variables of interest by means of the use of surveys, the above mentioned information is of the type qualitative with you interview the internal client and external client of the investigated company, therefore the present thesis develops under the type of Descriptive - exploratory investigation. Of the developed in this work of investigation it is possible to conclude that it is possible to design a Model of Strategic Management, using the Balanced Scorecard, as tool of constant improvement, one determines also that can follow the same steps for the analysis of a company of any type; bearing in mind that every company will have to give a very particular approach to the strategy depending on the aims and of the results of applying the counterfoil of Strengths - Opportunities - Weaknesses - Threats. In short, to define acertadamente the mission, vision and strategy will use as base for the development of the Strategic Map, the application of the Balanced Scorecard and indisputably all that will derive to an efficient administration of the organization or company.
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SISTEMAS DE PRODUCCIÓN Y PRODUCTIVIDAD, GESTIÓN ESTRATÉGICA, BALANCED SCORECARD, VENTAJAS COMPETITIVAS