Roberto Gutiérrez

Associate Professor in the School of Management at the Universidad de los Andes.

 

Publications

Alpina S.A.

2009

Este caso requiere que los estudiantes a tomen el papel de Juan Pablo Fernández, quien, tres años después de unirse a la empresa, se convirtió en su Vicepresidente de Marketing en 2006.

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Cerámicas de Costaragua: The Challenges of Selling to Low-Income Citizens

2003

This case may be used in courses on logistics, value chain management, inclusive businesses, and social responsibility.

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The Centro de Gestión Hospitalaria (Hospital Management Center)

2003

By discussing this case, students can gain a better understanding of how competitors can collaborate in some areas, as well as the need to renew the value created for individual partners in order to keep an alliance alive and fruitful.

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Codensa: Easy Credit for All

2014

This case describes how Codensa, an electricity company in Bogotá and Cundinamarca (Colombia), developed an easy-access consumer credit business model for low-income populations leveraged by the cost structure of its core business. Codensa offered consumer credit to low income populations through the Codensa Hogar business unit, by linking together a value chain of large retailers […]

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Collaboration mechanisms for sustainable innovation

2018

The purpose of this article is to advance research on sustainable innovation through a business model (hereafter, BM) perspective. We consider the BM as a boundary-spanning system that encompasses various firms, in which value is created, exchanged and captured. More specifically, we look at the changes called for by the imperative of sustainable development, through […]

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