Diana Trujillo Cárdenas

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

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Alpina S.A.


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


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

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Dress Your Home


The case documents the evolution of Dress Your Home (DYH) into a profitable line of business for Colcerámica. This was a great achievement since, outside of micro-finance businesses, there were very few large companies that had created successful initiatives with the base of the socio-economic pyramid. DYH initially sought to generate positive social effects through […]

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