Thesis ESTRATEGIA PARA UNA EDITORIAL CHILENA
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Date
2013-06
Journal Title
Journal ISSN
Volume Title
Program
DEPARTAMENTO DE INGENIERÍA COMERCIAL. MAGÍSTER EN GESTIÓN EMPRESARIAL-MBA
Campus
Casa Central Valparaíso
Abstract
La Industria Editorial en Chile está conformada principalmente por empresas de
pequeño tamaño, cuyos títulos van desde temas científicos hasta literatura. En los
últimos años esta industria ha sufrido cambios significativos, debido a la llegada de
multinacionales, que ven en países emergentes como Chile un nuevo mercado para
vender sus productos.
Se debe agregar a lo anterior los avances tecnológicos que han permitido a los clientes a
acceder a títulos en nuevos dispositivos, como por ejemplo: e-books, laptop, internet,
cds, y dvds, los cuales son vendidos a precios más bajos que los libros impresos, debido
principalmente al mayor impuesto al valor agregado (IVA) que hay que pagar en Chile
con respecto a la región, coloca a la industria editorial en una posición desventajosa.
En esta industria se encuentra Editorial Universitaria, empresa con más de 60 años de
trayectoria en el país, cuyos títulos buscan acrecentar el conocimiento y nivel cultural de
los chilenos.
El objetivo de la investigación es diseñar y recomendar una estrategia enfocada al
mercado para Editorial Universitaria. La hipótesis del estudio apunta a si la editorial
diseña una estrategia de vinculación con el cliente, permitirá generar una propuesta de
valor que influya en la decisión de compra de sus clientes.
The Publishing Industry in Chile is composed primarily of small companies, whose titles range from scientific issues to literature. In recent years this industry has undergone significant changes due to the arrival of multinationals, which are in emerging countries like Chile a new market to sell their products. It should add to that the technological advances that have allowed customers to access titles in new devices, such as: e-books, laptop, internet, CDs, and DVDs, which are sold at prices lower than those printed books, mainly due to higher value-added tax (VAT) to be paid in Chile with respect to the region, places the publishing industry at a disadvantage. This industry is University Publishing company with over 60 years of experience in the country, whose titles seek to increase knowledge and cultural level of the Chileans. The research objective is to design and recommend a market-driven strategy for Editorial Universitaria. The study hypothesis if the publisher aims to design a strategy to link with the customer, to generate a value proposition to influence the buying decision of their customers.
The Publishing Industry in Chile is composed primarily of small companies, whose titles range from scientific issues to literature. In recent years this industry has undergone significant changes due to the arrival of multinationals, which are in emerging countries like Chile a new market to sell their products. It should add to that the technological advances that have allowed customers to access titles in new devices, such as: e-books, laptop, internet, CDs, and DVDs, which are sold at prices lower than those printed books, mainly due to higher value-added tax (VAT) to be paid in Chile with respect to the region, places the publishing industry at a disadvantage. This industry is University Publishing company with over 60 years of experience in the country, whose titles seek to increase knowledge and cultural level of the Chileans. The research objective is to design and recommend a market-driven strategy for Editorial Universitaria. The study hypothesis if the publisher aims to design a strategy to link with the customer, to generate a value proposition to influence the buying decision of their customers.
Description
Keywords
ESTRATEGIA
