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Éxito Colombiano En La Internacionalización De Empresas Del Sector Textil Confecciones Leonisa S.A

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Éxito Colombiano En La Internacionalización De Empresas Del Sector Textil Confecciones Leonisa S.A 2011 ÉXITO COLOMBIANO EN LA INTERNACIONALIZACIÓN DE EMPRESAS DEL SECTOR TEXTIL CONFECCIONES LEONISA S.A CIRCE R. ÁLVAREZ MENDOZA y JUAN S. DÍAZ DOLUGAR Universidad Tecnológica de Bolívar 25/04/2011 ÉXITO COLOMBIANO EN LA INTERNACIONALIZACIÓN DE EMPRESAS DEL SECTOR TEXTIL: CONFECCIONES LEONISA S.A CIRCE ROXANA ÁLVAREZ MENDOZA JUAN SEBASTIÁN DÍAZ DOLUGAR UNIVERSIDAD TECONOLÓGICA DE BOLÍVAR FACULTAD DE ECONOMÍA Y NEGOCIOS Cartagena de Indias. D. T. y C. 2011 ÉXITO COLOMBIANO EN LA INTERNACIONALIZACIÓN DE EMPRESAS DEL SECTOR TEXTIL: CONFECCIONES LEONISA S.A CIRCE ROXANA ÁLVAREZ MENDOZA JUAN SEBASTIÁN DÍAZ DOLUGAR Trabajo de grado para optar por el título de Profesional en Finanzas y Negocios Internacionales PROFESOR ASOCIADO Luis Novoa Buitrago Docente de la Facultad de Ciencias Económicas y Administrativas UNIVERSIDAD TECONOLÓGICA DE BOLÍVAR FACULTAD DE ECONOMÍA Y NEGOCIOS Cartagena de Indias. D. T. y C. 2011 Cartagena, Abril 25 de 2011 Señor: Jorge Del Río Director de Programa de Finanzas y Negocios Internacionales Universidad Tecnológica de Bolívar L. C. La presente tiene como objetivo comunicarle que ponemos a su consideración el trabajo de grado titulado: “ÉXITO COLOMBIANO EN LA INTERNACIONALIZACIÓN DE EMPRESAS DEL SECTOR TEXTIL: CONFECCIONES LEONISA S.A.” Atentamente, Circe Roxana Álvarez Mendoza Juan Sebastián Díaz Dolugar Cartagena, Abril 25 de 2011 Señor: Jorge Del Río Director de Programa de Finanzas y Negocios Internacionales Universidad Tecnológica de Bolívar L. C. La presente tiene como objetivo comunicarle que he asesorado y pongo a su consideración el trabajo de grado titulado: “ÉXITO COLOMBIANO EN LA INTERNACIONALIZACIÓN DE EMPRESAS DEL SECTOR TEXTIL: CONFECCIONES LEONISA S.A.” el cual es desarrollado por los estudiantes Circe Roxana Álvarez Mendoza y Juan Sebastián Díaz Dolugar. Atentamente, Luis Alfredo Novoa Buitrago DEDICATORIA Dedicamos este trabajo a nuestras familias y a todos aquellos que durante cinco años estuvieron a nuestro lado. A quienes aún en la distancia nos apoyaron sólo podemos decirles Gracias... Finalmente esperamos que éste documento sea de gran utilidad a la comunidad académica y sirva de guía a todas esas empresas que sueñan con alguna vez ser INTERNACIONALES. AGRADECIMIENTOS Antes que nada, agradecemos a Dios por permitirnos culminar una nueva etapa en nuestras vidas. A nuestros padres y hermanos por ser nuestra inspiración, por ser un motivo para seguir adelante y por brindarnos su apoyo incondicionalmente. A nuestro tutor por su paciencia, por creer en nosotros y por convertirse en algo más que un guía. Queremos agradecerle a la Universidad Tecnológica de Bolívar por el tiempo dedicado a nuestra enseñanza y formación integral. A todos aquellos quienes de cualquier manera nos dieron las herramientas para lograr nuestro objetivo. TABLA DE CONTENIDO INTRODUCCIÓN ........................................................................................................ 1 0. PROPUESTA....................................................................................................... 2 0.1 DISEÑO DEL TRABAJO .................................................................................................. 2 0.1.1 Identificación del problema ........................................................................... 2 0.1.2 Objetivos........................................................................................................ 3 0.1.3 Justificación ................................................................................................... 4 0.1.4 Antecedentes de investigación ...................................................................... 5 0.1.5 Metodología de trabajo ................................................................................ 8 0.2 LOGROS ESPERADOS .................................................................................................... 9 0.3 PLAN DE TRABAJO ..................................................................................................... 10 1. HACIA UNA DEFINICIÓN DE INTERNACIONALIZACIÓN ...................................... 13 2. ENFOQUES TEÓRICOS DE LA INTERNACIONALIZACIÓN ..................................... 20 2.1. TEORÍA ECONÓMICA .................................................................................................. 20 2.1.1. Teoría de la Internalización ........................................................................... 20 2.1.2. Teoría Macroeconómica ............................................................................... 21 2.2. TEORÍA DEL PROCESO ................................................................................................. 22 2.2.1. Modelos de Internacionalización por etapas de la Escuela Uppsala (U- Model) ..................................................................................................................... 23 2.2.2. Modelos de la Internacionalización por etapas basados en la Innovación (I- Model) ..................................................................................................................... 24 2.2.3. Modelo del Ciclo de Vida ............................................................................... 26 2.2.4 Modelo de Jordi Canals .................................................................................. 28 3. LA INTERNACIONALIZACIÓN EN COLOMBIA ..................................................... 31 3.1 RECUENTO HISTÓRICO ............................................................................................... 31 4. EL MERCADO DE LAS CONFECCIONES EN COLOMBIA Y EL MUNDO ................... 36 4.1. DIAMANTE DE PORTER DE LA INDUSTRIA TEXTIL EN COLOMBIA ....................................... 43 4.1.1 Estrategia, estructura y rivalidad de empresas .......................................... 43 4.1.2 Condiciones de los factores de producción ................................................. 46 4.1.3 Condiciones de demanda ............................................................................ 49 4.1.4 Sectores afines y de apoyo .......................................................................... 50 4.1.5 Gobierno ...................................................................................................... 52 4.1.6 Hechos fortuitos .......................................................................................... 53 5 COMPAÑÍA QUE HIZO DE LAS CONFECCIONES COLOMBIANAS UN ÉXITO EN EL MUNDO. ................................................................................................................. 65 5.1 CONFECCIONES LEONISA S.A. ...................................................................................... 65 5.1.1 Historia de Confecciones Leonisa S.A .......................................................... 66 5.1.2 Portafolio de productos ............................................................................... 68 5.1.3 Canales de distribución ............................................................................... 71 5.1.4 Mercado interno .......................................................................................... 73 5.1.5 Mercado internacional. ............................................................................... 74 5.1.6 Influencia del sector en el proceso de internacionalización de la compañía. 98 5.1.7 Proceso de internacionalización. ............................................................... 100 6. COMPARACIÓN ENTRE MODELOS TEÓRICOS Y LA ESTRATEGIA DE INTERNACIONALIZACIÓN DE LEONISA S.A ............................................................. 104 6.1 TEORIA ECONÓMICA ................................................................................................ 105 6.1.2 Teoría de la Internalización ....................................................................... 106 6.1.3 Teoría Macroeconómica ........................................................................... 109 6.2 TEORÍA DEL PROCESO .............................................................................................. 110 6.2.1 Modelo de la escuela Uppsala (U-MODEL) ............................................... 110 6.2.2 Modelo basado en la Innovación (I-MODEL)............................................. 112 6.2.3 Teoría del ciclo de vida .............................................................................. 113 6.2.4 Modelo de Jordi Canals ............................................................................. 116 6.3 FACTORES DE ÉXITO ................................................................................................ 117 7 CONCLUSIONES ............................................................................................. 120 8 BIBLIOGRAFÍA ............................................................................................... 121 LISTAS ESPECIALES LISTA DE TABLAS Tabla 1: Estimación del tiempo requerido para cada una de las actividades de la investigación .............. 10 Tabla 2: Horas semanales destinadas al desarrollo de la investigación .................................................... 11 Tabla 3: Diferentes definiciones de internacionalización y sus autores ..................................................... 14 Tabla 4: Etapas del modelo del ciclo de vida del producto de Vernon ....................................................... 27 Tabla 5: Escuelas, teorías y autores de la internacionalización ................................................................. 30 Tabla 6: Aprehensiones del sector textil (COP$) ........................................................................................
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