Iniciaron comercialmente en Armenia. El 20 de noviembre de se creó la empresa confecciones Leonisa. Se incorpora en su fuerza de. CASO LEONISA. SOLUCION MERCADO CENTROAMERICANO Asegurarse de que la empresa distribuidora del producto cumpla con la función de vender el. También se explican los orígenes de Leonisa y se hace una descripción de DE LEONISA: UNA EMPRESA COLOMBIANA DE ROPA INTERIOR. COLOMBIA ESTUDIO DE CASOS Innovación presentación editor PYMES.

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The Audit area oversees the execution of the processes in each company, according to the policies established by the headquarters. Industrial Organization and Entrepreneurship in the developing countries: Backwards integration has been accomplished through the creation of companies that supply the inputs for underwear and swimwear production, where each specializes in the production of specific parts that were previously purchased from third parties.

The first purpose arises from concerns related to the political or economic situation in the countries where the group has a presence. Strategic Management Journal32 6 And the latter, with a concept that integrates the different product lines, seeks to create an identity for the Leonisa woman through the use of underwear. Functional strategies support the fulfillment of the value proposition and the creation and maintenance of competitive advantage De Wit and Meyer, The corporate strategy has become a multi-business company managed through a multi-divisional structure.

Where am I going to compete? For instance, in a country like Peru, the brand has a presence with its own stores retailFalabella large department storesdirect sales a subsidiary of Leonisa and the online store. An example the foregoing is the creation of the direct-sales channel in Colombia inwhich was replicated in eight countries without using franchises or management thereof through third parties, and a centralized management of the brand image.


British Journal of Management, 16 4 In addition, it identifies the multi-divisional structure adopted for the joint management of its businesses from two fronts, commercial and industrial.

For example, it would be interesting to analyze the possibility of rethinking the current multi-divisional structure based on the centralization of new processes. In turn, the IT area is responsible for developments for all subsidiaries, based on the needs of both production and distribution companies.

The N-form emphasizes lateral rather than vertical interactions; it proposes a shift to a place of command and control as opposed to bureaucratization. Journal of Knowledge Management18 4 Whittingtondescribes the organizational structure based on questions such as:. One synergy resulting from spontaneous collaborations between companies, lies in the usage of the surplus from underwear manufacturing inputs, which occurs between Votre and Prym Le Sensuel. The search was conducted using keywords that could account for the multi-business company from an administrative perspective such as HeadquartersMulti-business Firm and Multidivisional.

The Value of the Parent Company.

Leonisa. Los visionarios

What is my value proposition? For instance, if a subsidiary sees an opportunity to open a new sales channel, the proposal is presented to the headquarters.

The four main distribution channels are national and international in scope. What are the purposes of the company in forming a business group? By way of illustration, the corporate procurement committee is made up of people from the headquarters and Votre ; from there, synergies are promoted with the aim of improving bargaining power with suppliers.


The Corporate Headquarters in the Contemporary Corporation: Harvard Business Review76 5 With regards to the allocation of resources from headquarters to the different subsidiaries, there are guidelines for developing the budget of each country or company. Strategy, Structure and Social Science.

One of the interviewees comments on this:. Namely, there is no hierarchy of corporate executives dedicated exclusively to the management of the business as a whole.


Namely, this case also takes distance from the literature presented on the corporate centers of multi-business companies in developed countries. All of the above illustrates the structure of the companies belonging to the Leonisa group in Figure 2from the commercial and administrative including the productive fronts. On this account, it was decided to complement this information with other authors recognized within the topic of multidivisional structure.

Secondly, two techniques were used to collect the data: The management of information and managers in subsidiaries of multinational corporations. The literature review on multi-divisional structure gains relevance in publications produced between andparticularly in the context of developed countries.

For example, regarding internal management, all subsidiaries are supported from the areas of Treasury, Audit and IT. Harvard Business Review78 1 Dissen To commercialize the products manufactured in the original business in the Colombian retail sector.

CASO LEONISA by Catalina velandia on Prezi Next

For instance, should Colombia become an unliveable country or Costa Rica become an unviable country at some point, products could be supplied through polyfunctional plants, which would not be specialized in a single product line. Journal of International Management18 3 Its corporate strategy leinisa characterized as related diversification, with vertical backward and forward integration. Even so, the senior management of this group exercises leeonisa related to the corporate level of the strategy.

In line with the above, Leonisa has strengthened its competitive strategy to continue to grow sales in the four channels and promote the positioning of the brand worldwide.