Browsing by Author "Karen Julieth Melo Camacho"

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    Disrupción competitiva en el mercado de plataformas digitales de transporte en Bogotá durante el periodo 2024 -2025
    Karen Julieth Melo Camacho; Gerson Manuel Anduquia Rodriguez
    This technical report analyzes the phenomenon of competitive disruption generated by the entry of national and international applications into the urban transportation app market in Bogotá, Colombia, from the perspective of strategic marketing management. It seeks to understand how intensive market-entry strategies based on competitive pricing, service diversification, and alliances with traditional actors transform the market structure and affect both the sustainability of established platforms and the other actors that are part of this ecosystem. Through research instruments, the report examines the implications of this phenomenon for market share and consumer perception, with the aim of providing a comprehensive understanding of the challenges and opportunities organizations face in response to the emergence of new digital models in a highly competitive environment and under ambiguous regulation.