Browsing by Author "Melo-Camacho, Karen Julieth"

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