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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Notwithstanding, since Leonisa as a producer and marketer of underwear evolved into a multi-business company, it vaso necessary to exercise corporate functions that led it to adopt a multi-divisional structure, but not an autonomous corporate center.

Leonisa. Los visionarios

In addition, it identifies the multi-divisional structure adopted for the joint management of its businesses from two fronts, commercial and industrial. Literature Review While corporate strategy addresses the questions: Corporate strategy is concerned with both the definition of the business portfolio and its management.

Chapters in the History of the Industrial Enterprise. Table 2 Companies belonging to Leonisa Company Creation Purposes Structure Votre Passion To establish a commercial network of saleswomen to reach a larger number of customers located anywhere in the country.


DissertationUniversity of St. 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. This, of course, grants greater versatility and efficiency in meeting market demands. However, it does not have an autonomous corporate center, i. Functional strategies support the fulfillment of the value proposition and the creation and maintenance of competitive advantage De Wit and Meyer, Firstly, an exploration on journals specializing on the Business and Management area and the category of Strategy and Management from Scimago Journal and Country Rank and ISI Web of Science was carried out for leonisq period comprised between and Dissen To commercialize the products manufactured in the original business in the Colombian retail sector.


On the commercial front forward vertical integrationall products are received and sold across multiple platforms to reach a larger number of customers. Instead, these headquarters are evidenced by the functions exercised by its directors at the corporate level of the strategy, such as: Headquarters are understood as a central organizational unit wherefrom business units BUs are managed Menz et al. Harvard Business Review78 1 The management of information and managers in subsidiaries of multinational corporations.

What structure does the Leonisa Group adopt to support these functions?

Who has the resources, who communicates with whom, who is responsible for what, who can do what, what can be done on their own and leoniwa can be done with others, what kinds of careers are available and what is the flow of knowledge throughout the organization p.

By doing so, they are deemed capable of creating synergy, i.

Leonisa. Los visionarios

Caso Confecciones Leonisa S. Dimensions, Contingencies, and Synergistic Effects. Este estudio cualitativo se basa en entrevistas semiestructuradas con directivos de diversos negocios y niveles de esta empresa multinegocios. Synergy, coordination costs, and diversification choices. The cooperative multi-divisional structure is characterized by less decentralization and greater integration between divisions, while the competitive structure has less integration between divisions and a high degree of operational decentralization.

Namely, this case also takes distance from the literature presented on the corporate centers of multi-business companies in developed countries. Over the years, the company has made changes in its strategy and structure to speed up its production processes and reach its customers in more than 20 countries.

Caso Leonisa Entreprises multi-affaires: When Giants Learn to Dance. What was possible to notice is the existence of more frequent collaborations between some companies.


These two functions are performed from the CC, which is set up according to the needs of the business as a whole at specific times. This corporate center is elonisa only when making decisions that impact the corporate strategy and the functioning of each subsidiary in relation to the whole becomes necessary. The subsidiaries report periodically to the headquarters, where portfolio and structure decisions are made for each company belonging to the group, according to the performance achieved by each of them.

Integrations are strategies to diversify the core business into adjacent activities in the network or value chain.

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Harvard Business Review91 12 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. California Management Review38 1 From the point of view of the multi-divisional structure of the Leonisa group, the centralization of processes has allowed it to dilute the labor costs in connection to the shared use areas from the main headquarters.

Strategic alliances and knowledge sharing: The findings show that Leonisa is characterized by not having a corporate center CC with a formal structure. InLeonisa began its process of internationalization to the Caribbean Islands and Venezuela, through the sale of its flagship product, the reference brassiere. How Corporate Parents add value to the stand alone performance of their businesses. Prym To produce swimwear as an independent company.