Publicación:

La inteligencia organizacional y la vigilancia tecnológica, como aliados estratégicos para el éxito de la organización Geslom

Resumen

Organizational intelligence and technological surveillance have reached levels of unimaginable importance, this as a consequence of the increasing complexity of the processes carried out by organizations regardless of their economic activity. The number of transcendental disciplines for technological innovation processes has been expanding in directions such as breadth (number of relevant disciplines) and depth (sophistication and specialization) (Wang and von Tunzelmann 2000). In this way, in search of the development of processes, services and innovative products, organizations must make use of diverse and complementary technological and scientific sources. The reality that today impacts organizations affects strategic decisions such as the identification of technologies to invest in, the identification of opportunities to efficiently and efficiently "exploit" each chosen technology and the definition in which these will be acquired, exploited and developed. For GESGLOM, technological surveillance and organizational intelligence as allies in the pursuit of compliance with its organizational objectives will allow the analysis of the innovative behavior of both direct and indirect competitors, implement all existing sources of information (web, databases, etc.) , examine the products or services of the market (incorporated technology) and attend events, seminars that allow the consolidation of a position based on knowledge of the technological competences that predominate or will prevail in the near future. Organizations must continually address unexpected, unpredictable and far-reaching changes in markets, products, services and technologies. For this reason it is vital to develop management tools that can guarantee competitiveness in these environments and contribute to the achievement of a decisive position in terms of technological capacity Understanding the constant changes that the market presents and knowing fully the way in which we communicate, as well as our entertainment systems, relationships, work and acquisition of goods, Marketing as a social object of GESGLOM has not been alien to the vertiginous development; this has caused us to be immersed in the new Digital Age where we, the users, can connect from any part of the globe regardless of the place or time; under this premise the organizations have opted for the implementation of strategies that achieve and allow a greater approach and interaction with customers using tools of Digital Marketing such as: social networks, the web, mobile marketing, among others for the purpose to establish more lasting, direct and more profitable relationships with customers. "Marketing is defined as the process by which companies create value for customers and build strong relationships with them" (Kotler PA, 2008) therefore, marketing interacts with the demand that at the same time part of the needs, desires , preferences and expectations of the clients which allows to identify, define strategies and strategic programs that can satisfy them. Today organizations have a large number of tools that allow them to carry out their model or marketing strategy; Especially thanks to technological platforms, media, and an improvement in the delivery of information that results in immediate results and is direct with the client, this is how the digital age has spread throughout our society and has created new habits of consumption. Colombia has not been characterized by being one of the countries that has adopted the fastest use of these technologies, in recent years despite demonstrating great progress in terms of connection, reaching more than 27 million people with Internet access ( Internet World Stats, 2012), with a growth of 15% in the last year (MinTic, 2012), we are still far from being a country where SMEs make adequate, intensive and focused use of the opportunities offered by the Internet to achieve the objectives of marketing. To maintain competitiveness in difficult environments and high volatility; the company must develop the capacity and ability to perceive and interpret signals that indicate substantial changes in the environment, as well as having control of the day to day activities inside and outside of its sector; Therefore, the decision to choose the strategy is less and less due to the economic analyzes and the market research that is carried out, and more for the surveillance systems.