Revista Clio América

6

Authors: Lucía Urdaneta

The fundamental purpose of this article is to analyze Social Marketing as a managerial tool in intelligent organizations, based on criteria developed by Senge (2006), Benavides (2001), Siliceo (2001), Perez (2004), among others. A descriptive study of documentary evidence was carried out to study the importance of transforming the current managerial practices in a competitive environment. This has brought about the creation of innovative marketing tools in order to increase market share and positioning, and therefore perform all the necessary activities that an intelligent organization requires to consolidate its entrepreneurial project.

16

Authors: Steve Striffler

This paper takes the 1928 massacre in Colombia as a point of departure, suggesting that it, and the broader popular political challenge it represented to foreign corporations, not only led multinationals to Ecuador (where they would develop the world’s largest banana industry by the early 1950s), but also led multinationals to get out of direct production and develop a system of contract production that defines the industry to the present day. United Fruit turned to Ecuador in the 1930s because land and labor was cheap, available, and unorganized. The same is true today, and the fact that the labor force in the world’s largest banana industry remains essentially unorganized is a huge problem for banana workers throughout Latin America. In a global industry, labor organizing is only as strong as the weakest link. In the case of the banana industry, the weakest link also happens to be the largest one.

21

Authors: Oscar Zanetti Lecuona Lecuona

In Cuba the United Fruit Company acted as a sugar, exceptional situation to a certain point within the banana specialization traced the profile of the company on a continental scale. The study proposed here on the practices of the Company in Cuba, in particular with regard to its handling of labor and industrial relations, helps to clarify some constants of the business conduct of the United in its various areas of operation.

25

Authors: Joaquín Santana Castillo

The work deals with the evolution of neoliberal policies and the crisis that they have caused, producing situations of ungovernability from birth and development of new social and indigenous movements. However, the heterogeneity of these social movements have led to changes in different countries of Latin America, supporting the emergence of nationalist governments, populist or socialist betting for change and integration in America.

7

Authors: Francisca López Civeira

For those who exercise the office of historians is a daily task handling various historical sources as literature, periodicals and especially archival documents to which attributed a major evidentiary function. Currently it is remarkable the expansion and diversity of sources for historical work whose validity is accepted, among those that have reached a place of privilege in the oral recent times, which involves the application of techniques appropriate to their nature. However, how many times have we wondered what the theoretical foundations of this craft are? Undoubtedly, the story requires empirical work for the study of a process, situation or specific event, namely, the concrete historical research has its requirements in the investigation of the factual, but this is insufficient if we do not start to know the characteristics and theoretical basis of the area of knowledge to which we are dedicated.

10

Authors: Oscar Humberto García Vargas

Based on some historical events that have marked the Magdalena region, this article pretends to point out some aspects of reflection that may allow the confrontation between history and the present day, in order to understand how the entrepreneurial dynamics at a certain historical moment of the region constituted an important axis of development, a situation that has never been reached again, with the negative consequences this implies. The article is divided in four sections: the first one includes what has been called the starting point; the second one makes a historical balance of the entrepreneurs who played a leading role in the entrepreneurial dynamics of the region, in order to continue in the next section called Exodus, with a search for the historical factors that lead to their departure from the region; in the last section some conclusions are offered to open the discussion about what the region used to be from an entrepreneurial point of view, and what it currently is.

12

Authors: Edwin Causado Rodríguez, Rafael Viana Barceló, Oscar Jiménez Falquez

The purpose of this article is to identify the determining variables of the price of real estate in the areas of Pozos Colorados, Bello Horizonte and Don Jaca in the municipality of Santa Marta, Colombia, including the environmental variable in the pricing. This is done by applying the technique of hedonistic prices in an econometric model. The importance of this study lies on the fact that in the Department of Magdalena, concretely in Santa Marta, no studies of economic pricing that include the environmental variable or the quantification of the environmental impact on property prices under the externalities of the real sector, have been carried out. By applying the methodology of hedonistic prices, it was meant to evaluate updated information of the prices of properties in 2005, identifying six variables, one of which (the “estrato”), had no relevance or incidence on the prices of properties in the area under study. The remaining five variables, namely area (m2), built area (m2), distance to the PRODECO Port, distance to the beach, and distance to the main access road where coal is transported on large trucks (Toncal del Caribe), as well as the environmental variable, appeared to have incidence on the prices of real estate on the areas under study.

31

Authors: Ada Maritza Pérez Cárdenas

The purpose of this research is to determine the quality of service as a strategy in the public administration of the Public Health Services, in order to establish the mutual relationship between Type 4 Hospitals and Type 3 Ambulatory clinics, with their different clients. The research shows an emerging paradigm with an interpretative, quantitative and qualitative focus, which lead to the use of methodological triangulation. This is an exploratory research on its first phase, and a descriptive one on its second phase, the field work. A non-experimental, transversal design was structured. The population was composed by seven (7) Directors: four (4) of hospitals, three (3) of the national health clinics, as well as four hundred (400) patients. The collection of data was carried out through the technique of interviews, with open questions for the first population, so as to measure the quality of service offered by the health centers. The technique used for the second population was a survey and the questionnaire was the instrument. This instrument was structured by means of a scale combination, which allowed first to measure the perception the patients have for the service they receive, and second to determine the factors that impact the quality of this service. The test of dependability was applied by means of the coefficient of the two halves throwing 0.90% for the second. As a conclusion, it was determined that the administrators don’t perceive service as a main variable or strategy, but rather as an obligation, so it is necessary to make changes both at the level of moral values, and at the perceptive process. Therefore, it is recommended that hospitals and national health clinics respond with actions on aspects where the users of the service perceive weaknesses, which is in most of the cases. It is patients who evaluate the quality of service.