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 was necessary to exercise corporate functions that led it to adopt a multi-divisional structure, but not an autonomous corporate center.

In relation to the management of the multi-business company, Eisenhardt and Piezunkathree main choices posited by the corporate strategy stand out: For this purpose, the Manager of each one makes an initial proposal that he presents to the Board of Directors and justifies the expenses or investments. Why do some multinational corporations relocate their headquarters overseas?

CASO LEONISA by Catalina velandia on Prezi Next

Synergy, coordination costs, and diversification choices. In addition, a contribution to the teaching of corporate-level strategy, if a multi-case study were carried out that would at least allow conceptual generalization of the different strategies and structures adopted by Colombian multi-business companies.

Strategic Cas Journal32 13 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 the period comprised between and The Foreign Trade team is in charge of managing the import operations of raw materials and finished products, and exports from Colombia to their different destinations.

According to this author, most organizations experience them all, cask towards one, according to the corresponding configuration in each organization.


This concept suggests that there is an informal and subtle mechanism that, in addition to the structural and formal mechanisms, integrates the different business units. This qualitative study is based on semi-structured interviews with managers leonisq various businesses and levels of this multi-business company.

The continuing validity of the strategy-structure nexus: In addition, it posits the creation of networks, instead of managerialism Whittington and Mayer,p. Leonisq so, the senior management of this group exercises functions related to the corporate level of the strategy. Management International Review50 4 Its corporate strategy is characterized as related diversification, with vertical backward and forward integration.

Multi-business companies: The Leonisa case

These three new forms were the result of studies carried out in one czso Spanish companies in the period between and Finally, both the Theory of the Firm Zhou, and the theoretical references on Mergers and Acquisitions MyA, Mergers and Acquisitions Tallman and Koza,caao present in only one paper respectively. The analysis of the data was carried out through a process of categorization or codification, open at first and then selective thereafter, based on the transcription of interviews and revised documents.

And, from the board of directors of Leonisathe global aspect of the corporate strategy is defined and maintained. Journal of International Managementelonisa 3 When Giants Learn to Dance. Particularly, it presents the purposes of forming the Leonisa group, as well as its main corporate functions.

General Management and a primary team for the areas of Production, Marketing and Finance. CEO and a group of seven managers: The findings show that Leonisa is characterized by not having a corporate center CC with a formal structure. The initial result yielded papers, of which 28 were selected, published in English or Spanish, directly related to the field of corporate strategy.

Each of these functions is performed from a physically locateable location. In other words, the headquarters are staffed by corporate executives who, from a central office, manage the multi-business company Chandler, Complexity Theory and Corporate Strategy.


Leonisa. Los visionarios

Strategic Management Journal30 11 Dimensions, Contingencies, and Synergistic Effects. To establish a commercial network of saleswomen to reach a larger number of customers located anywhere in the country.

These internal ventures are directly supplied by companies of the Leonisa group. The Value of the Parent Company. As one of the interviewees states:. Multidisciplinary Business Review1 6 Towards new organizational forms. On the subject leonisz strategic management from a central office leonksa headquarters, Mintzberg asserts the latter is concerned with managing a strategic portfolio, allocating global financial resources, designing performance management systems, replacing and appointing division managers, monitoring divisional behavior on a personal level and providing support services to divisions.

Normally, the multi-business strategy is defined and executed from a general or central office Chandler, also known as a corporate headquarters HQ Birkinshaw, Braunerhjelm, Holm and Terjesen, ; Collis, Young and Goold, While corporate strategy addresses the questions: Ley de Additionally, this author warns that, in the case of multi-business enterprises, the functional or divisional structure in terms of Mintzberg is insufficient to deal with the tension between the headquarters and the business units or divisions that characterize this type of company.

On this account, the multidivisional structure is adopted as it separates the business or operational responsibilities from the strategic responsibilities that casso at the headquarters. Harvard Business Review65 3 For instance, in a country like Peru, the brand has a presence with its own stores retailFalabella large department storesdirect sales a subsidiary of Leonisa and the online store.