VALUATION AND NEGOTIATION OF TECHNOLOGY

STEP 2 - CREATE VALUE FROM TECHNOLOGIC INNOVATION

STUDENT:
WILMAR CARDENAS CAMACHO
CRISTIAN TRIANA BELTRÁN
OSWALDO TRIANA
HOLMAN ORLANDO NOVOA

PRESENTED TO:
INGRID TATIANA GOMEZ

UNIVERSIDAD NACIONAL ABIERTA Y A DISTANCIA - UNAD

ESCUELA DE CIENCIAS BÁSICAS TECNOLOGÍA E INGENIERÍA
INGENIERIA INDUSTRIAL
March 31, 2020
 INTRODUCTION

Concepts and tools seen in the previous phase regarding what was done. This
exercise allows us to understand the current situation of a company from a
strategic perspective, mainly focused on how value is created from technological
innovation. Where we can evaluate the suitability of the different valuation
methods, recognizing the market conditions for the technological innovations that
are available.
 OBJECTIVES

GENERALS
The student analyzes the importance of valuing technology:

SPECIFIC
 Valuation of intangible assets
 Income approach • Real options
 Cost focus
 Market focus as a differentiating factor to stand out in competitive markets.
 Background image
 Contenido
COVER PAGE.................................................................................................................................1
INTRODUCTION.............................................................................................................................2
OBJECTIVES..................................................................................................................................3
1 Genially Video Presentation for each student (Activity 4)...........................................5
2 YouTube link for each student (Activity 4)......................................................................5
3 Analysis of the article chart for each student (Activity 5)...........................................6
4 Research Justification Description Diagram one per group (Activity 7).................8
5 Bibliography...........................................................................................................................9
1 Genially Video Presentation for each student (Activity 4)

 WILMAR CARDENAS CAMACHO

https://view.genial.ly/5e77b2b32dc19c0de004c31d/video-presentation-
genially-sin-titulo

 CRISTIAN TRIANA BELTRÁN

 OSWALDO TRIANA
https://view.genial.ly/5e7573852dc19c0de0fc7bb6/video-presentation-
untitled-genially

 HOLMAN ORLANDO NOVOA

https://view.genial.ly/5e82634d3eb3280e67ca783b/video-presentation-
genially-sin-titulo

2 YouTube link for each student (Activity 4)

 WILMAR CARDENAS CAMACHO

https://www.youtube.com/watch?v=LcmrYnNRXI8&feature=youtu.be

 CRISTIAN TRIANA BELTRÁN

 OSWALDO TRIANA

https://youtu.be/CTpOUZJg_eM

 HOLMAN ORLANDO NOVOA

3 Analysis of the article chart for each student (Activity 5)
Analysis of the Article Chart

Student name WILMAR CARDENAS CAMACHO

Article Tittle Innovate to grow
The ability to generate new income and grow now rests on the ability of
companies to innovate
Article Image

References
https://www.dinero.com/opinion/columnistas/articulo/innovar-para-crecer-por-
camilo-diaz/278661
Relation of the Under the changes that are taking place in the so-called fourth industrial
article with the
or industry 4.0 revolution, the value of companies lies in their ability to
problem of
digital innovate and create new ways to deliver services, or to produce more
transformatio
efficiently, as well as assets Knowledge has become more valuable in the
n in
Colombian form of knowing how or knowing how it is done, now companies seek to
enterprises
store knowledge instead of traditional assets such as property, equipment,
and cash. Certainly in industries 4.0 the determining factor of the income
is not properly the expansion through the purchase of more and more
 assets.

In modern businesses, the way to grow and generate profitability is

anchored in the ability to create new products and services and ways of
relating to customers and what they want or expect. In this regard, the
winning companies in the market will be those that retain the greatest
knowledge, including that of the most capable employees. It goes without
saying that the same applies to countries, the winners of the fourth
industrial revolution will be those with more educated societies and
capable of applying knowledge to solve problems.

Analysis of the Article Chart

Student name OSWALDO TRIANA VIZCAYA
Article Tittle Digital transformation, a challenge for companies in
Colombia
Article Image

Fabián Hernández, presidente CEO de Telefónica Movistar y Carolina Navarrete,

directora de B2B de la compañía. Cortesía

References https://www.elespectador.com/mtalks/la-transformacion-digital-un-
reto-para-las-empresas-en-colombia-articulo-911319
Relation of the From microenterprises to large companies in Colombia,
article with the they are taking on the challenge of digital transformation, a
problem of strategy that is making them profitable; while helping to
digital position Colombia as the leading country in the region, in
transformation terms of digitization and technology.
in Colombian
enterprises The biggest barriers and challenges companies face to
achieve a successful digital transformation are: budget
(59.2%), lack of culture (57.1%), ignorance (55.4%), and
lack of a business model clear (36.5%), among others.

Movistar has been working to support all the digitization of

the country, because technological development is
important in all areas. According to ANDI reports, 63% of
companies have a strategy to go digital, and Movistar
wants to be part of that process so that no company is left
behind.

The business segment for Telefónica Movistar is a relevant

segment, as they represent 1.6 billion billing per year, this
corresponds to 33% of the company's income.

4 Research Justification Description Diagram one per group (Activity 7)

 Justification to solve th problem of digital transformation in Colombian enterprises?

Global justification
oganizations that see digital transformation primarily as a technology difference from traditional transformation with business process engineering
will end up losing the power of digital transformation. Digital collapse processes In today's world, companies are built through processes, trying to
develop high-level processes. Six Sigma and other tools are designed to refine and improve those processes to create efficiency, focus, and quality
improvement. In contrast to this, digital transformation reduces the processes that a company currently does or could do, automates the work that
people do, and turns the process into software. What remains is data. Digital converts processes into data. This allows organizations to view their
business through the lens of data rather than the goal of the process. Suddenly, the data makes it clear that people matter and that the customer
experience matters. For example, instead of viewing customer service as a set of processes initiated by the customer or the organization, it is
customer data that forces the organization to think about the customer experience.
As data emerges and the ability to associate that data with indicators or problems, an organization may not only be more efficient, but also change
what it does. The commercial impact that results from viewing the world through a data lens rather than a process lens is very powerful.

National justification
212032_87

Industrial Engineering justification

References
 5 Bibliography

GHEŢA, I. M. (2017). Theoretical and Methodological Considerations Regarding the Evaluation of

Intangible Assets. (pp 373–376). Contemporary Readings in Law & Social Justice, 9(2). Retrieved
from http://bibliotecavirtual.unad.edu.co/login?url=http://search.ebscohost.com/login.aspx?
direct=true&db=a9h&AN=126542114&lang=es&site=eds-live&scope=site

Mc Manus, J. P. (2012). Intellectual Property : From Creation to Commercialization: A Practical

Guide for Innovators & Researchers. 16. Valuation of Intellectual Property. Oak Tree Press.
Retrieved from http://bibliotecavirtual.unad.edu.co/login?
url=http://search.ebscohost.com/login.aspx?
direct=true&db=nlebk&AN=1008965&lang=es&site=eds-live&scope=site&ebv=EK&ppid=Page-__-
20

Cohen, J. A. (2005). Intangible Assets : Valuation and Economic Benefit (pp 84-87). Hoboken,
N.J.: Wiley. Retrieved from http://bibliotecavirtual.unad.edu.co/login?
url=http://search.ebscohost.com/login.aspx?
direct=true&db=nlebk&AN=130922&lang=es&site=eds-live&scope=site&ebv=EB&ppid=pp_C1