Resumen

LEON MARTINEZ, David Cirilo  y  CHUMPITAZ RAMOS, Domingo Guzmán. Decisiones estratégicas y valorización de empresas de consumo masivo en Lima. Impulso [online]. 2025, vol.5, n.11, pp.482-495.  Epub 02-Jul-2025. ISSN 2959-9040.  https://doi.org/10.59659/impulso.v.5i11.157.

This study analyzes the relationship between strategic business decisions and the valuation of mass consumption industrial companies listed on the Lima Stock Exchange during 2018-2023. Through a correlational quantitative design, 15 companies were evaluated using Porter's five forces model, resource-based theory, and discounted cash flow (DCF) analysis. Results reveal significant correlations (r = 0.742, p < 0.01) between strategic investment decisions and business valuation. Companies that implemented diversification and sustainability strategies showed average increases of 23.5% in their valuation. It is concluded that the integration of strategic decisions based on competitive analysis and internal capabilities significantly improves the market value of these companies.

Palabras clave : Strategic decisions; Business valuation; Mass consumption; Discounted cash Flow; Competitive advantage.

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