CONFIANZA - La Nueva Ventaja Competitiva en el Mundo VUCA

Good evening, everyone. On behalf of the Universidad del Caribe, we extend a warm welcome to this meeting, where we will have the opportunity to reflect on a topic that, in an increasingly changing world, has become an essential element for people and organizations: trust. We live in an environment marked by volatility, uncertainty, complexity,

and ambiguity. A fast-paced world in which decisions must be made quickly. Organizations face new challenges, and the way in which we communicate and relate to each other can make a real difference. And it is precisely in this context that trust ceases to be just a value and becomes a competitive advantage, because trust is built

through our actions, through the coherence between what we say and what we do, through the way in which we lead , and especially through the way in which we respond when faced with moments of uncertainty and crisis. It is an honor for us to have the presence of the leading authorities of the

Universidad del Caribe. We extend a special greeting to Dr. Eliselena González, Academic Vice Chancellor, for whom I request a round of applause, and to Dr. Edit Moya, Dean of the Business School. We also extend a warm greeting to our special guests, the professors, graduates, and students of the marketing, advertising, digital communication, and journalism programs

who are with us tonight. Welcome everyone to this space, a meeting for learning and reflection. To formally begin this activity, we are honored to receive the welcoming remarks from Dr. Eliselena González, Vice Chancellor. A round of applause, please.

>> Good afternoon, everyone. A round of applause for our graduate who is our master of ceremonies this afternoon. Thank you for always being with us. On behalf of our chancellor, José Alejandro Aivar, and of our Dr. Ricardo Ramírez, I would like to thank each and every one of you for joining us and