Abstract Choosing a university degree in Mexico is an important decision, especially if, upon completing high school, you wish to enter a Higher Education Institution. Indeed, private universities have assumed the responsibility of being competitive by offering professional training that allows effective job placement. That is why the present study was carried out in the City of Puebla Mexico, since it is one of the entities with the largest number of universities. A qualitative research was carried out, supported by an exploratory methodology, content analysis and digital positioning, including a search in different academic databases such as Scopus, Ebsco, Web of Science, among others. Among the results, it stands out that there are activities that favor brand positioning in private universities in Puebla through educational marketing; likewise, it was found that the actions that the different private higher education institutions have are numerous and seek to capture the attention of applicants and, finally, it was determined which of these actions represented favorable results in terms of improving perception and achieve improvement in their enrollment in an institution.

Resumen La elección de una carrera universitaria en México es una decisión importante sobre todo si al concluir los estudios de bachillerato se desea ingresar a una Institución de Educación Superior. En efecto, las universidades privadas han asumido la responsabilidad de ser competitivas al ofrecer una formación profesional que permita una inserción laboral efectiva. Es por ello que, el presente estudio se realizó en la Ciudad de Puebla México, ya que es una de las entidades con un mayor número de universidades. Se realizó una investigación de tipo cualitativa, sustentada bajo una metodología exploratoria, el análisis de contenido y posicionamiento digital incluyendo una búsqueda en diferentes bases de datos académicas tales como Scopus, Ebsco, Web of Science, entre otros. Entre los resultados se destaca que existen actividades que favorecen el posicionamiento de marca en universidades privadas de Puebla a través del marketing educativo; asimismo, se encontró que las acciones que tienen las diferentes instituciones de educación superior de carácter privado en son numerosas y buscan captar la atención de los aspirantes y, finalmente, se determinó cuáles de esas acciones representaron resultados favorables en cuestión de mejoramiento de la percepción y alcance la mejora en la inscripción del mismo en una institución.

RESUMEN Introducción: en Paraguay en 1996 se crea la Escuela de Instrumentación y Área Quirúrgica, vinculada a una universidad pública, a partir del 2008 se crean otras ofertas en el sector privado. El instrumentador quirúrgico puede desempeñarse como instrumentador, circulante, coordinador general de quirófanos y coordinador de la central de esterilización. Objetivo: conocer la situación del ejercicio profesional del licenciado instrumentador quirúrgico en Paraguay. Metodología: estudio descriptivo, cuantitativo y trasversal. La muestra es de 167 licenciados, egresados de instituciones pública y privadas. Muestreo no probabilístico por conveniencia, el instrumento de recolección de datos es un cuestionario electrónico. Resultados: el 74 % son mujeres, el 50 % presenta un rango de edad de 21 a 30 años, 79,6 % egresados de una institución pública, 40 % dice tener dificultad moderada para el primer empleo. El acceso al empleo, 71 % fue por contactos personales, el 72 % se dedica a instrumentar, el 60 % tiene una antigüedad laboral de 1 a 5 años. Entre los posgrados, el 30 % posee didáctica universitaria. Discusión: instrumentador quirúrgico, reúne las exigencias para ocupar otras funciones además de instrumentar y circular en el quirófano. Igualmente, en otros estudios se evidencia menor participación en el área administrativa, docencia, mercadeo y ventas. Han trascurrido 20 años del egreso de las primeras promociones, siendo una profesión novel, poco visualizado. Es de subrayar que el estado puede ahorrar recursos económicos al contratar a instrumentadores, puesto que son expertos en los cuidados asépticos y competentes en optimizar los tiempos quirúrgicos al que se expone el paciente.

ABSTRACT Introduction: In Paraguay the school of Instrumentation and Surgical Area was created in 1996 linked to the National University, and in 2008 onwards other offers were created in the private sector. The Surgical Instrument Technician can work as instrumentalist, circulating nurse, general coordinator of operating rooms, and coordinator of the central sterilization unit. Objective: to know the work environment of the professional and licensed Surgical Instrument Technician in Paraguay. Methodology: descriptive, quantitative and cross-sectional study. The sample is 167 graduates, graduates of public and private institutions. Non-probability sampling for convenience, the data collection instrument is an electronic questionnaire. Results: 74% are women, 50% have an age range between 21 and 30 years old, 79.6% graduated from a public institution, 40% say they have moderate difficulty finding their first job in the field. Access to employment, 71% was through personal contacts, 72% is dedicated to work as Instrument Technicians, 60% have a job seniority of 1 to 5 years. Among the postgraduates, 30% are university didactics certified. Discussion: Surgical Instrument Technicians meet the requirements to perform other functions in addition to instrumentation and circulating nurses in the operating room. Similarly, other studies show less participation in the administrative area, teaching, marketing and sales. 20 years have elapsed since the first Technicians graduated, being a new profession, not given the importance it deserves. It is noteworthy that the state can save economic resources by hiring Surgical Instrument Technicians, since they are experts in aseptic care and competent in minimizing the amount of time the patient spends in surgery.

Agricultural extension and education programs can influence students' decisions to pursue a career in agriculture. Understanding the influence of agricultural extension on students' aspirations to pursue a profession in agriculture is critical for tackling agricultural sector concerns. This paper examines how agricultural extension programs affect students ' intentions to pursue a career in agriculture, including their plans to study agriculture, work in the agricultural sector, and start their own agricultural business. Data was collected from 163 postgraduate students from South Africa using Google Forms. The Statistical Package for the Social Sciences version 19 was used to analyse the quantitative data, and content analysis was used to analyse the qualitative data (open-ended questions in the questionnaire). 44.8% of participants mentioned that they chose agriculture to assistfarmers and the community, 37.4% for employment, 24.5% for farming, 28.8% for agricultural entrepreneurship, 15.3% for marketing, promotion, and selling agricultural products, 11.7% for university application, and 6.7% to meet family and peer expectations. Approximately a quarter of the participants (25.2%) were dissatisfied with their agricultural educational qualifications. The main reasons participants were not satisfied with their education qualification were that there were limited employment opportunities, and they wanted to study further/obtain a higher qualification. The government and educational institutions must take steps to address the issue of limited employment opportunities. This could include investing in job training programs to help people develop the skills they need for in-demand jobs, working with businesses to create more jobs in high-growth industries, and making it easier for people to start their businesses. This paper recommends that agricultural extension programs in basic education be more interactive and hands-on, allowing students to develop their vision of becoming future agricultural experts.

RESUMEN Introducción: Uno de los principales objetivos para las organizaciones laborales debe ser la satisfacción de sus clientes internos, por lo que deben enfocar y destinar esfuerzos para motivar y buscar la fidelización de sus colaboradores o stakeholders. Con ello se logra, a largo plazo el compromiso con la organización, el sentido de pertenencia y la lealtad organizacional. El marketing interno o endomarketing es un tema que ha ido ganando importancia en las organizaciones laborales, de ahí la novedad e importancia de esta investigación. Objetivo: Caracterizar el marketing interno en una instalación hotelera. Métodos: Se aplicó el Cuestionario de Marketing interno de Cruz. Se utilizó la metodología cuantitativa, estudio observacional descriptivo de corte transversal. La muestra es intencional, no probabilística y estuvo conformada por 28 trabajadores. Se tuvieron en cuenta los siguientes criterios de inclusión: llevar más de un año de experiencia en el cargo, voluntariedad de participar, previo consentimiento informado, estar laboralmente activo durante la recogida de la información. Resultados: La caracterización del marketing interno en la instalación hotelera objeto de estudio, permitió indagar en las variables comunicación interna e identificación con la organización. Entre los principales resultados se encuentran el uso de varios medios de comunicación, la importancia de las relaciones interpersonales como favorecedora de la comunicación, del compromiso organizacional y de la satisfacción laboral, así como del sentido de pertenencia hacia la organización. Conclusiones: A partir de la aplicación del cuestionario, se caracterizó la variable marketing interno en la organización objeto de estudio, todo lo cual resulta de utilidad para la organización, en tanto permite realizar un diagnóstico de esta variable. Se realizó una comparación de los resultados obtenidos con investigaciones similares. Se recomienda continuar aplicando este cuestionario en otras organizaciones laborales, así como establecer comparaciones entre los resultados obtenidos en las investigaciones que se realicen, todo lo cual permitirá profundizar en el estudio de esta variable.

ABSTRACT Introduction: One of the main objectives for labor organizations should be the satisfaction of their internal customers, so they should focus and allocate efforts to motivate and seek the loyalty of their collaborators or stakeholders. This achieves, in the long term, commitment to the organization, a sense of belonging and organizational loyalty. Internal marketing or endomarketing is a topic that has been gaining importance in labor organizations, hence the novelty and importance of this research. Objective: To characterize internal marketing in a hotel facility. Methods: Cruz's Questionnaire of Internal Marketing was applied. Quantitative methodology was used in this descriptive, cross-sectional, observational study. The sample is intentional, non-probabilistic and consisted of 28 workers. The following inclusion criteria were taken into account: having more than one year of experience in the position, voluntariness to participate, prior informed consent, being active during the collection of information. Results: The characterization of internal marketing in the hotel facility under study allowed to investigate the variables internal communication and identification with the organization. Among the main results are the use of various media, the importance of interpersonal relationships as a promoter of communication, organizational commitment and job satisfaction, as well as the sense of belonging to the organization. Conclusions: From the application of the questionnaire, the internal marketing variable was characterized in the organization under study, all of which is useful for the organization, as it allows a diagnosis of this variable. A comparison of the results obtained with similar research was made. It is recommended to continue applying this questionnaire in other labor organizations, as well as to establish comparisons between the results obtained in the investigations carried out, all of which will allow the study of this variable to be deepened.

Resumo O objetivo deste artigo é alargar os conhecimentos sobre as relações entre marketing interno (IM), satisfação profissional, compromisso organizacional, confiança organizacional e desempenho profissional, propondo e testando um modelo sobre o papel do IM nas atitudes e comportamentos dos colaboradores. A recolha de dados foi realizada utilizando um questionário aplicado aos colaboradores do sector público local português. Foram obtidos e tratados um total de 565 questionários válidos utilizando a técnica de modelação de equações estruturais. Os resultados mostram que o MI influencia positiva e diretamente a satisfação profissional, o comprometimento organizacional, e a confiança organizacional, mas não diretamente o desempenho profissional. O desempenho no trabalho é influenciado pelo comprometimento organizacional e pela confiança organizacional, mas não pela satisfação no trabalho. Contudo, o efeito indireto da satisfação no trabalho sobre o desempenho no trabalho, mediado pelo comprometimento e confiança organizacional, é significativo. Por sua vez, a satisfação no trabalho influencia diretamente o comprometimento organizacional, o que por sua vez tem um impacto direto na confiança organizacional. Tanto quanto sabemos, é a primeira vez que o estudo da relação entre MI e a confiança organizacional foi investigado no contexto do sector público local. Espera-se que os resultados tenham dado mais um passo na investigação dos efeitos do IM neste sector, contribuindo para a investigação futura nas literatures sobre marketing interno e gestão pública.

Abstract The purpose of this paper is to extend the knowledge on the relationships between internal marketing (IM), job satisfaction, organisational commitment, organisational trust, and job performance, by proposing and testing a model describing the impact of IM on these employees’ attitudes and behaviours. The data collection was carried out using a questionnaire applied to employees of the Portuguese local public sector (namely the five Municipalities of Alto Tâmega region). A total of 565 valid questionnaires were obtained and treated using structural equation modelling. The results show that IM positively and directly influences job satisfaction, organisational commitment, and organisational trust, but do not directly influence job performance. Job performance is influenced by organisational commitment and organisational trust, but not by job satisfaction. However, the indirect effect of job satisfaction on job performance, mediated by organisational commitment and trust, is significant. In turn, job satisfaction directly influences organisational commitment, which, in turn, has a direct impact on organisational trust. To the best of the authors’ knowledge, this is the first time that a study of the relationship between IM and organisational trust has been conducted in the Portuguese local public sector context. Hopefully, the results obtained will significantly contribute to the development of the investigation of the effects of IM on this sector and to future research studies on internal marketing and public management.

Resumen Este artículo tiene como objetivo arrojar luz sobre la importancia de las prácticas de marketing interno, identificando su impacto en el comportamiento proactivo y en la satisfacción con la vida de los trabajadores, a través de los efectos del compromiso afectivo y la satisfacción laboral. El marketing interno sigue siendo un concepto poco reconocido y difundido. Esta investigación compara estos efectos entre los trabajadores del sector público y privado para reforzar la importancia de dicho concepto. En total, se recogieron 428 cuestionarios válidos de trabajadores portugueses (218 del sector privado y 210 del sector público). Se utilizó el modelo de ecuaciones estructurales para testar las hipótesis de estudio. Esta investigación muestra cómo la adopción de una perspectiva de marketing interno puede contribuir a una gestión organizacional y gestión de personas exitosa. Los resultados mostraron que las prácticas de marketing interno generan compromiso afectivo y satisfacción laboral, tanto en el sector privado como en el público, aunque de forma más acentuada en el sector privado. También se constató que el compromiso afectivo conduce a la adopción de conductas proactivas y a la satisfacción con la vida de los trabajadores del sector público únicamente, y que la satisfacción laboral conduce a la adopción de esta conducta y a la satisfacción con la vida para ambos, sector público y privado. Este trabajo contribuye a una mejor comprensión del concepto de marketing interno y su aplicabilidad e importancia para los trabajadores y las organizaciones. Además, al comparar los sectores público y privado, ayuda a comprender y mostrar cómo esta práctica coincide con las expectativas de los trabajadores de estos dos sectores. difundido total 42 218 (21 21 público. . público) estudio exitosa únicamente ambos organizaciones Además 4 (2 2 (

Abstract Internal marketing is a concept still little recognized and disseminated, with most of the research on this area of marketing focusing on the service sector and well-consolidated and industrialized markets. This article sheds light on the importance of internal marketing practices by identifying their impact on workers’ proactive behavior and life satisfaction while observing the effects of affective commitment and job satisfaction. The study collected 428 valid questionnaires from Portuguese workers (218 in the private sector and 210 in the public sector) and applied structural equation modeling to test the hypotheses. The results showed how adopting an internal marketing perspective can contribute to successful organizational and human resource management. It was observed that internal marketing practices lead to affective commitment and job satisfaction in both the private and public sectors, although more pronounced in the private sector. Also, the findings pointed out that the workers’ affective commitment leads to adopting proactive behavior and life satisfaction only in the public sector and that job satisfaction leads to proactive behavior and life satisfaction for workers of both the private and public sector. This study contributes to increasing understanding of internal marketing, its applicability, and its importance for workers and organizations. Additionally, comparing the private and public sectors helps understand and show how this practice matches the workers’ expectations. disseminated wellconsolidated well consolidated markets 42 218 (21 21 hypotheses management Also applicability organizations Additionally expectations 4 (2 2 (

Resumo Este estudo pretende evidenciar a importância das práticas de marketing interno, identificando o seu impacto no comportamento proativo e na satisfação com a vida dos trabalhadores, através dos efeitos do compromisso afetivo e da satisfação no trabalho. O marketing interno continua a ser um conceito com pouco reconhecimento e divulgação, uma vez que a maioria das pesquisas relacionadas com esse campo de marketing é direcionada para o setor de serviços e concentra-se predominantemente em mercados bem estabelecidos e industrializados. Esta pesquisa compara esses efeitos entre trabalhadores do setor privado e público para reforçar a importância deste conceito, sendo que, no total, foram recolhidos 428 questionários válidos junto de trabalhadores portugueses (218 no setor privado e 210 no setor público). O modelo de equações estruturais foi utilizado para testar as hipóteses de investigação. Esta pesquisa mostra como a adoção do marketing interno pode contribuir para o sucesso da gestão organizacional e da gestão de pessoas. Os resultados mostraram que as práticas de marketing interno levam ao comprometimento afetivo e à satisfação no trabalho, tanto no setor privado como no público, embora mais pronunciadas no setor privado. Constatou-se também que o comprometimento afetivo leva à adoção de comportamentos proativos e leva à satisfação com a vida dos trabalhadores, mas apenas do setor público, e que a satisfação no trabalho leva à adoção desse comportamento e à satisfação com a vida para ambos, setor privado e público. Este trabalho contribui para uma melhor compreensão do conceito de marketing interno, da sua aplicabilidade e importância, quer para os trabalhadores, como para as organizações. Além disso, ao comparar os setores privado e público, ajuda a entender e mostrar como essa prática atende às expectativas dos trabalhadores desses dois setores. divulgação concentrase concentra se industrializados total 42 218 (21 21 . público) investigação pessoas Constatouse Constatou ambos organizações disso 4 (2 2 (

Resumen El objetivo principal de la investigación es analizar el nivel de satisfacción de los usuarios, así como identificar los factores influyentes en la biblioteca central Manuel Bartlett Bautista ubicada en la Universidad Juárez Autónoma del municipio Centro, Tabasco. La investigación es de tipo cuantitativo con un alcance descriptivo y diseño no experimental; las variables se analizan de forma independiente; la unidad en análisis fue la División Académica de Ciencias Económicas Administrativas, con una población de 3 956 alumnos activos, de los cuales participaron 458 en el estudio de satisfacción, y se tomaron en cuenta cinco dimensiones de la calidad en el servicio. Entre de los factores que influyeron significativamente en los resultados, se encuentran: el género, que en el caso del grupo femenino mostró mayor satisfacción en las dimensiones de tangibilidad, tiempo de respuesta y seguridad; las licenciaturas, donde Economía y Mercadotecnia marcaron diferencias en la dimensión de seguridad; un factor más que influyó fue la conectividad de internet en la dimensión de empatía, añadiendo que los usuarios con un trabajo muestran menor satisfacción. Se concluyó que los usuarios se encuentran satisfechos, debiendo mejorarse los aspectos de significancia para el bienestar y el aumento de los usuarios de la biblioteca.

Abstract The main objective of the research is to analyze the level of user satisfaction, as well as to identify the influencing factors in the Manuel Bartlett Bautista central library located at the Juárez Autónoma University in the Centro municipality, Tabasco. The research is of a quantitative type with a descriptive scope and a non-experimental design, the variables are analyzed independently, the unit of analysis was the Academic Division of Administrative Economic Sciences (DACEA), with a total population of 3,956 active students, of which 458 participated in the satisfaction study, five dimensions of service quality. The factors that significantly influenced the results are: the female gender, who showed greater satisfaction in the dimensions of tangibility, response time and security; the economics and marketing degrees also marked differences between the security dimension, one more factor that influenced was internet connectivity in the empathy dimension, adding that users with a job show less satisfaction. It was concluded that the users are satisfied, having to improve in the aspects of significance for the well-being and increase of the users in the library.

PURPOSE OF THE STUDY: The turbulent global higher education sector poses significant marketing, branding and management challenges to institutions. In South Africa, the development of new institutions like Sol Plaatje University and the University of Mpumalanga has increased competition in the market, increasing pressure on universities to retain high-performing students in a bid to grow. This study investigates the institutional factors influencing post-graduate students' university loyalty. It examines the relationship between reputation and academic programmes, quality and competencies of academic staff, expenses and grants, facilities and physical environment, career prospects, and sports on university loyalty through the mediating role of attitude DESIGN/METHODOLOGY/APPROACH: Data for this quantitative study were gathered from 150 post-graduate students at the University of the Witwatersrand through a close-ended questionnaire. Data were analysed using Statistical Package for Social Science 27 (SPSS), whereby various reliability and validity tests were conducted. Structural Equation Modelling (SEM) was then used to test the hypotheses FINDINGS: The results obtained indicate a positive and significant relationship between reputation and academic programmes, quality and competencies of academic staff, and career prospects and attitude towards the university. A positive and significant relationship was observed between attitude towards the university and university loyalty RECOMMENDATIONS/VALUE: Universities should focus on enhancing their reputation and offering cutting-edge academic programmes that are considerably different from those offered by competitors. Quality and competencies of academic staff and maintaining academic excellence must be emphasised. This will encourage recruiters to seek graduates from the institution, resulting in greater career prospects for students MANAGERIAL IMPLICATIONS: By concentrating on the university's reputation and academic programmes, quality and competencies of academic staff, and providing qualifications that lead to good job prospects, positive student attitudes towards the university and, by extension, loyalty will be ensured. This will ensure that universities retain some of their high-performing students JEL CLASSIFICATION: I23, M31

BACKGROUND: Whether internal or external, motivational factors serve as stimulants influencing individual ability to execute sales tasks. A meta-analysis was conducted highlighting three broad categories of individual motivations that are imperative within the context of sales performance, namely cognitive choice, goal orientation, and work engagement. However, marketing and sales management scholars argue that there is a need for further research exploring the influence of intrinsic and extrinsic motivational factors on overall sales performance in multiple business settings AIM: The aim of the study is to test a six-dimensional framework of business-to-business (B2B) sellers' motivations in sales performance SETTING: The application of a six-dimensional framework on sales performance within a Norwegian context. Different companies from multiple industries operating in the product-orientated sector of Norway were selected to measure the relevance of the six-dimensional framework to sales performance in these companies METHOD: In total, 236 usable questionnaires representing multiple industries of different sizes across Norway were used. Data were collected using self-administered questionnaires RESULTS: The findings indicate that the dimensions of B2B sellers' motivations are relevant in a B2B sales setting. Therefore, sales businesses operating in a B2B environment need to become increasingly aware that motivations drive sellers to achieve their goals CONCLUSION: The study offers an increased understanding on how to structure B2B sellers' motivations in a six-dimensional framework, including cognitive choice, goal orientation, and work engagement CONTRIBUTION: The study develops an improved understanding of the intrinsic and extrinsic motivational factors that influence the sales performance of B2B sellers. Furthermore, it contributes to an increased understanding of how to structure B2B sellers' motivations in a six-dimensional framework

ORIENTATION: South Africa is currently going through a graduate unemployment challenge. Calls exist for research that addresses this challenge RESEARCH PURPOSE: This research study aimed to establish social media tools' role in addressing employability challenges faced by graduates after completing their tertiary education MOTIVATION FOR THE STUDY: Calls exist in the literature for nuanced ways of addressing challenges youths face after completing their studies. The role of social media in this remains an area of inquiry with noted importance RESEARCH APPROACH/DESIGN AND METHOD: The study utilised an interpretivist philosophy relying on a qualitative research approach using interview data with a sample of 15 experts within the human resources field. Thematic analysis was used as a means of data analysis MAIN FINDINGS: Two primary outcomes emerged from the research study. Firstly, a need exists for unemployed graduates to use social media as a marketing utility for their skills and abilities. Secondly, social media can also be used as an information utility to enhance awareness about labour market issues PRACTICAL/MANAGERIAL IMPLICATIONS: The findings offer insights into addressing the employability challenges faced by graduates when seeking employment opportunities. The role of social media in mitigating graduate challenges is proposed. Through the findings, graduates have the potential to enhance their portfolios to improve their integration into the labour market CONTRIBUTION/VALUE ADD: The study proffers insights into how social media helps increase the employability prospects of graduates entering the job market

BACKGROUND: Assistive technologies (ATs) enable persons with visual impairment (PwVI) to equitably benefit from public library resources and services as their sighted counterparts. However, the extent to which this facility is available and used at public libraries in less-developed countries remains largely unknown OBJECTIVES: This study reports on the investigation done on the availability and use of ATs by PwVI at public libraries in the cities of Ekurhuleni and Johannesburg in South Africa METHOD: The study used a multimethod and explanatory sequential design in which data were collected through questionnaires administered with 131 librarians and interviews held with 10 PwVI RESULTS: The findings of the study point towards inadequate availability of computers with internet services, audiotapes, screen magnifying and reading software, and these were used for, among others, leisure, research, job searching and communication CONCLUSION: The study concludes that certain ATs were inadequately available and used by PwVI at some libraries in the cities of Ekurhuleni and Johannesburg. The study recommends training for PwVI on how to use ATs, marketing of available ATs, training of staff on how to render AT-based services as well as management availing adequate budget for the development of AT-based collection CONTRIBUTION: The study contributes to the understanding of the types of ATs available and used by PwVI in public libraries

Abstract The objective of health care institutions is to provide physical, mental and social well-being to the population. To fulfill this mission, they execute administrative processes with their internal stakeholders (doctors, nurses and administrative and contact staff) and external stakeholders (patients and families), promoting a collaborative work environment that contributes to the optimal development of the institution’s human capital. This work environment is known as internal marketing and is motivated by senior management, who, based on the organizational management structure, seek to generate the best working conditions and inspire the development of human capital with the goal of better serving external clients. To explore the impact of these actions in health care institutions, we began by assessing tacit knowledge through the experiences of patients’ relatives. Using this approach, the fundamental objective of the analysis was to explore internal marketing actions in health institutions based on external clients’ (relatives of the patients) experiences regarding equipment and tools for the execution of the work, performance and job satisfaction and to compare the results with the Leonard Berry model. To this end, the methodological design as supported by a literature review and operationalized within the internal marketing variable. Among the main findings, affinity was identified in the dimensions treating the employee like a customer and recognizing the task as a product, employee satisfaction, service-oriented attitudes, perceived quality of services and customer satisfaction in the Berry model. Based on these preliminary results, we concluded that internal marketing in health care institutions has a favorable impact on human capital and that this is supported by the experiences of family members who accompany patients during their hospital stay, who develop emotional bonds through the treatment that is received.

Resumen El objetivo de las instituciones de salud es brindar bienestar físico, mental y social a la población. Para cumplir esta misión, ejecutan procesos administrativos con sus grupos de interés internos (doctores, enfermeras, personal administrativo o de contacto) y externos (pacientes y familiares), impulsando un ambiente laboral de colaboración que contribuya al óptimo desempeño del capital humano en la Institución. Este ambiente de trabajo es conocido como Marketing Interno y es motivado por la Alta Dirección, quien basado en la gestión de la estructura organizacional busca generar las mejores condiciones laborales e inspirar al capital humano para un mejor desempeño con el cliente externo. Así, para explorar el impacto de estas acciones en Instituciones de Salud, iniciamos valorando el conocimiento tácito a través de las experiencias de los familiares de los pacientes. Bajo este enfoque, el desarrollo del análisis tiene como objetivo fundamental explorar las acciones del Marketing Interno en Instituciones de salud basados en las experiencias del cliente externo (familiares de los pacientes) en los indicadores: Equipo y herramientas para la ejecución del trabajo, desempeño y satisfacción laboral para luego compararlo con el Modelo de Leonard Berry. Con este fin, el diseño metodológico se respalda en la revisión de la literatura, operacionalizándolo en la variable Marketing Interno. Como principales hallazgos, se identifica afinidad en las dimensiones: tratar al empleado como cliente y reconocer la tarea como un producto, empleado satisfecho, actitudes orientadas al servicio, calidad de los servicios percibida y cliente satisfecho del Modelo de Berry. A partir de estos resultados preliminares, concluimos que el Marketing Interno en Instituciones de Salud repercute favorablemente en el Capital Humano y que esto es avalado por las experiencias de los familiares que acompañan al paciente durante su estancia en el Hospital, quienes generan vínculos emocionales a partir del trato recibido.

RESUMEN El objetivo del artículo es introducir el concepto de branding interno en la literatura organizacional publicada en México, distinguiéndolo de conceptos relacionados como el marketing interno y el branding del empleador. El método consistió en la estimación de un modelo de ecuaciones estructurales usando Mínimos Cuadrados Parciales con una muestra de 310 encuestas de empleados de una cadena grande de farmacias. Los resultados muestran una relación positiva entre el ajuste con los valores de marca de los empleados y su satisfacción laboral, intención de permanencia y conducta alineada con la marca. El hallazgo principal es que el branding interno rebasa el ámbito exclusivo del marketing e incide también en objetivos tradicionales de recursos humanos, como la satisfacción e intención de permanencia de los colaboradores.

ABSTRACT The objective of this article is to introduce the concept of internal branding to the organizational literature published in Mexico, distinguishing it from related concepts such as internal marketing and employer branding. The method consisted of estimation of a structural equations model using Partial Least Squares, with a sample of 310 surveys of employees from a large chain of pharmacies. The results show a positive relationship between employees’ brand values fit and their job satisfaction, intention to stay and brand-aligned behavior. The principal finding is that internal branding exceeds the exclusive scope of marketing and positively influences traditional human resource objectives, such as employee satisfaction and intention to stay.

Abstract Companies are constantly looking for learning strategies to develop the skills of their human capital and acquire or modify knowledge, skills, attitudes and other elements. The learning process, however, is influenced by various factors such as age of the staff. The aim of this research is to statistically confirm the existence of a relationship between the appreciation of age of the human capital at the Coahuila steel complex as a factor that influences some elements of the competencies (theoretical knowledge, skills, attitudes and values) for performing their job responsibilities (production and/or marketing of goods and services). A sample of 371 people from the Coahuila steel complex were interviewed individually and the data analyzed through statistical tests of contingency tables, chi-square and Spearman correlation to prove the hypothesis. Results showed that no significant relationship exists between age and theoretical knowledge, skills, attitudes and values of the human capital at the Coahuila steel complex for performing their job responsibilities.

Resumen Las empresas actualmente buscan de manera constante estrategias de aprendizaje que les permitan desarrollar las competencias de su capital humano, adquirir o modificar conocimientos, habilidades y actitudes, entre otros elementos, pero el aprendizaje se ve influenciado por diversos factores, como la edad del personal. Esta investigación tiene por objetivo verificar estadísticamente la existencia de relación entre la percepción de la edad del capital humano del complejo siderúrgico coahuilense como un factor que influye en algunos elementos de las competencias (conocimiento teórico, habilidad, actitud y valores) para realizar las actividades en su puesto de trabajo (producción y/o comercialización de bienes y servicios). Las entrevistas individuales se realizaron con una muestra de 371 personas del complejo siderúrgico coahuilense. Los datos obtenidos se analizaron mediante pruebas estadísticas de Tablas de contingencia, chi-cuadrada y correlación de Spearman para comprobar la hipótesis. Los resultados mostraron que no exite relación significativa entre la edad y los conocimientos, habilidades, actitudes y valores del capital humano del complejo siderúrgico coahuilense para realizar las actividades en su puesto de trabajo.

Introducción: Este artículo explora los nuevos profesionales que las empresas periodísticas locales están incorporando en un ecosistema en el que las plataformas digitales, principalmente Google y Facebook, cada vez tienen mayor peso como canales de distribución de los contenidos. Metodología: El objeto de estudio, en el marco del periodismo político, son 12 medios de proximidad catalanes escogidos en función de criterios de diversidad mediática y distribución geográfica. Se han realizado entrevistas en profundidad semi-estructuradas a 24 profesionales, desde editores hasta redactores pasando por gestores de redes sociales. Resultados: Se demuestra que las empresas incorporan nuevos perfiles para el periodismo político. Se enumeran nueve nuevos perfiles profesionales; aunque sólo tres de ellos, por el momento, son perfiles que las empresas periodísticas están contratando. Conclusiones: Las tareas asociadas a la distribución de contenidos, más propias de los profesionales de las relaciones públicas, ahora también recaen en los periodistas.

Introduction: This article analyzes the development of new genres of newsworkers that the local media are hiring in a digital ecosystem in which platforms like Google and Facebook have the control of distribution. Methodology: The object of study, within the framework of political journalism, is comprised of 12 Catalan local media selected according to criteria of media diversity and geographical distribution. Semi-structured in-depth interviews with 24 professionals were conducted, from editors to journalists to social media managers. Results: Companies incorporate new job roles in political journalism. Nine new professional profiles are listed, although only three of them are profiles that the newsrooms are currently hiring. Conclusions: The skills related to marketing job roles are being adopted by journalists.