ABSTRACT This document analyzes social cartography in the fishing sector of Oaxaca, Mexico. The main objective is to represent the fishing system through the identification of the key actors, their relationships and the territory The methodology included three phases: 1) documentary to establish the theoretical framework; 2) field, with the application of 110 surveys to fishermen using the snowball technique; and 3) results, with the analysis and presentation of the data. The main results show that the agri-food sector; to which the fishing sector belongs, faces challenges such as enhancing production, supply, transformation, marketing and distribution capacities. The main government, business and higher education actors involved were identified. Regarding the fishing system in Oaxaca, the political-legislative, geographical, sustainability and health, financial and commercial, human capital, productive and infrastructural contexts were mapped, as well as the regional context of the Coast and Isthmus areas. The importance of recognizing the historical relationships that have marked fishing in Mexico is highlighted, especially in Oaxaca, one of the states with the highest rates of poverty and backwardness. JEL CLASSIFICATION: P42, J01, J54, Y90

RESUMEN Este documento analiza la cartografa social en el sector pesquero de Oaxaca, México. El objetivo principal es representar el sistema pesquero a través de la identificación de los actores clave, sus relaciones y el territorio. La metodología incluyó tres fases: 1) documental, para establecer el marco teórico; 2) de campo, con la aplicación de 110 encuestas a pescadores utilizando la técnica de bola de nieve; y 3) de resultados, con el análisis y presentación de los datos. Los principales resultados muestran que el sector agroalimentario, al cual pertenece el sector pesquero, enfrenta retos como potencializar las capacidades de producción, abastecimiento, transformación, comercialización y distribución. Se identificaron los principales actores gubernamentales, empresariales y de educación superior involucrados. En cuanto al sistema pesquero en Oaxaca, se mapearon los contextos político-legislativo, geográfico, de sustentabilidad y sanidad, financiero y comercial, de capital humano, productivo e infraestructural, así como el contexto regional de las zonas Costa e Istmo. Se destaca la importancia de reconocer las relaciones históricas que han marcado la pesca en México, especialmente en Oaxaca, uno de los estados con mayores índices de pobreza y rezago. CLASIFICACIÓN JEL: P42, J01, J54, Y90

RESUMO Este artigo analisa o mapeamento social no setor de pesca em Oaxaca, México. O principal objetivo é representar o sistema de pesca por meio da identificação dos principais atores, suas relações e o território. A metodologia incluiu três fases: l) documental, para estabelecer a estrutura teórica; 2) campo, com a aplicação de 110 pesquisas a pescadores usando a técnica de bola de neve; e 3) resultados, com a análise e apresentação dos dados. Os principais resultados mostram que o setor agroalimentar, ao qual pertence o setor pesqueiro, enfrenta desafios como o fortalecimento das capacidades de produção, fornecimento, processamento, comercialização e distribuição. Foram identificados os principais atores governamentais, empresariais e de ensino superior envolvidos. Com relação ao sistema de pesca em Oaxaca, foram mapeados os contextos político-legislativo, geográfico, de sustentabilidade e saúde, financeiro e comercial, de capital humano, produtivo e de infraestrutura, bem como o contexto regional das zonas da Costa e do Istmo. O estudo destaca a importância de reconhecer as relações históricas que marcaram a pesca no México, especialmente em Oaxaca, um dos estados com os mais altos índices de pobreza e atraso. CLASSIFICAÇÃO JEL: P42, J01, J54, Y90

Hierdie sewe-jaar longitudinale opvoedingstudie evalueer drie akademiese afleweringsmodusse vir deeltydse MBA-studente in hul Bemarkingsbestuursmodule, naamlik vol kontak (20172019), vol aanlyn tydens COVID-19 se harde inperking (2020-2021 en die daaropvolgende gemengde modus (2022-2023). Die studie het ten doel om te bepaal of die afleweringsmodus studente se akademiese prestasie beduidend beïnvloed. Die eenrigting-variansie-analise (EVA) het beduidende verskille tussen die afleweringsmodusse vir individuele opdragte (normatiewe assessering) en groepgevallestudies (summatiewe assessering) geïdentifiseer. Daar was ook betekenisvolle verskille tussen die akademiese prestasie ten opsigte van die finale saamgestelde portefeulje van kennis (wat as eksamen dien). Hierdie portefeulje bestaan uit 'n prakties-toegepaste bemarkingsplan. Die post-hoc toetse het getoon dat studente aansienlik beter gevaar het tydens die gemengde afleweringsmodus in individuele opdragte, terwyl die volledige aanlyn modus laer punte vir die groepgevallestudies gehad het. Beide die gemengde en volledige kontakmodusse het beduidende opeenvolgende verbetering vir die groepgevallestudies getoon, wat in elke gevallestudie verbetering getoon het namate die semester gevorder het. Dit verskil van volledige aanlyn onderrig. Die gemengde modus het ook aansienlik beter gevaar in die eksamen- en finale modulepunte en het selfs beter gevaar as volkontakklasse.

The COVID-19 pandemic significantly transformed the tertiary education landscape. Traditional contact universities were forced abruptly to adopt a full-distance education mode, a situation neither the students nor lecturers were prepared for. Many lectures and teaching activities were developed on the fly as universities struggled to roll out the needed support in double-time for lecturers and students. This new normal for education required integrating technology, advanced communication software, revised assessment techniques, and recognising the need for flexible and adaptable approaches to teaching and learning. Students also evolved and gained technological proficiency, adaptability, time management, soft skills, social media proficiency, and an awareness of health and well-being. Albeit uncertain in redefining the new normal, universities continue to provide quality education. However, exactly how university education should be delivered to a new breed of students in a new business environment is a challenge. This is even more so in the case of executive MBA students. After the hard lockdown and restrictions were lifted on 21 September 2020, the North-West University Business School started to explore other modes of academic content delivery. Reinstating a full contact delivery mode was not an option because of remaining restrictions. High technological investment, online-educated lecturers and students, and benefits and developments during online learning now form a new normal for the Business School. Which teaching method, or rather, which mode of delivery, is the most relevant and adequate? Should the MBA lectures return to the historic full-contact delivery mode, stick with the newly established full online mode, or attempt to integrate the benefits of both into a hybrid mode of delivering business education to a new breed of technology-savvy students? This study, therefore, examines the academic performance of the different delivery modes by comparing data of Executive MBA Marketing management students at the NWU Business School in South Africa. The study examines the academic performance of these students from 2017 up to 2023. The panel database consists of Executive MBA students'marks for the module in Marketing Management from 2017 up to 2023. The database contains marks for individual assignments, groupwork case studies, final individual- and groupwork marks, exam marks and the final module mark. The final assessment is a portfolio of evidence comprising a detailed marketing plan for a product, service, or organisation of choice. The mode of delivery served as the dependent variable, while the independent variables comprised the marks for each assignment (groupwork, individual and portfolio of evidence). Three delivery modes were compared, namely full-contact (2017-2019), full-online (2020-2021), and the post-pandemic hybrid mode currently in effect (2022-2023). The data comprised 630 cases. However, the analysis of variance (ANOVA) used 532 cases to compare the different groupwork assignments (230 full-contact students, 159 full-online students, and 143 hybrid students). Cronbach's alpha coefficient measured the data's reliability, and one-way ANOVA determined significant differences (p<.05) between the academic performance of the three delivery modes. The analysis confirmed that significant differences exist between the modes of delivery for individual assignments, group case studies and exams (p<.05). The Tukey ab post-hoc tests showed that students performed significantly better during the hybrid delivery mode in individual assignments (69.2%) than full contact (63.8%). Regarding the individual assignment, the full online (63.8%) and full contact (63.7%) delivery modes perform significantly worse than the hybrid (69.2%) delivery mode. Regarding the first group case study (Group Assignment 1), full online performs (67.3%) significantly worse than hybrid (71.1%) and full contact (73.6%) delivery modes. There is no significant difference between the hybrid and full contact delivery modes. In the second, third, and fourth group case studies (Group Assignments 2, 3 & 4), the hybrid delivery mode (82.37%, 75.4%, 82.7%) outperforms the full contact (75.4, 80.1%, 86.6%) and full-online (71.4%, 71.4%, 67.8%) modes. The hybrid delivery mode, therefore, proves to be more conducive towards academic performance in group work. Finally, in considering the final module mark, the hybrid delivery mode (71.0%) is significantly higher than the other two delivery modes. However, there is no significant difference between full online (67.5%) and full-contact (67.2%) delivery modes regarding the final module mark. Nevertheless, it is noteworthy that the better performance in the final module marks is a function of the groupwork where the students analysed case studies together. There are no significant differences in the exam marks between the delivery modes, so better academic performance in the hybrid mode of delivery where groupwork is concerned culminates in the better module mark. Based on the findings, it is evident that the hybrid mode of delivery results in the best academic performance. This observation is based on three reasons, namely 1) students performed better in both the normative and summative assessments during hybrid tuition; 2) there is continuous progressive learning throughout the semester regarding the group case studies (summative assessment). They learn to improve and hone their skills to analyse better and apply business solutions to real-life problems experienced by organisations. This is based on students' improving marks in the group case studies as they become more proficient in analysing and answering the applied case studies because they learn from each case study; and 3) the students perform better academically in their normative assessments and earn higher final module marks (partially due to reason 2). It is concluded that the hybrid delivery mode facilitates the academic performance of post-pandemic executive MBA Marketing management students. JEL KODES: I23, I21, M30

ABSTRACT The COVID-19 pandemic drove the transition to online learning globally. This study evaluated the marketing strategies of IST CENESTUR using a mixed methodological approach that integrated qualitative and quantitative perspectives. A significant correlation was found between information sources and influence on the choice of educational services, highlighting the impact of strategies such as digital marketing and customer testimonials. Although most perceived value for money positively, varied opinions were identified, urging to adjust strategies and improve quality. Flexibility of schedules was crucial for customers, followed by the quality of educational material. In addition, there was a high positive perception of the impact of the services on personal and professional development, with a high recommendation rate. However, the importance of addressing financial concerns to improve accessibility and overall satisfaction was stressed.

RESUMEN La pandemia de COVID-19 impulsó la transición hacia la enseñanza en línea a nivel global. Este estudio evaluó las estrategias de marketing del IST CENESTUR se empleó un enfoque metodológico mixto que integró perspectivas cualitativas como cuantitativas. Se encontró una correlación significativa entre las fuentes de información y la influencia en la elección de servicios educativos, resaltando el impacto de estrategias como el marketing digital y los testimonios de clientes. Aunque la mayoría percibió positivamente la relación calidad-precio, se identificaron opiniones variadas, instando a ajustar estrategias y mejorar la calidad. La flexibilidad de horarios fue crucial para los clientes, seguida de la calidad del material educativo. Además, se observó una alta percepción positiva del impacto de los servicios en el desarrollo personal y profesional, con una elevada tasa de recomendación. No obstante, se subrayó la importancia de abordar las preocupaciones financieras para mejorar la accesibilidad y la satisfacción general.

The social and political history of South Africa yielded massive transformation in the higher education landscape, including access to education and the merger of universities. Despite the many successes of transformation, it brought with it challenges such as increasing participation, student retention, throughput, and graduation rates; changes in government funding models; declining student subsidies and providing quality education with limited resources. The South African higher education sector is multi-faceted, and students have a wide range of higher education options. This study explored factors influencing decision-making of first-year students when selecting a university. Data was collected from first-year students and employees at a University of Technology. Through in-depth interviews and focus group discussions, the researchers analysed the complex factors that guide students' decision-making when selecting a university. The findings revealed that factors significantly influencing decision-making on university selection are, the reputation and quality of university programmes offered, response time and support provided by staff; location; and infrastructure and facilities. This research is significant in that it will assist higher education institutions, particularly marketing and communications departments to be more responsive to students' needs by shifting toward active engagement in its marketing and recruitment approaches to attract, retain, and satisfy students.

RESUMO Este estudo analisa a presença online de marcas globais de moda à luz do novo luxo. Identificando resistências tradicionais à integração digital, destaca-se que seis das nove marcas pesquisadas adotam estratégias condizentes com o novo luxo, enfatizando interação, diálogo e venda de produtos premium no mercado brasileiro. Observa-se um compromisso crescente com a sustentabilidade, especialmente nas marcas Louis Vuitton e Dior, que incorporam ações ambientais e sociais em suas plataformas online. A análise de redes sociais (ARS) revela a interconexão entre os conceitos de luxo e sustentabilidade. Limitações incluem a amostragem restrita a marcas de moda e a falta de pesquisa sobre a exclusividade nas plataformas digitais. O estudo destaca a importância da compreensão aprofundada do engajamento das marcas de luxo na internet para orientar estratégias de marketing digital na pós-modernidade. destacase se interação brasileiro Observase Observa sustentabilidade Dior ARS (ARS digitais pósmodernidade. pósmodernidade pós modernidade. modernidade pós-modernidade

This study examines the online presence of global fashion brands in light of new luxury. Identifying traditional resistances to digital integration, it is noteworthy that six out of nine researched brands adopt strategies consistent with new luxury, emphasizing interaction, dialogue, and the sale of premium products in the Brazilian market. A growing commitment to sustainability is observed, particularly in brands like Louis Vuitton and Dior, which integrate environmental and social actions into their online platforms. Social Network Analysis reveals the interconnectedness between the concepts of luxury and sustainability. Limitations include a narrow sampling focusing on fashion brands and a lack of exploration into exclusivity on digital platforms. The study underscores the importance of a deep understanding of luxury brands’ engagement online to guide digital marketing strategies in the post-modern era. integration interaction dialogue market observed Dior platforms postmodern post modern era

Este estudio examina la presencia en línea de marcas globales de moda a la luz del nuevo lujo. Identificando resistencias tradicionales a la integración digital, es notable que seis de las nueve marcas investigadas adoptan estrategias consistentes con el nuevo lujo, enfatizando la interacción, el diálogo y la venta de productos premium en el mercado brasileño. Se observa un compromiso creciente con la sostenibilidad, especialmente en marcas como Louis Vuitton y Dior, que incorporan acciones ambientales y sociales en sus plataformas en línea. El Análisis de Redes Sociales (ARS) revela la interconexión entre los conceptos de lujo y sostenibilidad. Las limitaciones incluyen una muestra limitada centrada en marcas de moda y la falta de estudio sobre la exclusividad en las plataformas digitales. El estudio subraya la importancia de comprender a fondo el compromiso en línea de las marcas de lujo para orientar las estrategias de marketing digital en la era posmoderna. interacción brasileño sostenibilidad Dior ARS (ARS digitales posmoderna

RESUMEN La comprensión de las prácticas de movilidad de mujeres agricultoras en función de la comercialización de sus productos resulta de suma importancia para identificar sus necesidades y desafíos como grupo social vulnerable. La investigación analizó las prácticas de movilidad y comercialización que utilizan las mujeres agricultoras de la parroquia rural Sinincay, del cantón Cuenca, Ecuador. Mediante la asunción de una metodología mixta de carácter transversal, se aplicaron encuestas para la recolección de información. Los resultados revelaron que las oportunidades para comercializar productos se concentran en el área urbana. El 57.7 de las mujeres comercializa sus productos en lugares no aptos para ello, principalmente en la vía pública, cerca de mercados y plazas. El 72.3 %, al no disponer de vehículo propio dependen de otros medios de transporte, situación que incide en la inversión de tiempo y costo de los desplazamientos. Además, el 93.8 % no forma parte de ninguna organización, lo que conlleva a la realización de la mayoría de viajes de forma individual. Estos hallazgos constituyen un insumo importante para que los organismos pertinentes generen acciones para mejorar la situación de este importante grupo poblacional.

ABSTRACT Understanding women farmers' mobility practices in marketing their products is of utmost importance in identifying their needs and challenges as a vulnerable social group. The research analyzed the mobility and marketing practices used by women farmers in the rural parish of Sinincay in the canton of Cuenca, Ecuador. Using a mixed methodology of a cross-sectional nature, surveys were applied to collect information. The results revealed that the opportunities for marketing products are concentrated in the urban area. A total of 57.7% of the women market their products in places not suitable for this purpose, mainly on public roads, near markets and squares. Since 72.3 % do not have their own vehicle, they depend on other means of transportation, a situation that affects the investment of time and the cost of travel. In addition, 93.8% do not belong to any organization, which means that most trips are made individually. These findings constitute an essential input for the relevant agencies to generate actions to improve the situation of this important population group.

Abstract This study aims to identify the differences between green marketing initiatives and greenwashing, as well as their implications for companies’ social and environmental development practices. It relies on data from Banco do Brasil S.A. and Natura & Co. A qualitative, descriptive and multiple case study was employed, involving an analysis of documents such as annual reports and other publicly available information on the companies’ websites. The documentary analysis was guided by the checklist developed from the theoretical review. The research findings indicate that both organisations analysed adhere to ethical principles when communicating their sustainability efforts in environmental and social dimensions, thus aligning with the green marketing model advocated in scientific literature and distancing them from the representation of greenwashing. Banco do Brasil and Natura & Co., as evidenced in reports available on their websites, demonstrate genuine actions and support projects in both social and environmental domains. Communication with the market and stakeholders includes verifiable details, sources, and documents, establishing credibility and affirming that the reported actions were indeed implemented. Consequently, it is possible to infer that the practices observed align with green marketing rather than greenwashing.

Resumo Este estudo tem como objetivo identificar as diferenças entre as ações de marketing verde e de tendência ao greenwashing, bem como suas implicações para as práticas de desenvolvimento socioambiental das empresas, com base em dados do Banco do Brasil S.A. e Natura & Co. Utilizou-se uma pesquisa qualitativa, descritiva e estudo de caso múltiplo, realizado com análise de documentos, como relatórios anuais, além de outras informações disponíveis aos consumidores pelas duas empresas em seus sites. A análise documental foi orientada pela check-list construída a partir da revisão teórica. A pesquisa evidenciou que as duas organizações analisadas seguem princípios éticos na publicização de suas ações no âmbito da sustentabilidade, nas dimensões ambiental e social, configurando desta forma o modelo de marketing verde, preconizado na literatura científica, distanciando-se da tipificação de greenwashing. Tanto o Banco do Brasil como a Natura & Co. demonstram, por meio de relatórios disponibilizados em seus sites, a realização de ações e apoio a projetos, tanto sociais, como ambientais, que, ao serem objeto de comunicação ao mercado e stakeholders, evidenciam características de veracidade, com indicação de fontes e documentos que comprovam a efetiva execução de ações citadas. Destarte, é possível inferir que se trata de marketing verde e não greenwashing.

Resumo:A Universidade da Costa Rica (UCR) tem como um dos pilares fundamentais do seu trabalho a ação social e nela, a educação continuada. Pensando no anterior, a Escola de Engenharia Topográfica cria o projeto ED3550 Atividades de Formação e Atualização em Engenharia Topográfica. Este projeto representa a oportunidade de oferecer opções de formação e atualização sobre temas relevantes e inovadores para as populações interessadas, e assim estabelecer uma ligação com a sociedade no fortalecimento das suas competências e habilidades profissionais. Para promover atividades de formação continuada, foram implementadas estratégias de marketing digital baseadas em redes sociais, e-mails e dispositivos móveis, o que permitiu projeção nacional e internacional aos cursos e palestras que foram organizados, o que se manifestou numa ampla participação de profissionais. não só da engenharia topográfica, mas de carreiras afins como: engenharia civil, geografia, biologia, direito e engenharia ambiental, só para mencionar alguns exemplos. Apresentamos uma sistematização da experiência com base no método de cinco pontos proposto por Jara (2018), no qual uma análise quantitativa das conquistas alcançadas é realizada durante o período de 2020 a 2022. Em síntese, a conquista obtida ao longo de dois anos de implementação do projeto é creditada ao uso de meios digitais para promover as atividades do programa. Isso possibilitou uma exposição significativa a diversas comunidades, permitindo ao EIT estabelecer conexões sociais e fomentar a atualização profissional. Conclui-se então que o marketing digital contribui significativamente para o conhecimento da população alvo, o que nos permite oferecer soluções adequadas às suas necessidades formativas.

Resumen: La Universidad de Costa Rica (UCR) tiene como uno de los pilares fundamentales de su quehacer la acción social y dentro de esta la educación continua. Con sustento en lo anterior, es que la Escuela de Ingeniería Topográfica (EIT) crea el proyecto ED3550 Actividades de Capacitación y Actualización en Ingeniería Topográfica. Dicho proyecto representa la oportunidad de ofrecer opciones de capacitación y actualización en temas relevantes e innovadores a las poblaciones interesadas, y con ello establecer un vínculo con la sociedad en el fortalecimiento de sus habilidades y destrezas profesionales. Para la promoción de las actividades de educación continua, se han implementado estrategias de mercadeo digital basado en redes sociales, correo electrónico y dispositivos móviles, lo cual ha permitido darle proyección nacional e internacional a los cursos y charlas que se han organizado, lo que se ha manifestado en una amplia participación de profesionales no solo de ingeniería topográfica, sino de carreras afines, tales como ingeniería civil, geografía, biología, derecho e ingeniería ambiental, por mencionar algunos ejemplos. En este estudio, se presenta una sistematización de la experiencia basada en el método de los cinco puntos propuesto por Jara (2018), en la cual se realiza un análisis cuantitativo de los logros alcanzados durante el período de 2020 a 2022. En síntesis, el éxito que se ha logrado en dos años de ejecución del proyecto es atribuido al uso de medios digitales para la divulgación de las actividades programadas, lo que ha permitido tener una exposición importante ante poblaciones diversas y le ha posibilitado a la EIT establecer un vínculo social y el fomento de actualización profesional. Se concluye, entonces, que el mercadeo digital aporta significativamente en el conocimiento de la población meta, lo que permite ofrecer soluciones adecuadas a sus necesidades de formación

Abstract: One of the fundamental pillars of the University of Costa Rica (UCR) is social action, which includes continuing education. In this sense, the School of Topographic Engineering has created the project ED3550 Training and Updating Activities in Topographic Engineering. This project is an opportunity to provide training and updating in relevant and innovative topics to those interested, and to create a link with society to strengthen professional skills and abilities. The training activities are promoted through digital marketing on social networks, e-mail and mobile devices. This has given a national and international projection to the courses and lectures organized, resulting in a wide participation of professionals not only from topographic engineering, but also from other professions such as civil engineering, geography, biology, law and environmental engineering, among others. A systematization of the experience is presented, based on the five-point method proposed by Jara (2018), in which a quantitative analysis of the achievements during the period from 2020 to 2022 is carried out. In summary, the success achieved in two years of project implementation is attributed to the use of digital media for the dissemination of program activities, which has provided an important exposure to different populations and has allowed the EIT to establish a social link and promote professional updating. It is therefore concluded that digital marketing contributes significantly to the knowledge of the target population, which makes it possible to provide adequate solutions to their training needs.

Resumo A inovação é uma particularidade marcante do processo de desenvolvimento das economias de mercado. Nesse sentido, o estudo objetivou identificar as ações inovativas da agricultura familiar agroecológica em Santana do Livramento, no Rio Grande do Sul, e sua relação com a dinâmica produtiva local. A pesquisa se caracteriza como qualitativa e a técnica de coleta de dados utilizada foi a entrevista semiestruturada, realizada nas unidades de produção familiares e nos locais de comercialização. Foram entrevistados nove agricultores familiares agroecológicos entre outubro de 2021 e janeiro de 2022. A delimitação do número de entrevistas ocorreu pelo critério de saturação, e o tratamento dos dados, através da análise de conteúdo. Os agricultores familiares agroecológicos de Santana do Livramento têm inovado nos cinco pilares da inovação propostos por Schumpeter (1997), que são fonte de matéria-prima, produto, processo, mercado e organização da produção. As práticas inovadoras fomentadas se relacionam com o aproveitamento dos recursos naturais, a promoção, o fortalecimento e a valorização do conhecimento local, mediante a colaboração para a segurança alimentar, autonomia e autogestão produtiva. Alinham-se também à conservação do ecossistema produtivo, à cultura de aquisição de conhecimentos, bem como às relações sociais fortalecidas com reciprocidade e respeito aos saberes e sabores locais, agregando resiliência e criatividade e novas interfaces de aproximação ao mercado consumidor. sentido Sul local semiestruturada comercialização 202 2022 saturação conteúdo 1997, 1997 , (1997) matériaprima, matériaprima matéria prima, prima matéria-prima produto naturais promoção alimentar Alinhamse Alinham produtivo conhecimentos consumidor 20 199 (1997 2 19 (199 1 (19 (1 (

Abstract Innovation is a remarkable feature of the development process of market economies. In this sense, the study aimed to identify the innovative actions of agroecological family farming in Santana do Livramento, in the state of Rio Grande do Sul, and its relationship with the local production dynamics. The research is characterized as qualitative and the data collection technique used was semi-structured interviews, carried out in the family production units and marketing locations. Nine agroecological family farmers were interviewed between October 2021 and January 2022, the delimitation of the number of interviews occurred by the saturation criterion and the treatment of the data, through content analysis. The agro-ecological family farmers of Santana do Livramento have innovated in the five pillars of innovation proposed by Schumpeter (1997), which are source of raw material, product, process, market and organization of production. The innovative practices fostered are related to the use of natural resources, promotion, strengthening, and valorization of local knowledge, through collaboration for food security, autonomy, and productive self-management. They are also aligned to the conservation of the productive ecosystem, to the culture of knowledge acquisition, as well as to social relations strengthened by reciprocity and respect for local knowledge and flavors, adding resilience and creativity and new interfaces to approach the consumer market. economies sense Sul dynamics semistructured semi structured locations 202 2022 analysis agro ecological 1997, 1997 , (1997) material product resources promotion strengthening security autonomy selfmanagement. selfmanagement self management. management self-management ecosystem acquisition flavors 20 199 (1997 2 19 (199 1 (19 (1 (

Resumen La innovación es una característica notable del proceso de desarrollo de las economias de mercado. En este sentido, el estudio tuvo como objetivo identificar las acciones innovadoras de la agricultura familiar agroecológica en Santana do Livramento, en Rio Grande do Sul, y su relación con la dinámica productiva local. La investigación se caracteriza como cualitativa y la técnica de recolección de datos utilizada fueron entrevistas semiestructuradas, realizadas en las unidades de producción familiar y en los locales de comercialización. Nueve agricultores familiares agroecológicos fueron entrevistados entre octubre de 2021 y enero de 2022, la delimitación del número de entrevistas ocurrió por el criterio de saturación y el tratamiento de los datos, a través del análisis de contenido. Los agricultores familiares agroecológicos de Santana do Livramento han innovado en los cinco pilares de la innovación propuestos por Schumpeter (1997), que son fuente de materia prima, producto, proceso, mercado y organización de la producción. Las prácticas innovadoras fomentadas están relacionadas con el uso de los recursos naturales, la promoción, el fortalecimiento y la valorización de los conocimientos locales, mediante la colaboración para la seguridad alimentaria, la autonomia y la autogestión productiva. También están alineadas con la conservación del ecosistema productivo, la cultura de adquisición de conocimientos, así como el fortalecimiento de las relaciones sociales con la reciprocidad y el respeto de los conocimientos y sabores locales, añadiendo resiliencia y creatividad y nuevas interfaces para acercarse al mercado de consumo. sentido Sul local semiestructuradas comercialización 202 2022 contenido 1997, 1997 , (1997) prima producto naturales promoción alimentaria productivo consumo 20 199 (1997 2 19 (199 1 (19 (1 (

Resumen Introducción/Objetivo: Las 4Fs del marketing digital -flujo, funcionalidad, feedback y fidelización-hacen la comunicación atractiva y efectiva en los recursos digitales. El objetivo de este trabajo es evaluar las 4Fs del marketing digital en una empresa hotelera del sector ecoturístico en México, validando un modelo de medición y analizando el posicionamiento de la marca y la relación vinculante entre estas variables. Metodología: Se llevó a cabo un estudio cuantitativo, no experimental, transversal, descriptivo y correlacional. Los participantes fueron 280 seguidores de la página de Facebook de la empresa. Se utilizó un cuestionario con 21 ítems, empleando análisis factorial confirmatorio con el método de máxima verosimilitud para determinar la validez de constructo y el coeficiente alfa de Cronbach para la fiabilidad. Resultados: El análisis de correlación de Pearson mostró una relación significativa alta entre las 4Fs del marketing digital y el posicionamiento de marca: flujo (0.808), funcionalidad (0.829), feedback (0.885) y fidelización (0.864). Todas las correlaciones son significativas al nivel 0.01 (bilateral). Conclusiones: Se corroboró que los esfuerzos de la empresa en sus sitios web para lograr que los clientes experimenten una interacción agradable y una búsqueda de información efectiva influyen significativamente en la creación de recuerdos y asociaciones con la marca.

Abstract Introduction/Objective: The 4Fs of digital marketing - flow, functionality, feedback, and loyalty - enhance effective and appealing communication across digital platforms. This study aims to evaluate the application of the 4Fs model in a Mexico-based ecotourism hotel, validating its measurement framework and analyzing the relationship between these variables and brand positioning. Methodology: A quantitative, non-experimental, cross-sectional, descriptive, and correlational approach was employed. The study surveyed 280 followers of the company's Facebook page, using a 21-item questionnaire. Confirmatory factor analysis with maximum likelihood estimation assessed construct validity, while Cronbach's alpha coefficient measured reliability. Results: Pearson correlation analysis revealed a strong, significant relationship between the 4Fs of digital marketing and brand positioning: flow (0.808), functionality (0.829), feedback (0.885), and loyalty (0.864). All correlations were statistically significant at the 0.01 level (two-tailed). Conclusions: The study affirmed that the company's efforts on its websites to foster pleasant user interaction and effective information retrieval significantly contribute to creating memorable brand associations.

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Editorial |PT As novas tendências na investigação qualitativa clamam pela inclusão de práticas mais criativas, visuais, críticas, reflexivas, colaborativas e até mesmo multimodais. Repensar e validar a investigação qualitativa como uma prática mais integral é reviver o sentimento original de celebrar a investigação qualitativa desde a sua dimensão mais íntima: a humanidade. Porque fazemos investigação qualitativa? Essencialmente, fazemos investigação qualitativa para entender mais e melhor. Ao estarmos mais próximos da nossa humanidade e das experiências construtivistas que nos moldam dia após dia, forjamo-nos como investigadores qualitativos em busca constante do próprio significado dos fenómenos sociais relevantes para as nossas realidades. Humanos, ainda mais humanos. Parte desta realidade humana deve trazer consigo uma dose significativa de reflexão individual e coletiva, de proximidade com outras latitudes, de uma criticidade constante, de um questionamento sistemático sobre o quê, como e porquê fazemos investigação qualitativa. Devemos explorar mais as novas tendências para o futuro, para que sejam a conversa do presente. Esta conversa deve incluir o uso efetivo e ético das tecnologias de comunicação e informação, deve levantar questões sobre os nossos processos de recolha e análise de dados. Estamos a promover, nas nossas “personas” participantes, espaços livres, seguros, artísticos e simbólicos sobre as suas experiências e perceções? Será que devemos repensar a entrevista como o mecanismo oficial para a recolha de dados aprofundados? Pensamos noutras técnicas de recolha de dados onde as participantes sejam as verdadeiras protagonistas das suas realidades? Atrevemo-nos a repensar novas tendências que guiem as participantes a representar as suas realidades de uma forma mais orgânica? Como investigadores qualitativos, devemos abrir-nos a processos mais participativos a nível comunitário e regional; devemos abrir a porta à internacionalização. Devemos, por sua vez, internalizar práticas que conduzam a questionamentos reflexivos e críticos para desafiar os nossos próprios preconceitos. Será que o motor ético e de responsabilidade gira em torno da consciência que temos, tendo em conta o nosso posicionamento nos estudos de investigação qualitativa? Será que celebramos a mente aberta, abraçamos o distintivo e incorporamos a humildade como pilares fundamentais para aqueles que se atrevem a fazer investigação qualitativa? Humildes, ainda mais humildes No volume 20, número 1, da revista New Trends in Qualitative Research, apresenta-se uma coleção enriquecedora destas tendências em investigação qualitativa. Mohd Anis e Mohd (2024) apresentam um estudo piloto que utiliza a inteligência artificial em processos de grupos focais como mecanismo para repensar a forma de recolher dados, garantindo profundidade e escalabilidade. Na mesma linha, De Almeida et al. (2024)problematizam as práticas pedagógicas iniciais para treinar docentes e garantir o direito à educação no Brasil. Veras Meira e Fernandes (2024) refletem sobre a descolonização e a necessidade de instituir novas crenças para uma educação mais emancipadora. Picolo Gimenes et al. (2024) evidenciam como o uso de desenho-história promove a expressão gráfica através do jogo terapêutico e humaniza a recolha de dados qualitativos para estabelecer vínculos lúdico-afetivos entre as crianças e o pessoal de enfermagem. Outro estudo procura identificar práticas e estratégias apropriadas para minimizar riscos e impactos em pacientes que sofreram de COVID-19 (Miranda et al., 2024). Dois artigos com contexto peruano refletem sobre as distinções semânticas e conceptuais entre tese, relatório de tese e artigo científico, como práticas académicas no ensino superior, e sobre as estratégias de marketing eficazes, bem como os desafios enfrentados por algumas empresas exportadoras no Peru. Uma equipa de investigação da Universidade de Aveiro abordou a questão do que se entende por plágio e auto-plágio através de um estudo bibliométrico e sistematizado. Além disso, um estudo realizado no Canadá exemplifica a criatividade na investigação qualitativa ao usar a inovação no ensino e na investigação de professores do ensino primário em Ciências Sociais. Os autores Araújo-Oliveira et al.(2024) utilizaram a análise socioespacial e a avaliação de obras musicais para promover o desenvolvimento profissional dos professores. De forma semelhante, são apresentadas considerações revistas na formação de professores em escolas superiores, com o objetivo de que os docentes aprendam sobre as dimensões ontológicas, epistemológicas e metodológicas das suas investigações educativas. Summers et al. (2024) fazem um apelo reflexivo sobre a recolha de dados qualitativos em contextos online. Por último, apresenta-se uma compilação exploratória sobre métodos baseados nas artes para compreender as experiências vividas por pessoas remuneradas que cuidam de idosos. Dentro das técnicas encontradas na compilação, destacam-se as artes visuais, a fotoelicitação e a narração de histórias, entre outras. Estas técnicas aprofundaram as perspetivas emocionais, psicológicas e sociais das pessoas cuidadoras, promovendo nelas processos de autorreflexão e diálogo. Estes métodos baseados nas artes mantêm a promessa de se posicionarem como processos integrais na investigação qualitativa. Os artigos apresentados neste volume posicionam a investigação qualitativa como um motor centrado na reflexão e no constante reexame do quê, como e porquê fazemos o que fazemos. Esperamos que ao ler este volume tenha mais perguntas do que respostas, porque devemos a nós mesmos essa constante inquisição, porque a conversa sobre investigação qualitativa sempre dará para mais. Reflexivos, ainda mais reflexivos.

Editorial |EN The latest trends in qualitative research clamor to include practices that are ever more creative, more visual, more critical, more reflective, more collaborative, and even more multimodal. Rethinking and validating qualitative research as a more integral practice revives the original celebratory feeling related to qualitative research in its most intimate dimension: humanity. Why do we undertake qualitative research? Essentially, we engage in qualitative research to understand more and to understand better. In becoming closer to our humanity and the constructivist experiences that shape us on a daily basis, we forge ourselves as qualitative researchers in the constant search for the very meaning of the social phenomena relevant to our realities. Human, ever more human. Part of this human reality must bring with it significant doses of individual and collective reflection, of closeness to other latitudes, of constant criticality, of the systematic questioning as to the what, how and why of our qualitative research. We must investigate more on upcoming future trends so that they can form part of the conversation in the present. This conversation must include discussion about the effective and ethical use of communication and information technologies. It must question our data collection and analysis processes. Are we promoting free, safe, artistic, and symbolic spaces for our participants to explore their experiences and perceptions? Should we rethink the interview as an official mechanism for the collection of in-depth data? Could we think about other data collection techniques in which the participants can become the true protagonists of their own realities? Do we dare to rethink new trends that could guide participants in representing their realities more organically? As qualitative researchers, we must open ourselves to more participatory processes at community and regional levels; we must open the door to internationalization. We must, in turn, internalize conductive practices of reflective and critical questioning to challenge our own biases. Could the ethical and conscientious driving force in our work revolve around our self-awareness, our taking into account our own positioning in qualitative research studies? Could we celebrate open mindedness, embracing difference and embodying humility as fundamental pillars for those of us who dare to do qualitative research? Humble, ever more humble. Volume 20, Issue 1, of the journal New Trends in Qualitative Research, presents an enriching collection of these trends in qualitative research. Mohd Anis and Olisa (2024) present a pilot study that uses artificial intelligence in focus group processes as a mechanism to rethink data collection in a way that guarantees depth and scalability. Along similar lines, De Almeida et al. (2024) problematize pedagogical practices for teacher training and to guarantee the right to education in Brazil. Veras Meira and Fernandes (2024) reflect on decolonization and the need to institute new beliefs for a more emancipatory education. Picolo Gimenes et al. (2024) show how the use of the Drawing-Story Procedure promotes graphic expression through therapeutic play, and humanizes the collection of qualitative data, establishing ludic-affective links between children and nursing staff. Another study seeks to identify appropriate practices and strategies to minimize risks and impacts for patients who suffered from COVID-19 (Miranda et al., 2024). From Peru, an article reflects on the semantic and conceptual distinctions between theses, thesis reporting and scientific articles as academic practices in higher education, while another reflects on effective marketing strategies along with the challenges faced by some exporting companies in this nation. A research team from the University of Aveiro conducted a bibliometric and systematized study asking what is meant by plagiarism and self-plagiarism. In addition, a study carried out in Canada exemplifies creativity in qualitative research by using teaching innovation and research on primary school Social Science teachers. The authors Araújo-Oliveira et al. (2024) used socio-spatial analysis and the evaluation of musical works to promote professional development in teachers. Similarly, considerations rethinking the training of teachers in teacher-training colleges are presented, such that teachers can learn about the ontological, epistemological, and methodological dimensions of their educational research. Summers et al. (2024) make a reflective call for the collection of qualitative data on online contexts. Finally, presentation is made of an exploratory compilation of arts-based methods to assist in understanding the experiences of people working in care provision for the elderly. Techniques found in the compilation include the visual arts, photoelicitation and storytelling, among others. Such techniques deepened understanding of the emotional, psychological, and social perspectives of caregivers, while also promoting processes of self-reflection and dialogue in these. Such arts-based methods promise to position themselves as integral processes in qualitative research. The articles presented in this issue position qualitative research as a driving force focusing on reflection and the constant rethinking of the what, how and why of what we do. We hope that on reading this issue, you find more questions than you do answers, because we all owe ourselves this constant questioning, knowing that the conversation arising from qualitative research will always lead on to more. Reflective, ever more reflective.

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.

ABSTRACT Addressing household energy efficiency is among the main challenges worldwide towards sustainable development. The residential sector is one of the main energy users globally and one of the most difficult to address. Barranquilla is the fourth most developed city in Colombia and has significant electricity consumption in households. However, currently, there are no campaigns promoting energy efficiency strategies to reduce household consumption. This study shows that most people in the city are aware of their electricity consumption, mainly because of the costs, which is also one main motivation to introduce energy efficiency strategies. A public campaign must prioritize social media and WEB communication channels. Moreover, energy efficiency strategies must focus on the use of air conditioners, refrigerators, and lighting systems. Moreover, since the cost of electricity and climate change are the main motivators for energy saving, the different measures proposed in a campaign should be associated with cost and carbon footprint savings.

RESUMEN Abordar la eficiencia energética de los hogares es uno de los principales retos a nivel global en la ruta hacia el desarrollo sostenible. El sector residencial es uno de los principales consumidores de energía a nivel mundial y uno de los más difíciles de abordar. Barranquilla es la cuarta ciudad más desarrollada de Colombia y tiene un consumo de electricidad residencial significativo. Sin embargo, actualmente no existen campañas que promuevan estrategias de eficiencia energética para reducir el consumo doméstico. Este estudio muestra que la mayoría de los habitantes de la ciudad son conscientes de su consumo de electricidad, principalmente debido a los costos económicos, lo que es también una motivación importante para introducir estrategias de eficiencia energética. Una campaña pública debe priorizar las redes sociales y a los canales de comunicación WEB. Además, las estrategias de eficiencia energética deben centrarse en el uso de aparatos de aire acondicionado, equipos de refrigeración doméstica y sistemas de iluminación. Además, dado que el costo de la electricidad y el cambio climático son las principales motivaciones para el ahorro energético, las diferentes medidas propuestas en una campaña deben estar asociadas al ahorro económico y a la reducción de la huella de carbono.

RESUMEN Este artículo evalúa el impacto de un proyecto de capacitación, la Aceleradora de Negocios para Emprendimientos Artesanales Liderados por Mujeres, impulsado por la Universidad Tecnológica Empresarial de Guayaquil con apoyo de la Embajada de Francia en Ecuador. El estudio se enfoca en cómo las mentorías y el acompañamiento en habilidades empresariales y de marketing influyen en la creatividad, el empoderamiento económico y el éxito en la comercialización de bienes no perecederos en emprendimientos femeninos. Utilizando un enfoque metodológico mixto, se evaluó la percepción de 50 participantes a través de encuestas y focus groups. Los talleres, impartidos online, abarcaron temas como emprendimiento artesanal femenino, liderazgo, empoderamiento y marketing digital. Los resultados mostraron una mejora en conocimientos y habilidades, destacando el empoderamiento en la definición de precios y uso efectivo de redes sociales. Las participantes también reflejaron un fortalecimiento en liderazgo y autoconfianza. El estudio sugiere la efectividad de estos talleres y resalta la importancia de integrar aspectos técnicos y sociales en el emprendimiento femenino.

ABSTRACT This article evaluates the impact of a training project, the Business Accelerator for Women-Led Artisanal Enterprises, driven Universidad Tecnológica Empresarial de Guayaquil with support from the French Embassy in Ecuador. The study focuses on how mentorship and support in business and marketing skills influence creativity, economic empowerment, and success in the commercialization of non-perishable goods in women's enterprises. Using a mixed-methodological approach, the perception of 50 participants was assessed through surveys and focus groups. The workshops, conducted online, covered topics such as women's artisanal entrepreneurship, leadership, empowerment, and digital marketing. The results showed a improvement in knowledge and skills, highlighting empowerment in pricing definition and effective use of social networks. The participants also reflected a strengthening in leadership and self-confidence. The study suggests the effectiveness of these workshops and highlights the importance of integrating technical and social aspects in women's entrepreneurship.

La comprensión de las prácticas de movilidad de mujeres agricultoras en función de la comercialización de sus productos resulta de suma importancia para identificar sus necesidades y desafíos como grupo social vulnerable. La investigación analizó las prácticas de movilidad y comercialización que utilizan las mujeres agricultoras de la parroquia rural Sinincay, del cantón Cuenca, Ecuador. Mediante la asunción de una metodología mixta de carácter transversal, se aplicaron encuestas para la recolección de información. Los resultados revelaron que las oportunidades para comercializar productos se concentran en el área urbana. El 57.7 de las mujeres comercializa sus productos en lugares no aptos para ello, principalmente en la vía pública, cerca de mercados y plazas. El 72.3 %, al no disponer de vehículo propio dependen de otros medios de transporte, situación que incide en la inversión de tiempo y costo de los desplazamientos. Además, el 93.8 % no forma parte de ninguna organización, lo que conlleva a la realización de la mayoría de viajes de forma individual. Estos hallazgos constituyen un insumo importante para que los organismos pertinentes generen acciones para mejorar la situación de este importante grupo poblacional.

Compreender as práticas de mobilidade das mulheres agricultoras com base na comercialização dos seus produtos é de extrema importância para identificar as suas necessidades e desafios como grupo social vulnerável. A pesquisa analisou as práticas de mobilidade e marketing utilizadas pelas mulheres agricultoras na freguesia rural de Sinincay, no cantão de Cuenca, Equador. Assumindo uma metodologia transversal mista, foram aplicados inquéritos para recolha de informação. Os resultados revelaram que as oportunidades de comercialização dos produtos estão concentradas na zona urbana. 57,7% das mulheres vendem seus produtos em locais não adequados para isso, principalmente na via pública, próximo a mercados e praças. 72,3%, por não possuírem veículo próprio, dependem de outros meios de transporte, situação que afeta o investimento de tempo e custo da viagem. Além disso, 93,8% não fazem parte de nenhuma organização, o que faz com que a maioria das viagens seja feita individualmente. Estas conclusões constituem um contributo importante para que as organizações relevantes possam gerar ações para melhorar a situação deste importante grupo populacional.

Understanding women farmers' mobility practices in marketing their products is of utmost importance in identifying their needs and challenges as a vulnerable social group. The research analyzed the mobility and marketing practices used by women farmers in the rural parish of Sinincay in the canton of Cuenca, Ecuador. Using a mixed methodology of a cross-sectional nature, surveys were applied to collect information. The results revealed that the opportunities for marketing products are concentrated in the urban area. A total of 57.7% of the women market their products in places not suitable for this purpose, mainly on public roads, near markets and squares. Since 72.3 % do not have their own vehicle, they depend on other means of transportation, a situation that affects the investment of time and the cost of travel. In addition, 93.8% do not belong to any organization, which means that most trips are made individually. These findings constitute an essential input for the relevant agencies to generate actions to improve the situation of this important population group.