Resumen: El comercio electrónico del sector de la moda ha aumentado en los últimos años en Latinoamérica, especialmente a raíz de la pandemia, sin embargo, todavía existen problemas en la aceptación de este canal de compra. La presente investigación se centra en algunos factores que podrían influir en la intención de compra y tiene como objetivos comprobar cómo en ella influyen la confianza, los riesgos percibidos, los costos y la conveniencia. Para esto, se suministró un cuestionario a 223 estudiantes de cuatro universidades del Ecuador. Para el análisis de los datos obtenidos se desarrolló un modelo PLS-SEM, en el cual la confianza en el vendedor actúa como variable mediadora en la relación entre los otros tres factores y la intención de compra. Los resultados muestran que dicho modelo tiene un aceptable poder predictivo y explicativo. Asimismo, se comprueba que los riesgos, la conveniencia y la confianza afectan significativamente a la intención de compra, pero no los costos. Además, la confianza mediaría la relación entre las tres variables y la intención de compra en línea. Se concluye que el modelo propuesto puede servir de base para estudios similares y, a su vez, se considera que los resultados obtenidos pueden ser utilizados por las empresas en el sector de la moda que quieren vender a través de plataformas de e-Commerce para el desarrollo de estrategias de marketing.

Abstract: E-commerce in the fashion sector has increased in recent years in Latin America, especially in the wake of the pandemic, however, there are still issues in the acceptance of this shopping channel. The present research focuses on some factors that could influence purchase intention and aims to test how it is influenced by trust, perceived risks, costs and convenience. For this purpose, a questionnaire was given to 223 students from four universities in Ecuador. A PLS-SEM model was developed for the analysis of the data, in which trust in the seller has a mediating role in the relationship between the other three factors and purchase intention. Results show that this model has acceptable predictive and explanatory power. Likewise, it validates that risks, convenience and trust significantly affect intention, but not costs. In addition, trust would mediate the relationship between the other variables and online shopping intention. It is concluded that the proposed model can serve as a basis for similar studies, and, at the same time, it is considered that the results obtained can be used by business in the fashion sector that pursue to sell through e-commerce platforms for marketing strategies development.

Resumen: Esta investigación aborda la diversidad de rasgos en el mercado minorista mexicano, buscando identificar atributos comunes fundamentales entre los consumidores de tiendas de retail. El objetivo es analizar las variaciones en las preferencias de distintos tipos de consumidores con respecto a las estrategias de precios implementadas por un supermercado y cómo estas contribuyen a una experiencia transformadora. Se destacan cinco segmentos de consumidores prósperos: i) myopic switcher light, ii) strategic switchers light, iii) myopic switchers heavy, iv) strategic loyal heavy, y v) myopic loyal light. La aplicación del enfoque de segmentación permite a los tomadores de decisiones discernir estrategias más aceptadas en cada segmento, facilitando la comprensión de cómo abordar efectivamente las características distintivas de los consumidores. Este enfoque informado proporciona un marco valioso para especialistas y tomadores de decisiones de marketing, permitiéndoles adaptar estrategias específicas según las preferencias diferenciadas de los consumidores en el mercado minorista mexicano. La investigación destaca la viabilidad de adoptar estrategias de precios basadas en la segmentación de mercado en distintas regiones, ofreciendo hitos prácticos para eficientizar la implementación de tácticas de precios en el contexto retail en México.

Abstract: The present research addresses the diversity of traits in the Mexican retail market, aiming to find fundamental common attributes among consumers in retail stores. Aim: To examine differences in preferences among various consumer segments regarding pricing strategies implemented by a supermarket and their role in fostering a transformative experience. Five prosperous consumer segments are highlighted: i) myopic switcher light, ii) strategic switchers light, iii) myopic switchers heavy, iv) strategic loyal heavy, and v) myopic loyal light. The application of the segmentation approach allows decision-makers to discern more accepted strategies in each segment, easing an understanding of how to effectively address the distinctive characteristics of consumers. This informed approach supplies a valuable framework for specialists and marketing decision-makers, enabling them to adapt specific strategies grounded regarding the diverse preferences exhibited by consumers in the Mexican retail sector. The research highlights the feasibility of adopting market segmentation-based pricing strategies in various regions, providing practical milestones to streamline the implementation of pricing tactics in the Mexican retail context.

Resumen En el actual entorno de comunicación digital en Manabí, el presente estudio analiza la identidad visual corporativa de los medios periodísticos digitales, esencial para entender cómo estos se presentan visualmente a una audiencia conectada y exigente. Este análisis se centra en el diseño, colores, tipografía y elementos visuales, utilizando un enfoque metodológico mixto. Se seleccionaron cinco medios significativos por su alcance y trayectoria para el periodo 2020-2023. Los hallazgos indican una fuerte priorización del contenido visual, con un uso predominante de imágenes y videos para atraer audiencias y fortalecer el reconocimiento de marca. Aunque esta estrategia se alinea con las tendencias actuales del marketing digital, se observó que algunos medios podrían mejorar en coherencia visual y en la interacción con la audiencia. Los resultados sugieren que la identidad visual no solo influye en la percepción del usuario sino también en el reconocimiento y la interacción en línea. Se concluye que la mejora en estas áreas podría potenciar el compromiso y la viralidad del contenido periodístico, ofreciendo perspectivas valiosas para los medios en un mercado altamente competitivo y en constante evolución.

Abstract In the current digital communication environment in Manabí, this study analyzes the corporate visual identity of digital journalistic media, essential to understand how they are presented visually to a connected and demanding audience. This analysis focuses on design, colors, typography and visual elements, using a mixed methodological approach. Five significant media were selected due to their scope and trajectory for the period 2020-2023. The findings indicate a strong prioritization of visual content, with a predominant use of images and videos to engage audiences and strengthen brand recognition. Although this strategy aligns with current digital marketing trends, it was observed that some media could improve in visual coherence and interaction with the audience. The results suggest that visual identity not only influences user perception but also online recognition and interaction. It is concluded that improvement in these areas could enhance the engagement and virality of journalistic content, offering valuable perspectives for the media in a highly competitive and constantly evolving market.

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.

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

Abstract This article identifies value-generating activities in agro-industrial chains, through a systematic literature review in the Scopus database, combining terms associated with the generation of value in this type of chains. The search yielded more than two thousand documents, which were reduced using pre-established exclusion and inclusion criteria, like date and language. As a result of the application of these criteria, seventy-eight articles were selected for analysis, allowing the identification of thirty value-generating activities in agro-industrial chains. The findings show that activities associated with operational skills and the integration of agribusiness are the most relevant. However, in recent years value has been given to activities associated with marketing and innovation, making new strategies for the use of resources visible, which directly impacts the increase in the competitiveness of agro-industrial chains.

Resumen En este artículo se identifican actividades generadoras de valor en cadenas agroindustriales, a partir de una revisión sistemática de literatura en la base de datos Scopus, combinando términos asociados a la generación de valor en este tipo de cadenas. La búsqueda arrojó más de dos mil documentos, los cuales fueron reducidos por medio de criterios de exclusión e inclusión preestablecidos, como fecha e idioma. Como resultado de la aplicación de estos criterios, se seleccionaron setenta y ocho artículos para análisis, permitiendo identificar treinta actividades generadoras de valor en cadenas agroindustriales. Los hallazgos muestran que las actividades asociadas a las habilidades operacionales y a la integración de la agroindustria son las más relevantes; sin embargo, en los últimos años se ha otorgado valor a las actividades asociadas al marketing e innovación, permitiendo visibilizar nuevas estrategias para el empleo de recursos, repercutiendo directamente en el aumento de la competitividad de las cadenas agroindustriales.

RESUMEN Las universidades albergan gran cantidad de datos sensibles, proteger estos datos es crucial para la privacidad y seguridad de la comunidad universitaria. El objetivo de esta investigación es analizar la relación entre la confidencialidad y seguridad de los datos personales en estrategias de marketing digital en instituciones de educación superior. El enfoque metodológico es mixto que combina análisis cuantitativos y cualitativos, así como métodos inductivo-deductivo y analítico-sintético. Los resultados indican que los estudiantes perciben sus datos como seguros y están más dispuestos a utilizar medios digitales para informarse sobre programas educativos. Sin embargo, existe una preocupación significativa sobre la protección de datos, y muchas veces, un desconocimiento sobre las políticas de privacidad de las instituciones. El estudio concluye que las instituciones de educación superior deben enfocarse en fortalecer la confianza y la seguridad de la información, mediante prácticas transparentes y seguras de manejo de datos en estrategias de marketing digital.

ABSTRACT Universities host a large amount of sensitive data, protecting this data is crucial for the privacy and security of the university community. The objective of this research analyzes the relationship between confidentiality and security of personal data in digital marketing strategies in higher education institutions. The methodological approach is mixed combining quantitative and qualitative analysis, as well as inductive-deductive and analytical-synthetic methods. The results indicate that students perceive their data as safe and are more willing to use digital media to inform themselves about educational programs. However, there is a significant concern about data protection, and often, a lack of knowledge about the privacy policies of the institutions. The study concludes that higher education institutions should focus on strengthening trust and information security through transparent and secure data management practices in digital marketing strategies.

Abstract At this stage of the economic recovery in which exporting companies in Latin America and the Caribbean are resuming their activities after the contraction of COVID-19 worldwide, it is necessary to identify the practices that were effective and the current barriers to achieve international expansion in the company. In addition, the marketing strategy is the pillar to provide value to customers. The objectives of the article are to identify the key elements in marketing strategies and to know the main successful practices that were implemented and the challenges in marketing strategies in exporting companies in Peru. Method/s a systematic review was carried out according to the PRISMA strategy of the theses published in the RENATI repository about marketing strategies in exporting companies in Peru, analyzing with an observation sheet according to the objective, methodology, results, conclusions, recommendations which was interpreted according to the qualitative approach revealing the categories with the Spss program version 23 Result/s In the main results of the published theses the potentialities of exporting mypes is their takeoff in use of digital marketing strategies, employment of marketing mix strategies and the environment through state policies such as financing funds to innovate and market contribute directly and the challenges is to generate added value. And the theses are from the area of Administration and International Business with centralism of private universities in the variables of export (31%), marketing strategies (27%) and international performance with 15%.

Resúmen En esta etapa de la reactivación económica en que las empresas exportadoras de América Latina y el Caribe están retomando sus actividades después de la contracción del COVID-19 a nivel mundial, es necesario identificar las prácticas que fueron efectivas y las barreras actuales para que se logre la expansión internacional en la empresa. Además, la estrategia de marketing es el pilar para dar valor a los clientes. Objetivos del artículo responde a identificar los elementos claves en las estrategias de marketing y conocer las principales prácticas exitosas que se implementaron y los desafíos en las estrategias de marketing en empresas exportadoras de Perú. Método/s se realizó una revisión sistemática según la estrategia PRISMA de las tesis publicadas en el repositorio RENATI acerca de las estrategias de marketing en empresas exportadoras en Perú analizando con una ficha de observación según el objetivo, metodología, resultado, conclusiones, recomendaciones que se interpretó según el enfoque cualitativo que revela las categorías con el programa Spss versión 23 Resultado/s En los principales resultados de las tesis publicadas las potencialidades de las mypes exportadoras es su despegue en uso de estrategias de marketing digital, empleo de estrategias de marketing mix y el entorno mediante las políticas del estado como fondos de financiamiento para innovar y comercializar contribuyen de manera directa y los desafíos es generar valor agregado. Y las tesis son del área de Administración y Negocios Internacionales con centralismo de universidades privadas en las variables de la exportación (31%), las estrategias de marketing (27%) y el desempeño internacional con 15%.

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.

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.

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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.

ABSTRACT Management control facilitates changes in organizations by providing the structure and instruments to effectively plan, monitor and adjust processes. The objective of this research is to present the use of the SWOT matrix and the CAME analysis, as management control tools and in contribution to change management. The research has a quantitative approach, with a correlational and transversal type. Theoretical research methods are applied in the review of the tools used and empirical methods based on context analysis, brainstorming and consensus search techniques. The research was structured in three phases: analysis of the internal and external environment; the preparation of the SWOT matrix and the CAME analysis. The application of both tools in a wine marketing company is shown and it is proven how management control and the SWOT matrix are a binomial to guide the performance of the organization in the formulation, deployment and control of strategies and integrated into the CAME analysis contributes to the development of a strategy that capitalizes on strengths, mitigates weaknesses, seizes opportunities and proactively addresses threats.

RESUMEN El control de gestión facilita los cambios en las organizaciones al proporcionar la estructura y los instrumentos para planificar, monitorear y ajustar eficazmente los procesos. El objetivo de esta investigación es presentar el uso de la matriz DAFO y el análisis CAME, como herramientas de control de gestión y en contribución a la gestión del cambio. La investigación posee un enfoque cuantitativo, con tipo correlacional y transversal. Se aplican métodos teóricos de investigación en la revisión de las herramientas utilizadas y empíricos basado en técnicas de análisis del contexto, tormenta de ideas y búsqueda de consenso. La investigación se estructuró en tres fases: análisis del entorno interno y externo; la confección de la matriz DAFO y el análisis CAME. Se muestra la aplicación de ambas herramientas en una empresa comercializadora de vinos y se comprueba como el control de gestión y la matriz DAFO son un binomio para guiar el desempeño de la organización en la formulación, el despliegue y el control de las estrategias e integrado al análisis CAME contribuye al desarrollo de una estrategia que capitaliza las fortalezas, mitigue las debilidades, aproveche las oportunidades y enfrente las amenazas de manera proactiva.

Abstract Objective To carry out a narrative review on the use of marketing strategies in child nutrition, as well as potential implications for health professionals and children. Data source Searches were carried out on the PubMed, SciELO, and Google platforms, using the terms “child nutrition” or “industrialized baby food” or “infant formula” or “breast milk” or “breastfeeding” and “marketing”, with original articles, review articles, institutional reports, institutional position documents and websites considered relevant to the topic being analyzed. Data synthesis Children's food marketing started with the industrialization of food and the resulting actions aimed at increasing sales and meeting commercial interests. Since its inception to the present, infant formulas have been the most widely used products, which has impacted breastfeeding practices. International and national institutions, that care for children's health, are searching for strategies to limit the abusive marketing of industrialized children's foods. Marketing strategies interfere with medical knowledge and actions, potentially influencing the guidance provided by pediatricians to families, and finally, compromising healthy eating practices at a critical period in life, with possible long-term effects. Conclusions Health professionals, especially pediatricians, must provide the best care for children and families, and need to maintain the search for quality scientific information, not influenced by conflicts of interest. Updated and critical knowledge on the part of healthcare professionals can curb marketing strategies that aim to influence their actions. nutrition PubMed SciELO platforms formula breast milk “breastfeeding marketing, , “marketing” articles reports analyzed Childrens Children s interests present products institutions childrens foods families finally life longterm long term effects information interest “marketing

Abstract In international advertising, foreign languages often serve symbolic purposes, each associated with distinct characteristics. This study explores whether recognising the language in advertising messages influences the company's perceived image and Word-of-Mouth (WOM). We used a between-subjects experimental design to select five languages as independent variables: Italian, Turkish, Russian, English, and French. An audio-only advertising message for a fictional company was created and translated into these languages. Native Spanish- speaking participants listened to the message in a foreign language and responded to inquiries about the advertised firm. The findings clearly demonstrate that recognising the language significantly impacts both company image and WOM. This underscores the nuanced role of language in shaping perceptions in international advertising. The study provides valuable insights into effective language choices for global advertising strategies, emphasising the necessity of linguistic considerations beyond mere comprehension. Recognising and leveraging the symbolic nature of languages can profoundly influence consumer perceptions and communication strategies across diverse linguistic contexts, contributing to the overall effectiveness of international advertising campaigns.

Resumen En la publicidad internacional, los idiomas extranjeros a menudo cumplen propósitos simbólicos, cada uno asociado con características distintivas. Este estudio explora si el reconocimiento del idioma en mensajes publicitarios influye en la imagen percibida y el boca a boca (Word-of-Mouth, WOM) para la empresa. Utilizando un diseño experimental entre sujetos, seleccionamos cinco idiomas como variables independientes: italiano, turco, ruso, inglés y francés. Se creó un mensaje publicitario exclusivamente auditivo para una empresa ficticia y se tradujo a estos idiomas. Participantes de habla hispana nativa escucharon el mensaje en un idioma extranjero y respondieron a preguntas sobre la empresa anunciada. Los hallazgos demuestran claramente que el reconocimiento del idioma tiene un impacto significativo tanto en la imagen de la empresa como en el WOM. Esto destaca el papel matizado del idioma en la formación de percepciones en la publicidad internacional. El estudio proporciona perspicacias valiosas sobre elecciones de idioma efectivas para estrategias publicitarias globales, haciendo hincapié en la necesidad de consideraciones lingüísticas más allá de la mera comprensión. Reconocer y aprovechar la naturaleza simbólica de los idiomas puede influir profundamente en las percepciones del consumidor y las estrategias de comunicación en contextos lingüísticos diversos, contribuyendo a la efectividad general de las campañas publicitarias internacionales.

Abstract The aim of this study was to characterize in the retail outlets the marketing strategies used in food and non-alcoholic beverages aimed at children, adolescents, and their parents or guardians (shoppers) which influence the purchase of products of high energy content and low nutritional value in Costa Rica. Data collection was carried out in 2018 with an observation guide applied at the retail outlets (RO) (n: 12) and a questionnaire aimed at parents or guardians (shoppers) (n: 72) of the child and adolescent population. The study found that the marketing strategy most frequently used in the entry, cash and exit area the retail outlets was price reduction (79,0, 87.5 and 88,0%, respectively).There is a frequent and varied use of marketing strategies in retail outlets for calorie-dense food products with an excess of critical nutrients that are relevant in public health due to their association with obesity and non-communicable diseases.

Resumen El objetivo del presente estudio fue caracterizar en los puntos de venta de Costa Rica las estrategias de mercadeo utilizadas en alimentos y bebidas no alcohólicas dirigidas a la población infantil, adolescente y a sus padres o tutores (compradores), que influyen en la compra de productos de alto contenido energético y bajo valor nutricional. La recolección de datos se realizó en el 2018 mediante una guía de observación aplicada al punto de venta (n:12) y un cuestionario dirigido a los padres o tutores (n: 72) de la población infantil y adolescente. Se encontró que la estrategia de mercadeo utilizada con mayor frecuencia en el área de entrada, caja y salida del punto de venta fue la reducción de precios (79,0; 87,5 y 88,0%, respectivamente). En los puntos de venta existe un empleo frecuente y variado de estrategias de mercadeo de productos alimenticios densamente calóricos y con un exceso de nutrientes críticos que son relevantes en salud pública por su asociación con la obesidad y enfermedades no transmisibles.

Resumo Muitos países enfrentaram crises na pandemia de coronavírus em todo o mundo. Por meio do surto dessa doença no Irã, planos preventivos foram implementados para quebrar a cadeia de infecção da doença. Essas medidas no setor econômico afetaram a oferta, a produção e a demanda e, em certa medida, levaram ao fechamento parcial ou total de alguns negócios e serviços. Nesse contexto, parece que medidas de infraestrutura inovadoras e com “capacidade de inovação” podem ser uma estratégia para moderar e otimizar a situação nesta crise. Este estudo tenta desenhar conceitos do modelo de capacidade de inovação das empresas de pesca no contexto da crise da pandemia de COVID-19. Após a coleta dos dados, eles foram analisados por meio dos softwares SPSS e PLS SMART e realizados em duas partes: estatística descritiva e estatística analítica ou inferencial. Um novo modelo de pesquisa é apresentado para examinar o impacto de fatores como gestão da inovação, capital social, cultural, humano e organizacional, estratégias de crise, ações governamentais em situações de crise e estratégias de marketing em situações de crise, bem como reconhecimento e aplicação de vantagens de marketing em situações de crise, que oferece uma reanálise da capacidade de inovação. De acordo com os resultados, entre as variáveis que desempenharam um papel significativo no nível de capacidade de inovação em condições epidêmicas, a gestão da inovação (p > 0,000; β = 0,593) e o reconhecimento e aplicação de vantagens de marketing (p > 0,049; β = 0,209) foram as variáveis independentes mais significativas que afetaram a capacidade de inovação, o que explicou suas variações.

Abstract Many countries have encountered coronavirus pandemic crisis around the world. Through the outbreak of this disease in Iran, preventive plans have been implemented to break the chain of the disease infection. These measures in the economic sector have affected supply, production and demand, and to some extent have led to the partial or complete closure of some businesses and occupations. In the context, it seems that innovative an “innovation capacity” infrastructure measures and turning to innovation in this crisis can be a strategy to moderate and optimize the situation. This study tries to design concepts of the fisheries firms’ innovation capacity model in the context of the COVID-19 pandemic crisis. After collecting data, they were analyzed using SPSS and PLS SMART software, which were performed in two parts: descriptive statistics and analytical or inferential statistics. A novel research model is presented to examine the impact of factors such as innovation management, social, cultural, human and organizational capital, crisis strategies, government actions in crisis situations, and marketing strategies in crisis situations, as well as, recognition and application of marketing advantages in crisis situations, which offers a re-analysis of innovation capacity. According to the results, among the variables played a significant role on the level of innovation capacity in epidemic conditions, innovation management (p> 0.000; β = 0.593), and recognition and application of marketing advantages (p> 0.049; β = 0.209) were the most significant, independent variables affecting the innovation capacity, which explained its variations.