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.

Resumen Este estudio evalúa cómo tres estrategias de marketing distintas (comunicación de marketing, innovación de marketing y singularidad de marketing) impactan el nivel de competitividad de las PYMES colombianas. Para ello, utilizamos un conjunto de datos primarios únicos extraídos del Proyecto de Competitividad Global (GCP: www.sme-gcp.org) que incluye información sobre 176 PYMES colombianas durante el 2019. Empleamos un modelo de regresión para probar las hipótesis propuestas para explicar la relevancia de la innovación en marketing, la singularidad y la comunicación en la competitividad de las PYMES colombianas. Contrariamente a lo esperado, las PYMES colombianas son usuarias frecuentes de estrategias de marketing. Los resultados evidenciaron que las PYMES de mayor tamaño que utilizan estrategias de marketing son más competitivas que las más pequeñas. Un directivo de una PYME que solo desarrolle una de las estrategias evaluadas puede contribuir a ganar competitividad. Sin embargo, los gerentes deben considerar los efectos sinérgicos de usar más de una estrategia. La relevancia de este estudio se origina en el reconocimiento de que las PYMES de mayor tamaño tienen ventaja al utilizar estrategias de innovación para consolidarse en el contexto colombiano.

Abstract This study evaluates how three distinct marketing strategies (i.e., marketing communication, marketing innovation, and marketing uniqueness) impact the competitiveness level of Colombian SMEs. We use a unique primary dataset drawn from the Global Competitiveness Project (GCP: www.sme-gcp.org) that includes information on 176 Colombian SMEs during 2019. We employ a regression model to test the proposed hypotheses to explain the relevance of marketing innovation, uniqueness, and communication in Colombian SME competitiveness. Contrary to expected, Colombian SMEs are frequent users of marketing strategies. Results evidenced that larger-sized SMEs that use marketing strategies are more competitive than smaller ones. An SME manager who only works in one of the evaluated strategies may contribute to gaining competitiveness. However, managers should consider the synergistic effects of using more than one strategy. The relevance of this study originates in the recognition that larger sized SMEs have an advantage using innovation strategies to consolidate in the Colombian context.

Resumen Introducción. La trazabilidad se considera en los sistemas empresariales como una herramienta de seguimiento y control enfocada en la medición y recolección de datos para la asignación eficiente de recursos. El sector agrícola no es ajeno a esta práctica porque al igual que otros sistemas industriales, integra necesidades de control a nivel de cultivo, abastecimiento de insumos, transformación, transporte y comercialización de productos. Objetivo. Identificar objetos y alcances de seguimiento, unidades de análisis y adopción de tendencias de trazabilidad en la cadena de suministro agrícola, para referenciar el desarrollo de estudios y publicaciones recientes que integran esta función de control en este sector. Desarrollo. La metodología aplicada se desarrolló a través de la búsqueda, selección y análisis de artículos en repositorios científicos como Science Direct y AGRIS, para identificar tendencias de trazabilidad agrícola en los años 2017 al 2022. Se reconocieron tendencias de aplicación e integración de los sistemas de trazabilidad en el sector agrícola entorno a distintos enfoques, entre ellos, la digitalización y seguridad de la información, la medición de la productividad agrícola y el impacto ambiental dentro del concepto de sostenibilidad. Se presentan en las conclusiones las líneas de investigación, así como las brechas de conocimiento para futuros trabajos. Conclusiones. Los resultados de la revisión en los últimos seis años enmarcan tendencias de trazabilidad en el seguimiento digital de procesos de cultivo, la medición de la productividad y el impacto ambiental. El grado de intervención directa en el productor representa la mayor proporción en la categoría del alcance logístico de trazabilidad. Por lo anterior, se recomienda a futuro el desarrollo de sistemas de trazabilidad que realicen seguimiento de indicadores de productividad, impacto ambiental y social de manera convergente, así como la participación integrada de actores del sector agrícola, entre ellos productores, asesores técnicos y entidades gubernamentales.

Abstract Introduction. Traceability is regarded in business systems as a monitoring and control tool that is centered on measuring and gathering data for efficient resource allocation. The agricultural sector is no stranger to this practice because, like other industrial systems, it integrates control needs at the level of cultivation, supply of inputs, transformation, transportation, and marketing of products. Objective. To identify objects and scopes of monitoring, analysis units, and adoption of traceability trends in the agricultural supply chain, in order to reference the development of recent studies and publications that integrate this control function in this sector. Development. The applied methodology was developed through the search, selection, and analysis of articles in scientific repositories such as Science Direct and AGRIS, to identify trends in agricultural traceability in the years 2017 to 2022. Application and integration trends of traceability systems were recognized in the agricultural sector around different approaches, including digitization and information security, measurement of agricultural productivity and environmental impact mainly within the concept of sustainability. Lines of research are presented in its conclusions, as well as the knowledge gaps for future work. Conclusions. The results of the review in the last six years frame traceability trends mainly in the digital monitoring of cultivation processes, the measurement of productivity, and the environmental impact. The degree of direct intervention in the producer represents the highest proportion in the category of the logistic scope of traceability. Therefore, it is recommended in the future the development of traceability systems that monitor productivity, environmental, and social impact indicators in a convergent manner, as well as the integrated participations of actors in the agricultural sector, including producers, technical advisors, and government entities.

Resumo A transmissão do COVID-19 ocorre principalmente por via aérea. Os dispositivos Far-UVC podem inativar o vírus e são relatados como seguros para uso enquanto as pessoas estão presentes. A amostra consistiu de estudantes universitários (n = 1.085) e foram questionados sobre as intenções e forma de compra: se preferem comprar e pagar até 5% a mais e se recomendariam lojas que usam um dispositivo Far-UVC. As variáveis preditoras foram os dados demográficos, COVID-19, difusão da teoria da inovação, tomada de riscos e consideração de consequências imediatas e futuras. Os resultados evidenciam que conhecer alguém que teve COVID-19 estava positivamente associado a recomendar lojas, e conhecer alguém que morreu de COVID-19 está positivamente associado à intenção de comprar em lojas que usam um dispositivo Far-UVC. Usar máscara dentro de uma loja está positivamente associado à intenção de comprar em lojas com Far-UVC, preferir comprar e recomendar lojas e usar máscara em uma rua movimentada está positivamente associado a pagar até 5% a mais nas lojas. A difusão das variáveis de inovação de vantagem relativa, compatibilidade, complexidade, experimentação e observação foram associadas positivamente com a intenção de comprar, preferir comprar, pagar até 5% a mais e recomendar lojas com Far-UVC. A tomada de riscos em saúde foi negativamente associada a pagar até 5% a mais nas lojas e a tomada de riscos recreativos foi positivamente associada à intenção de fazer compras nas lojas. A consideração de consequências imediatas foi associada positivamente com pagar até 5% a mais nas lojas, enquanto não houve associação para consideração de consequências futuras. Em conclusão, o marketing para consumidores de grupos interessados em dispositivos UVC distantes pode ser benéfico para as lojas.

Abstract COVID-19 transmission is primarily airborne. Far-UVC devices can inactivate viruses and are reported as safe to use while people are present. We surveyed college students (n = 1.085) about intend to shop, prefer to shop, pay up to 5% more, and recommend stores that use a Far-UVC device. Predictor variables were demographics, COVID-19, diffusion of innovation theory, risk taking, and consideration of immediate and future consequences. We found that knowing anyone who had COVID-19 was positively associated with recommend stores and knowing anyone who died from COVID-19 was positively associated with intend to shop at stores that use a Far-UVC device. Wearing a mask inside a store was positively associated with intend to shop, prefer to shop, and recommend stores and wearing a mask on a busy street was positively associated with pay up to 5% more at stores. The diffusion of innovation variables of relative advantage, compatibility, complexity, trialability, and observability were each often positively associated with intend to shop, prefer to shop, pay up to 5% more, and recommend stores. Health risk taking was negatively associated with pay up to 5% more at stores and recreational risk taking was positively associated with intend to shop at stores. Consideration of immediate consequences was positively associated with pay up to 5% more at stores while there was no association for consideration of future consequences. In conclusion, marketing to consumers from groups interested in Far-UVC devices could be beneficial for stores.

ABSTRACT This article addresses the importance of Internationalization Policies in Higher Education Institutions (HEIs) and aims to describe the technical-methodological aspects taken into account in the construction of Strategic Internationalization Plans within the framework of the project called "Development of Internationalization Policies". Internationalization in Higher Education Institutions” (DHIP1) and reflect them in marketing actions to improve services. The institutional international strategy, the structure of the International Relations Offices (ORIs), international mobility, the internationalization of the curriculum, the internationalization of research, synergy with the territorial context and visibility, were the priorities addressed, therefore, the conclusions refer to the continuous improvement of the internationalization process related to these priorities and how they contribute to the quality of the ORIs services. For the elaboration of this paper, a qualitative approach of documentary analysis was taken into account. Horizontal cooperation between HEIs, both from Latin America, Europe, and also from other regions of the world, constitutes an essential tool for the achievement of the Policies that are designed in each HEI.

RESUMEN El presente artículo aborda la importancia de las Políticas de Internacionalización en las Instituciones de Educación Superior (IES) y pretende describir y documentar los aspectos técnicos-metodológicos tenidos en cuenta en la construcción de los Planes Estratégicos de Internacionalización el marco del proyecto denominado “Desarrollo de Políticas de Internacionalización en las Instituciones de Educación Superior” (DHIP), además de reflejarlos en acciones de marketing para mejorar los servicios. La estrategia internacional institucional, la estructura de las Oficinas de Relaciones Internacionales (ORIs), la movilidad internacional, la internacionalización del currículum, la internacionalización de la investigación, la sinergia con el contexto territorial y la visibilidad, fueron las prioridades atendidas, por tanto, las conclusiones se refieren a la mejora continua del proceso de internacionalización relacionadas a dichas prioridades y como estas contribuyen a la calidad de los servicios de las ORIs. Para la elaboración del presente artículo se tuvo en cuenta un enfoque cualitativo de análisis documental. La cooperación horizontal entre IES, tanto de América Latina, de Europa, y también de otras regiones del mundo, constituye una herramienta esencial para el logro de las Políticas que se diseñan en cada IES.

Abstract Purpose This study aims to understand customer’s assessments of neighborhood stores during the COVID-19 pandemic through the influence of in-store environmental factors on patronage intention. Design/methodology/approach Online survey with 528 participants about the last shopping trip in neighborhood retail. The authors performed data analysis using structural equation modeling techniques. Findings High-perceived spatial crowding negatively influences shopping experience value perceptions, while human crowding influences patronage intentions through increased perceived hedonic value. Research limitations/implications Results suggest that purchase experience at well-known neighborhood stores during a sanitary crisis is becoming less convenience-oriented and a substitute for leisure activities due to social distancing. Practical implications The findings elucidate the social function of neighborhood convenience retailing during the COVID-19 pandemic. The results emphasize that a pleasant shopping experience arising from a good relationship with shopkeepers and other customers is more influential on patronage intention than a good product assortment and store layout. Social implications This paper contributes to the survival of small neighborhood businesses during the financial crisis installed due to Covid-19 by helping businesses become more attractive to their consumers and competitive in the new context. Originality/value The combined context of the health crisis due to COVID-19 and neighborhood retail of an emerging country raises the need for tests to better understand established marketing theories. Based on this rationale, this work intends to replicate and extend selected previous findings to the new environment dictated by the pandemic.

Resumen Los mercados frutihortícolas constituyen un eslabón relevante en la trama comercial de alimentos del amba, proporcionando un soporte logístico que permite absorber grandes volúmenes de productos y ubicarlos rápidamente. El objetivo de este trabajo es comprender la dinámica de la generación de residuos sólidos, usando como caso de estudio el Mercado de Pilar. La investigación incluyó la caracterización de dicho mercado, el análisis de su dinámica en la generación de pérdidas y desperdicios de alimentos y la cuantificación de la generación de residuos. En el ámbito del mercado, se retiraron 675 toneladas de residuos anuales, de los cuales el 92 % se trata de residuos vegetales. La mayor parte de los residuos provienen de los puestos de verduras y el 68 % de los descartes es mercadería recuperable como alimento apto para consumo humano. La información cualitativa y cuantitativa obtenida en este estudio permitió identificar puntos críticos de la dinámica de la generación de residuos y es fundamental para el diseño de estrategias de minimización de pérdidas, de recuperación de alimentos aptos para consumo humano y de reaprovechamiento de los residuos orgánicos.

Abstract The fruit and vegetable wholesale market constitute a relevant link in the AMBA's marketing food network, providing logistical support that allows large volumes of products to be absorbed and located quickly. The objective of this work is to understand the dynamics of solid waste generation using the Pilar wholesale market as a case study. The research included the characterization of said market, the analysis of its dynamics and the quantification of waste generation. At the wholesale market level, 271 containers were removed in one year, which is equivalent to approximately 675 tons of waste, of which 92 % is vegetable waste. Most of the waste comes from the vegetable stalls and 68 % of the discards is product that can be recovered as food suitable for human consumption. The qualitative and quantitative information obtained in this study made it possible to identify critical points in the dynamics of waste generation and is essential for the design of strategies to minimize losses, recover food suitable for human consumption, and reuse organic waste.

Abstract Purpose This paper aims to study whether Peruvian manufacturing firms that implement innovation have positive performance and whether R&D activities moderate these relationships. Design/methodology/approach Using a data set of Peruvian manufacturing firms from the 2018 National Survey of Innovation, a LOGIT model analysis was applied to 774 companies. In addition, the authors fitted different models into subsamples to explore the moderating effects of R&D on manufacturing firms. Finally, the regression models were computed using R software. Findings The results indicate that product, service and marketing innovation are associated positively with an increase in market share, while process and organizational innovations are associated positively with productivity. Moreover, companies with R&D are more productivity-oriented than companies without R&D. Research limitations/implications This study contributes to the literature on innovation management by supporting the assumption that innovation results in increased productivity and expands market demand. In addition, findings highlight that R&D is essential for boosting firms’ productivity. Practical implications Managers should consider an appropriate combination of the innovation portfolio and R&D investments to make progress and increase performance in the company. In addition, policymakers should consider that investments to promote the development of R&D activities in manufacturing companies will likely lead to médium- or long-term returns. Social implications The correct use of indicators to measure these relationships could help the policymaker to design and measure policy instruments more efficiently. Originality/value These results provide a deeper understanding of how the effects of innovations implemented by manufacturing firms, especially service and process innovation, improve their performance.

Resumen El objetivo del presente estudio fue comparar los modelos de teoría de acción razonada (TAR), teoría de comportamiento planificado (TCP) y su forma extendida (TCPE), para predecir la intención de compra de productos ecológicos en consumidores chilenos. Se encuestaron 500 personas y se estableció un análisis de fiabilidad interjuez, validez discriminante, convergente y de constructo a través de modelos de ecuaciones estructurales (SEM). Los resultados señalan que el modelo TCPE es útil para explicar la intención de comportamiento de consumo ante productos verdes con base en una triple línea de fondo, cuya principal contribución es el efecto indirecto de PA sobre el modelo. De las tres variables, se evidencia que el CCP era la predictora más fuerte de la intención de compra, seguida de la actitud. En conclusión, tanto el modelo TCPE como el instrumento de intención de compra de productos verdes contribuyen a la ampliación de estudios sobre el comportamiento del consumidor en marketing sustentable en Chile.

Abstract The objective of this study was to compare three models: the theory of reasoned action (TRA), the theory of planned behavior (TPB), and its extended form (ETPB), to predict the intention of Chilean consumers for purchasing green products. Five hundred people were surveyed, establishing an inter-rater reliability analysis, and a discriminant, convergent and construct validity using three structural equation models (SEM). The results showed that the ETPB model is useful to explain the consumption behavior intention for green products based on a triple bottom line, whose main contribution is the indirect effect of EC on the model. The study found that of the three variables, PBC was the strongest predictor of purchase intention, followed by attitude. In conclusion, both the ETPB model and the green products purchase intention instrument contribute to broaden the studies about consumer behavior in sustainable marketing in Chile.

Resumen El objetivo de la investigación es examinar y evaluar la literatura existente sobre el eWOM (electronic Word Of Mouth o voz a voz electrónico) por medio de un análisis bibliométrico, que incluye importantes herramientas de mapeo científico. Para esto, se llevó a cabo una búsqueda bibliográfica en la base de datos Scopus, la cual arrojó 841 publicaciones que fueron estudiadas mediante tres tipos de indicadores: cantidad, calidad y estructurales. Asimismo, para lograr una mejor visualización de los datos, se utilizó el programa VOSviewer, que permitió generar redes bibliométricas de acoplamiento bibliográfico y de coocurrencia de términos, con los cuales se identificaron las principales áreas de investigación. De este modo, se logró evidenciar que los estudios en eWOM han tenido un crecimiento progresivo en los últimos cinco años; su producción es liderada por países desarrollados como Estados Unidos, Taiwán y España, con poca representatividad de las naciones latinoamericanas. A partir de un análisis cualitativo de la literatura más reciente, se definieron las futuras líneas de investigación para el desarrollo de estudios complementarios.

Abstract The aim of the research was to analyze and evaluate the existing literature on eWOM by means of a bibliometric analysis, which included important scientific mapping tools. Thus, a bibliographic search was carried out in the Scopus database, which yielded 841 publications, which were analyzed on the basis of three types of indicators: quantity, quality and structural. Likewise, to achieve a better visualization of the information, VOSviewer software was used to generate bibliometric networks of bibliographic coupling and co-occurrence of terms, with which the main areas of research were identified. Based on the above, it became evident that the studies in eWOM have had a progressive growth in the last 5 years, which have been led by developed countries such as the United States, Taiwan and Spain; however, there is little representation of Latin American countries. Finally, based on a qualitative analysis of the most recent literature, future lines of research for the development of complementary studies were identified.

Resumen Los cambios que enfrentan actualmente las organizaciones a nivel mundial producto de los diferentes paradigmas del entorno conducen a reflexionar sobre la dinámica de las empresas del sector lácteo. El propósito de la presente investigación es develar las experiencias empresariales pospandemia del sector lácteo de la provincia de Pamplona (Colombia). Para ello, se evaluó el paradigma interpretativista, el enfoque cualitativo y el método historia de vida, aplicado a cinco empresarios del sector. Como resultado se observó que el sector empresarial de los lácteos de la provincia de Pamplona se ha adaptado a las contingencias que ha impuesto el mercado, dinamizando la producción y comercialización de sus productos en el marco de la pospandemia. Además, en su mayoría, las experiencias de los empresarios han sido positivas, específicamente en la capacidad estratégica financiera al mantener o aumentar la venta de los productos; de igual manera, la capacidad estratégica de gestión permitió sacar a flote el espíritu emprendedor para continuar en el proceso empresarial a pesar de las adversidades. Sin embargo, se evidenció una afectación en la capacidad estratégica dinámica debido a los cambios en el estilo de vida y su impacto a nivel emocional. Finalmente, el conjunto de capacidades empresariales permitió el desarrollo de estrategias para el sector lácteo contribuyendo a la competitividad de la región.

Abstract The changes currently faced by organizations worldwide as a result of the different paradigms of the environment, lead to reflect on the dynamics of companies in the dairy sector. In this sense, the aim of the research is to disseminate the post-pandemic business experiences of the dairy sector in the province of Pamplona (Colombia). The interpretivist paradigm, the qualitative approach and the life history method applied to the five entrepreneurs of the sector were evaluated. As a result, it was observed that the dairy business sector in the province of Pamplona has adapted to the contingencies imposed by the market, boosting the production and marketing of its products in the post-pandemic context. In addition, the experiences of most of the entrepreneurs have been positive, specifically in the strategic financial capacity to maintain or increase the sale of products. Similarly, the strategic management capacity allowed the entrepreneurial spirit to continue the business process in spite of adversities. However, the dynamic strategic capacity was affected due to changes in lifestyle and their impact on the emotional aspect. Finally, the overall entrepreneurial capabilities allowed the development of strategies for the dairy sector contributing to the competitiveness of the region.

Abstract: This article studies the behavior of digital distribution channels used by “3, 4 y 5 Tenedores” restaurants in Cuenca city for 2021 period. It analyze its management within The Push & Pull model, considering accessibility and tangibility as service factors. It also studies the elements that are part of the marketing mix: product, price and sales promotion applied to distribution based on tools such as the structured observation and a survey applied to the managers of said restaurants. The results determine that product exerts pressure on both types of channels. About tangibility in direct channels, the elements that contribute to this strategy are product and number of sales promotion objectives, while in indirect channels, no element from the model contributes to it, finally, the Push & Pull model does not constitute a contribution to the studied restaurants.

Resumen El artículo estudia el comportamiento de los canales de distribución digitales directos como indirectos en restaurantes de “3, 4 y 5 Tenedores” de la ciudad de Cuenca para el período 2021. Analiza su manejo dentro del modelo Push & Pull, considerando la accesibilidad y tangibilización como factores de servicio. Se estudian elementos del marketing mix como producto, precio y promoción en ventas dentro del modelo aplicado a la distribución, a partir de herramientas como la observación estructurada y encuesta a gerentes de restaurantes. Los resultados indican que el producto ejerce presión en ambas tipologías. Sobre la tangibilización en canales directos, los elementos que aportan a esta estrategia son producto y número de objetivos de promoción, mientras que, en canales indirectos, ningún elemento del modelo contribuye a la misma. Finalmente, el modelo Push & Pull no constituye un aporte para la accesibilidad de los restaurantes estudiados.

Resumen:En la experiencia se analiza la Programación Neurolingüística (PNL) como una estrategia de comunicación que viene a mejorar las fortalezas internas del estudiantado y la potenciación de sus habilidades intrapersonales, lo cual tiene un efecto positivo en su proceso de aprendizaje y el rendimiento académico desde los Entornos Virtuales de Aprendizaje (EVA). Asimismo, la población para este estudio está constituida por las personas estudiantes de la Cátedra de Mercadeo ECA-UNED matriculados durante el tercer cuatrimestre 2021. De este modo, se lleva a cabo un enfoque de investigación cuantitativo con un diseño experimental y correlacional. Aunado a esto, las personas estudiantes seleccionan la respuesta con el máximo nivel de la escala de Likert ante los indicadores que miden las habilidades intrapersonales del grupo experimental, obteniendo un mayor porcentaje en la media de este, comparativamente, con el grupo control, lo cual evidencia una diferencia significativa a favor del grupo experimental que se sometió a las técnicas de la PNL. En virtud de los resultados, se concluye que la Programación Neurolingüística tiene un efecto positivo sobre las habilidades intrapersonales de las personas estudiantes, en los indicadores como automotivación, autodesempeño, autorregulación, autocontrol, entre otros, siendo además una excelente estrategia de comunicación para trabajar de manera colaborativa en interacción con los facilitadores y el estudiantado desde los EVA.

Resumo:A experiência analisa a Programação Neurolinguística (PNL) como uma estratégia de comunicação que melhora os pontos fortes internos dos estudantes e melhora suas habilidades intrapessoais, o que tem um efeito positivo em seu processo de aprendizagem e desempenho acadêmico em Ambientes Virtuais de Aprendizagem (EVA). A população para este estudo é constituída pelas pessoas estudantes da Cátedra de Marketing ECA-UNED matriculados durante o terceiro quadrimestre de 2021. Assim, é realizada uma abordagem de pesquisa quantitativa com um desenho experimental e correlacional. Além disso, os alunos selecionam a resposta com o nível mais alto da escala Likert para os indicadores que medem as habilidades intrapessoais do grupo experimental, obtendo uma porcentagem maior na média deste, em comparação com o grupo de controle, o que mostra uma diferença significativa a favor do grupo experimental que foi submetido às técnicas de PNL. Em virtudedos resultados, concluise que a Programação Neurolinguística tem um efeito positivo sobre as habilidades intrapessoais das pessoas estudantes, em indicadores como automotivação, auto desempenho, autorregulação, autocontrole, entre outros, sendo também uma excelente estratégia de comunicação para trabalhar colaborativamente na interação com facilitadores e discentes a partir da EVA.

Abstract:This work analyses Neurolinguistic Programming (NLP) as a communication strategy that improves the students’ internal strengths and enhances their intrapersonal skills, positively affecting their learning process and academic performance in Virtual Learning Environments (VLE). Likewise, the population for this study comprises students of the ECA-UNED Marketing Chair enrolled during the third quarter of 2021. This way, a quantitative research approach is carried out with an experimental and correlational design. Moreover, students select the answer with the highest level on the Likert scale before the indicators that measure the interpersonal skills of the experimental group. As a result, they obtained a higher average percentage, comparatively, with the control group, which shows a significant difference in favor of the experimental group that underwent NLP techniques. Because of the results, it is concluded that Neurolinguistic Programming positively affects students’ intrapersonal skills in indicators such as self-motivation, self-performance, self-regulation, and self-control, among others. Furthermore, PNL is also an excellent communication strategy for working collaboratively in interaction with the facilitators and VLE students.

Resumen: Para evaluar la propuesta hospitalaria de la Posada Le Ange, se hizo oportuno estructurar, bajo una metodología cuali-cuantitativa, diferentes análisis. De naturaleza cualitativa, se destaca no sólo el uso de investigación bibliográfica que sustenta la relevancia del segmento Pet friendly para los consumidores, sino también el cuestionario abierto enviado al gerente de marketing y reservas de la posada con el fin de recolectar información sobre los servicios e infraestructura del lugar. De carácter cuantitativo, con el fin de confirmar la hipótesis de que el objeto de estudio se destaca en comparación con sus competidores, se realizó una encuesta sobre las evaluaciones que los desarrollos en Miguel - la ciudad donde se encuentra el albergue - y Petropolitan - un municipio vecino - tienen en Google. Con base en los resultados, se observó que la posada investigada fue calificada por encima de la media, ofreciendo diferentes servicios hospitalarios para el segmento de mascotas como: piscinas y fiestas adaptadas, espacios de agilidad y duchas para mascotas. Además, hay que añadir que sólo una empresa además del objeto de estudio proporciona servicios exclusivos para mascotas, ofreciendo dos macetas y una cama. Como conclusión, se solidificó la hipótesis que coloca a la Posada Le Ange, en el contexto local y nacional, como un ejemplo asertivo en cuanto al verdadero significado de la hospitalidad Pet friendly.

Resumo: Com o intuito de avaliar a proposta hospitaleira da Pousada Le Ange, tornou-se oportuno estruturar, sob uma metodologia quali-quantitativa, diferentes análises. Da natureza qualitativa, acentua-se não só a utilização de pesquisas bibliográficas que sustentam a relevância do segmento pet friendly para os consumidores, como também o questionário aberto enviado para a gerente de marketing e reservas da pousada, a fim de coletar informações quanto aos serviços e infraestrutura do local. Da natureza quantitativa, sob o intuito de consumar a hipótese de que o objeto de estudo se destaca diante de sua concorrência, foi realizado um levantamento das avaliações que os empreendimentos miguelenses - cidade em que a pousada está situada - e petropolitanos - município vizinho - possuem no Google. Dos resultados, observou-se que a pousada investigada possui uma avaliação acima da média encontrada, ofertando diferentes serviços hospitaleiros para o segmento pet, como: piscinas e festas adaptadas, espaços agility e pet shower. Ainda, acrescenta-se que apenas um empreendimento além do objeto de estudo fornece serviços exclusivos para pet, dispondo dois potes e uma cama. Como conclusão, foi solidificado o pressuposto que coloca a Pousada Le Ange, em um contexto local e nacional, como um exemplo assertivo quanto ao verdadeiro sentido da hospitalidade pet friendly.

Abstract: In order to evaluate the hospitable proposal of the Le Ange Inn, it became opportune to structure, under a quali-quantitative methodology, different analyses. From a qualitative nature, we emphasize not only the use of bibliographic research that supports the relevance of the pet friendly segment for consumers, but also the open questionnaire sent to the marketing and reservations manager of the inn in order to collect information about the services and infrastructure of the place. From a quantitative point of view, in order to fulfill the hypothesis that the object of study stands out from its competitors, a survey was carried out of the evaluations that the businesses in Miguel - the city where the inn is located - and Petropolitan - a neighboring municipality - have on Google. From the results, it was observed that the inn under investigation has an evaluation above the average found, offering different hospitable services for the pet segment such as: adapted pools and parties, agility spaces, and pet shower. Furthermore, it is added that only one enterprise besides the object of study provides exclusive services for pet, offering two pots and a bed. As a conclusion, the assumption that places the Le Ange Inn, in a local and national context, as an assertive example as to the true meaning of pet friendly hospitality was solidified.

Abstract The purpose of this work was to analyze the behavior of marketing and responsible management in Ecuador; as a reflection of the importance of contrasting with facts the information received through marketing where the post-truth discourse may be implicit, for which greenwashing practices are exposed. A descriptive level of research was used and as a research technique for the collection of data and relevant information, the bibliographic or documentary that supports the theoretical review and the results presented. As a main conclusion, it was determined that in the business world the post-truth discourse can be present when communicating through misleading advertising about the social and environmental management that a company or organization supposedly carries out, this practice being known as greenwashing.

Resumen El presente trabajo tuvo como finalidad analizar el comportamiento del marketing y la gestión responsable en Ecuador; como una reflexión de la importancia que tiene contrastar con hechos la información recibida a través del marketing en donde puede estar implícito el discurso posverdadero, para lo cual se expone prácticas de greenwashing. Se utilizó un nivel de investigación de tipo descriptivo y como técnica de investigación para la recolección de datos e información relevante la bibliográfica o documental que respalda la revisión teórica y los resultados presentados. Como principal conclusión se determinó que en el mundo empresarial el discurso posverdadero puede estar presente al momento de comunicar a través de una publicidad engañosa sobre la gestión social y ambiental que una empresa u organización supuestamente realiza, siendo esta práctica conocida como greenwashing o lavado verde.