La presente investigación tiene por objetivo analizar el estado actual del conocimiento sobre la capacidad de marketing en Latinoamérica. Para ello, el método usado fue la revisión sistemática de literatura en tres bases de datos (Scopus, Web of Science y ScienceDirect). Después de aplicar un conjunto de criterios de inclusión y exclusión, se seleccionaron 18 estudios. Las contribuciones de este estudio son cuatro. Primero, se analizó la evolución de este campo de investigación, identificando su frecuencia de publicación, la procedencia de los autores y las revistas utilizadas. La segunda contribución fue la identificación de las bases teóricas de administración que han guiado el estudio de la capacidad de marketing en Latinoamérica, siendo estas: visión basada en recursos, capacidades dinámicas, teoría institucional, teoría ambidiestra y teoría de la convergencia-d...

Researchers have explored the antecedents and consequences of recovery satisfaction by creating, improving or using scales. However, scales should be invariant among contexts and cultures. Using item response theory, a methodological approach that helps measure items, we evaluated some constructs related to it. Results, limitations and future research are discussed.

La globalización de los mercados ha colocado a las marcas globales como actores centrales en los ámbitos económico, cultural y psicológico; la evidencia está en todas partes (Özsomer, Batra, Chattopadhyay & Hofstede, 2012). Por tanto, muchas empresas multinacionales están alterando sus portafolios de marcas a favor de marcas globales (Özsomer et al., 2012; Steenkamp, Batra & Alden, 2003). Así, el presente ensayo tiene como objetivo analizar los conceptos y líneas de investigación relacionados al constructo de marcas globales. El trabajo busca entender la definición desde distintas perspectivas de lo que significa marcas globales; para posteriormente, analizar brevemente las líneas de investigación del global branding. Finalmente, consideraciones finales son discutidas.

This article assesses the perception of undergraduate students about social responsibility activities implemented by micro and small enterprises (MSEs) in Peru. This article seeks to contribute to a better understanding on how to implement programs about social responsibility in universities. To achieve this objective, a scale was built and applied to 506 college students at five universities. From the results of the study, in general terms, it can be concluded that college students have a low perception about activities of social responsibility applied by the MSES. This conclusion highlights the importance of introducing courses of social responsibility on the curricula of universities to enrich the education and new research on this topic. In consequence, it is recognized the need for an interdisciplinary approach at the theoretical level and an intradisciplinary approach at the practi...

Teachers are an important source of inspiration for their students. Although educational research considers inspiration to be an important motivational construct that generates positive results for students, the different conceptual interpretations of the construct have made its study difficult. This situation is accentuated in the context of Latin America, due to the scarcity of empirical studies that contribute to its understanding. Considering the teacher as a source of inspiration and based on the inspiration model of Thrash & Elliot (2003, 2004), this study seeks to understand how students experience inspiration. Twenty university students were interviewed about their experiences of inspiration about their professors. The interviews were evaluated through thematic analysis. The results revealed 5 themes that highlight the characteristics of the inspiring teacher. Additionally, the t...

Esta publicación presenta el análisis de catorce campañas ganadoras de los Premios EFFIE del año 2024, reafirmando el propósito que dio origen a la primera edición de la colección EFFIE en marzo del año 2000: visibilizar iniciativas empresariales que destacan por su impacto y valor estratégico para inspirar nuevas prácticas que impulsen el crecimiento del país a través de la innovación y la excelencia en marketing.

El texto de los casos ganadores de los Premios EFFIE 2023 muestra los 15 casos exitosos de las campañas que obtuvieron el Premio EFFIE Oro en sus diversas categorías. Estas son: Cementos Pacasmayo (Gran EFFIE, Innovación en marketing – productos), Mibanco (Banca y finanzas), Cusqueña (Bebidas alcohólicas), Inca Kola (Branded content), Falabella (Cambio positivo – bien social – marcas), Falabella.com (Comercio electrónico), Kotex (Cuidado personal, Idea de medios, Momento oportuno), Win (David y Goliat, Lanzamiento de nuevos servicios), Pilsen (Éxito sostenido), Pícaras (Extensión de línea de productos), Entel (Internet y telecomunicaciones), BCP (Marketing estacional), Win (Promociones de servicios), Entel (Redes sociales), Rimac (Seguros). Para la carrera de Marketing de la Universidad del Pacífico es grato presentar esta publicación sobre los casos ganadores de los Pr...

The present study’s aim is to design, construct and validate an instrument that allows for the measurement of the dimensions for short break tourist destination. The instrument was comprised of 29 items that were applied to 400 university students from diverse undergraduate in Lima, Peru through a convenience sampling. The analysis of the psychometric properties of the instruments and the construction of the perception scale of the short break destinations was carried out through application of Exploratory Factor Analysis and the Graduated Response Model from Item Response Theory. The results show a valid and reliable scale to measure a short break tourist destination. Moreover, show that evaluated individuals tend to positively rate the attributes of the short break destinations they have visited and that tourist perceive the measured attributes as expected characteristic when they vi...

Globalization and changing lifestyles are generating new forms of tourism, including visits to short break destinations. The objective of this study is to propose a definition of short break destinations and to present the dimensions of the attractiveness of tourist destinations. The methodology consisted of reviewing the literature of 64 academic publications. The result shows the determinants that should be considered in the definition of short break destination and the following dimension are proposed: 1) naturals resources, 2) cultural and historical resources, 3) social factors, 4) tourist services and 5) infrastructure.

The present study’s aim is to design, construct and validate an instrument that allows for the measurement of the dimensions for short break tourist destination. The instrument was comprised of 29 items that were applied to 400 university students from diverse undergraduate in Lima, Peru through a convenience sampling. The analysis of the psychometric properties of the instruments and the construction of the perception scale of the short break destinations was carried out through application of Exploratory Factor Analysis and the Graduated Response Model from Item Response Theory. The results show a valid and reliable scale to measure a short break tourist destination. Moreover, show that evaluated individuals tend to positively rate the attributes of the short break destinations they have visited and that tourist perceive the measured attributes as expected characteristic when they vi...