El presente documento de trabajo tiene como objetivo principal presentar las estrategias de internacionalización que las marcas chinas han utilizado para posicionar sus productos en mercados B2C a nivel global. Para ello, primero se revisa la evolución de las marcas de las empresas chinas, luego se analizan sus estrategias de construcción para el mercado externo y la percepción de los consumidores sobre ellas. Finalmente, se describen algunos casos de empresas chinas presentes en mercados globales, sobre todo en Latinoamérica.

The objective of this publication is to analyze the ways of entry for the Indian companies in their internationalization’s process towards the Latin American market. The literature review and the results of the interviews with expert academics conclude that this process is affect by variables as; the country that receives the foreign investment; to the offer, the kind of company, economic sector in which it operates, and to the demand; the market where the company seeks to develop its internationalization. Five cases have been analyzed; two service companies: Tata Consultancy Services Limited and Oberoi Hotels & Resorts and three tangible product companies: Hero MotoCorp, Bajaj Auto and Mahindra. The limitations found show that there is a large field of action for future research on strategies for the internationalization of Indian companies to Latin America.

Coastal tourism offers a wide variety of activities related to nature and culture in a sustainable environment. The present study in a coastal destination with cultural characteristics aims to (i) establish the dimensions of perceived value, (ii) determine the relationship between perceived value and satisfaction, and (iii) identify the relationship between perceived value and loyalty in variables such as return, recommendation, and word of mouth in a cultural coastal destination. This quantitative research used a sample of 384 valid questionnaires collected in Huanchaco, Peru, a city next to the Pacific Ocean, being a coastal destination with cultural potential. Factor analysis and multiple regression were applied for data analysis. The results show three dimensions of value perceived by tourists in coastal destinations: emotional and social value, economic value, and functional value. ...

The main objective of this article is to know the current situation of technical higher education in Peru, in particular in management programs. To do this, using secondary sources and in-depth interviews with experts, an exploratory work was carried out that consisted of analyzing from the point of view of demand, where the technical training needs that the market requires were observed; as well as, an analysis from the point of view of the offer, where the development and investment opportunities were observed, in particular of the private offer, to cover the gap of unsatisfied needs of the employers.

En los últimos años, la inversión extranjera china ha desempeñado un papel determinante en el crecimiento económico de Latinoamérica. Este capital ha contribuido a la modernización de la industria, a generar mayor empleo, y a la transferencia tecnológica y de conocimientos en los diferentes procesos productivos. El presente documento de trabajo tiene como objetivo principal analizar la estrategia de internacionalización seguida por la industria automotriz china en América Latina. Con ese objetivo, en una primera parte, se resalta la importancia del sector automotriz en la región; luego se describen las transformaciones de este sector a lo largo del siglo XXI y cómo China cobra protagonismo en el mercado global. Después, se presenta la estrategia de internacionalización y los métodos de entrada seguidos por las marcas de la industria automotriz china. Por último, como part...

El presente documento de trabajo tiene como finalidad presentar la revisión de literatura efectuada sobre la problemática de la educación superior y la formación en turismo en el Perú. Con este objetivo, se procedió a la búsqueda de investigaciones realizadas sobre la oferta existente y si esta respondía a las necesidades reales del mercado turístico peruano actual. Al no encontrarse suficientes investigaciones al respecto, se realizó la búsqueda de estudios, en el mismo contexto, aplicados a otras realidades y que permitieran posteriormente comparar y realizar un benchmarking. Los resultados son contundentes y se muestran a lo largo del documento. El turismo es una actividad económica que está creciendo en el Perú y en el mundo entero. Si bien es una actividad joven, la necesidad de profesionales en gestión y planificación turística es un hecho. Por lo tanto, esta inves...

The homosexual population is an important consumer market for different categories, being the entertainment the most significant. Academic and commercial researchers have addressed this market focusing on developed countries, and considering it a single and homogeneous segment. The following research proposes to set the bases for a segmentation of the homosexual population in Lima, Peru, in order to understand the motives of each identified consumer segment, within the entertainment category. The results allow to identify three segments in the studied population with different demographic, psychographic and behavioral characteristics regarding the consumption of entertainment, which gives rise to different needs and opportunities to satisfy them.

This research study identifies those factors which influence the consumption of care products in the Latinamerican male segment. That's why, an instrument based on the behavorial theory was applied to 600 men living in two countries of this región and having different levels of development regarding the above mentioned category, Mexico -highly developed- and Peru -moderately developed-. The data obtained were analyzed using a model of structural equations. The results show that a subjective norm will stop men's consumption of these kinds of products. Similarly, the impact of this subjective norm will be lower in young men, allowing them to have a great aperture in the consumption of these care products.

The growth of tourism in the world and in particular in Peru has made of this area an emerging productive activity with a lot of potential for development. Tourism is an economic activity which encourages foreign currency exchange as well as new employment opportunities. The objective of this article is to know whether or not there exist any gap between the formative offer in this area and the requirements of the labour market related to it. The research was conducted in two parts. The first one makes a literature review from secondary sources which found out there are limited research for the Peruvian case. The second one is an exploratory qualitative research which conducted semi-structured interviews with 20 experts from the public, private and academic sectors. The analysis and interpretation of the interviews' discourses were made from a deconstructive approach. The study concludes ...

The main objective of this research is to determine the basis of the key competencies necessary to achieve the digital transformation of public and private organizations in Peru. With this objective in mind, the conceptual framework involves the definition of a digital transformation in organizations and their impact on those organizations. Secondly, the article presented the results of the exploratory fieldwork conducted through in-depth interviews with ten executives from different productive sectors and analyzed them through content analysis. From this exploratory study, it concludes that all the experts interviewed agree on: i) the urgency of initiating a digital transformation process in small, medium, and large companies; ii) the need for training in digital transformation for company employees in all functional lines, giving priority to the commercial area; and iii) investment in ...

Over the past decade, the supply of male personal care products and services has increased considerably on a global scale. In the case of the Peruvian market, this phenomenon is still incipient despite a favorable economic outlook that has boosted the consumption in different categories. This research identifies factors that influence the consumption decision of this kind of products for the male segment. To do this, the authors used the Theory of Planned Behavior of Ajzen. The results show that male consumers´ perception of his environment (subjective norm) restrains the intention of consumption of personal care products, even though the male consumer has a positive attitude toward using of these products. These factors would reflect the existence of deeply rooted taboos in Peruvian culture, based on a traditional view of man.

El artículo presenta el inicio de una investigación en marcha sobre la evolución de las competencias de las empresas como resultado de las nuevas tecnologías en los servicios turísticos. Después de definir la desintermediación y analizar la dinámica de los principales actores de la industria del turismo, el documento desarrolla un modelo cuantitativo y cualitativo para evaluar el impacto de la desintermediación sobre las competencias esenciales en cada uno de los actores estudiados. Finalmente, evalúa los beneficios de esta nueva forma de mediación en el sistema turístico.

Mexico City and Lima both have great cultural and historical value as they developed close to major pre-Columbian civilizations. When comparing their urban attractiveness factors, they present differences and similarities that need to be understood at a theoretical level. The study has practical implications as tourism officials and managers in each of these two cities can draw inspiration from the best practices of the other city. The method is quantitative, and the exploratory factorial analysis technique was used to reduce the variables in a group of factors. The results indicate that the different aspects of the cities’ tourism attractiveness can be categorized into four factors: the nucleus, the tourist ecosystem, MICE & shows, and related services. A comparison of the two cities’ Kruskal–Wallis test scores shows significant differences in terms of three variables: monuments a...

The research examines the negative consumer emotions generated by the perception of social networks or traditional media with consumer behavior during the covid_19 pandemic. The study was developed in Peru with a sample of 220 consumers; the design is quantitative and structural equations were used for data processing. The results indicate that social networks and traditional media are not related to negative emotions, but are related to the change in consumer behavior in the purchase of more products and new products. The research has theoretical implications since it provides evidence to the literature that the negative emotions generated during the covid_19 pandemic are related to changes in consumer behavior, which affect the purchase of more products and new products. The practical implications of the research is for businessmen on the causes of changes in consumer behavior generate...

This study objective is to analyze the internationalization strategies of Chinese automotive companies in the South American market. The transformation and evolution of the industry worldwide as well as the strategies and entry modes to foreign markets are also analyzed. The gathering of information was mainly carried out from secondary sources. The analysis of the Chinese brands: Changan, JAC, Great Wall, Foton and BYD shows that these carmakers have prioritized inorganic growth strategies, specifically the Joint Ventures as well as strategic alliances with concessionaires and the granting of licenses. Chinese automotive industry growth and potential lay the groundwork for further investigation.

Raising awareness about the environmental risks faced by the Historical Sanctuary of Machu Picchu, providing tools for thinking that will contribute to addressing the Sanctuary’s problems,and finally, contributing to the debate by forwarding a proposal for the Sanctuary’s sustainable management are the purposes of this study. In the first section, statistics show Peru is basically a unipolar travel destination. The second section presents the complex problems identified at the Sanctuary. To conclude, the study presents a proposed solution, including setting up a structure tomanage the Sanctuary’s strategic planning while abiding by the key principles of sustainable development.

When the Chinese automotive industry decided to expand into the western market, it had to evaluate the best alternative for marketing its brands in the segmented and selected markets, including the countries that form the Pacific Alliance. This article, based mainly on secondary sources, develops, on the one hand, through a conceptual approach, the distribution methods implemented by automotive brands in general, and on the other hand, through an applied approach, the distribution strategies of the four Chinese brands that were selected—Changan, Great Wall, JAC, and BAIC—in the markets of Chile, Colombia, Mexico, and Peru.

Sustainable smart cities are a topic of growing relevance in a world that is increasingly urbanized and concerned about sustainability. This field of study analyzes how emerging technologies and innovative practices transform cities into more efficient, habitable, and ecologically responsible environments. The main objective of this article is to review the state of the art on sustainable smart cities to measure the impact factor, the scientific production of the topic, and identify possible research gaps. The methodology followed four stages: preliminary bibliometric analysis in the Scopus database, bibliometric analysis on sustainable smart cities, network visualization using VOSviewer, and systematic content analysis of the 20 most cited articles. After filtering and cleaning the database, we worked with 2758 articles. The results show an increase in publications from 2020 onwards, wi...

Raising awareness about the environmental risks faced by the Historical Sanctuary of Machu Picchu, providing tools for thinking that will contribute to addressing the Sanctuary’s problems, and finally, contributing to the debate by forwarding a proposal for the Sanctuary’s sustainable management are the purposes of this study. In the first section, statistics show Peru is basically a unipolar travel destination. The second section presents the complex problems identified at the Sanctuary. To conclude, the study presents a proposed solution, including setting up a structure to manage the Sanctuary’s strategic planning while abiding by the key principles of sustainable development.

Durante la última década el consumo de productos de cuidado personal masculinos y servicios ha incrementado considerablemente en una escala global. En el caso del mercado peruano, este fenómeno continúa incipiente a pesar de que el panorama económico favorable haya incrementado el consumo en diferentes categorías. Esta investigación identifica el imparto de factores no económicos en la decisión del consumo de productos de cuidado personal y servicios masculinos. Para esto, los autores han aplicado la teoría del comportamiento planeado de Ajzen en una encuesta aplicada a hombres de 18 a 60 años de edad. Los resultados muestran que los consumidores masculinos limitaban su intención de consumo de productos de cuidado personal dada la percepción de su entorno (norma subjetiva), a pesar de esto el consumidor masculino tiene una actitud positiva con respecto al uso de estos produc...