El marketing de experiencias y el éxito comercial de Megaplaza Lima Norte, en el período 2014-2018

Busca mejorar el conocimiento existente sobre estrategias de marketing de experiencias en centros comerciales, incluyendo indicadores como el nivel de influencia de herramientas estratégicas para poseer variedad de marcas (tenant mix), programar eventos y promociones de ventas, en usuarios de centros comerciales mucho más exigentes y al mismo tiempo demostrando la relación de lo antes mencionado con los factores de éxito comercial. La investigación es de enfoque cuantitativo; la población que se consideró fueron los locatarios del mall en cuestión y ascendieron a 402 locales y cuya muestra luego de aplicar la fórmula estadística para población finita, dio como resultado 196 establecimientos. La técnica utilizada fue la encuesta y la revisión documental, y los instrumentos un cuestionario de elaboración propia y una ficha de recolección de datos, validado por juicio de expertos y sometido a confiabilidad con el alpha de Cronbach. Se obtuvieron resultados de tipo individual (por cada pregunta realizada en la encuesta), seguidamente se procedió a la tabulación en Microsoft Windows Excel y al final se procesó con el software estadístico Statistical Package for the Social Sciences (SPSS) en su última versión, obteniendo resultados que tienen que ver con la relación o el grado de asociación, pero en el nivel de débil y de muy débil Por lo tanto, se concluyó que existe relación, que oscila entre el nviel débil y muy débil, entre las dos variables de estudio y las demás operacionalizaciones establecidas en los objetivos específicos, así mismo, esto servirá como guía y precedente para futuras investigaciones en el ramo.Tesi

Knowledge management in financial education in Peruvian government programs focused on women: Progress and challenges

In Latin America, the age group made up of women is at a disadvantage compared to men in terms of their economic empowerment, which is reflected in the lack of access to paid employment, their average wages are lower than those of men and their performance in poor quality jobs. In this context, the objective of this study is to analyze what aspects of knowledge are developed by the main government financial education programs focused on Peruvian women belonging to organizations (Comedores Populares Programs) or participants in a state social program (Juntos Program) in order to include them financially. The method used is documentary research that seeks to deepen the financial education proposals that the Peruvian government has provided in the last 10 years. The results show that the implementation of government programs increased the participation of women in financial education actions by 61%, achieving a significant improvement from 31% to 77% in the knowledge obtained by the beneficiaries in financial matters; and that, due to the poverty characteristics of the beneficiaries, there were limitations in access to digital media and the current programs are carried out in person. It was concluded that the knowledge management component of the programs should focus on economic empowerment and attitudes towards money and not only on practical knowledge of financial products and services; and that the State must implement policies to ensure that beneficiaries have access to technological equipment so that training uses digital resources and not only resources for face-toface training

Financing in the alternative securities market: Economic and financial impact on SMEs

In Latin America, SMEs have difficulty accessing sources of financing that allow them to obtain more significant growth and strengthen their economic activity. Therefore, this paper aims to determine the impact of financing in the alternative securities market (MAV) on the economic and financial situation of Peruvian SMEs during 2017–2020. The methodology used in this study is a quantitative approach, descriptive, non-experimental design, and longitudinal measurement. In addition, a documentary analysis technique is employed. The population included 17 SMEs financed in the MAV; the paper considers the financial statements of 6 companies in the last 4 years as a sample. The results obtained show that SMEs financed through the MAV are of different categories and economic activities. Likewise, there is a predisposition of these in the issuance and placement of short-term instruments, determining a favorable economic and financial situation through the analysis of financial indicators, with sustainable profitability growth and an acceptable liquidity and solvency situation. The conclusion is that financing in the alternative securities market has contributed to the improvement of SMEs’ economic and financial state, allowing for sustainable growth and opportunities to diversify their operations

Management and leadership in university education: Approaches and perspectives

University education has undergone transcendental changes in recent years. The tendencies of adaptation to these advances bring as a consequence that the management models and the leadership exercised by its directors are analyzed looking for a better administration of university entities. The present study reviews the scientific literature on approaches and perspectives on leadership and management in university education. It aims to establish various aspects, characteristics, and leadership and management styles through the review of scientific articles in the Scopus, Scielo, Proquest, Gale Onfile, and Ebsco databases. Relevant aspects were measured through the analysis of 36 articles published in the last 7 years. As a result, models and redesigns of university management were obtained, as well as a trend toward developing competencies and new leadership styles of those who lead institutions. It is concluded that university management is characterized by the search for strategies that allow the achievement of the established objectives based on strategic planning. In addition, it includes its role and interrelation with society and innovative models that easily adapt to changes through leadership that seeks commitment and participation, promoting proactive decision-making and emotional intelligence

"Agricultural associations and fair trade in the Peruvian rainforest: a socioeconomic and ecological analysis"

"Fair trade initiatives represent an essential support for the scarce opportunities that have arisen in the agricultural sector, as they cover various areas that contribute to increasing good trade practices. It is essential to highlight the contribution of fair trade in urban and rural areas, as it becomes a valuable incentive for differentiation. The main objective of this study was to determine how Fair Trade is applied in the socioeconomic and ecological sphere in an association of sustainable agricultural producers in the Peruvian jungle. This is quantitative research with a non-experimental crosssectional design. The survey technique was used, and a questionnaire was applied to 99 agricultural producers in the Amazon region of northern Peru, because it would help to analyze the new challenges of fair trade. In addition, data analysis and processing was carried out with Microsoft Office Excel and SPSS. The results show that 51% of the producers surveyed have been sensitized to adopt socially responsible actions aimed at strengthening sustainable development, social responsibility and good practices for fair trade in favor of the preservation of the resources of the Peruvian Amazon, as well as the socioeconomic development of farmers and the region itself. Forty-seven percent carry out social responsibility activities under the guidance of the Fairtrade organization, which has accompanied farmers to obtain Fairtrade certification. In addition, 59% of respondents say that they engage in healthy competition that generates trust among farmers. Fairtrade enables associated farmers to improve their ethical behavior and respect for their rights as well as those of the entire community

Agricultural associations and fair trade in the Peruvian rainforest: a socioeconomic and ecological analysis

Fair trade initiatives represent an essential support for the scarce opportunities that have arisen in the agricultural sector, as they cover various areas that contribute to increasing good trade practices. It is essential to highlight the contribution of fair trade in urban and rural areas, as it becomes a valuable incentive for differentiation. The main objective of this study was to determine how Fair Trade is applied in the socioeconomic and ecological sphere in an association of sustainable agricultural producers in the Peruvian jungle. This is quantitative research with a non-experimental crosssectional design. The survey technique was used, and a questionnaire was applied to 99 agricultural producers in the Amazon region of northern Peru, because it would help to analyze the new challenges of fair trade. In addition, data analysis and processing was carried out with Microsoft Office Excel and SPSS. The results show that 51% of the producers surveyed have been sensitized to adopt socially responsible actions aimed at strengthening sustainable development, social responsibility and good practices for fair trade in favor of the preservation of the resources of the Peruvian Amazon, as well as the socioeconomic development of farmers and the region itself. Forty-seven percent carry out social responsibility activities under the guidance of the Fairtrade organization, which has accompanied farmers to obtain Fairtrade certification. In addition, 59% of respondents say that they engage in healthy competition that generates trust among farmers. Fairtrade enables associated farmers to improve their ethical behavior and respect for their rights as well as those of the entire community

Satisfacción de los usuarios en los hospitales públicos en el Perú y valores profesionales

La satisfacción del usuario en los hospitales públicos es un indicador interno de la expectativa y la percepción, y se considera una medida de control del funcionamiento del sistema sanitario en el Perú. El artículo ‘Los valores relacionados con la formación de profesionales sanitarios en un entorno de COVID-19’ hace referencia a valores identificados con el conocimiento, la toma de decisiones y la gestión de personas; dentro de este último grupo, queremos hacer hincapié en el valor de ‘gustar del trato con las personas’, donde se resalta la interacción que debe existir entre médico y paciente como clave para la optimización de resultados, así como la gestión de equipos que logre mejorar los servicios en cuanto a esperas innecesarias, el aporte de los datos correctos y la explicación adecuada para la toma de decisiones..

Inbound marketing strategy on social media and the generation of experiences in fast food consumers

Digital media has allowed restaurants to maintain their sales, positioning, and better relationships with consumers in adverse situations such as the COVID-19 pandemic. This study seeks to determine the relationship between social networks as an inbound marketing tool and the generation of digital experiences in consumers of fast-food restaurants. This is a quantitative, correlational, and non-experimental analysis. The sample includes the most popular fast-food restaurants in Peru (Norky’s, Roky’s, and Kentucky Fried Chicken) that demonstrate significant presence in social networks and possess potential characteristics to provide customers with a positive experience. One hundred one respondents between 18 and 35 years of age, residents of Lima (Peru), and frequent consumers of fast food establishments were surveyed via Google Forms. The results were tabulated in MS Excel and the quantitative data analysis was performed with the IBM SPSS tool; descriptive and inferential statistics were applied and the correlation was obtained through Spearman’s coefficient. The findings highlighted that 61.39% of the respondents agree that the social network experiences of the restaurants influence their expectations; 47.5% react with likes and comments to the publications, and 63.4% recommend the restaurants thanks to the constant dissemination of their content. Finally, a significance level of less than 0.05 was obtained between the variables, demonstrating that one variable has a relationship with the other. The study concludes a moderate direct relationship between social networks as an inbound marketing strategy and the generation of digital experiences in the study group