The e-commerce platform conundrum: How manufacturers' leanings affect their internationalization

Internationalization is seen as a commercial opportunity and, in some circumstances, necessary for many firms' resilience in today's volatile and unpredictable global marketplace. Most exporting organizations must cope with various emergent e-commerce digital platforms, given the rising importance of digital and technological transformation of modern international trade and its related strategic challenges. The spread of third-party multi-sided platforms (TPMPs) and established actors such as Amazon, eBay, and Alibaba, has led research to overlook evaluations involving other types of multi-sided e-commerce platforms, such as content management systems (CMSs). Nevertheless, these other platforms are evolving by leaps and bounds and changing the rules of the game for e-commerce website development. This study draws on the transaction cost economics perspective and theory of boundary choices to shed light on the differences in manufacturing firms' internationalization performances from the reliance among CMSs and TPMPs. The study retrieves data from a survey of 263 manufacturing firms' managers and executives relying on structured equation modeling. The findings outline that adopting CMSs partially mediates the relationship between e-commerce strategic commitment and internationalization performances. In contrast, TPMPs negatively moderate the relationship between e-commerce commitment and CMS and between e-commerce commitment and internationalization despite directly partially enhancing internationalization performances. Finally, the study reveals an inverted U-shaped relationship between e-commerce commitment and TPMP reliance.<br/

Cómo ser asertivo para alcanzar objetivos

En este artículo se presentan los pasos para actuar asertivamente, a fin de que ayude a sacar el máximo partido de uno mismo y a que uno se sienta más satisfecho y seguro de sí mismo. Este comportamiento asertivo se puede poner en práctica en el ámbito tanto profesional como personal.Mengual Recuerda, A.; Juárez Varón, D. (2024). Cómo ser asertivo para alcanzar objetivos. Universitat Politècnica de València. http://hdl.handle.net/10251/20489

Does knowledge management mediate the relationship between entrepreneurial orientation and firm performance?

[EN] Purpose ¿ This study investigates the impact of entrepreneurial orientation (EO) and knowledge management (KM) on firm performance (PERF), as well as the mediating role of KM in the EO¿PERF (EOPERF relationship). In particular, this study aims to explain the impact of KM on the relationship between the EO dimensions and PERF; dimensions are risk-taking (RT), innovativeness (IN) and proactiveness (PR). Design/methodology/approach ¿ This study uses structural equation modelling and fuzzy-set qualitative comparative analysis (fsQCA) methodologies to explore target relationships. The sample consists of 150 small furniture manufacturers operating in Poland (out of 1,480 in the population). Findings ¿ The study findings show that KM partially mediates the IN¿PERF relationship. Furthermore, fsQCA reveals that KM accompanied by IN is a core condition that leads to PERF. Moreover, the absence of KM (accompanied by the absence of RT and IN) leads to the absence of PERF. In addition, the results show that all the variables examined (RT, IN, PR and KM) positively impact PERF. Originality/value ¿ This study explores the role of KM in the context of EO and its impact on PERF in the low-tech industry. The study uses simultaneously two methodologies that represent different approaches in the search for the expected relationships. The findings reveal that KM mediates the EO-PERF relationship.This work has been supported by the AGH University of Krakow (funds for the maintenance and development of the research capacity of the Faculty of Management of the AGH University of Krakow and grant received by Rafa Kusa under Excellence initiative research university for the AGH University of Krakow).Kusa, R.; Suder, M.; Duda, J.; Czakon, W.; Juárez Varón, D. (2023). Does knowledge management mediate the relationship between entrepreneurial orientation and firm performance?. Journal of Knowledge Management. 1-29. https://doi.org/10.1108/JKM-07-2023-060812

Cuadernos de Marketing y Comunicación Empresarial. Vol. I. 2014. Plan de Marketing para la Creación de una Marca Infantil en el Sector Textil Hogar

Donet Sepúlveda, JC.; Juárez Varón, D. (2015). Cuadernos de Marketing y Comunicación Empresarial. Vol. I. 2014. Plan de Marketing para la Creación de una Marca Infantil en el Sector Textil Hogar. Area de Innovación y Desarrollo S.L. http://hdl.handle.net/10251/83663

An Adaptive Machine Learning Methodology Applied to Neuromarketing Analysis: Prediction of Consumer Behaviour Regarding the Key Elements of the Packaging Design of an Educational Toy

This research is in response to the question of which aspects of package design are more relevant to consumers, when purchasing educational toys. Neuromarketing techniques are used, and we propose a methodology for predicting which areas attract the attention of potential customers. The aim of the present study was to propose a model that optimizes the communication design of educational toys’ packaging. The data extracted from the experiments was studied using new analytical models, based on machine learning techniques, to predict which area of packaging is observed in the first instance and which areas are never the focus of attention of potential customers. The results suggest that the most important elements are the graphic details of the packaging and the methodology fully analyzes and segments these areas, according to social circumstance and which consumer type is observing the packaging

Aspects of Industrial Design and Their Implications for Society. Case Studies on the Influence of Packaging Design and Placement at the Point of Sale

[EN] This work aims to demonstrate that product design and packaging must be aligned with the point of sale and its social purpose. Manufacturing engineering is responsible for the design, development and improvement of production systems that convert raw materials into finished products. Each product is designed to be sold to numerous potential consumers, so the importance of the stimuli surrounding the product in packaging, and at the point of sale, cannot be underestimated. The environmental, social, and ethical commitments of industrial design (and their implications in manufacturing) are establishing universal principles in a common effort to foster a more harmonious and sustainable society. This work aims to analyse, through eye tracking biometric techniques, the level of saturation of information generated by the concentration of stimuli in packaging and the retail channel, possibly creating a lower level of attention towards the product itself. This research confirms that every product associated with a manufacturing process seeks to respond to a need, so the associated responsibility is significant. This would suggest that designers incorporate knowledge from multiple fields, including marketing strategies, design, research and development, basic knowledge related to production, integration management and communication skills. More than 50% of consumer attention is dedicated to other elements/items that accompany the product, so it is important to consider this in the design phase. The results can be used to improve efficiency in both generating product attention, and stimulus design for the purchasing process.Juárez Varón, D.; Mengual Recuerda, A.; Ferrándiz Bou, S.; Alarcón Valero, F. (2021). Aspects of Industrial Design and Their Implications for Society. Case Studies on the Influence of Packaging Design and Placement at the Point of Sale. Applied Sciences. 11(2):1-16. https://doi.org/10.3390/app11020517S11611

Evolution of automatic storage systems in Flexible Manufacturing Systems

[EN] This article aims to compare the evolution and status of automated warehouses into industrial level. From a historical remark the main research on this type of stores are related, mainly based on algorithms for solving goals, in order to improve the efficiency of all elements that constitute an automatic warehouse. Finally the latest research, trying to identify the research in progress and any improvements occur in the future, are reviewed.[ES] Este artículo trata de analizar la evolución y situación de los almacenes automáticos a nivel industrial. Desde una puntualización histórica, se relacionan las principales investigaciones en torno a este tipo de almacenes, principalmente basadas en algoritmos de resolución de los objetivos, con el fin de mejorar la eficiencia del conjunto de elementos que constituye un almacén automático. Por último, se repasan las últimas investigaciones tratando de identificar las líneas de investigación en curso y las posibles mejoras que tengan lugar en el futuro.Bautista Rodríguez, D.; Cremades Grau, R.; Juárez Varón, D. (2014). Evolución de los sistemas de almacenamiento automático en sistemas de fabricación flexible. 3C Tecnología. 3(5):257-267. http://hdl.handle.net/10251/77702S2572673

Emotional Impact of Dishes versus Wines on Restaurant Diners: From Haute Cuisine Open Innovation

Haute cuisine is emblematic in the world of tourism and is of fundamental importance in the economic and social life in most countries worldwide. Haute cuisine gastronomic experiences play with the senses, involving the diner, thus generating a unique experience for the customer. This empirical study aims to analyze the influence on the consumer of the characteristic stimuli of a high-level gastronomic experience in a restaurant with two Michelin stars. Using neuromarketing biometrics, combined with a qualitative research technique, the objective of this research was to determine the emotional impact of the presentation and tasting of dishes compared to wines and to draw conclusions about each variable in the general experience. The results indicate that the dishes have a greater influence on the level of interest than the wines, and both have a different emotional impact at different moments of the experience due to its duration

Study of the Properties of a Biodegradable Polymer Filled with DierentWood Flour Particles

[EN] Lignocellulosic wood flour particles with three different sizes were used to reinforce Solanyl® type bioplastic in three compositions (10, 20, and 30 wt.%) and further processed by melt-extrusion and injection molding to simulate industrial conditions. The wood flour particles were morphologically and granulometric analyzed to evaluate their use as reinforcing filler. The Fuller method on wood flour particles was successfully applied and the obtained results were subsequently corroborated by the mechanical characterization. The rheological studies allowed observing how the viscosity was affected by the addition of wood flour and to recover information about the processing conditions of the biocomposites. Results suggest that all particles can be employed in extrusion processes (shear rate less than 1000 s¿1 ). However, under injection molding conditions, biocomposites with high percentages of wood flour or excessively large particles may cause an increase in defective injected-parts due to obstruction of the gate in the mold. From a processing point of view and based on the biocomposites performance, the best combination resulted in Solanyl® type biopolymer reinforced with wood flour particles loaded up to 20 wt.% of small and medium particles size. The obtained biocomposites are of interest for injected molding parts for several industrial applications.Parres, F.; Peydro, MA.; Juárez Varón, D.; Arrieta, MP.; Aldas, M. (2020). Study of the Properties of a Biodegradable Polymer Filled with DierentWood Flour Particles. Polymers. 12(12):1-24. https://doi.org/10.3390/polym12122974124121

Análisis del diseño de packaging de juguete educativo, mediante neuromarketing

[ES] Como resultado de la combinación de la neurociencia con el marketing, surge el neuromarketing, como una disciplina de investigación, aprovechando los avances de la tecnología. Este nuevo campo de conocimiento, va más allá de las herramientas tradicionales de investigación cuantitativa y cualitativa, y se centra en las reacciones cerebrales de los consumidores frente a los estímulos de marketing (Reimann, 2011). Así, la presente investigación, busca responder a la pregunta de ¿cómo mejorar la e¿ciencia del diseño de packaging en juguetes educativos, a través del neuromarketing?, utilizando conocimientos y técnicas de la neurociencia y técnicas de investigación cualitativa, con el ¿n de alcanzar diseños adecuados a las necesidades de marcas, anunciantes y consumidores, y para lograr que, las personas tomen mejores decisiones de compra.[EN] As a result of the combination of the Neuroscience with marketing, arises neuromarketing, as a research discipline, taking advantage the advances of technology. ¿is new field of knowledge, goes further of traditional tools of quantitative and qualitative research, and focusing in brain reactions of the consumers in front of the marketing stimuli (Reimann, 2011). ¿us, the present investigation, seeks to answer the question of ¿how to improve the efficiency of packaging design in educational toys, through the neuromarkenting? using knowledge and techniques of neuroscience and qualitative research techniques, in order to reach designs appropriate to the needs of brands, advertisers and consumers, and to achieve that, people make better purchasing decisions.Juárez Varón, D.; Tur-Viñes, V.; Mengual Recuerda, A. (2019). Análisis del diseño de packaging de juguete educativo, mediante neuromarketing. Cuadernos Latinoamericanos de Administración. 15(28). https://doi.org/10.18270/cuaderlam.v15i28.2676S152