El docente universitario y sus efectos en el estudiante

El interés de la presente investigación intenta avanzar en el efecto que el comportamiento del docente posee sobre el rendimiento y satisfacción del estudiante. Así, la investigación se centra en la orientación y síndrome de burnout y el engagement del docente, y en los efectos que dicha orientación posee sobre el rendimiento del estudiante. Con una muestra de 45 docentes y 932 estudiantes y mediante el uso de ecuaciones estructurales y modelos multinivel, los resultados muestran como la orientación del docente posee un efecto sobre el aprendizaje percibido y la satisfacción del estudiante. Se obtienen también otros resultados interesantes que dan lugar a ciertas conclusiones e implicaciones

Precio no monetario percibido en alojamientos e-peer-to-peer. La perspectiva de los huéspedes de Airbnb

[EN] Price is considered as a key variable in predicting buying behavior. However, few studies have focused on how non-monetary price is affected and can affect other components of the consumer endogenous variables. This paper seeks (1) to analyze the effects of antecedents of behavioural price (past experience, the benefits and risks of peer to peer accommodation services) on the guest perceived price, and (2) to determine the effect of this price and past experience on guest intentions. With a sample of 136 Airbnb guests and the use of SEM, results show that past experience, financial risk, and time risk influence the non-monetary perceived price. This price and past experience affect guest intentions. This paper tries to bridge certain gaps detected in the literature: (1) we propose to extend the two main factors underlined, considering non-monetary costs, (2) this paper focuses on peer consumers because there is a lack of specification in previous studies due to authors have not differentiated users into host or guest when they analyse intentions, (3) previous literature has research in Airbnb prices but not in the factors that affect price, not in behavioural price strategies, and (4) much of the work to date has been qualitative in nature, whereas this study takes a quantitative approach.[ES] El precio se considera una variable clave a la hora de determinar el comportamiento de compra. Sin embargo, pocos estudios se han centrado en investigar cómo el precio no monetario se ve afectado y puede afectar otras variables endógenas del consumidor. Así, este trabajo persigue (1) analizar los antecedentes en el precio comportamental (experiencia previa, beneficios y riesgos de los servicios de alojamiento peer-to-peer), y (2) determinar el efecto de este precio no monetario y de la experiencia pasada en las intenciones del huésped. Con una muestra de 136 huéspedes de Airbnb y el uso de modelos de ecuaciones estructurales, los resultados muestran que la experiencia pasada, el riesgo financiero y el riesgo de tiempo influyen en el precio no monetario percibido. Este precio y la experiencia pasada influyen en las intenciones de los huéspedes. Así, a través de este manuscrito, se persiguen cubrir ciertos gaps detectados en la literatura: (1) proponemos ampliar los dos factores principales subrayados, considerando los precios no monetarios, (2) este trabajo se centra en los huéspedes debido a que estudios previos no han diferenciado entre anfitriones o huéspedes al analizar las intenciones, (3) si bien algunos trabajos previos han investigado sobre los precios de Airbnb, no han analizado los factores que los afectan, ni las estrategias de precios no monetarios, y (4) gran parte del trabajo, hasta la fecha, ha sido de naturaleza cualitativa, mientras que este estudio adopta un enfoque cuantitativo

Some determinants of sales force effectiveness

Purpose - This paper aims to find out what characterises salespeople in the most effective salesforce in Spain. Design/methodology/approach - An empirical analysis has been done with 108 field sales managers from different sectors of activity to determine the conditions of the salesperson's control, professionalism and behaviour that affect his/her performance and the effectiveness of companies. A structural equations model or second generation multivariate model was used - PLS. Findings - The results show that more effective salesforces are controlled through behaviour control systems, salespersons in this team identify with the company's strategic objectives and an important part of their remuneration is based on a fixed salary. Research limitations/implications - First, the information has been gathered on a unique hierarchical level - team managers. Second, the company's activity sector and the type of salesperson can modify the results. Finally, the size of the sample has limited the potential application of specific statistical techniques and even the generalisation of the results. Practical implications - Field sales managers must help to define the salespeople's tasks to reach the company's objectives in the most effective way. This situation implies, logically, that control is exerted over behaviour and to a lesser extent over the results achieved by the salesperson. Originality/value - The paper determines those variables which allow companies, and especially those persons holding responsibility in the salesforce, to increase their effectiveness. The objective enriches the knowledge on sales effectiveness and also applies, in the Spanish case, a study methodology that has been applied in other countrie

A teachers’ orientation approach to understand the university teacher-student relationship

This research intends to advance the understanding of the university teacher-student relationship in the context of teachers’ market orientation with the aim to improve students’ performance. Thus, the study is articulated on three axes: the students’ performance approach, the relationship among diverse aspects of teachers, and, fi nally, the effect of these aspects on students’ performance. The results gained from a sample of 45 teachers and 932 students show that teachers’ student orientation infl uences perceived learning and student satisfaction. Other interesting results are also attained that lead to certain conclusions and implications.Este estudio pretende avanzar en la comprensión de la relación entre el profesor y el estudiante universitario con el objetivo de mejorar el rendimiento de los estudiantes. Se articula sobre tres ejes: el enfoque de rendimiento del estudiante, la relación entre diversos aspectos del profesor y, fi nalmente, el efecto de estos aspectos sobre el rendimiento del estudiante. Los resultados obtenidos de una muestra de 45 profesores y 932 estudiantes muestran que la orientación al estudiante por parte del profesor afecta al aprendizaje percibido y a la satisfacción del estudiante. Se alcanzan otros interesantes resultados que permiten establecer ciertas conclusiones e implicaciones

Product placement in video games as a marketing strategy: an attempt to analysis in Disney company

Esta investigación de carácter cualitativo que se aproxima al método del caso intenta examinar la aplicación de la estrategia del product placement en el ámbito de los videojuegos a fin de identificar las diferencias en enfoques de product placement más clásicos y aquellos otros más centrado en la marca. Se ha escogido el estudio de Walt Disney, empleando tanto entrevistas con personal de la compañía, como dinámicas de grupo con usuarios de videojuegos de esta empresa. Los resultados indican que enfoques más recientes del product placement resultan más adecuados para destacar la notoriedad de la marca analizada. Adicionalmente, los consumidores opinan que este tipo de estrategia es menos intrusivo y más adecuado para el público de los niños. This qualitative case study research examined product placement strategies in video games to identify the differences in the effectiveness of traditional placement approaches compared to the branded entertainment approach, which involves the use of proprietary character in a video game. Although video gaming has increased in popularity in the past decade and uses product placement strategies, the effectiveness of the different strategies has not been previously examined. The research used a case study methodology examining the use of product placement strategies at Walt Disney with primary data obtained from interviews with Disney staffs from Disney Interactive Marketing Group and a focus group of consumers of Disney video game products. The results of the study indicated that the branded entertainment approach to product placement enhanced existing awareness of the branded character and the parent Disney brand. In addition, the consumers of the video game product perceived the branded entertainment approach as less intrusive than a traditional product placement in which a branded product was inserted into the video, audio or action content of the video game. The consumers also perceived the branded entertainment approach more suitable than traditional product placement for video games aimed at children.product placement strategies, effectiveness, qualitative study estratategias de product placement, eficacia, estudio cualitativo

B2B value co-creation influence on engagement: Twitter analysis at International Trade Show organizer

Purpose - This paper studies, based on the theory of service-dominant logic, the effect of value co-creation practices (linking and materializing) on engagement dimensions (popularity, commitment and virality). The main objective is to analyze the influence of value co-creation practices on engagement at international trade shows organizer association on Twitter. Design/methodology/approach - This paper studies the usage of Twitter by the Specialty Food Association, which organizes one of the top five foods and beverage international trade show in the United States. To achieve the research objective, the authors have analyzed 1,608 posts on Twitter from the Twitter account @Specialty_Food. A content analysis was performed using Krippendorff's (2004) recommendations, and the data were analyzed using regression analysis with optimal scaling and Kruskal-Wallis Test. Findings - According to the results, some materializing practices influence popularity, commitment, virality and global engagement on Twitter. While the usage of some linking practices influences respectively commitment and popularity. Originality - These results provide valuable information for business-to-business (B2B) contexts and answer a research gap reported in previous literature, which affirms that more research is needed about the relationship between service systems and engagement. From a general view, to generate more engagement on social media in B2B contexts, it is recommended to prioritize posts that incorporate live and online events based on collaborative and dynamic human interactions, following by business ideas and business cases

Tourists' perceptions, emotions, and attitudes during a mega sport event

The aim of this study is to explore the perceptions and emotions of the sports-fan tourists experienced during a mega sport event to analyse the influence exerted by a sports event on a sponsoring brand. An empirical study was performed by collecting information from 364 sport-fan tourists during the Formula 1 Grand Prix of Europe. Results show that fans' emotions, event perceived value, fans' attitudes and sponsor perceived value are related terms. Moreover, to explain the success of a sponsoring brand, there are three relevant antecedents (attendees' motivation, exposure to the event, and team identification). In comparison, two antecedents seem to be irrelevant (event involvement and sponsor familiarity). This investigation has made progress in researching the backgrounds that determine the sports-fan tourist behaviour in an integrated way to explain how a sponsoring brand can benefit from it

Effects of network market orientation on new ventures’ international performance

By combining international entrepreneurship and marketing aspects, this work attempts to emphasise the importance of relational knowledge in international new ventures by studying the influence of network market orientation on the international results obtained by these firms. The results obtained in the comparison with the proposed structural equations model confirm that network market orientation is a determining factor for firms to achieve better international results. This influence is observed both directly and indirectly with the mediating effect on the differentiation– and cost–based competitive advantages developed by INVs

Orientación al mercado, resultados e indicadores básicos de competitividad, interrelación en las agencias de viajes

El presente trabajo analiza los efectos de la orientación al mercado en una doble vertiente: de un lado, estudia los efectos de la orientación al mercado sobre los resultados y, de otro, mide los efectos de la misma sobre los indicadores básicos de la competitividad. A su vez, se han considerado los efectos de las diferentes dimensiones de la orientación al mercado sobre diversas medidas de resultados empresariales. Los hallazgos obtenidos en el sector de las agencias de viaje permiten confirmar la existencia de una relación indirecta entre orientación al mercado y resultados, a través de su contribución a los indicadores básicos de competitividad. Asimismo se ha comprobado que las dimensiones de la orientación al mercado ejercen diferentes influencias sobre los resultados, de tal forma que no todas ellas poseen un efecto positivo.The present study analyses the consequences of market orientation from two perspectives: firstly, it studies the market orientation effects on results, and secondly, it measures those effects on competitiveness indicators. Additionally, the effects of market orientation on different dimensions of business performance have been considered. The results on travel agency sector support the relationship between market orientation and performance, through the contribution of competitiveness indicators. Furthermore, market orientation dimensions have diverse influences on performances; same of them have not showed a positive effect