Relationship quality as antecedent of customer relationship proneness: a cross-cultural study between Spain and Mexico

Some factors such as the globalization and the development of information technologies are changing the dynamics of the relationship marketing bases. The new competitive framework defined by the relevance of online channels have caused the way of approaching relationship management with consumers to change. In this context, relationship quality (RQ) allows to understand the proneness of consumers to keep their commercial relations alive. Several are the studies that analyse RQ antecedents, but none has used a comprehensive management approach that includes resources and capabilities (such as market orientation or knowledge management), as perceived by customers, that a company has available for management in order to enhance said RQ in an online context. This work-in-progress aims to analyse the effect of said perceived quality on the consumer’s proneness to maintain the relationship under a cross-cultural context, considering the perceptions of Spanish and Mexican users of online banking services

Analysing relationship quality and its contribution to consumer relationship proneness

Relationship marketing has been the dominant paradigm in the sphere of marketing in the last decades. However, aspects such as globalisation, development of information technologies, or the growing competitiveness pressure have caused the way of approaching relationship management with consumers to change. A consumer feels as the lead character and demands personalised treatment customised to his/her needs and specific characteristics. In this context, relationship quality (RQ) allows to understand the proneness of consumers to keep their commercial relations alive. Several are the studies that analyse RQ antecedents, but none has used a comprehensive management approach that includes resources and capabilities (such as market orientation or knowledge management) that a company has available for management in order to enhance said RQ. Furthermore, we analyse the effect of said perceived quality on the consumer’s proneness to maintain the relationship

The Importance of Brand Values in Family Business

Only a small body of literature exists on linking key marketing concepts in family business contexts and those studies that do exist show a significant bias towards brand management. Both the relevance of the subject and the lack of research assuming this challenge to date justify the interest and timeliness of this literature review.Based on this interest—and the existing research opportunities—this article presents the concept of brand, together with a framework for its analysis in family business contexts. The paper summarizes the six main lines of research proposed, three from the perspective of identity management, and three from the perspective of stakeholders. The last section presents a series of interesting aspects for carrying out future research

BILINGUALISM AND THE COGNITIVE DEVELOPMENT IN SECOND LANGUAGE SPEAKERS

The world has made great changes in the last century regarding communication; most societies have adopted different languages to carry out their education, business, technologies, and social life. Among the most important languages around the world, it is the English language that is considered as a lingua franca, and most people want to master it for being competitive in different fields. Besides, these well-known aspects there are lots of research which claims for a more critical role of bilingualism and its effect on effect on cognition and skills which are related with being creative, independent, innovative, and to be able to make decisions, take risks, among others which are the new abilities for the XXI century. Hence, this research intends to present a comparative analysis based on bibliographical and documental research on updated theories that are in favor and opposite with the effect of bilingualism in cognition.El mundo ha realizado grandes cambios con respecto a la comunicación; la mayoría de las sociedades han adoptado diferentes idiomas para llevar a cabo su educación, negocios, tecnologías y vida social. Entre los idiomas más importantes del mundo se encuentra el Inglés, el cual es considerado lingua franca, siendo que permite alcanzar varias oportunidades y su dominio genera ventajas competitivas en diferentes campos. Además, ser bilingüe ayuda a las personas a desarrollar su metacognición y poder enfrentar el nuevo desafío que exige nuestra sociedad global. Ser creativo, independiente, innovador, humano, capaz de tomar decisiones, asumir riesgos, entre otras, son las nuevas habilidades para el siglo XXI. Es obligatorio que las universidades de todo el mundo trabajen para lograr que sus estudiantes sean bilingües y de esa manera, puedan obtener mejor información de diferentes ciencias y, al mismo tiempo, generar nuevos teóricos en los campos de la ciencia que ayuden a resolver los problemas de sus sociedades locales. El estudio de idiomas debe ser dirigido a las universidades visto como una respuesta a la política estatal de diferentes países para llevar a su país al desarrollo esperado

Are brand extensions of healthy products an adequate strategy when there is a high association between the brand and unhealthy products?

Purpose – The objective of this paper was to explore which branding strategy (brand extension versus new brand) is most convenient for healthy products, by taking into account the effect that the perceived fit between the nutritional attributes of the regular products of the parent brand and the healthy extensions have on the credibility of the latter. Design/methodology/approach – The required information was obtained through personal interviews with 107 consumers resident in the metropolitan area of Mexico City. The type of study was exploratory-descriptive and focused on the manufactured snacks that are sold in Mexico. Findings – Reformulations of traditional snacks that are commercialized under the name of the parent brand have low credibility with respect to their nutritional value due to the high association between non-healthy attributes and the image of the parent brand. The snacks categorized as healthy are products with well differentiated ingredients but with low brand familiarity. Originality/value – The branding of healthy brands is an incipient area of research in marketing, and thus this paper contributes to the theoretical development of strategies for the commercialization of these brands

Elaboración del programa de mantenimiento para la plataforma de descarga de la Empresa Austral Group S.A.A. - Coishco

Se ha elaborado El Programa de Mantenimiento para la Plataforma de Descarga de la Empresa Austral Group S.A.A. El presente trabajo presenta procedimientos que se utilizaran para organizar, dirigir y controlar los equipos de la plataforma de descarga, que van a intervenir en el proceso de descarga de materia prima, manteniendo sus características de calidad. Este programa de mantenimiento servirá como guía para el personal técnico que necesitan referencias acerca de los procedimientos del mantenimiento que se debe realizar a cada equipo así como del conjunto de acciones que permitan conservar o restablecer un equipo a un estado especificado o a una situación tal que pueda asegurar un servicio determinado.Trabado de investigacio

EFECTO DE LA PRESENCIA DE CLORO EN CATALIZADORES Pd/γ-Al2O3 SOBRE LA REACCIÓN DE HIDRODESULFURACIÓN DE DIBENZOTIOFENO

ResumenEn este trabajo se estudió la influencia de la presencia del cloro en catalizadores Pd/γ-Al2O3, buscando entender la razón de la mejora en la actividad observada en la reacción de hidrodesulfuración (HDS) del dibenzotiofeno (DBT), cuando estos catalizadores se preparan con precursores clorados comparados con otros preparados con precursores orgánicos como acetilacetonatos. Para lograr este objetivo, se analizó el efecto de la incorporación del Cl antes y después de la sal de Pd y el efecto del cambio de las temperaturas de calcinación y de reducción de los catalizadores. Las propiedades ácido-base del catalizador fueron determinadas utilizando el método de distribución de afinidad de protones, lo cual permitió correlacionar la naturaleza y concentración de los diferentes sitios OH presentes en la superficie del catalizador con el comportamiento catalítico. Los resultados mostraron que la presencia de Cl en el catalizador genera cambios en las propiedades ácidas del soporte, creando posiblemente nuevos sitios ácidos Brönsted, lo cual tiene un efecto positivo en la HDS del DBT. Además se observó un aumento importante en la selectividad hacia la ruta de hidrogenación, cuando los catalizadores que contienen cloro son activados a baja temperatura (473 K).Palabras Clave: orden de impregnación, temperatura de calcinación, temperatura de reducción, hidrogenación  AbstractIn this work, the influence of chlorine in Pd/γ-Al2O3 catalysts was studied, in order to understand the reason of the improvement in the conversion observed in the hydrodesulfurization (HDS) of dibenzotiophene (DBT), when these catalysts are prepared from chlorided precursors compared to those prepared from acetylacetonates. In order to achieve this objective, the effect of the incorporation of Cl before and after the Pd salt, and the effect of changing catalysts calcinations and reduction temperatures was analyzed. The acid-base properties of the catalyst were determined using the Proton Affinity Distribution method, which allowed correlating the nature and concentration of the different OH sites present in the catalyst’s surface with the catalytic behavior. The results showed that the presence of Cl in the catalyst generates changes in the acid properties of the support, possibly creating new acid Brönsted sites, presenting a positive effect in the HDS of the DBT. It was also was observed a very important increase in the selectivity to HYD when the catalysts containing chlorine were activated at low temperature (473 K).Keywords: impregnation order, reduction temperature, calcination temperature, hydrogenatio

Estudio de Pre Factibilidad para la creación de una planta dedicada al reciclaje de latas de aluminio en el Departamento de Managua

Presenta un estudio de pre factibilidad para la creación de una planta recicladora de latas de aluminio en el departamento de Managua. Se desarrolla un estudio de mercado que permita el conocimiento de la demanda potencial insatisfecha de latas de aluminio. Se analiza las afectaciones ambientales que se ocasiones durante la operación de la planta