PLANEACIÓN ESTRATÉGICA Y GESTIÓN DEL CONOCIMIENTO EN LAS PEQUEÑAS Y MEDIANAS EMPRESAS, (PYMES), HERRAMIENTA BÁSICA PARA SU PERMANENCIA Y CONSOLIDACIÓN

During Development of this working paper, contextualization of current situation of Mexican SMEs is analized, the organizational culture that prevails on its strategic planning and the posibility of use knowledge management for better permanence and consolidation. The human resource profile guiding the SMEs is analized and also the importance of the implementation of information and communication technologies is mencioned as an important tool in the strategic planning of organizations which allows for better communication, oriented to organizational growth within a business demanding environment

RETOS Y OPORTUNIDADES DEL SOCIAL MEDIA EN LA ORGANIZACIÓN CONTEMPORÁNEA

Social media is a reality in the information society. This research focuses in how the development of the information society and the presence of the Information and Communications Technology (ICT) provide the acceptable environment for the deployment of organizational communication and social media marketing. It describes the particularities of social media as a growing phenomenon of great social appropriation that, thanks to the Internet, has caused that the modern organization contemplates implementing social media to its benefit. The purpose of this paper is to contextualize the use of social media and establish the challenges and opportunities of implement communication and social media marketing strategies in the organization. The present study confirms that the information society has established the conditions to properly implement social media marketing and the risks are considerably lower than the opportunities

EL ROL DE LAS REDES SOCIALES EN LA CONFIGURACIÓN DE LA REPUTACIÓN DIGITAL DE LA ORGANIZACIÓN CONTEMPORÁNEA

La reputación digital de una empresa es un constructo social basado en la percepción cognitiva de los grupos de interés relacionados con la empresa en entornos virtuales, y que actualmente representa uno de los factores de éxito más importantes. A partir de una investigación documental, se presentan diferentes perspectivas en relación a la reputación y la reputación digital. Se destaca que los dispositivos móviles, Internet y las redes sociales se han convertido en importantes elementos en la configuración de la reputación digital de una organización. Finalmente, se enfatiza el valor de la reputación digital como un activo intangible capaz de representar una ventaja competitiva para la organización contemporánea

Comportamiento y desarrollo del sector turístico en México

The world tourism sector has had a significant growth in recent years, which has allowed countries to generate more economic resources. In Mexico this economic activity has helped the development of tourism services such as: accommodation, transportation and restaurants. This economic sector, is of great importance to Mexico because it is important to analyze the influx of international tourists, being considered in the ranking of the first 6 destinations visited. It was necessary to resort to a review of the literature, to the analysis of statistical data and their interpretation to generate the conclusions. The results of the work made it possible to highlight the importance of the tourism sector, due to the influx of tourists, the generation of jobs and the increase in tourist spending. The objective of this work was to analyze the situation of tourism and the growth it has had in recent years, as well as its contribution to the economy in Mexico. For which data on the behavior and development of the tourism sector were collected in 2017 and 2018.El sector turístico mundial, ha tenido un crecimiento significativo en los últimos años, lo cual ha permitido a los países generar más recursos económicos. En México esta actividad económica ha ayudado al desarrollo en  servicios turísticos como son: alojamientos, transporte y restaurantes. Este sector económico, reviste de gran importancia a México por su importante para analizar la afluencia de turistas internacionales, siendo considerado en el ranking de los primeros 6 destinos visitados. Fue necesario recurrir a una revisión de la literatura, al análisis de datos estadísticos e interpretación de los mismos para generar las conclusiones. Los resultados del trabajo permitieron destacar la importancia del sector turístico, debido a la afluencia de turistas, la generación de empleos y el incremento del gasto del turista. El objetivo de este trabajo consistió en analizar la situación que guarda el turismo y el crecimiento que ha tenido en los últimos años, así como su aportación a la economía en México. Para cual se recolectaron  datos sobre el comportamiento y el desarrollo del sector turístico en 2017 y 2018

Facebook Como Espacio de Expresión Emocional de los Adolescentes en Morelia, México

Esta investigación tuvo como objetivo identificar la utilización de Facebook como medio de expresión emocional en adolescentes de educación secundaria de Morelia, México; así como conocer la emoción predominante a través de los usos, gratificaciones y necesidades que se satisfacen al utilizar la plataforma. Se empleó la Teoría de Usos y Gratificaciones (TUG) y el esquema de interdependencias de la TUG. Es una investigación de enfoque mixto, no experimental, transeccional. Los resultados señalan que los estudiantes han incorporado a Facebook en sus vidas cotidianas. Llevan perteneciendo a la plataforma en promedio tres años, accediendo diariamente de treinta minutos a tres horas. Se confirma que hacen uso de Facebook como un espacio en donde expresan sus emociones/sentimientos, y que los contenidos, positivos o negativos, afectan en sus estados emocionales. This research had the purpose to identify the use of Facebook as a mean of emotional expression in teenagers of High School in Morelia, Mexico; as well as to know the prevailing emotion through the uses, gratifications, and needs that the young people experiment using the platform. The theory used was the Theory of Uses and Gratifications (TUG) and the scheme of the interdependencies of the TUG. It is a mixed approach research, nonexperimental, transactional. The results indicate that students have incorporated Facebook into their daily lives. They have been using the platform on average three years, accessing daily from thirty minutes to three hours. It is confirmed that they use Facebook as a space where they express their emotions/ feelings, and that the positive or negative contents, affect in their emotional states

RETOS Y OPORTUNIDADES DEL SOCIAL MEDIA EN LA ORGANIZACIÓN CONTEMPORÁNEA

Social media is a reality in the information society. This research focuses in how the development of the information society and the presence of the Information and Communications Technology (ICT) provide the acceptable environment for the deployment of organizational communication and social media marketing. It describes the particularities of social media as a growing phenomenon of great social appropriation that, thanks to the Internet, has caused that the modern organization contemplates implementing social media to its benefit. The purpose of this paper is to contextualize the use of social media and establish the challenges and opportunities of implement communication and social media marketing strategies in the organization. The present study confirms that the information society has established the conditions to properly implement social media marketing and the risks are considerably lower than the opportunities

Comparación de la actividad económica de entre ciudades de México mediante la matriz insumo-producto

The purpose of this study is to compare the economic activity of Mexican tourist destinations through the input-output matrix, in order to estimate the economic investment multipliers for these destinations. It was carried out based on input-output techniques with data on tourist arrivals for the year 2010, as well as the Gross Domestic Product per capita for each destination, the data was taken from the Municipal Human Development Index. The results obtained indicate that Mexico City is the best positioned and investment in tourism in that place has a greater influence on the rest of the destinations studied. This study allows to quantify the real contribution of the tourist demand in the economy in the tourist destinations.  El proposito de este estudio es comparar la actividad econónomica de destinos turisticos mexicanos mediante la matriz insumo-producto, con la finalidad de estimar los multiplicadores económicos de inversión para dichos destinos. Se realizo a partir de técnicas de insumo-producto con datos de llegadas de turistas del año 2010, así como el Producto Interno Bruto per cápita por cada destino, los datos se tomaron del Índice de Desarrollo Humano Municipal. Los resultados obtenidos indican la Ciudad de México es la mejor posicionada y la inversión en turismo en dicho lugar influye en mayor proporción sobre el resto de los destinos estudiados. Este estudio permite cuantificar la aportación real de la demanda turística en la economía en los destinos turísticos

Communication as a Key Element in the Labor Inclusion of Mexican Millennials

This research paper presents the situation of the labor market in Mexico, the behavior of organizations through their managers to integrate work teams, as well as the elements that stand out for being the most reasonable for the integration of millennials in the work force. On the other hand, the distinctive characteristics of this generational group are analyzed in search of communicative elements that favor their insertion in new organizations. The importance of communication, the favorable organizational climate through psychological contracts that improve and define the labor expectations of both parties (employer and millennials) are highlighted. The findings of this research allow identifying various communication problems between employers and millennials, mainly due to various inconsistencies between the expectations of each group. Keywords: Communication, Organizational Climate, Millennials. JEL Classifications: M150, M540, M370 DOI: https://doi.org/10.32479/irmm.928

Estrategias de marketing orientadas al consumo de la generación centennial

Esta investigación muestra el comportamiento de consumo de la generación centennial, particularmente su orientación al consumo responsable. El objetivo de esta investigación es identificar cómo las estrategias de marketing han incidido en el tipo de consumo que los centennials, así como la orientación al consumo responsable identificando la percepción que tienen de los productos ecológicos y de las empresas que realizan prácticas socialmente responsables, para identificar si la decisión de compra se basa en las prácticas responsables o en modas y tendencias de consumo. La investigación es documental. En primera instancia, se llevó a cabo la recuperación y revisión de literatura actualizada como artículos científicos, journals especializados en marketing y comportamiento del consumidor, así como memorias de congresos. En un segundo momento, se realizó un análisis de cada documento para poder llegar a las conclusiones en las que se define el comportamiento de consumo de los centennials. Los principales hallazgos de esta investigación muestran una orientación y conciencia ecológica evidente en el consumo de bienes y servicios. No obstante, también se identifica que las modas, el sentido de pertenencia, y el precio de los productos de este grupo generacional inciden en la toma de decisiones.   This research shows the consumption behavior of the centennial generation, particularly its orientation towards responsible consumption. The objective of this research is to identify how marketing strategies have influenced the type of consumption that centennials have, as well as the orientation towards responsible consumption, identifying the perception they have of organic products and of companies that carry out socially responsible practices, to identify whether the purchase decision is based on responsible practices or consumer trends and fashions. This is documentary research. In the first instance, the recovery and review of updated literature such as scientific articles, specialized journals on marketing and consumer behavior, as well as conference proceedings were carried out. In a second moment, an analysis of each document was carried out to reach the conclusions in which the consumption behavior of centennials is defined. The main findings of this research show an evident ecological orientation and awareness in the consumption of goods and services. However, it is also identified that the fashions, the sense of belonging, and the price of the products of this generational group influence decision-making

Marketing and Consumer Behavior during and amidst the Overcoming of a Pandemic [Editorial]

The covid-19 pandemic has changed how enterpri-ses and people behave, and the future effects of this change are yet to be seen. Several studies have shown how lockdown measures and individual and social reactions affect organizations (Leung et al., 2021; Rojas et al., 2020; Zwanka & Buff, 2020). However, further research on how the marketing areas of organizations may contri-bute to overcoming the pandemic's devastating effects is required.Consequently, society has made urgent requests that aca-demia could address through research. First, we are called upon to analyze the effect of covid-19 on consumers' dif-ferent cultures, ages, and demographic variables world-wide (Madrigal-Moreno et al., 2021; Sheth, 2020; Zwanka & Buff, 2020), leading to possible responses and ways en-terprises can adapt and offer value propositions. Likewise, and in the same line of work, it is imperative to account for how pandemic-based individualism has shaped new habits, trends and disruptions (Larios-Gómez et al., 2021; Sheth, 2020). Secondly, recognizing enterprises' work in so-cial responsibility and their marketing actions in response to the negative impacts of covid-19, as well as its impact on consumers, is a matter to be explored (Huang, 2021; Pesqueux, 2020).On the other hand, it is essential to contribute to the rec-ognition and analysis of positive dynamics in the field of marketing; for example, the pandemic has favored and promoted the connection with consumers through dig-ital channels, the use of e-commerce and, in particular, marketplaces with a wide offer and services for sale and after-sales (Brandtner et al., 2021; Gómez, 2020; Sánchez-Torres et al., 2021; Saura et al., 2020; Sheth, 2020) with traditional dynamics such as B2c, but also favoring entre-preneurship and independent or informal actors through strategies such as c2c