3C Empresa最新文献

{"title":"Estrategia de comunicación publicitaria emocional para el desarrollo de campañas ATL y BTL en el Sector de Leonidas Plaza, Comercial Dulcemania y Arreglos \"Sarita\"","authors":"Rebeca Estefanía Zambrano Narváez, Jenny Carolina Herrera Bartolomé","doi":"10.17993/3cemp.2019.080440.73-93","DOIUrl":"https://doi.org/10.17993/3cemp.2019.080440.73-93","url":null,"abstract":"espanolEl presente trabajo de investigacion tiene como proposito plantear una propuesta de estrategias de publicidad emocional a traves de medios ATL (Above the line, medios tradicionales) y BTL (Below the line, canales mas directos) al comercial Sarita. En lo concerniente al problema detectado a traves de la entrevistada realizada a la propietaria, no maneja una red social del negocio que permita tener una retroalimentacion por parte de los clientes, asi como un identificativo externo de la marca. La metodologia de la investigacion es de caracter bibliografico, asi como los metodos analitico, deductivo, analisis, sintesis, con el fin de obtener informacion y analizar la investigacion realizada a 60 clientes. El Alfa de Cronbach de los datos recopilados fue 0,85 de 1, dando como resultado fiabilidad en el instrumento aplicado. Referente a la validez se obtuvo un 0,96 de 1, la misma que se considero aceptable y con ello correlacion con la fiabilidad. Finalmente, se pretende guiar en la comunicacion emocional para desarrollar campanas efectivas en los medios ATL y BTL que permitan persuadir al cliente de este negocio y atraer a clientes potenciales. EnglishThe present research work has like goal give a propose emotional publicity strategy through de media ATL (Above The Line, traditional media) and BTL (Below The Line, direct channel) to the “Sarita” Commercial. Respect to the scientific problem looked to through to interview to the owner, so they don´t use a social network the business that allow received a feedback from the clients, also an out identification of the brand. The research methodology is bibliographic character and, analytic, deductive, and synthetic methods, in order to obtain information and analyze the effected research to 60 costumers. The Alfa the Cronbach to the data looked was 0,85 of 1, giving as a result a friability in the research instrument apply. Referent to the validity was 0,96 of 1, which is acceptable and, with that the correlation and the friability. Finality, it is to guide in the emotional communication in order to develop effect campaign in the media ATL and BTL that allow persuade to costumer of Commercial and, attract potential clients.","PeriodicalId":40997,"journal":{"name":"3C Empresa","volume":"8 1","pages":"73-93"},"PeriodicalIF":0.3,"publicationDate":"2019-11-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42191271","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"¿Influye el valor percibido de las aplicaciones de comercio móvil del sector moda en la aceptación de las alertas publicitarias?","authors":"Miluska Murillo Zegarra, Carla Ruíz Mafé","doi":"10.17993/3cemp.2019.080440.119-135","DOIUrl":"https://doi.org/10.17993/3cemp.2019.080440.119-135","url":null,"abstract":"espanolEste trabajo analiza la influencia del valor percibido, desde una perspectiva hedonica-utilitarista, de las aplicaciones de comercio movil de productos de moda en la aceptacion de las comunicaciones en forma de alertas publicitarias moviles. La informacion ha sido recogida a traves de un cuestionario estructurado online dirigido a 340 consumidores que compran productos de moda exclusivamente a traves de una aplicacion de comercio movil en territorio espanol. Los resultados indican que tanto el valor utilitarista como el valor hedonico influyen positivamente sobre la aceptacion de las alertas publicitarias moviles. El estudio realizado aporta una serie de implicaciones gerenciales para la elaboracion de estrategias de marketing y comunicacion EnglishThis study analyzes the influence of the perceived value, from a hedonic-utilitarian perspective, of mobile commerce applications of fashion products in the acceptance of mobile advertising alerts. The data was collected in Spain through a structured online questionnaire answered by 340 consumers who buy fashion products exclusively through a mobile commerce application. The results showed that utilitarian and hedonic value positively influence the acceptance of mobile advertising alerts. The study provides management implications for the development of marketing and communication strategies","PeriodicalId":40997,"journal":{"name":"3C Empresa","volume":"8 1","pages":"119-135"},"PeriodicalIF":0.3,"publicationDate":"2019-11-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47489916","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Modelo de credibilidad emprendedora en estudiantes de educación postobligatoria","authors":"Marc Mussons-Torras, Elisenda Tarrats-Pons","doi":"10.17993/3cemp.2019.080440.51-71","DOIUrl":"https://doi.org/10.17993/3cemp.2019.080440.51-71","url":null,"abstract":"espanolEl articulo analiza los factores clave que determinan la credibilidad emprendedora de los alumnos de educacion postobligatoria. El enfoque teorico se basa en el modelo del potencial emprendedor de Krueger y Brazeal (1994). Metodologicamente se aplica un cuestionario de items tipo Likert y dicotomicos a una muestra de 529 estudiantes para analizar las dimensiones de percepcion de deseabilidad y de viabilidad. Mediante la ecuacion de regresion lineal multiple se identifican los factores que definen la credibilidad emprendedora de la muestra objeto de estudio con una elevada bondad de ajuste. Se destaca la conducta del estudiante emprendedor como creible cuando el sujeto es creativo e innovador, capaz de detectar nuevas oportunidades de negocio, perseverante y esta dispuesto a esforzarse en tiempo y dinero. Las variables de desempleo y financiacion tienen incidencia en la credibilidad emprendedora del estudiante en su percepcion de viabilidad. Es de gran utilidad determinar estos factores ya que permiten disenar programas formativos que mejoren la credibilidad emprendedora de los alumnos con la finalidad de cumplir con los postulados de la Union por la Innovacion de la Union Europea que concibe a la universidad como medio para la creacion de empresas y de nuevos emprendedores EnglishThis paper analyze the key factors that have influence on the entrepreneurship credibility for non-compulsory education students. The theoretical approach is based on the entrepreneurial potential model of Krueger and Brazeal (1994). The methodology consists on a research form for evaluating 529 students. The instrument have Likert and dichotomicals items to analize the desirability and the feasibility perception on entrepreneurship. The multiple linear regression equation identifies the factors that define the entrepreneurial credibility of the sample, which has a great goodness of fit. We outstand the student behaviour as entrepreneurial when he is creative and innovative, able to detect new business opportunities, persistent and willing to sacrifice time and money. The exogenous variables like unemployment and the lack of funding have also incidence on the entrepreneurial student credibility by its feasibility perception. The relevance on this research are the key factors on entrepreneurship, that allow to create formative programs to improve the entrepreneurial credibility on students. The European Union, named as Innovation Union, conceives the university as the source of new businesses and new entrepreneurs emerging.","PeriodicalId":40997,"journal":{"name":"3C Empresa","volume":"8 1","pages":"51-71"},"PeriodicalIF":0.3,"publicationDate":"2019-11-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48860430","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Revisión sistemática de clima y desempeño organizacional en Lima y Callao","authors":"Colbert Martín Carlos Soto Rivera, Almendra Kiara Inga Soto","doi":"10.17993/3cemp.2019.080440.95-117","DOIUrl":"https://doi.org/10.17993/3cemp.2019.080440.95-117","url":null,"abstract":"espanolDesde los 90’s se han venido realizando un gran numero de tesis de grado en el Peru siendo el clima y el desempeno laboral variables de interes, cuyo analisis permite generar estrategias que incrementen la productividad del pais. Se ha llevado a cabo una revision sistematica de tesis que analizan la relacion o influencia entre las variables clima y desempeno organizacional en Lima y Callao durante los anos 2015 a 2019, teniendo como objetivo el identificar las aproximaciones teoricas sobre el clima organizacional y desempeno laboral. EnglishSince the 90’s, a large number of thesis have been carried out in Peru, with working environment and work performance variables of interest, whose analysis allows generating strategies that increase the country’s productivity. A systematic thesis review has been carried out that analyzes the relationship or influence between the variables climate and organizational performance in Lima and Callao during the years 2015 to 2019, with the objective of identifying the theoretical approaches on the organizational climate and work performance.","PeriodicalId":40997,"journal":{"name":"3C Empresa","volume":"8 1","pages":"95-117"},"PeriodicalIF":0.3,"publicationDate":"2019-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43509273","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"MARKETING DE CONTENIDOS PARA EL DESARROLLO DE UNA CULTURA DE INVESTIGACIÓN: FACULTAD DE CIENCIAS ADMINISTRATIVAS DE LA UNIVERSIDAD DE GUAYAQUIL","authors":"Luisa María Herrera Rivas, Fabrizzio Jacinto Andrade Zamora, Cinthya Denisse Anamise Llumiquinga","doi":"10.17993/3cemp.2018.070436.34-49/","DOIUrl":"https://doi.org/10.17993/3cemp.2018.070436.34-49/","url":null,"abstract":"","PeriodicalId":40997,"journal":{"name":"3C Empresa","volume":"1 1","pages":""},"PeriodicalIF":0.3,"publicationDate":"2018-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67540704","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"LA RESPONSABILIDAD SOCIAL EMPRESARIAL: UN DESAFÍO PARA LA SOSTENIBILIDAD DE LAS EMPRESAS DEL ECUADOR","authors":"Angelita Genoveva Tapia Bonifaz, María Isabel Gavilánez Vega, Sandra Patricia Jácome Tamayo, Jacqueline Elizabeth Balseca Castro","doi":"10.17993/3CEMP.2018.070436.68-89/","DOIUrl":"https://doi.org/10.17993/3CEMP.2018.070436.68-89/","url":null,"abstract":"espanolLa presente investigacion analiza el rol de la responsabilidad social empresarial (RSE) como un desafio para la sostenibilidad de las empresas del Ecuador. El objetivo del estudio es conocer las actividades de RSE que desarrollan las organizaciones en el pais y el nivel de contribucion a los agentes sociales que tienen relacion con la empresa: Clientes, trabajadores, sociedad y medio ambiente. Se efectuo un estudio empirico aplicando una encuesta a 50 empresas, orientando sus esfuerzos en beneficio de los diferentes stakeholders. Los resultados encontrados se enfocan a los productos y servicios de calidad para atraer mas clientes en un 97%, contribucion con la sociedad para lograr una buena imagen corporativa con el 76%, calidad de vida de los empleados y mejora del ambiente laboral en un 86%. Tambien se determina que uno de los aspectos que necesita mayor atencion es el cuidado y proteccion del medio ambiente con una evaluacion baja del 22%. Asimismo, algunos empresarios perciben a la RSE como una oportunidad para incrementar los reditos economicos, mientras que a los inversionistas la practica de la RSE les parece atractiva. EnglishThe present investigation analyzes the role of corporate social responsibility (CSR) as a challenge for the sustainability of Ecuadorian companies. The objective of the study is to identify the activities in development by organizations in the country and the level of social contribution of these agents applied to: clients, workers, society and environment. A study was conducted empirically applying a poll of 50 businesses, orienting their efforts in benefiting different stakeholders. The results showed that RSE focus was 97% on products and services designed to attract more clients, 76% towards garnering a positive corporate image through societal contribution and 86% in bettering work environment and worker quality of life.","PeriodicalId":40997,"journal":{"name":"3C Empresa","volume":"1 1","pages":""},"PeriodicalIF":0.3,"publicationDate":"2018-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67540419","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"LA RELACIÓN DIRECTA ENTRE EL PODER ECONÓMICO, POLÍTICO Y LA SOSTENIBILIDAD EMPRESARIAL","authors":"Colón Enrique Gutiérrez Cajías, Wendy Anabelle Bravo Ross, Boris Iván Delgado Litardo","doi":"10.17993/3cemp.2018.070436.90-101/","DOIUrl":"https://doi.org/10.17993/3cemp.2018.070436.90-101/","url":null,"abstract":"","PeriodicalId":40997,"journal":{"name":"3C Empresa","volume":"1 1","pages":""},"PeriodicalIF":0.3,"publicationDate":"2018-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67540464","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"EMPRENDIMIENTO SOCIAL Y SU RELACIÓN CON LA BASE DE LA PIRÁMIDE EN LATINOAMÉRICA","authors":"Marjorie Marcela Acosta Véliz, Verónica Carolina Coronel Pérez, María Eugenia Jiménez Cercado","doi":"10.17993/3cemp.2018.070436.50-67/","DOIUrl":"https://doi.org/10.17993/3cemp.2018.070436.50-67/","url":null,"abstract":"espanolEl presente estudio permite conceptualizar dentro del contexto actual, las connotaciones del emprendimiento social dentro del escenario internacional, sus implicaciones en la sociedad y la sinergia de conceptos como los de responsabilidad social corporativa. Se evidencio con este el rapido crecimiento que estas iniciativas emprendedoras estan generandose a nivel mundial y como los procesos y modelos de gestion de estos emprendimientos cobran vital importancia en la economias actuales y futuras. EnglishThe present study allows to conceptualize within the current context, the connotations of social entrepreneurship within the international scenario, its implications in society and the synergy of concepts such as corporate social responsibility. The rapid growth that these entrepreneurial initiatives are generating worldwide was evidenced and how the processes and management models of these enterprises are vitally important in the current and future economies","PeriodicalId":40997,"journal":{"name":"3C Empresa","volume":"1 1","pages":""},"PeriodicalIF":0.3,"publicationDate":"2018-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67540406","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"EL FRACASO DEL DINERO ELECTRÓNICO EN ECUADOR","authors":"John Alexander Campuzano Vásquez, Gonzalo Junior Chávez Cruz, José Vicente Maza Iñiguez","doi":"10.17993/3cemp.2018.070335.82-101/","DOIUrl":"https://doi.org/10.17993/3cemp.2018.070335.82-101/","url":null,"abstract":"","PeriodicalId":40997,"journal":{"name":"3C Empresa","volume":"1 1","pages":""},"PeriodicalIF":0.3,"publicationDate":"2018-08-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67540295","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Mujeres rurales emprendedoras, detonadoras de desarrollo económico: binomio colaboración - empoderamiento","authors":"I. P. Pérez","doi":"10.17993/3CEMP.2018.070234.26-43/","DOIUrl":"https://doi.org/10.17993/3CEMP.2018.070234.26-43/","url":null,"abstract":"espanolLa mujer rural emprendedora es factor clave de la sociedad mexicana que genera recursos economicos a las familias. En Chiapas (Mexico), no se pueden excluir de la situacion especifica de las mujeres rurales, las cuales representan el 50,4% del total de las mujeres mexicanas (CEAMEG, 2014). La mayoria de este colectivo, estan en situacion de pobreza extrema. Ademas de vivir en comunidades rurales, con una inadecuada infraestructura de servicios, escasos servicios de salud o educativos, y con necesidades basicas insatisfechas en la mayoria de los hogares, viven dominadas por el sistema “machista” propia de una cultura rural, sin reconocimiento de sus derechos, ni de sus labores dentro y fuera del hogar. Por ello, se presenta este estudio que se realizo con una metodologia mixta, cualitativa y cuantitativa. La recoleccion de informacion utilizo los siguientes instrumentos metodologicos: un grupo focal y la aplicacion de una encuesta semi estructurada a los participantes del mismo grupo focal (hombres, mujeres y jovenes, todos ellos mayores de 18 anos, vendedores de pescado en la periferia del mercado publico Manuel Larrainzar). El resultado reflejo que de las 17 personas que comercializan su producto en este sitio, 15 son mujeres, y unicamente 2 hombres; de ellos, 10 son casados (as), 3 solteras, 1 que vive en union libre, 1 madre soltera, 1 divorciada y 1 viuda, como se puede observar el rol protagonico de la mujer en esta actividad comercial es predominante. EnglishRural women entrepreneurs is key factor in Mexican society that generates income to families. In Chiapas (Mexico), may not be excluded from the specific situation of rural women, which account for 50.4 per cent of the total of Mexican women (CEAMEG, 2014). The majority of this group, are in extreme poverty. In addition to live in communities that are rural, with inadequate infrastructure services, scarce health services or educational, and basic needs unmet in most households, they live dominated by the “macho” system of a rural culture, without recognition of their rights, or their work inside and outside the home. Why is this study which was carried out with a joint, qualitative and quantitative methodology. The collection of information used the following methodological instruments: implementation of a survey and a focus group semi structured to participants of the same target group (men, women and young people, all of them older than 18 years, fish sellers in the periphery of the public market Manuel Larrainzar). The result reflected that of the 17 people who market your product on this site, 15 are women, and only 2 men; of them, 10 are married (as), 3 single and 1 who lives in free union, 1 single mother, divorced 1 and 1 widow, as you can see the role of women in this commercial activity is predominant.","PeriodicalId":40997,"journal":{"name":"3C Empresa","volume":"7 1","pages":"26-43"},"PeriodicalIF":0.3,"publicationDate":"2018-05-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42928973","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}